Crown Royal committed to a new kind of luxury. With grillz by Scotty ATL that launched its rarest whisky in Atlanta.
The launch of Crown Royal Aged 18 Years · event, experiential, influencer and social. Atlanta, December 2021.
Crown Royal Aged 18 Years honors the time it takes to become something extra rare. The launch had to show what was in the bottle, and ladder up to the brand’s promise of keeping communities royal.
So it celebrated the people who age the same way: more soulful, more royal, more themselves over time. Enter Atlanta, and the city’s own art form: grillz.
The rare
Eighteen years is a long time to wait for a whisky.
It’s not every day a brand launches a whisky aged eighteen years to perfection. The rarest thing in the bottle needed something just as rare beside it.
The grillz
Scotty ATL made four sets, with his mentor Eddie Plein.
VVS diamonds, opals and one-of-one engraved arrows taken from the bottle’s own design, on Scotty’s “Super Gold.” Crown Royal auctioned a set for the Atlanta Artist Relief Fund.
The night
Then Atlanta got to celebrate it.
A launch night, influencers and social, for an audience that doesn’t always see itself in a luxury ad. Two of the sets went to EarthGang.
