SMOOTH JAMESON IRISH WHISKEY WITH NATURAL ZESTY ORANGE FLAVOUR
The UK’s No.1 Irish Whiskey is introducing a zesty new expression to its core range – Jameson Orange – combining the finest triple-distilled Jameson Irish Whiskey infused with natural orange flavouring. Debuting on UK shelves and on-premise from August 2021, Jameson Orange is a deliciously smooth, naturally zesty, subtly sweet and perfectly balanced expression.
Bottled at 30% ABV, Jameson Orange is bursting with flavour and introduces a modern, low-sugar twist to the growing flavoured spirits category, which accounts for 95% of NPD volume in the On-Trade and has driven 80% of all Off-Trade spirits NPD sales in the last two years. Orange has also been one of the key growth flavours in the past three years and over one quarter of consumers typically drink orange flavoured serves.
The spirit drink is set to attract younger millennial and Gen Z drinkers with its innovative proposition, and flavoured Imported Whiskey has strong appeal amongst 18-34 year olds. Jameson is growing +20% in Off-Trade value, almost twice as fast as the Total Whiskey category (+11.2%), and holds a 78% value share of Irish Whiskey in the UK. In the On-Trade pre-COVID, Jameson was growing +10% in value vs. the Imported Whiskey category which was in decline.
“The concept behind Jameson Orange was to create a product which would appeal to a growing audience of flavoured spirits fans, that draws on the quality and integrity of our award-winning triple distilled Irish whiskey. Like Jameson Cold Brew and the forthcoming Jameson Lime & Ginger, Jameson Orange’s flavours are inspired by a classic whiskey cocktail, and we’re confident that this focus on taste and quality will appeal to a broad audience of whiskey fans, bartenders, and curious spirit drinkers.”
Brendan Buckley – International Marketing Director at Irish Distillers
“Taste is at the heart of every sip of Jameson produced. Triple distilled whiskey like ours involves a carefully crafted process, perfected over hundreds of years. This innovation builds on that craft and we are incredibly proud to share this exceptionally well balanced and intensely zesty creation with new and existing whiskey fans looking to explore and experiment.”
Kevin O’Gorman – Master Distiller at Irish Distillers
Jameson Orange is inspired by garnishes served alongside classic cocktails, and is best enjoyed over ice with lemonade and a wedge of orange for a crisp and refreshing taste, or as an ingredient to enrich cocktails such as the Espresso Martini and Whiskey Sour.
Jameson is investing significantly in the launch, which is being supported throughout October by a Through-The-Line campaign including digital, social and VOD media, experiential, as well as Off-Trade, On-Trade and eCommerce activity, and reinforces Pernod Ricard’s focus on creativity, innovation, and consumer relevancy.
Jameson Orange will be available in premises and retail in the UK at an RRP of £23.95 from August 2021.
WHISKEYORWHISKY 