Jameson launches bitters project

Jameson Irish Whiskey has launched a “Wild Sloe Berry Bitters” to encourage bartenders to “create new experiences”.

Photo: Eoin Holland

Photo: Eoin Holland

The new addition to the range was launched at Tales of the Cocktail 2015 in New Orleans and is based around a sloe berry distillate created by master of whiskey science, David Quinn.

All of the sloes used in the drink are foraged around Lough Corrib and Lough Mask in County Mayo and are then slowly matured in Jameson whiskey with wormwood, gentian and ginseng.

The aim of the drink is to “inspire” bartenders and cocktail enthusiasts to create new mixes and to appeal to those looking for new flavours and experiences.

Brendan Buckley, global innovation and category development director at Irish Distillers, commented: “Over the years, the world’s leading bartenders have used Jameson as a key building block in the creation of new cocktail styles and drinking rituals, and we are constantly working to develop exciting new concepts that ignite the creativity of leading mixologists.

“We are very excited by the launch of Jameson Wild Sloe Berry Bitters as it goes to the heart of what Jameson stands for – authentic, modern Irish produce that creates a great taste experience. We look forward to introducing Jameson Bitters to bartenders around the world in the coming months and seeing the exciting array of Jameson drinks being made available through the on-trade to consumers, who are thirsty for innovation, variety and authenticity.”

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