Jameson launches first cask-strength whiskey

Jameson is launching a premium, cask-strength whiskey, with an ABV of more than 55% in a bid to capitalise on the growing trend for craft and provenance-focused spirits.

Jameson Bow Street 18 Years Cask Strength — the first cask strength Jameson to be available globally — is made with a blend of pot still and grain Irish whiskeys which are then ‘married’ and re-casked in American oak barrels previously used for Bourbon production aor around six to 12 months.

“Marrying” is a traditional method of re-casking batches of vatted whiskey and re-warehousing it to ensure infusion before bottling.

It has a rich wood-driven influence on the nose, with dark toffee notes and spice, with added flavours of vanilla and leather on the palette, according to master blender Billy Leighton.

The first batch — presented at 55.3% ABV — will be available in 20 markets from July 2018 with a retail price of around €240 (£210).

The cask-strength whiskey, which is produced at Irish Distillers’ Midleton Distillery in County Cork, is one of many recent initiatives by Jameson which taps into the rising popularity of craft spirits.

Earlier this year, Jameson launched a new advertising campaign which harnesses the consumer appeal of provenance to market its newest products.

Simon Fay, international marketing director at Irish Distillers, said that while Jameson’s status as a household brand and approachability has been key to its success in previous years, “we had an opportunity with Jameson Bow Street 18 Years Cask Strength to reinforce the more serious whiskey side of the brand’s heritage.

“For years, Jameson fans have been asking for a permanent cask strength expression of Jameson 18 Years. Consumers are looking for increased choice in style and quality in Irish whiskey and Jameson, as the category leader, is committed to satisfying this appetite.

“On top of that, our research shows that consumers are increasingly looking for brand experiences. Now, for the first time ever, consumers will be able to experience the sounds, smells and aura of a functioning maturation room, in the heart of Dublin, at Jameson Distillery Bow St. Our doors are open and we look forward to welcoming whiskey fans to taste a piece of whiskey history.”