IRISH DISTILLERS WELCOMES THE PUBLIC TO THE IRISH WHISKEY ACADEMY
Irish Distillers Pernod Ricard is opening the doors to its acclaimed Irish Whiskey Academy to the general public for the first time, with in-depth courses available to spirits enthusiasts from December this year.
The Irish Whiskey Academy, which was unveiled to the trade in September 2013, aims to improve understanding about the quality and provenance of Irish whiskey by teaching visitors about all aspects of the production process, the flavour profile of the different styles available and the category’s rich and colourful history.
A range of courses are available depending on the individual’s level of knowledge, with the first ‘Enthusiasts’ course taking place between 1st – 2nd December 2014. Led by David McCabe, Irish Distillers’ International Whiskey Ambassador and first Academy Tutor, participants will have the opportunity to meet some of the distillery team, learn about brewing, fermentation, distillation and blending, watch a live cooperage demonstration and enjoy a tutored whiskey tasting with one of the production Masters. As part of the package, participants will stay in five star accommodation, visit one of the area’s finest restaurants and at the end of the course, they will receive a personalised bottle of Irish whiskey. The two-day course can be booked online at www.irishwhiskeyacademy.com and costs €1,199.
One-day ‘Discoverer’ courses, for those who have minimal knowledge about Irish whiskeys but want to learn more, are available from February 2015 while four-hour afternoon courses are available from November this year. Bookings for all courses can be made online at www.irishwhiskeyacademy.com now.
Courses will be tailored to focus on specific brands within Irish Distillers’ family of whiskeys, which includes Jameson, the world’s favourite Irish whiskey, and the much-acclaimed brands that comprise Irish Distillers’ Prestige Collection, including the Single Pot Still Whiskeys of Midleton such as Green Spot and Redbreast, and the pinnacle of the Prestige Collection, Midleton Very Rare.
The Irish Whiskey Academy is the latest initiative from Irish Distillers as it continues its commitment to sustain growth of the Irish whiskey category worldwide.
David Byrne, Head of Brand Education & Visitor Centres at Irish Distillers Pernod Ricard, said: “After years of planning, we’re delighted to finally be welcoming whiskey fans from around the world to the Irish Whiskey Academy in Midleton, the home of Irish Distillers. As the first of its kind, the Academy heralds a new era of knowledge and understanding of Irish whiskey and we look forward to welcoming people to Midleton and helping them to discover the heritage and unique flavour profile that Irish whiskeys have to offer.”
Simon Fay, International Marketing Director at Irish Distillers Pernod Ricard since July 2014, added: “The opening of the Irish Whiskey Academy represents a proud moment for the Irish Whiskey category, and for Irish Distillers and Pernod Ricard in particular. The company has been largely responsible for the resurgence and dynamic global growth of the Irish whiskey category in the last two decades and we’re fully committed to continuing this growth. The opening of the Irish Whiskey Academy is a clear demonstration of both our confidence in the future of Irish whiskey and our commitment to driving sustainable category growth through investment and innovation, and we’re hopeful that it will prove to be popular with spirits fans and trade professionals alike the world over.”
About Irish Distillers
Irish Distillers was formed in 1966, when a merger took place between Irish whiskey distillers, John Power & Son, John Jameson & Son and the Cork Distillery Company. In an attempt to reverse the decline in Irish whiskey sales, the company decided to consolidate production at a new purpose-built facility alongside the existing distillery in Midleton, Co. Cork. Irish Distillers was bought by Pernod Ricard in June 1988 and today, Jameson is the No.1 Irish whiskey in the world, selling over 4 million 9L cases worldwide and contributing more than any other Irish whiskey brand to the phenomenal global growth of the category. Irish Distillers is committed to driving continued, sustainable growth of the Irish whiskey category.
Irish Distillers’ portfolio of whiskeys is comprised of Jameson, the world’s no.1 Irish whiskey; Irish favourite Paddy which celebrated its centenary in 2013; Powers, the robust super premium whiskey for discerning drinkers; and the much-acclaimed brands that comprise the Irish Distillers’ Prestige Collection – the Single Pot Still Whiskeys of Midleton which includes the Spot range (Green Spot, Yellow Spot) and Redbreast, Ireland’s most awarded single pot still whiskey brand – and the pinnacle of the Prestige Collection, Midleton Very Rare.
About Pernod Ricard
Pernod Ricard is the world’s co-leader in wines and spirits with consolidated sales of €7,945 million in 2013/14. Created in 1975 by the merger of Ricard and Pernod, the Group has undergone sustained development, based on both organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin & Spirit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector and employs a workforce of approximately 18,000 people, operating through a decentralized organization with 6 ‘Brand Companies’ and 80 ‘Market Companies’ established in each key market. Pernod Ricard is strongly committed to a sustainable development policy and encourages responsible consumption. Pernod Ricard’s strategy and ambition are based on 3 key values that guide its expansion: entrepreneurial spirit, mutual trust and a strong sense of ethics. Pernod Ricard is listed on the NYSE Euronext exchange (Ticker: RI; ISIN code: FR0000120693) and is a member of the CAC 40 index.