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US: Pernod Ricard updates, expands Jameson Reserve in US

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Pernod Ricard is updating and expanding its Jameson Irish Whiskey Reserve offering in the US with new packaging and the addition of two new products.

The company said today (18 March) that it will introduce Jameson Gold Reserve and Jameson Rarest Vintage Reserve to the range, as well as unveil new packaging for its Jameson 12 Year Old Special Reserve, Jameson 18 Year Old Limited Reserve, Jameson Gold Reserve and Jameson Rarest Vintage Reserve.

Pernod Ricard USA brand director for Jameson, Wayne Hartunian, said: "We wanted to update the packaging to be more reflective of the quality and heritage of the whiskey itself while establishing a family look that helps our consumers identify the Jameson range at retail and on-premise."

Jameson Gold Reserve, a blend of "three whiskeys of advanced years, one of which is matured in virgin oak barrels" will retail at US$60 per 750ml bottle. Jameson Rarest Vintage Reserve, which was officially released in January, is "crafted by Jameson's four distillery Masters" and retails at $250 per bottle.

Rounding out the Reserve line is Jameson 12 Year Old Special Reserve and Jameson 18 Year Old Limited Reserve, which will retail at $35 and $85 respectively.

Hartunian added: "The New Gold Reserve and Rarest Vintage Reserve along with the elegant new packaging across the full reserve line, present our trade partners a full range of superior Irish whiskeys from Jameson ... to offer their customers."

Pernod recently announced that it is teaming Jameson with Heineken's lager and Heineken Light brands for the third consecutive year to co-promote its drinks in the US for St. Patrick's Day.

The companies said that this year's cross-merchandising campaign, named 'Think Green', "combines merchandising and display materials including case cards, case wrap and shelf talkers". The initiative also includes "instant redeemable coupons (IRC) or mail in rebates (MIR) for discounts off the purchase of both products".


Sectors: Spirits

Companies: Jameson, Pernod Ricard, Ricard, Heineken

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