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Diageo Continues to Boost Portfolio; Adds Vanilla Whiskey


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Leading brewer and distiller, Diageo plc (DEO - Analyst Report) consistently undertakes innovations in order to boost top-line growth. In keeping with these initiatives, the company recently introduced Crown Royal Vanilla Flavored Whisky, a collection of hand selected Crown Royal whiskies flavored with Madagascar Bourbon Vanilla.

The new whiskey combines the popular flavor of vanilla with the usual distinctive smoothness of Crown Royal. It can be enjoyed throughout the year, either on the rocks or as the key ingredient in classic cocktails like Vanilla Old Fashioned or Vanilla Hot Toddy.

Crown Royal Vanilla Whiskey (70 proof, 35% ABV) comes in a signature box and felt bag. It is priced at $24.99 for a 750 ml bottle and is available nationwide.

Diageo will support the launch of the vanilla flavored whiskey through marketing in social media platforms like television, print and online advertising, digital extensions and point of sale materials featuring the tagline, "Vanilla So Good." The commercial featuring actor/comedian J.B. Smoove debuted nationally in early October.

Diageo persistently carries out innovations to enrich its portfolio. Last week, Diageo added CAPTAIN MORGAN Jack-O'Blast Limited Edition Pumpkin Spiced Rum to its already rich rum portfolio.

We note that the company, which competes with other spirits companies like Molson Coors Brewing Company (TAP - Analyst Report) , Castle Brands Inc. (ROX - Snapshot Report) and Constellation Brands Inc. (STZ - Analyst Report) , is making efforts to focus on its spirits business and has therefore planned to divest its non-core assets. Recently, the company sold the majority of its U.S. and British wine operations to the Australian company, Treasury Wine Estates. Earlier in July, Diageo had sold luxury hotel and golf resort, Gleneagles, located in Scotland, to a private equity firm Ennismore Capital, to cut costs and bolster profits. The move reaffirmed its plans to focus more on the core spirits business.

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