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Crown Royal Debuts First Redesign In Decades

Featuring slimmer and more refined bottles, Crown Royal’s redesign reflects the brand’s identity, rooted in luxury and royalty.
  • Beth Squires is the Deputy Editor of The Whiskey Wash and a graduate of the OurWhisky Foundation’s Atonia Programme. With over half a decade of industry experience, she is passionate about writing stories that highlight innovation, diversity, and sustainability across the global whisky landscape.
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Crown Royal‘s redesign stays true to the brand’s royal roots, whilst appearing sleeker. Credit: Crown Royal

For the first time in decades, the revered Canadian whisky brand, Crown Royal, has revitalized its look with a packaging redesign. The new designs will be rolled out across Crown Royal’s portfolio by Spring 2025. 

Featuring slimmer and more refined bottles, Crown Royal’s redesign reflects the brand’s identity, rooted in luxury and royalty. 

Crown Royal Redesign

Crown Royal’s redesign features a metallic, gold-finished capsule, a slimmer bottle, and updated designs to the label and carton, including the crown and pillow logo. 

You can see the differences between the old and new designs below. 

The new packaging design is at the top of the image, with the old design at the bottom. Credit: Crown Royal

About Crown Royal 

Crown Royal is a globally renowned Canadian whisky, crafted in 1939 to honor King George VI and Queen Elizabeth’s historic visit to Canada. Produced at the Gimli distillery in Manitoba, it blends 50 distinct whiskies, aged for a minimum of three years in charred oak barrels, using locally sourced grains and limestone-filtered water.

Known for its smoothness, Crown Royal offers notes of vanilla, fruit, and oak, and is versatile enough to be enjoyed neat, on the rocks, or in cocktails. Its iconic purple velvet bag and rich legacy make it a standout in the world of whisky. The purple bag is also an icon of the Purple Bag Project, which sends care packages to those serving in the American military. 

To find out everything you need to know about Crown Royal, check out our comprehensive guide here.

Beth Squires

Beth Squires is the Deputy Editor of The Whiskey Wash with over half a decade of industry experience. She possesses comprehensive knowledge of the global whisky landscape, spanning everything from heritage and production to complex market analysis. A graduate of the OurWhisky Foundation’s Atonia Programme, which champions women in whisky, Beth is a dedicated advocate for diversity and sustainability, focused on highlighting the innovation and storytelling that define the modern whisky industry.

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