No. 1 Canadian whisky in the world Key markets: US (Texas!), Canada, France Key demographics: ≥ 45...

No. 1 Canadian whisky in the world

Key markets: US (Texas!), Canada, France

Key demographics: ≥ 45 years, maleMarketing: “Reign on” → Focus on males

Diageo• 2020 Sustainability &

Responsibility Targets - Global 50% carbon emissions reductions

Crown Royal• Footprints and achievements

in Canada

Sustainability Commitment

Whiskey: What’s Trending• Rapid growth in non-traditional consumer segments:

≤ 25 yrs.• Rapid growth in women consumers (1990s: 15%; 2012:

30%; 2014: 37%)

Marketing Objective / Opportunity• Attract new, untapped customer segments• Use sustainability as a differentiator for attracting

new segments

Segmentation/Targeting• Younger men and women who like to have fun and

care about doing good in the world• Recent grads who like to be outdoors– Backpackers– Rock Climbers• Hipsters

Positioning/Differentiation• For alternative-culture twenty-somethings, Crown

Royal is an affordable, sippable and sustainably produced whiskey

The First 3 P’s

Product

• Sippable• Vintage flask • Plaid flannel

bag• Leafy crown

Price

• Already low price

Place

• Bars and Liquor stores • Outdoor

hubs• Cities with

strong alternative culture

Crown Royal: King of the Campfire

Why Waste Greatness Fit for

Royalty? #CRnowaste

Show us your #CRcampfire for a chance to win

Throw a thrift shop costume party and show us your empty bottle of Crown for a chance to win #CRnowaste

Get Creative with Crown #CRnowaste

Party in the Woods

Crown Secret Society Parties

CR Sustainability Website• Site– Crown Royal’s sustainability achievements– Increase transparency

• Promotions– Direct traffic to site– Engage with conversation

Goals• To build a community of brand advocates• To educate and increase awareness• To become a thought leader

Thank you!

Sources: o Diageo, Annual Report 2013o Milward Brown Brand Tracking Survey 2013o Roberta Barbieri, Sustainability Director at

Diageo