Black Velvet Whisky is a Canadian whisky brand owned by Constellation Brands. It has a strong taste and is known for its black labeling. Black Velvet was produced at Schenley Industries in Valleyfield, Quebec, Canada. 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.
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