BROWN SPIRITS: IRISH WHISKEY
Irish whiskey on fine form in global travel retail and set to stay that way
In the context of the global DF&TR spirits market, Irish whiskey is on top form. It is continuing to rise in popularity with craft and heritage the driving forces of consumer interest for the likes of Jameson and many others, as Andrew Pentol reports.
Staying in Ireland, Dublin and Cork airports were the locations for the exclusive travel retail launch of Slane Irish Whiskey from Brown-Forman last April. The brand was exclusively available
at two Aer Rianta International locations until 30 April before being rolled out via the on-trade and in specialist whiskey stores. Brown-Forman Global Accounts
Above: Pernod Ricard extended the success of the Jameson Deconstructed Series with an exclusive pop- up boutique in partnership with World Duty Free.
Below: Slane Irish whiskey.
W
ith exports of Irish whiskey set to double to 144 million bottles
by 2020, the recent revival of the liquid is a real success story in that it remains the world’s fastest-growing premium spirit. Pernod Ricard-owned Jameson
and its Deconstructed Series, for example, is a brand going from strength to strength in the channel and is well placed to capitalise on this success. Initially showcased at the 2015
TFWA World Exhibition, this was Jameson’s first ever GTR range of super-premium whiskeys. Since launching in 2016, the
Jameson Deconstructed Series remains a ‘long-term priority for Pernod Ricard’ and is available in key locations worldwide as a global travel retail exclusive. According to the company, the
series champions taste exploration through a raw study segmenting and amplifying the three key components of Jameson Original – Pot Still
“Slane has performed exceptionally well for us. We are rolling it out in a very thoughtful way and not trying to overburden it inappropriately across too many markets.”
Nick Mogford,
Global Accounts Director Global Travel Retail, Brown-Forman
136 TRBUSINESS
Whiskey, Grain Whiskey and Cask Contribution. The three Deconstructed Series
exclusive whiskies (Jameson Bold, Jameson Round and Jameson Lively) have been inspired by each element.
Extended success A Pernod Ricard Global Travel Retail spokesperson tells TRBusiness how the company extended the success of the series with an exclusive pop- up boutique in partnership with World Duty Free towards the end of last year. “Throughout October and
November 2017, the pop-up experience educated passengers at London Heathrow Airport Terminal 2 about the flavours and aromas of each of the three expressions in the series,” says the spokesperson. In conjunction with the pop-up,
Jameson collaborated with World Duty Free to offer passengers the chance to win a trip to Dublin via a digital competition. This was promoted through World Duty Free’s digital and social media channels. The spokesperson says: “The
competition drew over 2,300 entries by travellers worldwide. The winner will receive return flights and two nights’ accommodation in Dublin, plus a whiskey masterclass and guided tour at Jameson’s Bow Street distillery, followed by dinner at a top local restaurant.”
Director Global Travel Retail Nick Mogford tells TRBusiness: “Slane has performed exceptionally well for us. We are rolling it out in a very thoughtful way and not trying to overburden it inappropriately across too many markets.” Clearly content with the way the
brand has been received, Mogford adds: “We will continue to roll it out and build the brand in much the same way as we did with Woodford Reserve 20 years ago.” Irish Whiskey is also seemingly
enjoying strong DF&TR performance further afield in regions such as the Americas. Tullamore Dew, which launched
its new XO Caribbean Rum Cask Finish in the Americas at the recent Summit of the Americas in Orlando, continues to grow in the region, says William Grant & Sons’ Regional Marketing Manager Americas, Richard Bush. “It continues to grow for us here.
We do particularly well in the north east part of the US in places like New York and Boston.” Tasting is also effective, emphasises Bush, particularly in Latin America. “The category is very new to the
Latin America region. People don’t have a lot of knowledge or much experience of it. “Tasting is extremely effective,
particularly in Latin America, because it is very smooth and easy to drink.” «
MAY 2018
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