Jameson Irish Whiskey, produced by Irish Distillers in Midleton Distillery, is introducing a new Spirit Drink expression to its core range, which will join Jameson Cold Brew.
According to Irish Distillers, Jameson Orange brings consumers “another whiskey-forward spirit drink, inspired by a classic whiskey cocktail, the Old Fashioned.”
Jameson Orange combines triple-distilled Jameson Irish Whiskey with natural orange flavouring. The result is a deliciously smooth, naturally zesty, subtly sweet and perfectly balanced expression. Bottled at 30% ABV and bursting with flavour, the new release introduces a whiskey-focused, modern, low-sugar twist to the growing flavoured spirits category.
This new drink will be designated as a ‘Spirit Drink’ in the EU, as this is bottled below the whiskey category minimum of 40% and includes flavourings, both of which are forbidden by the EU definition of “Whiskey”.
According to the press release, Jameson Orange will be targeted in markets where there is a “clear consumer demand for quality flavoured offerings”. Jameson Orange is set to debut on shelves in the UK from August 2021, in Russia by November and in the US sometime in 2022. There are apparently no plans for a release in Ireland but lucky consumers in Eastern European markets and Russia will be treated to another flavour variant in November of this year, Jameson Lime & Ginger.
Brendan Buckley, International Marketing Director at Irish Distillers, explains: “The concept behind Jameson Orange was to create a product which would appeal to a growing audience of flavoured spirits fans, that draws on the quality and integrity of our award-winning triple distilled Irish whiskey.
“Like Jameson Cold Brew and the forthcoming Jameson Lime & Ginger, Jameson Orange’s flavours are inspired by a classic whiskey cocktail, and we’re confident that this focus on taste and quality will appeal to a broad audience of whiskey fans, bartenders, and curious spirit drinkers.”
Kevin O’Gorman, Master Distiller at Irish Distillers, adds: “Triple distilled whiskey like ours involves a carefully crafted process, perfected over hundreds of years. This innovation builds on that craft and we are incredibly proud to share this exceptionally well balanced and intensely zesty creation with new and existing whiskey fans looking to explore and experiment.”
Jameson Orange will be available in premises and retail in the UK at an RRP of £23.95 from August 2021.