Irish Distillers has unveiled a new liquid and packaging evolution for its Jameson 18 Years.

Jameson 18 Years’ balanced blend of distillates, matured in hand selected American and European oak barrels for a minimum of 18 years, is one of Jameson’s most awarded whiskeys. The whiskey has undergone an evolution including a sustainable packaging revamp and a higher ABV liquid.

Putting sustainability at the forefront, Jameson 18 Years will now be presented in new, lightweight packaging with the original box redesigned as fully recyclable cardboard complete with foiled accents.

The packaging redesign aligns to Irish Distillers’ and Pernod Ricard’s broader sustainability commitments by focusing on minimising waste at every step by fostering and applying a circular mindset across the business.

Alongside the new and lighter weight packaging update, Master Distiller, Kevin O’Gorman and his team have introduced a significant change to the Jameson 18 Years whiskey.

Kevin O’Gorman explained: “Made from a selection of some of our oldest and most precious distillates, which are then married and finished in first fill American bourbon barrels for a minimum of 6 months, Jameson 18 Years is already an exceptional whiskey in terms of quality.

“And to truly allow the complexity of this whiskey to shine, we have increased the ABV from 40% to 46% and removed the need for chill filtration. This modification helps to concentrate the signature flavours found in Jameson 18 Years, balancing Jameson’s characteristic smoothness with the depth of the whiskey in its natural state.”

In addition, the new packaging will feature a scannable QR code which will direct Jameson fans to a virtual guided tasting hosted by the Master Distiller, Kevin O’Gorman.

Brendan Buckley, Global Marketing Director at Irish Distillers, commented: “At Irish Distillers we are committed to reducing our environmental impact. We understand that our packaging plays an important role in the protection and in the delivery of the overall experience of our whiskey, but it is also one of the most carbon-intensive activities in the value chain when you take into consideration the manufacturing process, transportation, and its lifecycle.

“Over the past number of years, we as a business have been successful in devising and implementing new ways of reducing the environmental impact of our packaging through redesign and experimentation with new materials all of which is reflected in the updated Jameson 18 Years packaging. We will continue to innovate to minimize our environmental impact and preserve our natural resources by reusing, reimagining, recycling and reducing, adopting a truly circular mindset.”

The new look Jameson 18 Years will be rolled out globally in high-end, specialist off-trade and leading on-trade outlets over the coming months for an RRP of €200 (70cl).

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