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Pernod Ricard launches buy-your-own-cask concept for Irish whiskey fans

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Pernod Ricard's Irish Distillers division has come up with an activation that offers consumers the chance to purchase a cask of Irish whiskey, to consume when they see fit.

The 30 casks are currently housed in Pernod Ricards Midleton distillery in the south of Ireland

The 30 casks are currently housed in Pernod Ricard's Midleton distillery in the south of Ireland

The Midleton Very Rare Cask Circle is being pitched as "a private members club offering individuals the opportunity to obtain their own personal Irish whiskey". The casks available, which are housed at Pernod's distillery in Midleton, vary in age, from 12 to 30 years old, and by type, featuring Bourbon, Sherry, Malaga, Port, Irish oak and rum.

Once purchased, consumers can bottle their whiskey immediately or "request bottles of their unique whiskey as and when required", the unit said earlier today. The number of bottles available from the casks will vary according to age.

A total of 30 casks are on sale, with a spokesperson for Irish Distillers confirming to just-drinks that they will cost between EUR75,000 (US$88,025) and EUR450,000, depending on age and type.

"The unveiling of the Midleton Very Rare Cask Circle Club … heralds a new era for luxury Irish whiskey and is testament to the growing demand for our finest, prestige Irish whiskeys around the world," said Irish Distillers CEO Jean-Christophe Coutures. "We are proud of our position as long-standing guardians of our sector."

The launch of the concept coincides with the release of the latest iteration in the Midleton Very Rare Vintage Irish whiskey range.

Earlier this week, Irish Distillers rolled out a new expression from its Green Spot single pot still Irish whiskey brand. Green Spot Chateau Montelena comprises liquid that has spent time in wine casks from California's Chateau Montelena.

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