LUX September 2017

http://lux.acquisition-intl.com/ 16 LUX - September 2017 intrigue (MADNESS), while honouring the tradition and expertise grounded in the generations of expertise at the Midleton Distillery (METHOD). The METHOD AND MADNESS range launches with four new Irish Whiskeys, each with its own twist; a Single Grain Irish Whiskey Finished in Virgin Spanish Oak; a Single Pot Still Irish Whiskey Finished in French Chestnut; a Single Malt Irish Whiskey enhanced with French Limousin Oak; and a 31 Year Old Single Cask, Single Grain Limited Edition bottled at cask strength. Brian Nation, Master Distiller at Irish Distillers commented: “At the Midleton Distillery, we are committed to innovation and experimenting with new whiskey styles. We are also invested in training and Irish Distillers’ Masters and Apprentices Unite to Create the next Generation of IrishWhiskey Irish Distillers introduces METHOD AND MADNESS; a new range of experimental super premium whiskeys designed to push the boundaries of Irish whiskey. METHOD AND MADNESS launches with a series of unique whiskeys that underpin a continued commitment by Irish Distillers to experimentation and innovation at the home of Irish whiskey in Midlelton, Co. Cork, Ireland. METHOD AND MADNESS aims to harness the creativity of Midleton’s whiskey masters through the fresh talent of its apprentices. Taking inspiration from the famous Shakespearean quote, ‘Though this be madness, yet there is method in ’t’, METHOD AND MADNESS is designed to reflect a next generation Irish spirit brand with a measure of curiosity and Nathan Nye Richmond Towers Communications Tel: +44 (0)20 7554 4477 E-mail: [email protected] nurturing the next generation of Irish whiskey makers and this project really brings that commitment to life. The passing on of knowledge and skills is part of our DNA from our long line of master distillers, to the generations of coopers that served their apprenticeships at the Midleton Distillery. In fact, this summer our apprentice cooper, Killian O’Mahony will become our first qualified cooper in over 40 years’’. Karen Cotter, who joined Irish Distillers as a graduate distiller in 2012 said: “METHOD AND MADNESS is a great opportunity for myself and the team to work closely with and learn from the whiskey masters. Our Micro Distillery in Midleton will act as an experimental hub enabling us to trial and test new spirit types followed by aging in new cask types. The process will see new METHOD AND MADNESS releases but also others that may never see the light of day. It’s a really exciting project to be involved with”. Brendan Buckley, Global Innovation & Prestige Whiskeys Director at Irish Distillers added: “At Irish Distillers, we are constantly searching for new ways to bring Irish whiskey to a wider audience. Jameson has been the iconic brand which has led the way, supported by niche connoisseur brands such as Redbreast, The Spot Range and Midleton Very Rare so with METHOD AND MADNESS, we are able to not only create an outlet for our whiskey makers to really experiment but also to create a uniquely original brand which will pique the interest of spirits drinkers throughout the world”. The METHOD AND MADNESS Single Grain, Single Pot Still and Single Malt Irish Whiskeys will be available in the UK, France and Ireland from this month at the respective RRPs of € 49, € 69 and € 79. The METHOD AND MADNESS 31 Year Old, Single Cask, Single Grain will be available in the same territories from April 2017, priced at € 1,500. “...we are able to not only create an outlet for our whiskey makers to really experiment but also to create a uniquely original brand.” freebie