Crown Royal is a special drink but why reserve it for only special occasions? It was created to commemorate King George VI and Queen Elizabeth's visit to Canada on May 17, 1939. This platform provided incentive to Crown More Moments and share them with the world. Leveraging Crown Royal's historical birth date of 5/17, we started a social movement each day at 5:17 pm. This became the official time to enjoy Crown Royal and a reminder to celebrate a Crown Moment, no matter how big or small.

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