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Jim Murray flew into Toronto the other day from Northamptonshire, England, to promote his new book, Jim Murray’s Whiskey Bible 2016. His reputation preceded him; a few days earlier he had anointed Crown Royal Northern Harvest Rye his 2016 World Whisky of the Year. The effect was immediate.

“We weren’t aware that this award was coming and it took us all by surprise,” says Alistair Kidd, marketing director for whisky at Diageo Canada. “We sold seven weeks of inventory in three days.”

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(Those who get thirsty reading this article, take heart; Diageo promises more Northern Harvest Rye will be available to retailers before Christmas.)