The Tasting Panel magazine

November 2011

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Masters of Whisk(e)y COVER STORY PERNOD RICARD IS THE PRIMARY DRIVER OF GROWTH FOR THE TWO FASTEST GROWING SPIRITS CATEGORIES IN THE U.S.—IRISH WHISKEY AND SINGLE MALT SCOTCH by Lance Mayhew P ernod Ricard has had a highly successful history in the world of whisk(e)y since acquiring Irish Distillers in the late 1980s: This was the company that revived the Irish whiskey category. Known for its hands-on, artisan approach to spirits, the company has nonetheless built some of the largest whiskey brands in the world, including Jameson Irish whiskey, The Glenlivet single malt scotch and Chivas Regal blended scotch. Innovative marketing, consumer out- reach and education have played an important role in protecting and enhancing the legacy of these iconic brands as well as marques such as Aberlour, Redbreast and Royal Salute. From premium whiskies that dominate their market category to bespoke $200,000 bottles of Royal Salute Tribute to Honor, Pernod Ricard has built a dynamic whisk(e)y portfolio like no other. Jameson Irish Whiskey, The Glenlivet single malt scotch and Redbreast are key components in the powerhouse Pernod Ricard whisk(e)y portfolio. At Arterra restau- rant in the San Diego Marriott Del Mar, Director of Restaurants Scott Winant helps his customers fi nd the Pernod whisk(e)y that best suits his or her needs. november 201 1 / the tasting panel / 61

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