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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.
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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.
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Where To Buy Paddy Whiskey Online
|
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Select a country for a list
of specialist Whisky shops who delivers
to you:
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Whisky Focus
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