As the flavored whiskey category continues to grow, Jameson is cementing its place in the space, launching Jameson Orange: a citrus-flavoured Irish whiskey.
Taking inspiration from an Old Fashioned, Jameson combines their classic triple-distilled Irish whiskey with a natural orange flavor and bottles it at a lower octane rating of 30% ABV. The resulting alcohol is sweet, slightly bitter and full of nutty and vanilla notes.
The whiskey was originally launched in the UK in late 2021 and will hit US shelves this month with an MSRP of $24.99.
“We know there is a large segment of consumers – new and existing – looking for greater diversity in whisky, especially when it comes to flavors and cocktails,” says Sona Bajaria, Vice President of marketing, Jameson at Pernod Ricard USA. “It’s an exciting time for our category.”
The launch of Orange follows Jameson’s first foray into flavored whisky: a cold brew spirit adjacent to Irish coffee launched in late 2020.
“Flavored whiskey continues to see demand and momentum as more U.S. consumers embrace the segment as a fun way to experience the whiskey category,” Bajaria expands. “When the brand introduced Jameson Cold Brew to the US in 2020 – our first venture into flavored whiskey – the response from fans of the existing brand and new entrants to the Whiskey category was overwhelmingly positive. Consumers love the whiskey-forward nature of this offering and its balance of flavors makes it an incredibly versatile product.
“The launch of Jameson Orange builds on this momentum as it further underlines the versatility of the flavored whiskey category and the Jameson portfolio.”
The IWSR noted that the flavored whiskey sub-category was one of the key volume drivers for the whiskey industry. In 2010, only 2 million cases of flavored whiskey were sold in the United States. In 2020, over 16 million cases of flavored whiskey were sold in the country. In 2020, Nielsen
“High demand for flavored whiskeys is now a $1 billion+ segment  this is driving the growth of the whiskey category as a whole,” notes Bajaria. “Consumers have embraced flavored whiskey as an easy-drinking and fun way to explore the category as a whole.”
The Jameson team found that 50% of flavored whiskey consumers are new to the whiskey category (Nielsen Homescan 2019), “which reinforces the potential for continued expansion of the category over the next few years”.
These flavored whiskeys aren’t just the cinnamon-smoked fireballs of the world. Offerings like Jameson Cold Brew, Jack Daniel’s Tennessee Honey, Crown Royal Maple, and Skrewball (a peanut butter-infused whiskey) are all bringing in impressive numbers. Skrewball sold a record 2 million cases within two years of its launch, growing over 600% in 2018-2019.
While cold brew made a lot of sense for Jameson’s first flavored launch (did you had an Irish Coffee?), “citrus flavor profiles, particularly orange, are popular with spirit drinkers, with orange being the second most common flavor on cocktail menus,” Bajaria says. “This expansion was a no-brainer and allowed us to put our own unique twist on a much-requested flavor and we believe we have found the perfect flavor to complement the existing portfolio while remaining true to the brand’s commitment to craftsmanship. , taste and flavor. ”