NEW PACKAGING FOR JAMESON CASKMATES SERIES
Irish Distillers, makers of some of the world’s most enjoyed whiskeys, has unveiled a packaging revamp for its Jameson Caskmates Series.
The new look includes key updates on both expressions in the Caskmates range – Jameson Stout Edition and Jameson IPA Edition – in response to consumer research in key markets, including US, UK, South Africa and Ireland, which highlighted a desire for a simplified product proposition.
In line with these findings, a new ‘Caskmates Series’ family name will announce the range on the neck and back label. The main label will now feature a stronger focus on the varietal edition and a clear descriptor of ‘Whiskey Finished in Craft Beer Barrels’ to celebrate the liquid within. The back label also highlights the ‘Caskmates Series’ craft beer partner, Eight D Brewing, whose beers are used to season the casks before being filled with Jameson. Irish Distillers acquired Eight D Brewing in 2018 to secure a long-term supply of craft beer following the runaway global success of the Caskmates Series. Almost 1 million 9 litre cases have been sold since the range was launched in 2015.
Commenting on the packaging revisions, David Quinn, Head of Whiskey Science at Midleton Distillery, explains: “The Caskmates Series was born of innovation – a creative experiment that tapped into the growing appetite for Irish whiskey and love of craft beer. It has been a hugely successful range for us, recording phenomenal growth since its launch in 2015 with global sales standing at almost 1 million 9 litre cases since launch. While the Caskmates Series has introduced new consumers to Jameson and excited existing Jameson fans, our research showed a need to simplify the product proposition. We are confident that this new streamlined look will play a role in ensuring continued growth for these exciting expressions.”
The new look Jameson Stout Edition and Jameson IPA Edition, both bottled at 40% ABV, will be shipped to the US from January 2020 and the rest of the world from March 2020. It will be available through retailers at the RRP of 120 index to Jameson Original as well as through leading bars and restaurants.
The Jameson Caskmates story began when Dave Quinn, Master of Whiskey Science in Midleton Distillery, met a local craft brewer in a local bar in Cork, Ireland. Dave agreed to loan the brewery some Jameson casks to discover their influence on his Irish stout. When the stout-seasoned barrels were returned to Midleton Distillery, Dave re-filled them with Jameson Irish whiskey, an experimental finishing process from which Jameson Stout Edition was born. Jameson IPA Edition was the second expression to be added to the range and is a triple-distilled Irish whiskey finished in IPA-seasoned barrels. Local craft brewery Eight D Brewing, from Mitchelstown Co. Cork is now the official partner for this product.
Since its launch, the Jameson Caskmates Series has satisfied the appetite for innovative and authentic tastes among whiskey enthusiasts, Jameson drinkers and craft beer fans in over 40 markets worldwide.
Notes
Jameson Caskmates Stout Edition Tasting Notes, by Brian Nation, Master Distiller in Midleton Distillery
Nose: An initial aroma of freshly cut hay is complemented by a crisp orchard fruit character – green apples and pears, with a twist of lime zest. Mild pot still spices appear, deepening from green tea to hazelnut and milk chocolate.
Taste: The initial sweet mouth coating typical of the Irish pot still inclusion is quickly complemented by the subtle touch of hops and cocoa beans from the beer cask finish.
Finish: Long and sweet with milk chocolate and butterscotch.
Jameson Caskmates IPA Edition Tasting Notes, by Brian Nation, Master Distiller in Midleton Distillery
Nose: Floral, herbal hops, grapefruit citrus notes with subtle orchard fruits, complimented by wood shavings and a little nuttiness.
Taste: Hops and light citrus with sweet herbal notes and delicate spicy tones.
Finish: The lingering fresh fruit and hops give way to grains of barley and a signature smooth finish.
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines and producer of some of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s fastest-growing Irish whiskey, experiencing 30 years of consecutive growth and hitting sales of 7.7m cases in 2019. Our brands are exported to 130+ markets, with over 70 of those experiencing double- or triple-digit growth.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €250m to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.
About Pernod Ricard
Pernod Ricard is the No.2 worldwide producer of wines and spirits with consolidated sales of €9,182 million in FY19. Created in 1975 by the merger of Ricard and Pernod, the Group has developed through organic growth and acquisitions: Seagram (2001), Allied Domecq (2005) and Vin&Sprit (2008). Pernod Ricard, which owns 16 of the Top 100 Spirits Brands, holds one of the most prestigious and comprehensive brand portfolios in the industry, including: Absolut Vodka, Ricard pastis, Ballantine’s, Chivas Regal, Royal Salute, and The Glenlivet Scotch whiskies, Jameson Irish whiskey, Martell cognac, Havana Club rum, Beefeater gin, Malibu liqueur, Mumm and Perrier-Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, and Kenwood wines. Pernod Ricard’s brands are distributed across 160+ markets and by its own salesforce in 73 markets. The Group’s decentralised organisation empowers its 19,000 employees to be true on-the-ground ambassadors of its vision of “Créateurs de Convivialité.” As reaffirmed by the Group’s three-year strategic plan, “Transform and Accelerate,” deployed in 2018, Pernod Ricard’s strategy focuses on investing in long-term, profitable growth for all stakeholders. The Group remains true to its three founding values: entrepreneurial spirit, mutual trust, and a strong sense of ethics. As illustrated by the 2030 roadmap supporting the United Nations Sustainable Development Goals (SDGs), “We bring good times from a good place.” In recognition of Pernod Ricard’s strong commitment to sustainable development and responsible consumption, it has received a Gold rating from Ecovadis and is ranked No. 1 in the beverage sector in Vigeo Eiris. Pernod Ricard is also a United Nation’s Global Compact LEAD company.
