Whisky Focus - Paddy Whiskey Gets New Look And Two New Flavours

Paddy Whiskey Gets New Look And Two New Flavours

10th October 2013
Paddy gets a new look and launches 2 new delicious flavoured Irish whiskeys.

Irish Distillers the world’s leading Irish whiskey producer, has given its iconic PADDY Irish Whiskey a packaging makeover and also announced the release of two new premium PADDY Irish Whiskey liqueurs which is Irish Distillers first venture into the ever increasing flavoured whiskey market. The two new PADDY flavour variants are aimed at bringing sociable millennial consumers to the Irish whiskey category.

The core PADDY expression – Irish Distillers’ special three-whiskey blend of pot still whiskey, grain whiskey and malt whiskey has an eye-catching new bottle which features new tactile embossing to the sides of the bottle while the famous multi-coloured map of Ireland on the label is retained. Also new is a heritage endorsement flashing The Paddy Flaherty Brand in homage to the man from whom the brand takes its very name, a ‘Soft & Mellow’ liquid taste profile on the neck, while a new signature of approval from original founder James Murphy demonstrates the rich history and crafted credentials of the brand.

The new PADDY flavour variants have been created with a lighter flavour profile which has been coupled with a distinctive bottle design and impactful marketing campaign which aims to challenge many of the traditional perceptions of whiskey.

The two new flavoured whiskeys will be available initially in the US and France from October 2013, each market will receive flavoured PADDY variants tailored to their differing consumers. The US will receive packaging with a bright modern design, bearing the names ‘Bee Sting’ and ‘Devil’s Apple’, while France will receive a more classic design focusing on the liquid as a spirit drink, bearing the names ‘Irish Honey’ and ‘Spiced Apple’.

An integrated campaign aimed at the 20 something age group, ‘Sleep When You’re 30’, will be activated initially in the USA through a new 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, says: “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. We are equally excited about introducing more consumers throughout the world to the flavour and quality of Irish whiskey and we are confident that the new look PADDY is primed for success in its launch markets”.

“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.”

Paddy Devil’s Apple Tasting Notes

William Morrison's Tasting Notes:

Nose: Bursting with red apples and cinnamon.

Taste: The taste confirms the nose, big delicious fresh red apples and lashings of cinnamon.

Finish: Lingering red apple and loads of cinnamon spice.

Comment: I have to say I loved this, simply delicious. It isn't intended to be a complex drink just a fun enjoyable easy to drink flavoured Irish whiskey and that is exactly what it is. I just love the big cinnamon kick. If you know someone who says they don't like whiskey then try them with this.

Paddy Bee Sting Tasting Notes

William Morrison's Tasting Notes:

Nose: A big honeyed nose.

Taste: A deliciously sweet exceptionally smooth Irish whisky infused with delicious Irish honey, creamy caramel and just a hint of orange.

Finish: A lovely long smooth honeyed finish

Comment: Paddy Bee Sting would be an ideal drink to start the night. Like Paddy Devil’s Apple, Bee Sting was bottled at a very drinkable 35% ABV unlike traditional whisky liqueurs which often are bottled at a much lower strength.

Where To Buy Paddy Whiskey Online

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