US Airways - March 2014 - (Page 13)
Wine & Dine
Irish Whiskey is not just for
St. Patrick's Day.
By Nick Passmore
PHOTOS (FROM TOP) BY BURWELL PHOTOGRAPHY/ISTOCK AND COURTESY OF PERNOD RICARD
To say Irish whiskey is hot at the moment is
a bit of an understatement: It's sizzling like a
pair of bangers on a skillet.
It has moved out of the Irish pubs, where it
languished on the back shelf from one St. Paddy's
Day to the next, into the trendy, after-work bars of
snappily dressed young professionals.
This renaissance is particularly remarkable as it
represents a second reprise of the spirit. In the early
20th century, Irish was the dominant whiskey, but
the 1920s were particularly hard on it. First, Prohibition in the U.S. shut down its biggest market,
then Ireland's independence from Britain closed
off the British Empire, which began buying scotch.
In 1920, there were 27 legal distilleries in Ireland;
by the end of World War II, there were six.
But history is repeating itself. Total Wine &
More, the closest thing the U.S. has to a national
liquor store chain, has seen
more than a 50 percent increase in the sales of Irish
whiskey over last year, says
spokesman Edward Cooper.
Nationwide, Jameson is leading the charge, controlling a
whopping 80 percent of Irish
whiskey. And the company
recently saw a 29 percent
increase in domestic sales.
JAMESON IS LEADING THE
CHARGE, CONTROLLING A
WHOPPING 80 PERCENT
OF IRISH WHISKEY.
Most Irish whiskey is triple distilled, compared
to scotch's double distillation, and is rarely roasted
with peat. To its fans, this means Irish is a lighter
and smoother product. To its detractors, it lacks
heft and flavor - it's wimpy whiskey. Both judgments are correct. It all depends on your palate's
Much of Irish whiskey's appeal is this very lightness. It's a spirit that's easy to get to know. In the
late 90s, whiskey was seen as either pretty raw stuff
- bourbon or complicated, peaty scotch - or the
sipping whiskey of connoisseurs. There was a space
between the two extremes, and Irish, particularly
Jameson, blazed right through it. "Jameson is a
very sociable product," says Hannah O'Leary, the
company's brand ambassador. "It's not really something people sit at home and drink on their own
and contemplate life."
Cooper agrees: "It's accessible, doesn't require
the drinker to be a connoisseur, and is finally getting the recognition it deserves."
"I think the rise in the category corresponds to
the popularity of Jameson," says Jonathan Goldstein, proprietor of Park Avenue Liquors in New
Table of Contents for the Digital Edition of US Airways - March 2014
US Airways - March 2014
Table of Contents
Perspective: CEO Letter
From the Editor
Making It Happen
Wine & Dine: Irish Whiskey
Connections: Everybody's Business
Great Escapes: Manchester, England
Great Escapes: Lisbon, Portugal
Adventure: Skiing in Alyeska, Alaska
Style Spotlight: Tee Time
Diversions: It's Just Lunch
Golf: Five Great Resorts
Gear Up: Going Green
Travel Feature: Winter Park, Florida
US Airways Feature: The Sky Is the Limit
University Spotlight: University of Dayton
Great Resorts: Phoenix
Special Section: Atlantic 10 Conference
Best of Health: Miami Beach Foot & Ankle Surgery
Readers Resource Index
Your US Airways Guide
U.S. and Caribbean Service Map
International Service Map
Airport Terminal Maps
Passenger Info/Contact US Airways
US Airways MarketPlace®
US Airways Fleet/Customs & Immigration
Window or Aisle?
US Airways - March 2014