IRELAND: Jameson launches Rarest Vintage Reserve
Speaking to just-drinks yesterday (18 October), Irish Distillers regional manager for global travel retail Michael Cunningham said that Jameson's Rarest Vintage Reserve, which joins Jameson 12 Year Old Special Reserve, Jameson Gold Reserve and Jameson 18 Year Old Limited Reserve, will have a focused global marketing campaign.
Cunningham said: "Our vision for the brand is to be a top 20 spirit brand in the world by 2013. Over the last five years, in top spirit brands, we've moved from number 72 to 42. In travel retail, it's already the 16th largest selling spirit brand across travel retail and the ninth largest selling whiskey brand. America is our largest volume market and one that is delivering significant growth year on year. With around 25-26% growth per annum."
Describing the brand's growth targets, Irish Distillers CEO Paul Duffy said: "We're planning on getting to 3m cases within the next decade."
Cunningham added: "In launching our premium reserve range, there are limited stocks of premium Irish whiskey and it's an age statement. In value terms, because of its limited availability and its rarity, it will command a higher retail price than comparable aged Scotch whiskey brands. As we move forwards, we'll be 10-20% more than normal Scotch whisky standard brands. It would be our aspiration that it would be 20-25%.
Jameson Rarest Vintage Reserve will be rolled out across global travel retail and in markets including the US and UK next month.
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