Paddy launches pioneering flavoured editions

1st October, 2013 by Amy Hopkins

Irish Distillers Pernod Ricard has boldly unveiled four flavoured editions of Paddy Irish Whiskey – joining Bushmills Irish Honey in the burgeoning flavoured Irish whiskey market.

Paddy Irish Whiskey flavours

The brand’s Bee Sting and Devil’s Apple flavours will initially launch in the US, while the Irish Honey and Spiced Apple flavours will launch in France

Paddy Irish Whiskey’s new Bee Sting and Devil’s Apple flavours will roll-out across the US throughout October, while new Irish Honey and Spiced Apple flavours will hit shelves in France during the same month.

Brendan Buckley, global innovation for and category development director for Irish Distillers Pernod Ricard, said: “It’s a very exciting time for Irish Distillers, as Paddy is our first entry into the flavoured whiskey segment.

“With flavoured whiskey standing at more than three million cases annually and growing strongly, there is a real opportunity for us to offer something a little different that will appeal to people who already enjoy flavoured whiskey, and also recruit new consumers to the category.”

Flavoured whisky has become one of the fastest-growing spirit categories of the past year, with Beam (Jim Beam Honey, Red Stag), Brown-Forman (Jack Daniel’s Tennessee Honey), Diageo (Bushmills Honey, Crown Royal Maple Finished) and Campari (Wild Turkey American Honey) all vying for space in key markets of the US, UK, Germany and Australia.

Until now, Irish whiskey producers have shied away from flavoured editions, yet Pernod Ricard Irish Distillers has voiced a desire to “challenge the traditional perceptions of whiskey”.

To coincide with these releases, Pernod Ricard has also given its core Paddy Irish Whiskey blend a packaging overhaul.

The new bottle features a tactile embossing design and retains the multi-coloured map if Ireland on the label, which also now features a banner to endorse the whiskey’s heritage, reading “The Paddy Flaherty Brand”.

A new signature of approval by original founder James Murphy also aims to “demonstrate the rich history and crafted credentials of the brand”.

“We are excited about introducing more consumers throughout the world to the flavour and quality of Irish whiskey and we are confident that the new look Paddy is primed for success in its launch markets,” added Buckley.

Both the packaging overhaul and flavoured releases aim to ingratiate the Irish whiskey category to a younger, modern market.

An integrated campaign, called Sleep When You’re 30, will be activated initially in the US through a new website and social media, targeting consumers in their 20s.

Earlier this year, Paddy Irish Whiskey celebrated its 100th anniversary with the launch of the Paddy Centenary edition.

Leave a Reply

If that's interesting, how about these?

US whiskey brands 'pushing envelope' of flavour

Far from being reliant on its core expressions, American whiskey is seeking to more...

Pink Pepper Gin celebrates Waitrose deal

Boutique French distillery Audemus Spirits has secured listings for its more...

The week in pictures

Jack Whitehall and David Beckham sip cocktails in the first instalment of a more...

Calls for more training among craft distilleries

As the craft distilling industry continues its rapid growth, calls have more...

Bacardi releases Grapefruit and Raspberry rums

Bacardi has expanded its flavoured rum portfolio with the launch of two new more...

St-Rémy marks 130 years with XO pack design

Rémy Cointreau-owned brandy St-Rémy is celebrating its 130th anniversary this more...

Halewood adds pre-mixed cans to Red Square portfolio

Halewood International has launched pre-mixed cans for Red Square Vodka's Sloe more...

Beam Suntory names CFO amid new structure

Beam Suntory has named John Owen as its new chief financial officer at the same more...

Limited edition Absolut MIX on sale in Pacific TR

Absolut has launched a limited edition kaleidoscopic print bottle design into more...

Pernod drives Absolut Elyx focus in US

As Pernod Ricard attempts to claw back growth for Absolut vodka, the group has more...

Bhakta 'thrown off' WhistlePig board

WhistlePig Rye Whiskey founder Raj Bhakta has been “thrown off” of the more...

Botran Rum: a brand history

As Botran Rum celebrates its 75th anniversary, SB discovers the family more...

Ballantine’s Brasil touches down in Asia

Ahead of the Rio Olympics this summer, Pernod Ricard Travel Retail Asia has more...

Ian Macleod Distillers agrees £60m bank loan

Scotch whisky producer Ian Macleod Distillers has secured a £60 million more...

The week in pictures

Elephant charity collaborations, Chelsea Flower Show celebrations and a more...

ARI sees overseas profits soar 19%

Travel retailer Aer Rianta International (ARI) saw both its overseas profits more...

Four Roses master distiller unveils first bottling

Four Roses Bourbon is preparing to release the first bottling from new master more...

Glen Grant unveils redesign and new whiskies

Glen Grant is set to launch three new Scotch whiskies aged between 12- and more...

Penny Blue launches first VSOP Mauritian rum

Mauritian rum Penny Blue has released its first VSOP expression exclusively in more...

Stoli backs Absolutely Fabulous: The Movie

Stolichnaya Vodka has partnered with Fox Searchlight Pictures for the launch of more...