Black Velvet (whisky)
Encyclopedia
Black Velvet Whisky is a Canadian whisky
brand owned by Constellation Brands
. It has a strong taste and is known for its black labeling. It is a 'whisky mix' meaning that it is a blend of various whiskies.
Black Velvet was produced at Schenley Industries
in Valleyfield, Quebec, Canada, and has been in operation since 1945. Schenley's Black Velvet DeLuxe was the only liquor available to submarine
officers at Midway
in World War II
, where it was held in low regard and known as "Schenley's Black Death."
Original owner Heublein
was sold to Grand Metropolitan
in 1987. Grand Metropolitan and Guinness
merged in 1997 to form Diageo
.
The distillery was sold by Diageo to Canandaigua Brands
in 1999; Diageo bought it back in 2008, when Constellation Brands
consolidated their Canadian operations in Lethbridge
.
Originally called "Black Label", the name was changed to "Black Velvet" at the suggestion, in the late 1940s, by the Master Distiller Jack Napier because he thought it had a velvety taste and smoothness.
Currently, Black Velvet produces two brands, which are primarily sold on the export market to the United States, Black Velvet and Black Velvet Reserve, which is an older, aged product (aged eight years). The reserve brand is more expensive, but it has a softer, aged taste. Contained in this mixture is a small amount of Canadian style whiskey, called Rye, but this product is not considered Rye itself.
The first Black Velvet Lady was introduced to the world in 1969 as an advertisement tool for Black Velvet. Since that time, such famous names as Christie Brinkley
, Cybill Shepard, Kim Alexis
, Cheryl Tiegs
, and Kelly Emberg
have all been Black Velvet Ladies. The current Black Velvet Lady is Tami Donaldson, born and raised in Hollywood, Florida.
Black Velvet has seen a resurgence the last two years especially in the US Midwest where sales increased by 25% in 2008, 38% in 2009, and estimated 47% in 2010.
Canadian whisky
Canadian whisky is a type of whisky produced in Canada. Most Canadian whiskies are blended multi-grain liquors containing a large percentage of corn spirits, and are typically lighter and smoother than other whisky styles...
brand owned by Constellation Brands
Constellation Brands
Constellation Brands, Inc., headquartered in Victor, New York, is the world’s leading wine company with a broad portfolio of widely admired premium brands across the wine, beer and spirits categories.-History and description:...
. It has a strong taste and is known for its black labeling. It is a 'whisky mix' meaning that it is a blend of various whiskies.
Black Velvet was produced at Schenley Industries
Schenley Industries
Schenley was a liquor company based out of New York, N.Y. with headquarters in the Empire State Building and a distillery in Lawrenceburg, Indiana. It owned several brands of Bourbon whiskey, including Schenley, The Old Quaker Company, Carstairs' White Seal, and possibly others; they also owned a...
in Valleyfield, Quebec, Canada, and has been in operation since 1945. Schenley's Black Velvet DeLuxe was the only liquor available to submarine
Submarine
A submarine is a watercraft capable of independent operation below the surface of the water. It differs from a submersible, which has more limited underwater capability...
officers at Midway
Midway Atoll
Midway Atoll is a atoll in the North Pacific Ocean, near the northwestern end of the Hawaiian archipelago, about one-third of the way between Honolulu, Hawaii, and Tokyo, Japan. Unique among the Hawaiian islands, Midway observes UTC-11 , eleven hours behind Coordinated Universal Time and one hour...
in World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, where it was held in low regard and known as "Schenley's Black Death."
Original owner Heublein
Heublein
Heublein Inc. was an American producer and distributor of alcoholic beverages and food throughout the 20th century...
was sold to Grand Metropolitan
Grand Metropolitan
Grand Metropolitan plc is a former United Kingdom-based company operating hotels, holiday centres, entertainment centres, public houses and casinos...
in 1987. Grand Metropolitan and Guinness
Guinness
Guinness is a popular Irish dry stout that originated in the brewery of Arthur Guinness at St. James's Gate, Dublin. Guinness is directly descended from the porter style that originated in London in the early 18th century and is one of the most successful beer brands worldwide, brewed in almost...
merged in 1997 to form Diageo
Diageo
Diageo plc is a global alcoholic beverages company headquartered in London, United Kingdom. It is the world's largest producer of spirits and a major producer of beer and wine....
.
The distillery was sold by Diageo to Canandaigua Brands
Constellation Brands
Constellation Brands, Inc., headquartered in Victor, New York, is the world’s leading wine company with a broad portfolio of widely admired premium brands across the wine, beer and spirits categories.-History and description:...
in 1999; Diageo bought it back in 2008, when Constellation Brands
Constellation Brands
Constellation Brands, Inc., headquartered in Victor, New York, is the world’s leading wine company with a broad portfolio of widely admired premium brands across the wine, beer and spirits categories.-History and description:...
consolidated their Canadian operations in Lethbridge
Lethbridge
Lethbridge is a city in the province of Alberta, Canada, and the largest city in southern Alberta. It is Alberta's fourth-largest city by population after Calgary, Edmonton and Red Deer, and the third-largest by area after Calgary and Edmonton. The nearby Canadian Rockies contribute to the city's...
.
Originally called "Black Label", the name was changed to "Black Velvet" at the suggestion, in the late 1940s, by the Master Distiller Jack Napier because he thought it had a velvety taste and smoothness.
Currently, Black Velvet produces two brands, which are primarily sold on the export market to the United States, Black Velvet and Black Velvet Reserve, which is an older, aged product (aged eight years). The reserve brand is more expensive, but it has a softer, aged taste. Contained in this mixture is a small amount of Canadian style whiskey, called Rye, but this product is not considered Rye itself.
The first Black Velvet Lady was introduced to the world in 1969 as an advertisement tool for Black Velvet. Since that time, such famous names as Christie Brinkley
Christie Brinkley
Christie Brinkley is an American model and actress best known for her three consecutive appearances on the cover of the Sports Illustrated Swimsuit Issue in the late 1970s and early 1980s, for her long-running contract with CoverGirl, the longest ever of any model in history, and for her marriage...
, Cybill Shepard, Kim Alexis
Kim Alexis
Kim Alexis is an American model and actress.- Career :Alexis was one of the top models of the 1980s, identified along with Gia Carangi, Carol Alt, Christie Brinkley, Kelly Emberg, Iman, and Paulina Porizkova...
, Cheryl Tiegs
Cheryl Tiegs
Cheryl Rae Tiegs is an American model and actress.- Early years :Tiegs was born in Breckenridge, Minnesota but raised in Alhambra, California, and she graduated from Alhambra High School in 1965. She also attended the California State University, Los Angeles and became a little sister to the Sigma...
, and Kelly Emberg
Kelly Emberg
Kelly Kay Emberg is a former 1980s supermodel who appeared on the covers of Vogue, Harper's Bazaar, Glamour and Cosmopolitan magazines...
have all been Black Velvet Ladies. The current Black Velvet Lady is Tami Donaldson, born and raised in Hollywood, Florida.
Black Velvet has seen a resurgence the last two years especially in the US Midwest where sales increased by 25% in 2008, 38% in 2009, and estimated 47% in 2010.