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Tuesday
Oct312017

Comic and television star J.B. Smoove finds success outside of television as he is crowned king of flavored whiskey

iStock/Thinkstock(NEW YORK) -- Comedian J.B. Smoove's rise to stardom was capped was recently crowned "The King of Flavor" at Crown Royal's first ever coronation in New York City.

The Canadian whiskey maker partnered with the comic in a fun-loving campaign as they further promote flavored whiskey. The campaign was delivered at the beginning of October, in what happens to also be National Apple Month.

Crown Royal manufacturer, beverage company Diageo, has seen sales go up for most of 2017, and Crown Royal hopes to capitalize on being a top flavored whiskey seller in their partnership with Smoove.

The comedian worked alongside director Greg Brunkalla to create multiplatform ads for Crown Royal's Regal Apple flavor, which include commercials, short films, and the track "It's Apple Time, Baby."

There will also be other bar and public relations events.

Having already campaigned for another flavored whiskey, Crown Royal - Vanilla, Smoove excitedly told ABC News the coronation was "a dream come true for someone of my stature... I love entertaining my family around the holidays, and it's just an amazing partnership."

The king of Crown Royal Regal Apple expanding on his television and commercial success as he tries to deliver it to bookshelves. Smoove just released a new book, titled, "The Book of Leon," based on the character he plays on Curb Your Enthusiasm, which just returned for its ninth season this fall.

Smoove says he tried to write the book in Leon's voice, telling ABC News he is not just a television character, but also "a philosopher."

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