Reorganizing the Jameson portfolio & launching new whiskeys

Screen Shot 2016-06-01 at 2.59.33 PMSteve’s breakdown: They have been dabbling with branded content like their “First Shot” movie series but this reorg could spark a little more marketing innovation.

NEW YORK, NY: Pernod Ricard has restructured its Jameson Irish whiskey range and introduced new products as it looks to highlight the brand’s wider offering in the category.

The reorganised portfolio includes new ranges entitled ‘The Whiskey Makers Series’, ‘Heritage whiskeys’ and ‘The Deconstructed Series’. All ranges will be priced at the super-premium end of the market.

The Whiskey Makers Series comprises three whiskeys inspired by “the people behind the craft” – head distiller, Brian Nation; head cooper, Ger Buckley and head blender, Billy Leighton. The whiskeys are called The Distiller’s Safe, The Cooper’s Croze and The Blender’s Dog. All three products carry an RRP of EUR70 (US$78) and will be available globally.

The Deconstructed Series comprises Jameson Bold, Jameson Lively and Jameson Round. The whiskeys were launched at Cannes last year.

The Heritage range features Black Barrel, Crested and Signature. Crested was launched in March. A spokesperson for the company told just-drinks: “Black 2016-06-01-13-00-unnamed7_cropped_80Barrel and Signature are expressions that have existed in the brand’s long history and have been retained in the new range of Heritage whiskeys to help tell a story from Jameson’s past.” The spokesperson said Black Barrel is the same as Black Barrel Select Reserve, which was launched in 2011.

“The restructure of the Jameson family is the most significant move in our brand’s recent history,” said Daniel Lundberg, global brand director for Jameson. “This is an exceptionally exciting development that positions Jameson at the forefront of innovation and advance within the Irish Whiskey category.”

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