A TASTING PANEL

SPECIAL EDITION

PERNOD RICARD PUTS WHISK(E)Y

FRONT AND CENTER

PHOTO: JASON KINDIG

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A TASTING PANEL
PHOTO: DOUG YOUNG

SPECIAL EDITION

7
4 The Wit and Wisdom of Whisk(e)y
Pernod Ricard Manages an Ever-Growing
Category

11 A Commitment to Fine Whiskies

The Pernod Ricard Stable of Products is
Award-Winning and Well-Received

7 On-Premise With the Pernod Ricard 12 Winter Whisk(e)y

Whisk(e)y Portfolio
Cold-Season Cocktails Get Warmed
The Mixology Community Vouches for the
Versatile Range

Looking for Irish Whiskey?

Check out the attached booklet for more information on
Pernod Ricards Irish Whiskey offerings, from superstar
brand Jameson, to newly-launched PADDY! Theres an
Irish Whiskey for everyone in this portfolio!

up with Whiskies

13 Sharing Scotch
Value Added Packages Give Retailers the
Perfect Presents for Holiday Shoppers

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CATEGORY MANAGEMENT

THE WIT AND WISDOM OF

WHISK(E)Y
by ELYSE GLICKMAN

The Glenlivet has long stood at the

forefront of Pernod Ricards Scotch
single malt whisky portfolio.
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Pernod Ricards
Jameson: The brand
that put Irish Whiskey
on the map.

PHOTO: DANIEL KREIGER

PERNOD RICARDS BROWN SPIRITS PORTFOLIO

You could credit the rise of the whiskey category and Pernod
Ricards role in it to simply good, old fashioned Irish luck. As a matter of fact, theres an Irish whiskey to suit every personality and passion, from Jameson to PADDY and Powers. However, theres more to
the story according to Paul DiVito, Vice President of Marketing, Irish
& North American Whiskies, and Wayne Hartunian, Vice President of
Marketing, Scotches & Cognac at Pernod Ricard USA.
While DiVito cites Jameson as the brand that put Irish Whiskey
on the map, other Pernod Ricard whiskey brands are shaking
things up with product launches, line extensions and concerted
efforts to ensure the outdated notion of whisky being a mans
drink give way to a new reality that whiskey is a universal and
unifying spirits category that will
keep business booming.

Paul DiVito, Vice President

of Marketing, Irish & North
American Whiskies at
Pernod Ricard USA.

The Growth of a Category

There are a number of
reasons why the category has
grown up, observes DiVito.
There was a counter-movement
away from the hype and bling
[of the late 1990s] towards
history and authenticity. This
gave rise to the local craft spirits
movement, classic mixology and
artisanal products with a great
backstory. Through our research
for deciding how we would
approach future whisky category
opportunities, it became clear
that while the drinker today

seeks brands that have a great energy, they also seek brands with a
heritage and history.
Hartunian, meanwhile, believes the timing of the whiskey
categorys renaissance could not be better in terms of opening out
and broadening the portfolio.
There is a significant opportunity with whiskey in the U.S.,
thanks to the fact that the segments within the category are
accelerating in pace of growth and premium-ization, Hartunian
says. Not only has our whiskey portfolio been performing strongly
over the past few years, it continues to do even better each year as
existing and new markets discover and embrace both established
brands and fresh extensions.
Extending Outside the Box
While the more than 200-year-old PADDY Irish Whiskey brand
is getting a new lease on life this fall with a package redesign,
it is broadening its audience and demographic appeal with the
freshly-launched PADDY Devils Apple and PADDY Bee Sting flavor
extensions.
People always ask me about how I feel about PADDY flavored
whiskies and their impact on the category, and my answer is
simple: We love it, says DiVito emphatically. It appeals to people
who would have probably taken an extra five years to discover the
category. While many of them, thanks to mixology, are interested in
an authentic whiskey experience, their palates may not be ready for
it. To have them engaging with products like the PADDY flavored
whiskies invites them to embark on that whiskey journey sooner.
On- and Off-Premise Partners
Mixologists and retailers are extremely important partners,
as they are key in educating consumers on the brands, affirms
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PHOTO: JESSE WINTER

on the whisky journey are making it to the

single malt scotch category and at a faster
pace. An example of this is The Glenlivet
Nights of Passage, an experiential series
of events weve developed to further that
along. It mentors new to single malt scotch
consumers in demystifying single malt
scotch and playing up its premium quality,
while bolstering communication built
around their customers various lifestyle
passion points.
DiVito adds Canadian whiskey
producers will be rising to the occasion,
thanks in part to an alliance with Corby
Distilleries, which controls 70% of the
whiskey production out of Canada. Some
of Corbys biggest namesJP Wisers Rye
Whisky, JP Wisers Spice Whisky, Pike Creek
Whiskyare headed south to the U.S. for
a fall rollout. DiVito notes big things for
these discovery-worthy brands are in the
works for early 2014.
Were very fortunate to have such a
well-rounded portfolio, assesses DiVito.
The single most satisfying aspect for
me professionally is being part of the
Jameson story, especially a decade ago
when whiskey emerged as a success story
in the American beverage industry. Now,
when we look at the journey the consumer
undertakes, from there, he or she is poised
to take on a new adventure of discovery
with our other brands. n
PHOTO COURTESY OF PERNOD RICARD

The Chivas range of blended Scotch whiskies.

Hartunian. Thanks to the strong engagement of bar employees and distributors

behind the portfolio, our brands are the
category leaders and primary drivers of
growth in the two fastest growing spirits
categories in the U.S.: Irish whiskey and
single malt Scotch whisky. From a retailer
standpoint, our Category Management
initiatives further educate the trade on
not only how well these categories are
performing but also provide guidance
on what they can do to leverage that
potential.
Every kind of establishment, from
upscale mixology bars to friendly neighborhood dive bars, now have access to a
portfolio of amazing brands that they can
not only offer their customers, but also
experiment with, adds DiVito. The Old

Fashioned, the Sour and the Manhattan

as well as modern cocktails inspired by
those original recipesare essential staples
on many bar menus throughout the U.S.
Were not just talking about Irish whiskeys,
but also Canadian whiskeys and Scotch
single malts enjoying outstanding growth
numbers.
Celebrating Scotch and Canada
While Pernod Ricards The Glenlivet has
long represented the company well in the
Scotch single malt whisky arena, Hartunian
says that Pernod Ricards efforts to further
build on the brands success is paying off.
The Glenlivet has done this by actively
recruiting consumers and making single
malt scotch more approachable, explains
Hartunian. Consequently, more consumers

Wayne Hartunian is Vice President

of Marketing, Scotches & Cognac at
Pernod Ricard USA.

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ON-PREMISE WITH THE PERNOD RICARD WHISK(E)Y PORTFOLIO

PHOTO: DOUG YOUNG

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Across the country, the mixology community is vocal in its dedication to Pernod Ricards large
and versatile range of Scotch and Irish whiskies. We recently visited two important accounts in
New York City to see how these top-notch professionals are using these mixable spirits.

Bar Manager Masa Urushido

at Saxon + Parole, with the
bars bottled cocktails on the
shelf behind him.

COCKTAIL GOSPEL
AT THE BAR INDUSTRYS GATHERING PLACE SAXON + PAROLE IN MANHATTAN,
PERNOD RICARDS CLASSIC WHISKIES FIT THE BILL
Well known for being a bar industry hangout, New Yorks Saxon + Parole, the restaurant on The Bowery known not only its award-winning bar program (voted Worlds
Best Restaurant Bar at Tales of the Cocktail 2013) but also its cuisine, was created by
one of the citys most respected chefs, Brad Farmerie, to feature dishes and cocktails
based on tradition, with a modern twist.
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What gives Saxon + Parole that industry appeal is not visibly

apparent at first, as its cocktails, while they have proprietary
names, are all based on classics like the Collins, the Mule, the Sour,
etc. However, delve a little deeper into each, and youll realize
that these cocktails all have been adapted for very discerning
and adventurous palates through the use of techniques such as
sous-vide preparation and through ingredients that are all made
in-house, including their tonic water, bitters and even the pickled
onions for the Gibson.
We dont have a huge list of cocktails, and therefore our available list of spirits is also limited, says Bar Manager Masa Urushido,
who opened Saxon + Parole alongside original cocktail program
director Naren Young and is now in charge. So we want to make
sure the spirits we use are the best we can get. Pernod Ricards
portfolio fits that bill nicely, and we feature both Jameson and

Chivas Regal whiskies in our lineup, he adds.

Saxon & Paroles affinity for Pernod Ricard whiskies is simple:
They are European classics with good name recognition that work
in any bar environment, and we find they fit perfectly into the
cocktail gospel were preaching, says Urushido. In fact, Jameson
Special Reserve Black Barrel is the base of our current bottle-aged
cocktail in our signature cocktail program, a membership for our
customers that features a different bottle-aged cocktail each
month, and which they can buy and store at the bar for consumption at anytime.
Its a perfect relationship for both Saxon + Parole and Pernod
Ricard, both of whom are known within the industry for sharing
freely of their ideas not just on spirits, but also the cocktails they
help create. David Ransom

COCKTAIL RECIPES BY MASA URUSHIDO

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PHOTO: DOUG YOUNG

BARREL-AGED PRINCE EDWARD COCKTAIL

BOTTLED TIPPERARY COCKTAIL

2 oz. Chivas Regal 12 Year

1 oz. Lillet Blanc
oz. Drambuie
1 dash of lemon bitters
Twist of lemon peel over babys breath garnish

2 oz. Jameson Special Reserve Black Barrel

1 oz. sweet vermouth
oz green Chartreuse
3 dashes of orange bitters
Lemon twist for garnish

Served up, in a frozen coupe glass.

Served up, in a coupe glass.

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PHOTO: JESSE WINTER

GO-TO BRANDS
PERNOD RICARD WHISKIES ARE STAPLES
AT THE FLATIRON ROOM IN NYC
When Tommy Tardie opened The Flatiron Room in
New York City in September 2012, it was with the
sole purpose of creating a civilized environment that
featured live music and small bites for his customers
to enjoy with the worlds whiskies. And, its safe to say,
Flatiron Room has many whiskies to choose from.
We have just over 750 different whiskies in the
house, says Tardie, who spent years in advertising
before retiring to open this mecca to brown spirits.
Once you start a program like this, you have a certain
obligation to stock [almost] everything, and when
people come in, they expect to find rare, esoteric
brands and limited bottlings alongside more well
known offerings, he adds.
Some of his go-to product lines are those from
Pernod Ricard, whose whiskies include brands like
The Glenlivet, Chivas Royal Salute, Abelour, Jameson,
Powers, Redbreast and others, all of which have multiple offerings. What I love about the Pernod Ricard
whisky portfolio is that they are all well known, and
each brand has a full lineup of whisky interpretations
to choose from, says Tardie, so I can sell them neat or
give them to my bar staff to use in cocktails.
Something Head Bartender Alex Valencia embraces
with ease. Ive been working with Pernod Ricards
whiskies for years, and love the brands, says Valencia,
who has run the cocktail program at Flatiron Room
since it opened and is also a graduate of Pernod
Ricards BarSmarts educational workshop, which he
completed in 2008. Consumers come in looking for
something they recognize and which also appeals
to their palate. Pernod Ricard, with so many different products to choose from, from the entry level
Jameson all the way up to the Chivas Regal Royal
Select 38 year, does both. I cant imagine a bar of
mine being without them. D. R.

Tommy Tardie introduces live music acts

at his NYC tavern, The
Flatiron Room.

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COCKTAIL RECIPES BY ALEX VALENCIA

SCOTTISH ACCENT
2 oz. The Glenlivet 12 Year Old
oz. lemon juice
oz. simple syrup
3 blackberries
Put the blackberries and the simple syrup

in glass and muddle, add the lemon and

The Glenlivet. Add ice and shake. Serve on
the rocks in a double Old Fashioned glass.
Garnish with any seasonal berries.

37 WEST
2 oz. Chivas 12 Year Old
oz. Drambuie
2 dashes Peychauds Bitters
oz. simple syrup
oz. lemon juice
3 dry figs or oz. fig pure
lemon peel
Muddle 2 figs with the simple syrup, or if

you use the pure only add the ingredients.

Shake and serve up in a coupe glass or a
simple Old Fashioned glass with one ice
cube. Twist a lemon peel on topthe oils
of the lemon add more flavor to the drink.
Garnish with the remaining fig cut in half and
put over a lemon wheel with a bamboo stick.

AUTUMN POET
2 oz. Jameson Irish Whisky
oz. lemon juice
oz. simple syrup
oz. grenadine
Champagne
Add first four ingredients into a shaker;

At the Flatiron Room Alex Valencia has

been working with Pernod Ricards
whiskies for years and loves the brands.

shake and strain. Serve up in a flute glass.

Top with champagne. Garnish with any
berries in season. n

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A COMMITMENT TO

FINE WHISKIES
Anthony Dias

BLUE REVIEWS

Three thoroughbred whiskies in the Pernod Ricard stableThe Glenlivet,

Chivas Regal and Jamesonhave ranked exceptionally well in recent judgings
at the prestigious San Francisco World Spirits Competition, as well as rating
highly with THE TASTING PANELs Editor-in-Chief, Anthony Dias Blue, in his own
independent Blue Reveiws tastings (notes below). Consistent Silver, Gold and
Double Gold medals and 90+ scores for the varied expressions of these brands
are evidence of Pernod Ricards ongoing leadership in the Scotch single malt,
blended Scotch and Irish whiskey categories.

GLENLIVET

JAMESON

Glenlivet 12 Year Old: GOLD 2013

Gorgeous nose of wood and spice; peaty, earthy nose; smooth
and creamy with toasty oak and lush peaty flavors with notes
of butterscotch, spice and fruit; elegant. 90 points

Jameson Irish Whiskey: SILVER

2009, 2010 and 2011 Clean, stylish
and assured, with mellow malt and
grain tones and a nice finish. 90 points

Glenlivet 15 Year Old: GOLD 2013

Glenlivet Ndurra: DOUBLE GOLD 2011
Silky smooth and creamy with lush vanilla and gentle spice;
mellow, biscuity, feminine and elegant with notes of heather,
herbs and lightly toasted oak; lovely, refined and wellmannered. 94 points
Glenlivet 18 Year Old: DOUBLE GOLD 2009, 2010,
2011, 2012 and 2013 An exquisite Speyside with smooth
oak, lovely toasted plum and spice, especially ginger; long and
elegant, complex and seductive. 94 points
Glenlivet 21 Year Old: DOUBLE GOLD 2012
and 2013 Silky, stylish and superb, revealing layers of fruit, malt and smoke; a definitive Speyside
malt. 91 points

CHIVAS REGAL
Chivas Regal 18 Year Old: DOUBLE
GOLD 2013 Lush aromas of smoke, dry
hay and toasted oak; lush and ripe with
lovely nuanced and long flavors; smooth
and balanced. 92 points
Chivas Regal 25 Year Old: DOUBLE
GOLD 2011, 2012 and 2013 Smooth
and toasty with lovely depth; rich vanilla and
rich notes of dried fruit, espresso and caramel; unctuous and elegant with gorgeous
texture and luscious flavors. 94 points

Jameson Black Barrel: SILVER

2012 and 2013 Lovely caramel, sweet
oak nose; creamy, lush and rich with
beautiful sweet oak and toasty notes;
vanilla, purity and finesse; masterful and
intense with great length and amazing
elegance; stunning and exceptional.
94 points
Jameson 12 Year Old Special
Reserve: GOLD 2011 Fleshy, dense,
fat and ripe with unique character. 91
points
Jameson Gold Reserve: GOLD
2013
Jameson 18 Year Old Limited
Reserve: DOUBLE GOLD 2012
Smooth nose of honey and dried
fruit; lush, mellow and toasted with
spice box, dried apple and caramel;
very smooth and balanced with notes of vanilla in a long,
rich, complex finish. 93 points
Jameson Rarest Vintage Reserve: DOUBLE GOLD 2011
Smooth and toasted with lovely dry fruit and rich oak with
notes of vanilla, spice and clean, intense flavors; long, supple,
elegant and intense. 93 points n

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WINTER WHISK(E)Y

COLD WEATHER AND THE UPCOMING HOLIDAYS ARE EVEN MORE

REASONS TO TRY THESE COLD-SEASON COCKTAILS

For many consumers, winter means whisk(e)y. Images of cold weather and fireplacesand the
desire for a delicious, warming drinksend everyone reaching for their favorite whiskies on
retail shelves and ordering whiskies on-premise. Try out some of the recipes below for new and
creative ways to use whiskies this winter.

Irish Winter Fizz

The Glenlivet
Fireside

1 oz. Jameson Black Barrel

oz. Roth & Winter Allspice

Liqueur

Minter Wonder

1 oz. Chivas 12 Year Old

1 dash Angostura Bitters

club soda to top

Build over ice in a highball

glass and stir.

Scotch Whisky
1 oz. Becherovka Liqueur
1 oz. fresh lemon juice
oz. simple syrup
34 leaves fresh mint
ginger ale

In a mixing glass, add Chivas,

Becherovka, fresh lemon juice,
simple syrup and mint, and
shake with ice. Fine-strain into
a tumbler over crushed ice, and
splash with ginger ale. Cap with
crushed ice, and garnish with a
mint sprig.

2 parts The Glenlivet 18

Dads Apple Pie

Pour into a glass.

1 oz. Paddy Devils Apple

1 oz. fresh lemon juice
oz. honey syrup

(1:1 honey: water)

1 dash orange bitters

Add all ingredients to a mixing

glass, and shake well with ice.

Fine-strain into a tumbler over
fresh ice, and garnish with a
lemon zest.

Canadian Muletide
Cocktail
2 oz. JP Wisers Spiced Vanilla
1 oz. fresh lemon juice
3 oz. ginger beer

Build over ice in a highball

glass and stir. n

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SHARING SCOTCH
AS THE HOLIDAYS APPROACH, VALUE ADDED PACKAGES MAKE THEIR WAY ONTO THE FLOOR
by BREANNE DEMORE

As the weather cools, the holiday season is increasingly on the minds of the masses. Ideal gifts your
customers will love, VAPs (Value Added Packages) draw the consumer not only for their enticing
holiday packaging, but for the added extras that accompany the product.
VAPs for Scotch drinkers arent quite so simple though. Troy Gorczyca, Senior Brand Manager for The
Glenlivet/Single Malts, explains, Scotch and Single are a must-have gift during the Holidays and The
Glenlivet as category leader is innovating each year to satisfy the needs of demanding shoppers.
Heres your guide to giving your consumers what they want:

THE GLENLIVET
Because Scotch drinkers are so loyal, we really have
two targets with these packages, explains Gorczyca.
And because The Glenlivet attracts both Single Malts
enthusiasts and novice Scotch drinkers, it has lined up
exciting VAPs to welcome both type of consumers. With
these aims, The Glenlivet offers a variety of VAPs. Heres
your guide to giving your consumers what they want.
The first package offered from The Glenlivet this season
is a 750 ml. bottle of the traditional 12 Year Old, accompanied by beautifully branded tasting glasses and a booklet
explaining the history of the brand along with tasting
notes. Whether the giver or the receiver is the new
consumer, this set is perfect for enjoying with someone
important. Its a point of pride for us that we recruit new
consumers through our current ones, says Gorczyca.
The second offering from The Glenlivet encourages
experimentation within their portfolio. Along with the
brand booklet and 750 ml. bottle of the 12 year Single
Malt, this set also includes a 50 ml. of the 15 Year Old
and 50 ml. of the 18 Year Old. This set is really great for
existing, loyal customers because it gets them to try, at
minimal risk, the 15 and 18. Its a great way to showcase
the portfolio at low risk and high value, explains
Gorczyca.

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Along the same lines is The Glenlivets triple pack of 50 ml. bottles of each
12, 15 and 18 Year Olds. The perfect introduction to the legendary brand
for those new to Scotch, this VAP also allows consumers the unique
opportunity to taste the years side by side for comparison.

CHIVAS
Were trying to change the game, begins Megan Bordi, Senior
Brand Manager for Chivas. Were creating a program around
the theme, Made for Gentlemen. Each year is different but this
year we are focusing on tailoring. Take one look at the Chivas
12 Made for Gentlemen Limited Edition Gift Tin and youll
understand why.
Chivas paired up with Patrick Grant, a modern star of menswear from the iconic Norton & Sons of Savile Row in London,
to design this striking package that represents the sophistication, attention to detail and impeccable quality expected
from both the tailors of Savile Row and the blenders at Chivas.
Included in each tin is a bottle of Chivas 12 and, in some states,
a classy branded pocket square. In addition, the program offers
a sweepstakes for the consumers with the grand prize being
a trip to New York City to be fitted for a custom suit at Barneys
New York.
Laurent Cutier, Brand Director of Scotch and Single Malts at
Pernod Ricard, says, VAPs are about creating something nice
for the customer. Whether its a gift or something they bring
to the holiday party, we aim to create something really special
that has a benefit to the consumer. n

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