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Jameson unveils new Deconstructed Series – Duty Free Exclusive

Jameson unveils new Deconstructed Series – Duty Free Exclusive

Jameson, the world’s favourite Irish whiskey, has unveiled plans for its first ever Global Travel Retail exclusive range of super-premium whiskeys. The series was previewed this week at TFWE Cannes, the duty-free industry annual showcase event. The whiskeys will launch in 2016.
Creating an exciting journey of discovery, the Jameson Deconstructed Series is an exceptional new range which deconstructs key notes from the world-renowned Jameson Original and uses them as the base for three new whiskeys: Bold, Lively and Round.

Anna Malmhake, CEO of Irish Distillers, says: “We are incredibly excited to have created our first ever Jameson range which will be exclusive to Global Travel Retail. We wanted to give consumers around the world the opportunity to journey into the beautiful and 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.”

In the Deconstructed Series, the Jameson Original components have been deconstructed and reconstructed, allowing individual taste characteristics to be amplified in their own distinctive blend. The series includes three brand new unique whiskey styles:

 Bold, influenced by pot still whiskey, is an intense and robust whiskey, with a strong hit of spices. Initially sweet and creamy, with an abundance of soft fruits, the Pot Still Spices develop to bring a perfect balance of rich barley notes and mellow baked apple.

 Lively, influenced by grain whiskey, offers an elegant and floral taste combined with a citrus lightness. Its soft and sweet taste, drawn from perfume bon bons alongside turkish delight, combines with drying hints of citrus to balance the sweetness. A little chilli oil brings a prickle of spices to the mouth.

 Round, influenced by the wood contribution, is a balance of rich and plump charred tones. A perfect harmony of diverse flavours, sweet vanilla fuses with soft ripe fruit and, together, combines with the rich Pot Still Spices on a firm foundation of toasted oak.

Brian Nation, Jameson Master Distiller, comments: “It’s fascinating to be able to deconstruct Jameson Original and create three entirely new whiskeys. 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 new Jameson Deconstructed Series will be available from 2016 exclusive to Global Travel Retail at RRP€36

Images below from the duty free trade launch event at TFWE in Cannes:

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