Irish Distillers launches new initiative
Irish Distillers Pernod Ricard has announced the launch of a new initiative – Single Pot Still Whiskeys of Midleton.
Aimed at promoting consistent communication on the provenance and quality of single pot still whiskey, the launch heralds an increase in investment in Irish Distillers’ existing portfolio, ahead of a planned roll-out of range extensions later in the year.
Additionally, the initiative marks the adoption by the industry of new terminology for this style of whiskey – moving from “Pure Pot Still” to “Single Pot Still”.
New packaging for Redbreast and Green Spot has been introduced from this month, while the inclusion of the “Single Pot Still Whiskeys of Midleton” quality mark on the back label of each expression will communicate the provenance message to consumers.
Global category development director for Irish whiskey at Irish Distillers, Brendan Buckley, said: “Single Pot Still whiskey was once the world’s most popular style of whiskey. Today, although used as a key component in many of our well known Irish blends, Redbreast and Green Spot are the only remaining single pot still whiskey brands available on a global commercial basis.
“Our aim is to nurture these brands and to help safeguard the history and heritage of single pot still whiskey on behalf of the Irish whiskey industry.
“This initiative symbolises a new chapter for pot still Irish whiskey, and signals renewed energy in the category. In partnership with our global distributors, we will be investing behind these brands with the clear intention of restoring our unique whiskey style to its former glory. We are confident that through this initiative, the Irish whiskey category will benefit, as more and more consumers continue to discover this exceptional style of whiskey”.
The enhanced Redbreast range retains its distinctive shaped bottle, label and logo, with additional elements such as a wood cut illustration of a pot still, printed on copper foil and, by way of explaining the origin of the name of Redbreast, a robin motif
The descriptor “single pot still Irish whiskey” is given a clear presence on the front label. A colour code has also been introduced with burgundy distinguishing Redbreast 12 Year Old from the green Redbreast 15 Year Old. Gift cartons for both expressions have also undergone an upgrade, with heavier carton stock and the use of emboss and copper foil devices, adding to the range’s super-premium cues.
Irish Distillers’ lesser-known single pot still whiskey brand, Green Spot, has also received a transformational makeover.
Originally produced exclusively for the Mitchell family in Dublin in the 1800s, Green Spot’s traditional green bottle is replaced with a stylish clear glass bottle with higher shoulders, a shorter neck and an enlarged base offering the perfect backdrop for the striking new label.
A contemporary canister, which features an image of a cask marked with a green spot, is aimed at increasing the gift appeal of this limited release expression.
Single Pot Still whiskey is unique to Ireland, and in particular Midleton, Co. Cork.
Made from a mash of malted and unmalted barley that is then triple distilled in traditional copper pot stills.
