METHOD AND MADNESS: Irish Distillers' masters and apprentices unite to create the next generation of Irish Whiskey

Article 02/03/2017

Irish Distillers introduces METHOD AND MADNESS; a new range of experimental super premium whiskeys designed to push the boundaries of Irish Whiskey.

 

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 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.

 

Expertise
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 committed to training and 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''.
 

Experimentation
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'.
 

Innovation
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, 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.
 

For further information, visit Irish Distillers's website

Tags

On the same topic

  • Pernod Ricard ramps up its activity in the no-alcohol category by introducing BEEFEATER 0.0%

    Pernod Ricard today announces a significant addition to its no-alcohol brand portfolio with the launch of Beefeater 0.0%.

    Read more
  • Pernod Ricard to sell Becherovka iconic Czech Bitter to Maspex Group

    Pernod Ricard signed today an agreement to sell the Becherovka brand and related assets (including the production and logistics facilities in Karlovy Vary) to Maspex Group. The closing of the transaction remains subject to customary conditions and is expected to occur before the end of June 2024.

    Read more
  • Pernod Ricard Introduces The Chuan: China’s first prestige Malt Whisky

    Emeishan, Dec 12th, 2023 - Pernod Ricard, today proudly introduces 叠川The Chuan Pure Malt Whisky. Leading the way in a new category, this first-ever product of The Chuan celebrates the vision of Pernod Ricard to create a prestige malt whisky made in China. 

    Read more