Pernod Ricard-owned Jameson Irish Whiskey has collaborated with London’s Fourpure Brewing Co to create a limited edition whiskey exclusively for the UK on-trade.
The release, which forms part of Jameson’s Caskmates range, is set to tap into the existing consumer appetite for craft beer and whiskey.
To create the expression, Jameson’s triple distilled Irish whiskey is finished in Shapeshifter West Coast IPA-seasoned barrels. The result is a 40% ABV whiskey that features “the signature smoothness of Jameson, with additional notes of tropical fruits, sweet clementine and full-bodied hops from the beer”.
Inspired by Fourpure’s founders’ travels in the Pacific Northwest, Shapeshifter West Coast IPA combines a traditional West Coast style-IPA with a selection of hops, including Citra, Mosaic and Centennial.
Shapeshifter takes its name and design from First Nations folk stories of a shapeshifting serpent living in the remote lakes of the region. The beer delivers hop-forward mango and grapefruit notes, which have been imparted to the Caskmates Fourpure Edition whiskey through the cask finish.
James Bremner, on-trade channel director for Pernod Ricard UK, said: “The marriage of craft is at the heart of this collaboration and taps into an existing consumer appetite for craft beer, which has been voted the number one drinks trend for the fourth consecutive year.
“The existing Caskmates range has successfully recruited a new and younger consumer to the brand, as well as the overall category, and this limited edition will go further in our quest to making Irish whiskey the number one choice for today’s drinkers.”
Adrian Lugg, head of marketing for Fourpure Brewery, added: “‘Collaboration is becoming synonymous with the brewing world, however, the partnership with Jameson gave us a unique opportunity to put an innovative stamp on the process.
“For a young craft brewery, the history and heritage of Jameson is impressive, and the love and passion that goes into distilling the whiskey is infectious. The result of this limited edition is super tasty and something we can all be proud of.”
The launch of Jameson Caskmates Fourpure Limited Edition will be supported by a targeted digital and social campaign from September. The new whiskey is available to the on-trade through Venus RTM.