IRISH DISTILLERS’ MASTERS AND APPRENTICES UNITE TO CREATE THE NEXT GENERATION OF IRISH WHISKEY
Irish Distillers introduces METHOD AND MADNESS; a new range of experimental super premium whiskeys designed to push the boundaries of Irish whiskey. METHOD AND MADNESS launches with a series of unique whiskeys that underpin a continued commitment by Irish Distillers to experimentation and innovation at the home of Irish whiskey in Midlelton, Co. Cork, Ireland.
METHOD AND MADNESS aims to harness the creativity of Midleton’s whiskey masters through the fresh talent of its apprentices. Taking inspiration from the famous Shakespearean quote, ‘Though this be madness, yet there is method in ’t’, METHOD AND MADNESS is designed to reflect a next generation Irish spirit brand with a measure of curiosity and intrigue (MADNESS), while honouring the tradition and expertise grounded in the generations of expertise at the Midleton Distillery (METHOD).
The METHOD AND MADNESS range launches with four new Irish Whiskeys, each with its own twist; a Single Grain Irish Whiskey Finished in Virgin Spanish Oak; a Single Pot Still Irish Whiskey Finished in French Chestnut; a Single Malt Irish Whiskey enhanced with French Limousin Oak; and a 31 Year Old Single Cask, Single Grain Limited Edition bottled at cask strength.
Brian Nation, Master Distiller at Irish Distillers commented: “At the Midleton Distillery, we are committed to innovation and experimenting with new whiskey styles. We are also invested in training and nurturing the next generation of Irish whiskey makers and this project really brings that commitment to life. The passing on of knowledge and skills is part of our DNA from our long line of master distillers, to the generations of coopers that served their apprenticeships at the Midleton Distillery. In fact, this summer our apprentice cooper, Killian O’Mahony will become our first qualified cooper in over 40 years’’.
Karen Cotter, who joined Irish Distillers as a graduate distiller in 2012 said: “METHOD AND MADNESS is a great opportunity for myself and the team to work closely with and learn from the whiskey masters. Our Micro Distillery in Midleton will act as an experimental hub enabling us to trial and test new spirit types followed by aging in new cask types. The process will see new METHOD AND MADNESS releases but also others that may never see the light of day. It’s a really exciting project to be involved with”.
Brendan Buckley, Global Innovation & Prestige Whiskeys Director at Irish Distillers added: “At Irish Distillers, we are constantly searching for new ways to bring Irish whiskey to a wider audience. Jameson has been the iconic brand which has led the way, supported by niche connoisseur brands such as Redbreast, The Spot Range and Midleton Very Rare so with METHOD AND MADNESS, we are able to not only create an outlet for our whiskey makers to really experiment but also to create a uniquely original brand which will pique the interest of spirits drinkers throughout the world”.
The METHOD AND MADNESS Single Grain, Single Pot Still and Single Malt Irish Whiskeys will be available in the UK, France and Ireland from this month at the respective RRPs of €49, €69 and €79. The METHOD AND MADNESS 31 Year Old, Single Cask, Single Grain will be available in the same territories from April 2017, priced at €1,500.
NOTES
METHOD AND MADNESS Single Grain Irish Whiskey Finished in Virgin Spanish Oak
After maturing in ex-Bourbon barrels to achieve a light, perfumed flavour on the exceptional grain distillate, the whiskey has uniquely been finished for 12 months in toasted, virgin Spanish oak from Galicia, North West Spain. The process added complexity, cask character and a spicy note until the perfect balance between the subtlety of the grain spirit and the contribution of the Spanish oak was skilfully mastered. The expression is bottled without chill filtration at 46% ABV and is available at the RRP of €49.
Tasting notes by Master Blender, Billy Leighton:
Nose: New pencil shavings, light rose petal and fresh rain on pine
Taste: Warm toasted oak, fresh peeled grapefruit and zesty wood spices
Finish: Sweet cereal, clove spiciness and fresh mint
METHOD AND MADNESS Single Pot Still Irish Whiskey Finished in French Chestnut
This Single Pot Still Irish Whiskey has been matured in a combination of ex-Oloroso sherry and ex-Bourbon barrels, before being transferred to chestnut casks sourced from the Isére region in France. In a world-first, the French chestnut casks impart a distinctive sweetness that lightens the mouth-feel, increases depth and adds a mahogany glow. The expression is bottled without chill filtration at 46% ABV and is available at the RRP of €69.
Tasting notes by Master Blender, Billy Leighton:
Nose: Red Liquorice laces, Fresh Rosemary mint and grated root ginger
Taste: Sweet fruit and spice, cinnamon toast and ripe banana
Finish: Aromatic green tea, dissipating fruit and spice and rich wood farewell
METHOD AND MADNESS Single Malt Irish Whiskey Enhanced with French Limousin Oak
The first Single Malt Irish Whiskey released from Midleton in recent memory, the whiskey has been initially matured in ex-Bourbon barrels, imparting flavours of malt and biscuit, and in a first for the category, has been part-finished in French Limousin oak for one year to add a lighter, floral and herbal note. The expression is bottled without chill filtration at 46% ABV and is available at the RRP of €79.
Tasting notes by Master Blender, Billy Leighton:
Nose: Freshly shelled peanut and cereal malt aroma
Taste: Cracked cinnamon stick and ice cream cone wafer
Finish: Fragrant bon bons and a hint of tasted barley
METHOD AND MADNESS Single Grain Irish Whiskey 31 Year Old
A bottling of exceptional single grain distillate matured in an ex-Bourbon cask for 31 years, this rare single cask release has developed a full deep grain character and a taste of honey, juicy mango and ripe melon with an endless dark wood and spicy finish. The expression which includes 3 Single Cask offerings is bottled without chill filtration ranging from 51.3%, 51.8 and 52.5% ABV and will be available from April 2017 at the RRP of €1,500.
Tasting notes by Master Blender, Billy Leighton:
Nose: Crisp floral, black liquorice and succulent fruit
Taste: Creamy honey, wood spice and honeydew melon
Finish: Endless dark wood, lingering fruit and gentle spices
About Irish Distillers
Irish Distillers Pernod Ricard is Ireland’s leading supplier of spirits and wines and 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 27 years of consecutive growth and hitting sales of 5.7m cases in 2016. Our brands are exported to 130+ markets, with over 60 of those experiencing double- or triple-digit growth. Irish Distillers was formed in 1966, when a merger took place between John Powers & 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. In 2015, we completed a €220m investment which doubled 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 € 8,682 million in FY16. 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, Kahlúa and Malibu liqueurs, Mumm and Perrier‐ Jouët champagnes, as well Jacob’s Creek, Brancott Estate, Campo Viejo, Graffigna and Kenwood wines. Pernod Ricard employs a workforce of approximately 18,000 people and operates through a decentralised organisation, with 6 “Brand Companies” and 85 “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 Euronext (Ticker: RI; ISIN code: FR0000120693) and is part of the CAC 40 index.
www.pernod-ricard.com
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