The original whiskey from Cork, where all of Irish Distillers’ brands are now made, has been repackaged and there are new flavour variants.
The Pernod Ricard subsidiary says the new Paddy flavour variants have been created with a lighter flavour profile. Available initially in the US and France, each market will receive flavoured variants tailored to their different consumers.
The US versions bear the names ‘Bee Sting’ and ‘Devil’s Apple’, while France gets a more classic design, bearing the names ‘Irish Honey’ and ‘Spiced Apple’.
There is a signature of approval from original founder James Murphy and there is a “heritage endorsement flashing the Paddy Flaherty brand in homage to the man from whom the brand takes its very name”.
ID says an integrated campaign, ‘Sleep When You’re 30’, will be activated initially in the US through website - www.paddywhiskey.com - plus a social media campaign, drinks strategy and advertising to reinforce the brand’s image of “Irish craic”, the Irish word for enjoyment.
Brendan Buckley, Global Innovation and Category Development Director for Irish Distillers Pernod Ricard, said: “It’s a very exciting time for Irish Distillers, as Paddy is our first entry into the flavoured whiskey segment. Of course, Ireland has a long tradition of adding flavours to our whiskeys with drinks like the Hot Toddy and Irish Coffee, so Paddy flavours is rather a natural progression.”
“With flavoured whiskey standing at more than three million cases annually and growing strongly, there is a real opportunity for us to offer something a little different that will appeal to people who already enjoy flavoured whiskey, and also recruit new consumers to the category. The ‘Sleep When You’re 30’ marketing platform will work to engage sociable twenty-somethings and encourage them to begin their Irish whiskey journey.”
This latest batch of releases follows hot on the heels of the intorduciton of Redbreast 21 Year Old single pot still whiskey.