Issue link: http://digital.copcomm.com/i/253609
february 2014 / the tasting panel / 49 A visionary when he opened his namesake distillery in 1857, J. P. was one of the original North American whisky barons and a perfectionist when it came to crafting and perfect- ing smooth, pure spirits. Today, Wiser's is distilled in a single copper column using only the highest quality grains and inished in hand-selected white oak barrels to intensify its unique character and lavor. "Based on current market and category dynamics, we believe this is the perfect time to bring J. P. Wiser's to American consumers," says Di Vito. "North American whisky, driven by new styles and lavors, has been our largest growth market over the past ive years. Within this segment, rye whisky in particular is on ire, and lavored whisky is grow- ing faster than any other lavored category." Wiser's whiskies appeal to a range of consumers, including experiment- ers looking to enter the category, enthusiasts seeking to expand their repertoires and aicionados who appreciate an uncompromised com- mitment to quality. "We're looking for everyday whisky drinkers," says Di Vito, "perhaps in their late 20s or early 30s. They go to sports bars but also consume at home with friends and family." Another promising market, the Old Fashioned and Manhattan crowd, has come about as the result of tremendous buy-in at high-end cocktail bars. "These establishments appreciate J. P. Wiser's as a mixing spirit because we seriously over- deliver at our price points, resulting in signiicantly higher proit margins as well as great drinks." It also helps for consumers to know that J. P. was a real person and a pioneer. "This allows our history and authenticity to enter the purchasing decision," says Di Vito. "Of course, the products themselves must also bring great taste and value." The U.S. debut of J. P. Wiser's is supported by a robust marketing program that includes national TV advertising (beginning in February of 2014), geo-targeted digital media, trade advertising, retail and on-premise activation and trade education. J. P. Wiser's Rye Old Fashioned ◗ 2 oz. J. P. Wiser's Rye Whisky ◗ 2 dashes Angostura Bitters ◗ 1 splash water ◗ 1 tsp. sugar ◗ 1 Maraschino cherry ◗ 1 orange wedge ◗ Mix sugar, water and angostura bitters in an Old Fashioned glass. Drop in cherry and orange wedge. Muddle these ingredients into a paste using a muddler or the back end of a spoon. Pour in whisky, ill with ice cubes, and stir. J. P. Wiser's Deluxe (40% ABV/80 proof), also known as Canada's best spirit, is an amber blend with a full, round body, a richly fragrant nose highlighted by mature oak, and a palate of oak, toasted grains and rich toffee. SRP $16.99. J. P. Wiser's Spiced (43% ABV/86 proof) is a dark amber, spiced blend that offers a sweet nose of raisins, English caramel, toffee and French vanilla. The body is full and smooth and the inish is sweet, warm and pleasant. SRP $22.99. J. P. Wiser's Rye (40% ABV/80 proof), the lagship brand, is a rich amber blend with complex caramel, honeycomb, toffee, vanilla and dried fruits on the nose that lead to full bodied, bold, roasted rye spice on the palate. SRP $22.99. J. P. Wiser's 18 Year Old (40% ABV/80 proof) is an award-winning ultra-premium blend of the highest-quality 18-year-old whiskies that are bottled in very limited quantities. It is deep amber in color, oaky and loral on the nose, and has a hint of fresh pine on the palate highlighted by mature oak, baked apple, spice, and rich caramel. SRP $74.99. Four Premium Whiskies, Four Distinctive Styles J. P. Wiser's Rye Manhattan ◗ 2½ oz. J. P. Wiser's Rye Whisky ◗ ¾ oz. sweet vermouth ◗ 1 dash Angostura Bitters ◗ 1 Maraschino cherry ◗ 1 twist of orange peel ◗ Combine vermouth, whisky and bitters with several ice cubes in a mixing glass. Stir gently to avoid clouding the drink. Place the cherry in a chilled cocktail glass and strain the whisky mixture over the cherry. Rub the cut edge of the orange peel over the rim of the glass and twist it over the drink to release the oils but don't drop it in the drink.