J.B. Smoove is Crown Royal’s King of Flavor

Crown Royal the premier purveyor Canadian Whiskey chose New York City’s Shop Studio as the perfect location for the coronation of the King of Flavor, J.B Smoove. This coronation marks the second year of partnership for Crown Royal and J.B. Smoove. Last year J.B Smoove collaborated on the launch of the Crown Royal Vanilla Flavored Whiskey. This year with the launch Crown Royal Regal Apple Flavored Whiskey, a King was born. Crown Royal shows off their fun-loving side and irresistibly delicious side of whiskey with a spirited campaign, titled “Crown Royal Regal Apple: The Musical.”

The latest work between J.B. and Crown Royal premiered last week and it’s a complete showstopper. In a true creative collaboration, J.B. and his crew teamed up with director Greg Brunkalla, Anomaly New York, and Storefront Music to create a pulsating original track “It’s Apple Time, Baby,” and a series of short films, which also include an exuberant dance number choreographed by Fatima Robinson. Check out the full video above.

“From the day I took the name ‘Smoove’ I knew it was my destiny to one day be crowned the first official ‘King of Flavor!’ Now while Crown Royal Vanilla has been near and dear to me for a while I knew I had to find the savory ying to that sweet Vanilla yang! Then along came Crown Royal Regal Apple!!! Woo, like peanut butter and jelly, like Bonnie and Clyde, better yet like a leopard and a tiger!” said actor/comedian J.B. Smoove. “See on the one hand a leopard and a tiger are a lot alike, they’re majestic, regal and powerful…but on the other hand very different! One of them has spots and the other has stripes! And that gives you a choice! Smoove and sweet like Crown Royal Vanilla? Or savory and sexy like Crown Royal Regal Apple? Either way, just like a leopard and a tiger make sure you enjoy them responsibly cause trust me they do bite!”

As King J.B. Smoove sat on his throne with the New York City light’s twinkling in the background guest were treated to cocktails prepared in his honor:

SO SMOOVE

Crown Royal Vanilla, Simple syrup, Angostura bitters, Orange Bitters and Orange topped with a photo of J.B. Smoove printed on edible rice paper for a bit of eye candy (Our personal favorite)

CURB YOUR THIRST

Crown Royal Vanilla, Hella Cola Cocktail Syrup Club Soda Madagascar Vanilla Bean, Lime

THE BIG APPLE

Crown Royal Regal Apple, Ginger Ale, Lemon Juice, Lemon

THE REGAL AFFAIR

Crown Royal Regal Apple, Pineapple Juice, Lime Juice, Simple Syrup, Ginger Beer, Garnished with a wedge of Pineapple (Another Fave!)

THE BIG BITE

A Shot Glass of Ice Cold Crown Royal Regal Apple with a Cinnamon Sugar Rim

Guests mingled with their cocktails and took turns sitting on the throne. Many posed for pics with J.B. Smoove and his knight’s shall we say, entourage dressed in Game of Thrones inspired costumes.

-Sia Akili-Battle