The journey of Crown Royal Bourbon Mash has been an intriguing one. Originally approved by the Alcohol and Tobacco Tax and Trade Bureau (TTB), the brand faced an unexpected twist when the TTB reversed their decision, forcing Crown Royal to cease using the name “Bourbon Mash.” This turn of events led to the whisky being rebranded as Crown Royal Blenders' Mash. Let's delve into the details of what transpired and explore the whisky itself.
The TTB, as the governing body responsible for regulating the labeling and production of alcoholic beverages in the United States, holds significant influence over the names and descriptions used by distilleries. In the case of Crown Royal Bourbon Mash, the TTB initially granted approval for the use of this name on the label. However, at a later stage, they reevaluated their decision and concluded that the name was not in compliance with their regulations.
The TTB has strict guidelines regarding the use of certain terms on labels. One such term is “bourbon,” which is protected by U.S. law and can only be used for American-made whiskies that meet specific criteria. These criteria include being produced from a mash bill that consists of at least 51% corn, aged in new charred oak barrels, and meeting specific aging requirements. As Crown Royal Bourbon Mash was distilled in Canada, it did not meet these criteria and hence could not be labeled as bourbon.
In response to the TTB's decision, Crown Royal had to quickly adapt and rebrand their whisky. The new name, Crown Royal Blenders' Mash, reflects the blending expertise that goes into creating this particular expression. While the name may have changed, the whisky itself remains unchanged in terms of its production process and aging.
Crown Royal Blenders' Mash is distilled in Canada, where Crown Royal has been crafting whiskies for over 80 years. The distillery has a rich history and a reputation for producing high-quality spirits. To create Blenders' Mash, Crown Royal starts with a blend of corn, rye, and malted barley. The exact proportions of these grains remain a closely guarded secret, known only to a select few individuals.
After the grains are milled and mashed, fermentation takes place, converting the sugars into alcohol. The resulting liquid, known as the “distiller's beer,” is then distilled, separating the alcohol from impurities and creating a clear, high-proof spirit. This spirit is then aged in barrels for a minimum of three years, allowing it to develop its unique flavors and characteristics.
The barrels used for aging Crown Royal Blenders' Mash are made from American white oak, which imparts flavors of vanilla and caramel to the whisky. During the aging process, the spirit interacts with the wood, extracting compounds that contribute to its complexity and smoothness. The longer the whisky spends in the barrel, the more it matures and develops its distinct profile.
Crown Royal Blenders' Mash is known for its smooth and mellow character, with notes of caramel, vanilla, and oak. It offers a balanced flavor profile that appeals to both whisky enthusiasts and newcomers to the category. Whether enjoyed neat, on the rocks, or in a cocktail, this whisky delivers a delightful sensory experience.
The journey of Crown Royal Bourbon Mash took an unexpected turn when the TTB reversed their initial approval for the name. However, Crown Royal quickly adapted and rebranded the whisky as Crown Royal Blenders' Mash. This Canadian whisky, aged for a minimum of three years in American white oak barrels, continues to offer a smooth and flavorful experience that showcases the expertise of Crown Royal's blenders.