Irish whiskey brand Jameson unveiled plans for its first
ever global travel retail exclusive range of super-premium whiskeys at the TFWA
World Exhibition in October 2015. The Jameson Deconstructed Series deconstructs
key notes from the world-renowned Jameson Original and uses them as the base
for three new whiskeys: Bold, Lively and Round. The series will be available
from 2016 exclusively to the global travel retail channel, retailing at €36 per
bottle.
Anna Malmhake, CEO of Pernod Ricard-owned Irish Distillers, said it was the
first ever Jameson range to be exclusive to global travel retail. “We wanted to
give consumers around the world the opportunity to journey into the beautiful
and multifaceted world of our whiskey, wherever they might be. The
Deconstructed Series has everything that our consumers know and love about
Jameson. The series invites our consumers to experience Jameson in a new way,
exploring our defining characteristics.”
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| Jameson Deconstructed Series |
Three innovative taste experiences
In the Deconstructed Series, the Jameson Original
components have been deconstructed and reconstructed, allowing individual taste
characteristics to be amplified in their own distinctive blend. The series
includes three brand new distinctive whiskey styles:
Bold,
influenced by pot still whiskey, is an intense and robust whiskey, with a
strong hit of spices. Initially sweet and creamy, with an abundance of soft
fruits, the pot still spices develop to bring a balance of rich barley notes
and mellow baked apple.
Lively,
influenced by grain whiskey, offers an elegant and floral taste combined with a
citrus lightness. Its soft and sweet taste, drawn from perfume bon-bons
alongside Turkish delight, combines with drying hints of citrus to balance the
sweetness. A little chilli oil brings a prickle of spices to the mouth.
Round,
influenced by the wood contribution, is a balance of rich and plump charred
tones. Sweet vanilla fuses with soft ripe fruit and, together, combines with
the rich pot still spices on a firm foundation of toasted oak.
Brian Nation, Jameson Master Distiller, enthused: “It’s
fascinating to be able to deconstruct Jameson Original and create three
entirely new whiskeys. Each of the new expressions in the series has its own
individual characteristics that are amplified in a unique way. By doing this,
we get to unveil three innovative taste experiences.”
