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The Deconstructed Series: a new travel exclusive range from Jameson |
Jameson last week unveiled plans for its first global travel retail exclusive range of super-premium whiskies. The series was previewed at Tax Free World Exhibition in Cannes.
The Jameson Deconstructed Series presents key notes from Jameson Original and uses them as the base for three new whiskies: Bold, Lively and Round.
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Jameson guests at Cannes were treated to a tasting of each of the three new expressions at a special event |
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Irish Distillers CEO Anna Malmhake said: “We are incredibly excited to have created our first-ever Jameson range which will 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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The range aims to broaden the appeal of Jameson to a new audience |
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In the new series, the Jameson Original components have been deconstructed and reconstructed, allowing individual taste characteristics to be amplified in their own blend. The series includes three styles: Bold, influenced by pot still whiskey, Lively, influenced by grain whiskey and Round, influenced by the wood contribution.
Jameson Master Distiller Brian Nation said: “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, exclusive to travel retail at RRP €36.
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Toasting the launch at the Cannes event were (l-r): Irish Distillers International Marketing Director Simon Fay, Chairman and CEO Anna Malmhake plus Master Distillers Karen Cotter and Brian Nation |
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Brian Nation and Karen Cotter take guests on a journey through the new series | |
