Jameson Irish Whiskey, a subsidiary of Pernod Ricard, has added a new variant to its portfolio of whiskies, called Wild Sloe Berry Bitters, thedrinksbusiness.co.uk reports.
The brainchild of the Irish drinks-maker’s head of whiskey science, David Quinn, Wild Sloe Berry Bitters employs gentian, ginseng and wormwood in order to develop the taste of the blackthorn sourced in County Mayo in the west of Ireland.
The global innovation and category development director of Irish Distillers (which creates the world-renowned whiskey brand), Brendan Buckley, said, “Over the years, the world’s leading bartenders have used Jameson as a key building block in the creation of new cocktail styles and drinking rituals, and we are constantly working to develop exciting new concepts that ignite the creativity of leading mixologists.
“We are very excited by the launch of Jameson Wild Sloe Berry Bitters as it goes to the heart of what Jameson stands for – authentic, modern Irish produce that creates a great taste experience. We look forward to introducing Jameson Bitters to bartenders around the world in the coming months and seeing the exciting array of Jameson drinks being made available through the on-trade to consumers, who are thirsty for innovation, variety and authenticity.”
© 2015 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly.
