Pernod Ricard has added a new zesty flavour to its Irish whiskey portfolio with the launch of Jameson Orange.
Bottled at 30% ABV, Jameson Orange comprises triple-distilled Jameson Irish Whiskey infused with natural orange flavouring.
It will be available in Booker and Costco from mid-August.
Pernod Ricard is throwing its weight behind the launch throughout October with digital, social, video-on-demand, off-trade, on-trade and e-commerce activity.
The campaign intends to attract younger millennial and Gen Z drinkers, given that flavoured imported whiskey has strong appeal among 18-34-year-olds.
This interest is part of a wider demand for flavoured spirits that shows no sign of letting up. The category currently accounts for 95% of NPD volume in the on-trade and has driven 80% of all off-trade spirits NPD sales in the last two years. Orange has also been one of the key growth flavours in the past three years and over one-quarter of consumers typically drink orange-flavoured serves.
Ian Peart, Commercial Director at Pernod Ricard UK, said: “With the popularity of flavoured spirits on the rise and Jameson continuing to fly in the UK, Jameson Orange is perfectly positioned to tap into this growing consumer opportunity.
“The newest innovation in the Jameson family builds on the brand’s carefully crafted process to offer an accessible entry point from which to explore a value rich category and engage new consumers. We’re confident that this focus on taste and quality will appeal to a broad audience of whiskey fans, bartenders, and curious spirit drinkers looking to explore and experiment.”