Jameson is by far the most popular Irish whiskey brand; in fact with annual sales north of 5.3 million cases it is accountable for roughly 2/3 of the entire Irish whiskey category.
In the fall of 2015 the brand owners, Irish Distillers, a subsidiary of Pernod Ricard, announced the launch of The Deconstruction Series as part of major restructuring the brand. The series was officially introduced in May of the following year as Travel Retail exclusive and contains three expressions – Bold, Lively and Round. Each of them highlights one of three key elements of the original Jameson whiskey. According to the official press release ‘Bold, influenced by pot still whiskey, is an intense and robust whiskey, with a strong hit of spices. Initially sweet and creamy, with an abundance of soft fruits, the Pot Still Spices develop to bring a perfect balance of rich barley notes and mellow baked apple’.