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Diageo has announced Crown Royal Marquis, the latest innovation from the Canadian whisky giant.The new whisky is bottled at 40% abv, is finished in rum casks, and comes in a purple-hued bottle. The new release is set to hit shelves this month and will be available in Washington, D.C., Georgia, and Maryland, as well as in retailers on select military bases. Crown Royal Marquis is set to retail for $40 a 750-ml.

Last year, Crown Royal, including flavored whiskies, was up 5.5% to 7.2 million cases in the U.S., according to Impact Databank. Crown Royal is the third-largest spirits brand in the U.S. market in retail value terms at $2.45 billion last year, outstripped only by portfoliomate Don Julio Tequila at $2.59 billion and Tito’s vodka at $2.56 billion.—Shane English