ATLANTA, Dec. 14, 2021 /PRNewswire/ -- In time for the
holiday season, Crown Royal is celebrating the release of the
award-winning whisky brand's most luxurious variant to date. Crown
Royal Aged 18 Years is a rare blend of three of the most
exceptional whiskies, handcrafted by their master blender,
patiently aged to perfection for eighteen years. In honor of the
release, Crown Royal commissioned celebrity grillz maker Scotty
ATL, to create four exclusive grillz sets using the liquid
variant as the inspiration, in a first of its kind collaboration
that celebrates new royalty and redefines luxury in the
Atlanta community.
Experience the interactive Multimedia News Release here:
https://www.multivu.com/players/English/8996151-crown-royal-partners-grillz-makers-scotty-atl-eddie-plein-whisky/
Crown Royal Aged 18 Years has layers of intensity that are both
surprising and delightful. Enticing notes of vanilla and stone
fruit greet the nose, followed by the velvety body of light oak
tempered by caramel spice. Delicate notes of nougat linger in the
full-bodied finish. These layers, like the grillz art form, offer
rare luxury that surprise and excite the person experiencing
it.
"It's an honor to partner with Crown Royal on the launch of
Crown Royal Aged 18 Years, their rarest whisky blend, in a way that
pays homage to the craft of creating grillz and its impact on
Atlanta culture and our
community," says Scotty. "There is a thoughtful process to each
grillz set I make, from selecting the materials to sizing it for
the most perfect fit. I make sure all my clients are left feeling
like royalty, much like the feeling after a sip of Crown Royal Aged
18 Years."
In the creation of the grillz Scotty collaborated with a mentor
and legend in his own right, Eddie Plein, "the Originator and
Godfather of Grillz." Through Plein's continued mentorship in this
unique jewelry art form Scotty was able to create extra rare grillz
sets that are made with rare VVS diamonds, opals, and 1-of-1
engraved arrows, nodding to Crown 18 Year Old's bottle design. The
foundation of the grillz is made from Super Gold, a term
coined by Scotty to describe the highest karat of gold he uses for
his most luxurious grillz sets.
"I am excited to be a part of Crown Royal's announcement of
their latest variant and see the evolution of the grillz culture.
While grillz once symbolized poverty and tough economic times to
some, they have now become a marker of culture, elevation, and the
new definition of luxury," Eddie shared.
With only four of these grillz sets in the world, one was molded
for Scotty himself, two were made for Grammy-nominated and
Atlanta playmaker duo,
EARTHGANG, who routinely pay homage to the unique southern
Black culture of Atlanta through
their soulful tunes and one set is up for auction via PopShop Live
on December 15th at 6 PM ET. The public will have an opportunity to
bid for a chance to own a piece of rare luxury, with the proceeds
(i.e., the winning bid ) benefiting the Atlanta Artist Relief Fund,
whose mission is to help feed and support artists (musicians,
dancers, painters, actors, etc.) that make up the fabric of the
Atlanta community.^ As part of
their ongoing commitment to support local communities, Crown Royal
will match the final auction sale price up to $10,000.
"Our artistry is founded on principles instilled in us as we
grew up in Atlanta," EARTHGANG
shared, "and because of the city's impact on our lives, we've
always been a mouthpiece for the culture and our community. Our
partnership with Crown Royal allows us to give back to the
community that raised us, while appreciating the time it takes to
create something so luxurious as Crown Royal Aged 18 Years, much
like each song we make."
The specialty pieces highlight how luxury and rareness are not
only something you can see. They come from within, showcasing the
values and uniqueness that comes from Atlanta's rich history and culture, evolving
over time into something exquisite.
"The Atlanta community is
rooted in luxury and defining the culture today," Nicola Heckles,
Vice President of Crown Royal, explains. "We are honored to partner
with this next generation of artists and changemakers and happy to
be able to support the Atlanta Artist Relief Fund, all while
enjoying the crown jewel of our rarest stock, Crown Royal Aged 18
Years."
The sets were unveiled during an intimate event with
Atlanta's most prominent
tastemakers. Atlanta-based cellist
on the rise, OkCello, provided entertainment for the night, while
photographer and city native, Inari Briana captured the spirit of
the event with stylized portraits of the guests.
Crown Royal invites everyone 21+ to toast to the artist
communities. Please remember to drink responsibly. Crown Royal Aged
18 Years will be available in the United
States at liquor stores, select bars and restaurants in
limited quantities and online via Drizly in select locations.
*Must be 21+ to bid. Grillz offered for sale AS IS. To create
grillz, winning bidder must complete custom mold and ship back to
Scotty ATL, allowing 2-3 weeks for production. Bid is a legally
binding agreement to purchase custom grillz set at corresponding
price. Auction ends December 15th at
6:30 PM Eastern Time. Winning bid may
not be tax deductible. Subject to Auction Rules here; be sure to
review all rules, including complete item description before
bidding.
^Auctioner's commission/processing fees to be deducted from
winning bid prior to donation to Atlanta Artist Relief Fund.
About Crown Royal
Crown Royal Canadian Whisky is the number-one selling Canadian
whisky brand in the world and has a tradition as long and
distinctive as its taste. Specially blended to commemorate a grand
tour of Canada made by King
George VI and Queen Elizabeth of Great Britain in 1939, Crown Royal's smooth,
elegant flavor and gift-worthy presentation reflect its regal
origins – it is considered the epitome of Canadian whisky. For more
information, visit crownroyal.com. Crown Royal encourages all
consumers to please enjoy responsibly.
About Diageo North America
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and
Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit diageo.com. Visit Diageo's global responsible
drinking resource, DRINKiQ.com, for information, initiatives, and
ways to share best practice. Follow on Twitter and Instagram for
news and information about Diageo North America: @Diageo_NA.
MEDIA CONTACTS:
Kyra Zeller
DIAGEO
Kyra.zeller@diageo.com
TAYLOR
crownroyal@taylorstrategy.com
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SOURCE Crown Royal