Issue link: https://digital.copcomm.com/i/16170
COVER STORY Man on a Mission hen Sardool Dhillon left his native home in the Punjab province of India, he probably couldn’t have predicted that he would eventually be running a successful liquor store and delicatessen in the capital city of California. Yet, 22 years after his arrival in the States, Dhillon is the proprietor of Mission Liquor and Deli, a Sacramento neighborhood stop made popular in part because its owner keeps it well-stocked with Crown Royal. Dhillon’s favorite is Crown’s XR label, which he enjoys on the rocks, though the new line, Crown Royal Black, has caught not only his eye but that of his clientele as well. Moreover, Dhillon has noticed a growing trend amongst his stateside Indian compatriots. “A lot of Indian people celebrate weddings with Crown Royal,” explained Dhillon, who added the whisky makes for a popular reception cocktail. W Dhillon purchased Mission Liquors and Deli in 1999 and in the past decade is pleased to have consistently high sales of the respective Crown Royal lines. “Yeah, we move a lot,” says Dhillon with a firm nod. —D. H. John Solomon and Liquorama Spirits Buyer Mike Esse have found Crown Royal Black an easy upsell. “We can upsell to a higher-quality Crown product, because we sell so much of it already,” says Solomon. Crown Jewel of the Inland Empire W ith a name like Liquorama, this Upland, CA liquor store sounds more like an adult playground than anything else. And it’s true; with a massive selection of beer, wine and spirits, Liquorama is the Inland Empire’s go-to source, and Crown Royal customers are finding plenty to be pleased with. “I like that Crown Royal is not a typical Canadian whisky,” says John Solomon, Liquorama’s owner. “It’s got flavor, and is the perfect cigar whisky,” he says, recommending a Padron Aniversario cigar as the ideal accompaniment. Sardool Dhillon shows off the Crown Royal display at Mission Liquor and Deli in Sacramento, CA. 32 / the tasting panel / september 2010 According to Solomon, Crown Royal Black is making waves with his customers who are looking to take the next step in their Canadian whisky education. “It’s still in its infancy, but it’s a nice progression up to the higher ranks,” he comments, adding that the vast majority of his Crown Royal customers are men over the age of 35. “It’s perfect for the person that’s stepped up from inexpensive bourbon, and the bold, spicy flavors, thanks to being aged in charred- oak barrels, is what really sets it apart.” —R. B. PHOTO: RYAN LELY PHOTO: MARIA SCHRIBER