Black Velvet

Black Velvet is a Canadian whisky brand associated with a smooth, approachable style and a portfolio that includes core, aged, flavored, and liqueur-like whisky expressions. The brand is produced at the Black Velvet Distillery in Lethbridge, Alberta, Canada, and is owned by Heaven Hill Brands. Its principal export market is the United States, although the brand also has a Canadian identity and distribution in other markets. The brand began under the name Black Label. In the late 1940s, master distiller Jack Napier proposed changing the name to Black Velvet, reportedly because he believed the whisky had a velvety character and smooth texture. The rebranding established the sensory and emotional language that has remained central to the product: softness, ease of drinking, and accessible Canadian whisky character rather than an aggressively smoky or heavily oaked profile. Black Velvet was originally made by Schenley Industries at its facility in Valleyfield, Quebec. During the Second World War, Schenley's Black Velvet DeLuxe was reportedly the only liquor available to submarine officers stationed at Midway. The whisky was not well regarded by those officers and acquired the unflattering nickname “Schenley's Black Death,” a historical episode that contrasts sharply with the smoother image later used in the brand's consumer positioning. Ownership changed several times as the spirits industry consolidated. Heublein, the original owner identified in the brand's corporate history, was acquired by Grand Metropolitan in 1987. Grand Metropolitan subsequently merged with Guinness in 1997, creating Diageo. In 1999, Diageo sold the distillery and brand to Canandaigua Brands. Canandaigua retained the assets for approximately two decades, including the distillery and maturing whisky inventory, before selling them to Heaven Hill for US$266 million in 2019. The transaction brought Black Velvet into the portfolio of a major privately held American spirits company while retaining production in Canada. The brand's documented range includes Black Velvet Original, Black Velvet Reserve, Black Velvet Toasted Caramel, and Black Velvet Cinnamon Rush. Reserve is presented as an eight-year-aged expression. Toasted Caramel was introduced in 2012, followed by Cinnamon Rush in 2013, extending the brand into flavored whisky and broadening its appeal beyond the core product. These offerings support a value-oriented, accessible positioning aimed at consumers seeking a mellow Canadian whisky and at drinkers interested in sweeter, flavored variants. Black Velvet's current identity therefore combines Canadian production heritage with export-oriented distribution and portfolio management under Heaven Hill. Its history illustrates the movement of a regional whisky brand through successive waves of spirits-industry ownership, while its product range shows a shift from a single traditional whisky identity toward multiple expressions designed for different taste preferences.

Black Velvet's documented history begins with a Canadian whisky originally known as Black Label. The product was made by Schenley Industries at Valleyfield, Quebec. During the late 1940s, master distiller Jack Napier suggested the name Black Velvet, describing the whisky's character as smooth and velvety. The new name became the foundation for the brand's long-term identity and differentiated it from the more generic Black Label designation. The brand acquired an unusual wartime anecdote during the Second World War. Schenley's Black Velvet DeLuxe was reportedly the only liquor available to submarine officers at Midway. The officers were said to hold the whisky in low regard and used the nickname “Schenley's Black Death.” Although the episode does not represent a formal brand campaign or product strategy, it is part of the documented history of the whisky and illustrates the gap between early consumer reception and the smoother image later associated with Black Velvet. Corporate ownership subsequently followed the consolidation pattern common in the international spirits industry. Heublein, identified as the original owner, was sold to Grand Metropolitan in 1987. Grand Metropolitan merged with Guinness in 1997, creating Diageo. In 1999, Diageo sold the Black Velvet distillery and brand to Canandaigua Brands. Canandaigua held the assets for roughly twenty years, including an inventory of whisky that was still maturing. In 2019, Canandaigua Brands sold the distillery, brand, and maturing whisky inventory to Heaven Hill for US$266 million. Production remained associated with the Black Velvet Distillery in Lethbridge, Alberta. The transaction made Black Velvet part of Heaven Hill's broader spirits portfolio and placed ownership with a major private American drinks company while preserving the brand's Canadian production base. Black Velvet's product development has included both traditional and flavored expressions. The documented portfolio consists of Black Velvet Original, Black Velvet Reserve, Black Velvet Toasted Caramel, and Black Velvet Cinnamon Rush. Reserve is aged for eight years. Toasted Caramel was introduced in 2012 and Cinnamon Rush in 2013. Together, these products show the brand's movement from a core Canadian whisky toward a wider range that includes sweeter and spiced flavor profiles, with the United States serving as a principal export market.

• 2019

  Heaven Hill acquires the brand and distillery

  [1]Black Velvet (whisky)en.wikipedia.org

  Heaven Hill purchased Black Velvet, the Lethbridge distillery, and maturing whisky inventory from Canandaigua Brands for US$266 million.

• 2013

  Cinnamon Rush is introduced

  [1]Black Velvet (whisky)en.wikipedia.org

  The brand expanded its flavored portfolio with a cinnamon-oriented expression.

• 2012

  Toasted Caramel is introduced

  [1]Black Velvet (whisky)en.wikipedia.org

  Black Velvet added a toasted-caramel flavored expression to its range.

• 1999

  Diageo sells Black Velvet to Canandaigua Brands

  [1]Black Velvet (whisky)en.wikipedia.org

  The brand and its distillery left Diageo ownership and entered Canandaigua Brands' portfolio.

• 1997

  Grand Metropolitan and Guinness form Diageo

  [1]Black Velvet (whisky)en.wikipedia.org

  The merger placed Black Velvet within the newly formed Diageo group.

• 1987

  Heublein is acquired by Grand Metropolitan

  [1]Black Velvet (whisky)en.wikipedia.org

  The acquisition transferred the original owner's corporate interests, including Black Velvet, into Grand Metropolitan's portfolio.

• Black Label is renamed Black Velvet

  [1]Black Velvet (whisky)en.wikipedia.org

  Master distiller Jack Napier proposed the Black Velvet name in the late 1940s, linking the brand to a smooth and velvety taste profile.

An accessible Canadian whisky brand positioned around smoothness, mellow character, value, and approachable flavored extensions.

• Canadian whisky

  Black Velvet Original

  The core Black Velvet expression and the principal representation of the brand's Canadian whisky identity. It is associated with the smooth, mellow positioning established when the former Black Label product was renamed Black Velvet in the late 1940s.

• Aged Canadian whisky

  Black Velvet Reserve

  An aged expression in the Black Velvet range, documented as being matured for eight years. It offers a more explicitly reserve-oriented option within the portfolio while retaining the brand's accessible Canadian whisky positioning.

• Flavored whisky · 2012

  Black Velvet Toasted Caramel

  A flavored whisky introduced in 2012. Toasted caramel gives the expression a sweeter flavor direction and extends Black Velvet's appeal beyond drinkers seeking only a conventional Canadian whisky.

• Flavored whisky · 2013

  Black Velvet Cinnamon Rush

  A cinnamon-flavored expression introduced in 2013. It followed Toasted Caramel as part of the brand's expansion into sweeter and spiced whisky products.

• 2019

  Sell the brand and distillery to Heaven HillM&A

  Background

  Canandaigua Brands had owned the Black Velvet brand and distillery for approximately two decades.

  Action taken

  Canandaigua sold the brand, Lethbridge distillery, and maturing whisky inventory to Heaven Hill for US$266 million.

  Aftermath

  Black Velvet became part of Heaven Hill's portfolio while remaining associated with Canadian production.

  Acquisition price. US$266 million (2019)

  Source

• 2013

  Add Cinnamon Rush to the portfolioProduct launch

  Background

  Following the introduction of Toasted Caramel, Black Velvet continued developing flavored whisky offerings.

  Action taken

  The brand launched Cinnamon Rush.

  Aftermath

  The portfolio gained a second documented flavored expression with a cinnamon-led profile.

  Source

• 2012

  Add Toasted Caramel to the portfolioProduct launch

  Background

  The established whisky brand sought a documented flavored extension beyond its core expression.

  Action taken

  Black Velvet launched Toasted Caramel.

  Aftermath

  The product broadened the range toward sweeter flavor profiles.

  Source

• Rename Black Label as Black VelvetStrategy

  Background

  The product was originally known as Black Label. In the late 1940s, master distiller Jack Napier associated its taste and texture with velvet.

  Action taken

  The brand adopted the Black Velvet name to emphasize smoothness and a distinctive sensory identity.

  Aftermath

  Black Velvet became the enduring name of the Canadian whisky brand.

  Source

1. 1Black Velvet (whisky)en.wikipedia.org