Black Velvet (whisky)

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 whisky, called Rye, but this product is not considered Rye itself.

The first Black Velvet Lady, Patricia Victoria Miller, 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, Micah Wylde, 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.