Issue link: http://digital.copcomm.com/i/343292
no sweetness and no burn." Di Vito also cites its use in cocktails by bartenders in influential cities like New York and San Francisco as adding to its popularity. Irish whiskey's mixability makes it an appeal- ing option behind the bar, but he cautions that its subtle flavors shine through best when it's mingled with just a few other ingredients. The Irish Mule, for example, pours it simply with ginger beer and lime. Mention Irish whiskey, and many consumers will immediately think of Jameson; the brand does account for an impressive 77 percent of the category. In contrast to Jameson, which is produced in a continuous still, Redbreast is made in a pot still. "It is similar to a single malt Scotch, with lots of layers and complexity," DeVito explains, designed for sipping neat to truly appreci- ate its nuances. Over the years, Pernod Ricard has shown a staunch commitment to the success of all of its Irish whiskey brands, and has invested in and supported those who support the category. "We're only getting started," Di Vito says. SPRING/SUMMER 2014 • 25 ard's