JAMESON LAUNCHES ITS FIRST EVER CASK STRENGTH WHISKEY

Published April 25, 2018
  • Jameson Bow Street 18 Years Cask Strength has been unveiled
  • The new cask strength Jameson finishes its maturation in Dublin’s only live Maturation House at Bow Street

Jameson Irish whiskey, which is produced by Irish Distillers in Midleton Distillery, has today announced the launch of Jameson Bow Street 18 Years Cask Strength; the first cask strength Jameson to be available globally, which finishes its maturation in Dublin’s only live Maturation House in the Jameson Distillery Bow Street. A reinterpretation of the revered Jameson 18 Years, the new expression celebrates Jameson’s Dublin heritage by returning part of the production process to the brand’s original home in Smithfield for the first time since 1975.

Distilled and matured at the Midleton Distillery, Co. Cork, Jameson Bow Street 18 Years Cask Strength is the new head of the Jameson family. After spending 18 years in a collection of bourbon and sherry casks, the blend of pot still and grain Irish whiskeys has been married together and re-casked in first-fill ex-bourbon American oak barrels for a final six to 12 months in the Maturation House at the Jameson Distillery Bow Street.

Marrying’ is a traditional method of re-casking batches of vatted whiskey and re-warehousing it to ensure infusion before bottling. The first batch is presented at 55.3% ABV without the use of chill filtration and will be available in 20 markets from July 2018 at the RRP of 240.
Billy Leighton, Master Blender at Midleton Distillery, commented: I’ve long had the unique luxury of being able to taste Jameson straight from the barrel at cask strength. With this first ever global launch of a cask strength Jameson, I’m thrilled that Irish whiskey fans around the world can now experience the full intensity of our whiskey or add a few drops of water to enjoy it at their own preferred strength.

As a tribute to John Jameson’s distilling legacy in Smithfield, we’ve introduced some methods that would have been employed in days past. The final maturation period in Bow Street is our nod to the traditional marrying method. We’ve put our own Jameson stamp on it by using first-fill bourbon barrels, whereas the traditional approach would be to use casks multiple times. I like to think of the whiskey getting engaged in Midleton and then married in Dublin!

Simon Fay, International Marketing Director at Irish Distillers, added: While Jameson’s approachability has been key to its success, we had an opportunity with Jameson Bow Street 18 Years Cask Strength to reinforce the more serious whiskey side of the brand’s heritage. For years, Jameson fans have been asking for a permanent cask strength expression of Jameson 18 Years. Consumers are looking for increased choice in style and quality in Irish whiskey and Jameson, as the category leader, is committed to satisfying this appetite.

On top of that, our research shows that consumers are increasingly looking for brand experiences. Now, for the first time ever, consumers will be able to experience the sounds, smells and aura of a functioning maturation room, in the heart of Dublin, at Jameson Distillery Bow St. Our doors are open and we look forward to welcoming whiskey fans to taste a piece of whiskey history.

Jameson Bow Street 18 Years Cask Strength is presented in a premium bottle design that truly reflects the quality and rarity of the liquid within. The bottle features 18 facets, one for each year of maturation, and the wooden presentation box celebrates the traditional pot stills used during the production process. In addition, a unique copper coin located underneath Jameson Bow Street 18 Years Cask Strength bottles provides Jameson fans with access to an exclusive online portal where they can delve deeper into the story of the whiskey which bears the Bow Street name.

Jameson 18 Years, presented at 40% ABV and first released 15 years ago, has become one of the world’s most respected and awarded Irish whiskeys and will remain in the Jameson family, maintaining a vital link to Jameson’s history and providing further choice to prestige whiskey enthusiasts.

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Notes to Editors:
Tasting notes by Billy Leighton, Master Blender at the Midleton Distillery:
Nose: Rich wood-driven influence with deep toffee notes and spice.
Taste: Toffee and oak remain consistent with hints of leather and vanilla along with a subtle sherry nuttiness creating depth and complexity.
Finish: Long and full with the sweet toffee notes slowly fading while the toasted oak and spice linger throughout until the very end

About Irish Distillers
Irish Distillers is producer 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 28 years of consecutive growth and hitting sales of 6.5m cases in 2017. Our brands are exported to 130+ markets, with over 71 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 world’s n°2 in wines and spirits with consolidated Sales of 9, 010 million in 2016/17. 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&Sprit (2008). Pernod Ricard holds one of the most prestigious brand portfolios in the sector: 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 employs a workforce of approximately 18,500 people and operates through a decentralised organisation, with 6 Brand Companies and 86 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. www.pernod-ricard.com