Pernod Ricard's Jameson Crested Irish whiskey - Product Launch
Pernod Ricard's Jameson Crested
Category - Spirits, whiskey, Irish, 40% abv
Available - From next month
Location - Global, see below for roll-out programme
Price - In UK, RRP of GBP29.99 (US$42.90) per 70cl bottle
Pernod Ricard's Irish Distillers unit has lined up the global launch of a new Jameson Irish whiskey expression. Jameson Crested is a blend of pot still and grain whiskey. The no-age statement iteration contains liquid that has been matured in a "high proportion" of Sherry casks as well as some whiskey that has been aged in Bourbon barrels.
Crested will be released this week in the UK off-trade, ahead of the following markets:
- April - Slovakia, France, Czech, The Netherlands, Germany, Austria and Portugal
- June - Poland
- July - Canada, Ireland and Mozambique
- August - Northern Ireland
Formed in 1966 through the merger of John Power & Son, John Jameson & Son and the Cork Distillery Co, Irish Distillers was bought by Pernod in 1988.
In half-year results for the six months to the end of December, released last month, Pernod saw Jameson post an 11% rise in sales on the back of an 8% lift in volumes.
Jameson, the number one Irish whiskey, has unveiled a new premium Irish whiskey, Jameson Crested. Newly launched in the UK, Jameson Crested brings to life the rich history of the brand and its spiritual home of Dublin, and is set to further increase excitement around Irish whiskey in the UK, which is growing 2.4% in value and 1% in volume.
Jameson Crested is a celebration of the first drops of whiskey that were bottled, sealed and labelled at the Bow Street Distillery in Dublin, marking the moment in time (1963) when Jameson took full control of the whiskey making process, from grain to glass. Up until then, distillers – including the Jameson Distillery – sold barrels of whiskey to bonders to bottle themselves before selling on to Irish whiskey consumers.
However, reports of a handful of whiskey bonders watering down their whiskey in the 1960s led Jameson to complete the craftsmanship process inside the distillery walls to protect the quality of the whiskey.
Available from March 2016 across the grocery and impulse channels, Jameson Crested is a triple-distilled Irish whiskey that brings together rich pot still Irish whiskey and grain whiskey, matured in a high proportion of sherry casks, as well as Bourbon barrels. The result is a nose of vivid sherry and pot still aromas, a palate of toasted wood, spice and chocolate, and a warm, lingering sherry finish. The RRP is £29.99 (70cl bottle, 40% ABV).
Vicky Hoey, Head of Marketing at Pernod Ricard UK, comments: "We are very excited about launching Jameson Crested into the dynamic UK Irish whiskey market as the feedback that we receive from consumers is that they want to increase their knowledge about the heritage of the category in an authentic, personal and meaningful way. Jameson Crested offers discerning drinkers and existing brand fans a completely new taste experience from the number one Irish whiskey, whilst retaining the recognisable smoothness that is distinctly Jameson."
Jameson Crested is presented in a new, craft design that reflects the story behind the brand. The new design showcases the product quality; the bottle's elegant, tapered neck is left uncovered so that the cork can be clearly seen and is complemented by an authentic seal, which gently tears when opened for the first time. The new bottle design is used across the family of Jameson premium whiskeys that celebrates the rich heritage of Jameson, including Jameson Black Barrel.
Jameson Crested can be enjoyed neat, on the rocks or with the gradual addition of water to release its complex flavours. Alternatively, the Jameson Crested & Soda long drink can be mixed in a high ball glass and built over ice using 50ml Jameson Crested Irish Whiskey, a quality bottled soda and a large wedge of orange.
Original source: Company Release
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