Paddy launches pioneering flavoured editions1st 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’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.