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NEW YORK, September 9, 2021 – As football fans everywhere gear up for the start of football season later this evening, Crown Royal, as the first-ever whisky sponsor of the National Football League (NFL), announced plans to turn game day into a giving day through its ‘Kick Off with Crown Royal’ program. Building on Diageo’s league sponsorship deal, the brand will extend its ongoing generosity efforts to all those who show up for us each game day, including those in the hospitality industry and members of the military.

Crown Royal has had a rich legacy in pro football. In 2017 it became the first spirits brand to advertise during a televised NFL game. Most recently, the brand launched its largest-ever responsible drinking campaign, The Crown Royal Water Break, that encourages drinking in moderation on game day. The stage is set for this natural evolution in the partnership between two beloved North American brand icons with a shared goal of recognizing all those who make game day special.

“The NFL has a proven track record in uniting fans through their efforts supporting local communities, which ties perfectly into our mission to give back and inspire generosity,” said Sophie Kelly, SVP of Whiskies, Diageo North America. “While on game day fans proudly celebrate those on the field, we believe the communities who make game day what it is off the field deserve equal recognition. We’re thrilled to be the first official whisky sponsor of the NFL, and to utilize our partnership to support the people and places who make game day great.”

To kick off the start of the NFL regular season, Crown Royal hosted a special Industry Night of Service last night for hospitality and stadium workers at the home of the Dallas Cowboys, AT&T Stadium. Special guests including former Cowboys outside linebacker DeMarcus Ware and country music star Riley Green also attended to help announce the brand’s $50,000 donation to longtime Crown Royal partner, the Southern Smoke Foundation, an organization that financially supports individuals in the food and beverage industry in need. The initial donation is part of a Crown Royal year-long commitment, including ‘Kick Off With Crown Royal,’ to donate $1 million dollars via the Crown Royal Generosity Fund, a donor advised fund, to national and local charities.

“Our mission at Southern Smoke is to provide support and assistance for those in the food and beverage community and their suppliers,” says Kathryn Lott, Executive Director of Southern Smoke. “Crown Royal has a long-standing spirit of generosity and commitment to supporting the hospitality industry, and their support will assist not only individuals in Texas, but across the country.”

“The NFL is excited to officially welcome Crown Royal as the first-ever official whisky sponsor of the NFL,” says Tracie Rodburg, Senior Vice President of Sponsorship Management at the NFL. “We’re looking forward to supporting Crown Royal as they work to make this football season the most generous one yet by giving back to local communities, hospitality workers and military heroes all season long.”

The brand’s generosity efforts will extend throughout the NFL season with future Nights of Service benefitting hospitality and stadium workers being planned. These efforts will extend to another group whose generosity continues to go unmatched, military veterans, who Crown Royal has supported for over a decade through The Purple Bag Project.

This past June, Crown Royal parent company Diageo announced it was entering into a multiyear sponsorship with the NFL as its first ever Official Spirits Sponsor. As part of today’s announcement, Crown Royal becomes one of the first brands within the global beverage leader’s portfolio to activate against this partnership.

Crown Royal invites you to raise a glass to all those who help us cheer on our favorite teams throughout the season, and please drink responsibly.

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Napa, Calif., (September 8, 2021)—Germain-Robin’s newest release, Single Barrel Pinot Noir aged 19 years, marks the brand’s first new single barrel product since joining the E. & J. Gallo (Gallo) spirits family four years ago. Crafted exclusively from Pinot Noir grapes grown in California’s bucolic Anderson Valley in coastal Mendocino County, the brandy pays homage to Germain-Robin’s distinctive heritage of being among the first to ever distill California Pinot Noir grapes in the history of brandy making.

The Pinot Noir Single Barrel is double distilled in Prulho Charentais pot stills in 2001 and aged for 19 years in heirloom Limousin oak barrels. Beautifully capturing the fruit character of the grape on both the nose and the palate, this expression sets a new standard of excellence in brandy. Aromas of stone fruit and barrel spice open up on the bold palate to signature notes of cherry, dried herbs and coffee, complemented by the brandy’s weight and depth. Earthy layers of oak and a touch of leather give way on the bright, lengthy finish to hints of apricot and Bing cherry.

“Hubert Germain-Robin and I shared a simple vision: to make the best brandy possible,” said Gallo’s Vice President of Distilling David Warter. “And I believe we’re delivering on that vision. The lot behind this release stood out among a multitude of barrels because of its true Pinot Noir characteristics of red fruit that can hold oak. We selected Pinot Noir to honor the path blazed by our visionary founders who revolutionized brandy making in the early 1980s when they were among the first to distill California Pinot Noir grapes.”

That decision would change the face of brandy making forever. When acquiring Germain-Robin, Gallo pledged to uphold the legacy established by Hubert Germain-Robin and Co-founder Ansley Coale — and the 19-year Pinot Noir Single Barrel does just that while also showcasing exciting innovations that lie ahead.

On September 8th, the Pinot Noir Single Barrel (SRP: $250) will be released exclusively at California Brandy House in Napa, followed by a limited release to select markets. Gallo opened California Brandy House last year to raise awareness of premium California brandies such as Germain-Robin. This is the first single barrel release in a planned series. 

To learn more about Germain-Robin brandy, visit

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Alberta Distillers Limited – named Distillery of the Decade at the 2020 Canadian Whisky Awards – is celebrating its 75th anniversary. Acclaimed for its award-winning spirits, Alberta Distillers has been a key contributor to both the Alberta and Canadian economies since its inception in 1946.

Known for its expertly crafted spirits and commitment to innovation, Alberta Distillers has been creating some of Canada’s most well-known and well-loved spirits including Alberta Premium Rye, Alberta Premium Cask Strength, Alberta Pure Vodka, Northern Keep Vodka, Banff Ice Vodka, Alberta Springs Whisky and more. The distillery’s brands are highly accoladed and respected in the global spirits industry, with countless experts regarding Alberta Distillers as a Canadian hidden gem.

To celebrate Alberta Distillers’ 75th anniversary, the distillery team is launching a #MadeForMemories campaign that highlights how their brands have been loved by generations of Canadians and often integrated in memorable moments.     

The #MadeForMemories campaign features multiple consumer touchpoints, including the launch of, a microsite hub for all anniversary details, distillery history and brand information. Additionally, consumers can enter a sweepstakes giveaway via the microsite for the chance to win a trip to a major Canadian city. 

To truly put Alberta Distillers’ brands in the hands of Canadians, limited-edition collectible mugs have been developed by the distillery team. The mugs will be available in select Canadian liquor stores as a complimentary gift for those purchasing Alberta Distillers’ spirits in September, while supplies last. Collectible mugs will also be shared with key stakeholders who have supported the distillery throughout the years.

Conservation continues to be a hallmark of Alberta Distillers’ ethos, as the distillery has a steadfast commitment to supporting local farmers and giving back to the same environment that produces its high-quality ingredients, such as rye and winter wheat. To pay homage to Canada’s bountiful resources, Alberta Distillers is proud to mark its 75th anniversary with a donation of $75,000 to the Nature Conservancy of Canada, Canada's leading national land conservation organization.

“It is incredibly inspiring to see Canada’s love for Alberta Distillers’ premium spirits. As we mark this 75-year milestone, we are thinking towards the future, and that means taking care of nature. We continue to be resolute in our conservation commitment and are proud to support the Nature Conservancy of Canada who will work to protect important lands, water, plants and animals cross the country,” says Neale Graham, Managing Director, Canada and Canadian Brands, Beam Suntory.

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Fairmont Jasper Park Lodge has launched its very own signature premium lager. Made in Alberta, Canada in partnership with Jasper Brewing Co. and Campio Brewing Co., this craft beer is the perfect way to pay homage to the iconic 700 acre property while “drinking in” the Rocky Mountains fireside, or taking it to go.
“Creating partnerships with local business and sourcing home-grown ingredients supported our vision when creating this craft beer,” said Marc Wawrin, General Manager of Fairmont Jasper Park Lodge, ”As we continuously strive to elevate our authentically local food and beverage offerings for our guests, this lager hopefully promotes further development of other exciting premium signature products on the horizon.”
Made with Olli heritage barley farmed in Clear Hills, Alberta, the Jasper Park Lodge Premium Lager has a sharp malt presence, is clean and easy to drink and comes in at a 5.3% ALC. /VOL. The beer is available for purchase at Fairmont JPL’s Emerald Lounge and Fitzhugh’s Fine Foods as well as Jasper Brewing Co. and soon to be available at other fine local retailers in Jasper, Alberta.

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Edmonton, AB: On August 26th, Alley Kat Brewing Company brings back their fall seasonal, Pumpkin Pie Spiced Ale. Like earlier sunsets, cooler evenings, and stepping on every crunchy leaf you see on the sidewalk, pumpkin spice is an inevitable part of autumn. But don’t worry, this beer is anything but basic. With an aroma of pumpkin pie spices and light malt, a beautiful dark gold colour with a creamy, off-white head, and flavours of cinnamon and ginger on a bed of delicious pumpkin, you’ll be wishing it was fall all year-round! Pumpkin Pie Spiced Ale (5.4% ABV, 20 IBU) will be available at the Alley Kat brewery, select liquor stores, restaurants, and bars in Alberta while supplies last.


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