Product Launch - GLOBAL: Pernod Ricard's Midleton Very Rare

By | 20 August 2013

Click through to view Pernod Ricards Midleton Very Rare 2013

Click through to view Pernod Ricard's Midleton Very Rare 2013

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Pernod Ricard's Midleton Very Rare

Category - Spirits, whiskey, Irish, 40% abv

Available - Since June

Location - Global, paticularly the US, travel retail, Ireland, France, Germany, the UK and Canada, in off-trade and high-end on-trade

Price - RRP of US$125 per 70cl bottle

Distribution – Pernod Ricard

Pernod Ricard's Irish Distillers division has lined up the launch of the latest expression of its Midleton Very Rare Irish whisky offering. The 2013 version will be the last to feature the signature of master distiller Barry Crockett, who retired earlier this year. Crockett created the first Midleton Very Rare expression in 1984.

Irish Distillers' distillery is located in the town of Midleton, near Cork.


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Pernod has invested heavily in its Irish whiskey presence in the last three years. In April 2011, the company refocused its Green Spot and Redbreast brands after the US Alcohol & Tobacco Tax and Trade Bureau admonished Pernod for its use of the word 'pure' on the packaging for its Redbreast 15 Year Old variant.

Show the press release

Irish Distillers Pernod Ricard, makers of Jameson, the world’s No.1 Irish whiskey, has unveiled the latest release of its prestigious blended whiskey, Midleton Very Rare.

Regarded as one of the ultimate expressions of Irish Whiskey, Midleton Very Rare is made from hand-selected whiskeys chosen by the Master Distiller from the renowned Midleton Distillery. Blended from only the finest single pot still and grain distillates of the year, the whiskey is matured in a select few, lightly charred, ex-Bourbon American oak casks, contributing to its complex and elegant taste profile, beloved of whiskey connoisseurs across the world.

Midleton Very Rare benefits from the distillery’s trademark triple distillation and a typical ageing time of up to 20 years and features the signature of the Master Distiller on the label, as a guarantee of the unique quality of this rare whiskey. The 2013 edition will be the final expression to feature the signature of Barry Crockett, the former Master Distiller who first developed this prestige whiskey ahead of its launch in 1984 and retired earlier this year after 47 years at the distillery.

Brendan Buckley, Global Innovation and Category Development Director at Irish Distillers, says: “Midleton Very Rare is rightfully regarded as one of the ultimate expressions of the Irish whiskey category and each vintage is cherished by collectors and whiskey connoisseurs. It is a unique whiskey that demonstrates both the outstanding quality of Irish whiskey at the high end of the category and the immense skill of our Master Distiller, so with Midleton Very Rare and the other Prestige whiskeys in our portfolio we’re aiming to show the world that the finest Irish Whiskeys offer exceptional quality that rival the best whiskies from across the world.”

Barry Crockett, former Master Distiller of the Midleton Distillery, says: “Due to the hand crafted nature of Midleton Very Rare, there are slight variances in taste from year to year. The 2013 edition is characterised by a complex yet elegant taste of soft ripe fruits, leading to a generous single pot still spice and a long, balanced finish. The depth and complexity of the expression means it appeals to both collectors and connoisseurs, with the nuances of each annual release making them a must-try spirit for all whiskey drinkers.”

Original source: Company Release

Expert analysis

Global market review of non-Scotch whiskies (US and Bourbon, Irish, Canadian, Indian and Japanese)

The non-Scotch whisk(e)y market – chiefly comprising Irish, US, Canadian, Indian and Japanese whiskies – is one of the most dynamic areas of the global wines and spirits arena. Between 2001 and 2010, the non-Scotch whiskies boasted an impressive 6.9% compound annual growth rate (CAGR) to 209.6m nine-litre cases. This latest market research report from just-drinks/The IWSR provides 2010 actual volume consumption data, 2011 estimates, key market analysis for each whiskey origin plus exclusive interviews with the leading brands.

Sectors: Product launches, Spirits

Companies: Pernod Ricard

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