Irish Distillers Celebrates Single Pot Still Whiskey with Launch of New InitiativeJune 1, 2011
New York, NY -- Irish Distillers and Pernod Ricard USA are announcing plans to underline the rich heritage of Irish whiskey with the launch of a new initiative - Single Pot Still Whiskeys of Midleton. Aimed at promoting consistent communication on the provenance and quality of single pot still whiskey*, the launch heralds an increase in investment in Irish Distillers’ existing portfolio, ahead of a planned roll out of innovative extensions later in the year. Additionally, the initiative marks the adoption by the industry of new terminology for this unique style of whiskey – moving from ‘Pure Pot Still’ to ‘Single Pot Still’.
Improved packaging for Redbreast is set to enhance the portfolio and better reflect the whiskey’s super-premium positioning, while the inclusion of the Single Pot Still Whiskeys of Midleton quality mark on the back label of each expression will communicate the brand’s quality and heritage to consumers globally.
Vice President of Marketing for Whiskies, Pernod Ricard USA, Wayne Hartunian said, "Single Pot Still whiskey was once the world’s most popular style of whiskey. Today, although used as a key component in many of our well known Irish blends including Jameson, the no.1 selling Irish Whiskey brand in the U.S., Redbreast is one of the only remaining single pot still whiskey brands available on a global basis. Our aim is to nurture this brand and to help safeguard the history and heritage of single pot still whiskey on behalf of the Irish whiskey industry.”
Hartunian added, “This initiative symbolises a new chapter for pot still Irish whiskey and signals renewed energy in the category. In partnership with Pernod Ricard’s global distributors, investment behind Redbreast will increase with the clear intention of restoring this unique whiskey style to its former glory. We are confident that through this initiative, the Irish whiskey category will benefit, as more and more consumers continue to discover this exceptional style of whiskey”.
The enhanced Redbreast range retains its distinctive shaped bottle, label and logo, with additional elements such as a wood cut illustration of a pot still, printed on copper foil and, by way of explaining the origin of the name of Redbreast, a robin motif. A strong point of reference for consumers, the descriptor ‘single pot still Irish whiskey’ is given a clear presence on the front label. A color code has also been introduced with burgundy distinguishing Redbreast 12 Year Old from the green Redbreast 15 Year Old. Gift cartons for both expressions have also benefited from a considerable upgrade with heavier carton stock and the use of emboss and copper foil devices, adding to the range’s super-premium cues.
Single Pot Still whiskey is unique to Ireland, and in particular Midleton, Co. Cork. Made from a mash of malted and unmalted barley that is then triple distilled in traditional copper pot stills, this style of whiskey is renowned for its full, complex flavours and smooth, creamy mouth feel.