Jameson introduces the Deconstructed Series

A range of super-premium whiskeys exclusive to global travel retail was previewed last week at the TFWA show in Cannes

Pernod Ricard Irish Distillers unveiled its plans the a first range of super-premium Jameson Irish whiskeys that will be exclusive to global travel retail.

The Jameson Deconstructed Series is a range which deconstructs key notes from Jameson Original and uses them as the base for three new whiskeys: Bold, Lively and Round.

Anna Malmhake, CEO of Irish Distillers, says: “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.”

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 unique whiskey styles: Bold, influenced by pot still whiskey; Lively, influenced by grain whiskey; and Round, influenced by the wood contribution.

Brian Nation, Jameson master distiller, comments: “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.’

The new Jameson Deconstructed Series will be available from 2016 at a RRP of €36 in travel retail only.

29 October 2015 - Felicity Murray The Drinks Report, editor