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Pernod Extends Jameson With Upscale “Cooper’s Croze”

August 10, 2016

Pernod Ricard is innovating at the high end of the fast-rising Jameson franchise with the launch of Cooper’s Croze, a new 86-proof whiskey retailing at around $70 a bottle. Named for one of the tools a cooper uses to seal barrels of whiskey, Cooper’s Croze is the first in a series of three new Jameson products that will each highlight a specific part of the production process. Cooper’s Croze was matured in virgin American oak, seasoned Bourbon and Iberian sherry barrels.

The launch marks Jameson’s latest premiumization effort, following the 2011 debut of Jameson Black Barrel ($40) and Jameson Caskmates ($30) a year ago, among others. Sona Bajaria, vice president, Jameson at Pernod Ricard USA, recently told SND, “What we’re seeing is that whisk(e)y, Cognac and Tequila are really driving industry growth, and brands are continuing to premiumize. For Jameson, Caskmates is one example of that premiumization.” With the introduction of Cooper’s Croze, the 2.4-million-case Jameson brand is taking another significant step up the pricing ladder.

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