We got a look inside the Crown Royal distillery to see how they’re spreading generosity

As someone who isn’t big on whisky, I don’t typically think about the story behind my drinks, besides how they’re tasting. But, when you zoom out beyond the glass, you get to understand what makes for a quality drink, and more, the people that help make it quality.

Recently, I got a chance to visit the Crown Royal distillery in the small town of Gimli, Manitoba, just an hour and a half north of Winnipeg. On my trip, I got to see for myself how much of an impact this small Canadian town has on shaping the big brand’s high-quality reputation.

Not only did I get to visit this iconic Manitoba distillery, Crown Royal also had me come out to watch them hit the road with a big (and I mean big) activation that’s giving back to the people who make one of the world’s best whiskies.

The royal treatment

Crown Royal/Joey Senft

From March 25 to 27, the Crown Royal Rig, a massive whisky barrel-inspired, purple 18-wheeler, rolled through the province — serving as a hub for the community to come together and pack boxes of non-perishable food donated by Crown Royal for Harvest Manitoba.

The Royal Rig made several stops on its journey, starting with a tailgate party at the Canada Life Centre before the Winnipeg Jets took on the Washington Capitals — and won in overtime, thank you.

Then, after stopping home in Gimli, the rig headed back to Canada Life for a tailgate party celebrating the first Canadian stop on country star Kane Brown’s The High Road tour.

These events were filled with music, merriment, and even a fun trivia game hosted by podcaster Jesse Pollock from Bar Down, at the Winnipeg Jets tailgate. Of course, the complimentary Crown Royal cocktails at each stop didn’t hurt either.

Not only did the Jets bring home the win, but it was also a big win for Harvest Manitoba. Thanks to Crown Royal’s work, more than 9,000 pounds of food got packaged through these Royal Rig stops, and every pound is helping support families across the province.

Tasting the difference

Crown Royal/Joey Senft

The distillery in Gimli is where I got a peek behind the curtain on how this whisky is made and Crown’s history in Canada.

Originally crafted to commemorate King George VI and Queen Elizabeth’s first grand tour of Canada in 1939, the smooth taste and regal style of this whisky still rings through in every batch they distill.

Made from resilient, natural ingredients that have braved Canadian weather conditions and filtered through the limestone beneath Lake Winnipeg, Crown Royal’s signature flavour is a blend of different whiskies that contribute to its overall profile.

Crown Royal/Joey Senft

And every element of Crown Royal lives up to its royal reputation thanks to the dedicated team behind it! As someone who’s worked in different craft breweries and distilleries, I’m always struck by the team’s dedication and pride behind the scenes to get that whisky from grain to glass.

Our group even took part in the rigorous testing process each whisky batch goes through before being cleared for the glass — of which I got a perfect score, so hopefully there’s a job in whisky tasting in my future.

Throughout the tour, and during the rig’s stop at the Gimli Recreation Centre, I got to hear stories of the workers retiring from Crown Royal after over 50 loyal years with the company, and how the distillery has bolstered this small town.

Living generously

Crown Royal/Joey Senft

After experiencing the Royal Rig tour and seeing the 360-acre Crown Royal distillery for myself, I got to experience first hand how the Crown Royal spirit aligns with the Canadian spirit.

For the small town of Gimli to have produced more whisky barrels than there are people in Winnipeg — over 1.5 million per year — is no small feat. But, each person who works on Crown Royal brings a level of craftsmanship and dedication that ensures each one of those barrels is filled with whisky that lives up to its unmatched quality.

Check out where you can find Crown Royal near you. Enjoy responsibly!