Jameson unveils first GTR exclusive range

Jameson has revealed its very first global travel retail exclusive range of super-premium whiskeys, called the Jameson Deconstructed Series.

The Jameson Deconstructed Series comprises three expressions: Bold, Lively and Round

The new collection was unveiled at TFWE Cannes this week and has been designed to “deconstruct key notes” from Jameson Original to form the base of three new expressions: Bold, Lively and Round.

“We are incredibly excited to have created our first ever Jameson range which will be exclusive to global travel retail,” said Anna Malmhake, CEO of Irish Distillers. “We wanted to give consumers around the world the opportunity to journey into the beautiful multifaceted world of our whiskey, wherever they might be.

“The Deconstructed Series has everything that our consumers know and love about Jameson.

“The series invites our consumers to experience Jameson in a new way, exploring our defining characteristics.”

Bold takes its lead from pot still whiskey, starting with sweet and creamy flavours with soft fruits, and developing to into barley, baked apples and a hit of spices.

Lively has been influenced by grain whiskey, giving sweet notesof perfume bonbons and Turkish delight combined with hints of citrus and a little chilli oil to bring a “prickle of spices to the mouth”.

The third expression in the collection is Round, and was inspired by wood and offers “plump charred tones”, with sweet vanilla flavours coupled with ripe fruits and pot still spices.

“It’s fascinating to be able to deconstruct Jameson Original and create three entirely new whiskeys,” said Brian Nation, Jameson master distiller. “Each of the new expressions in the series has its own individual characteristics that are amplified in a unique way.

“By doing this, we get to unveil three innovative taste experiences.”

The Jameson Deconstructed Series will launch in 2016 exclusively in global travel retail at an RRP of €36.