March 2013
The Year
Ah, March! The month has always
held a special (green) spot in the
heart of bartenders and spirits mer-
chants, because when Spring is in
the air, Irish whiskey is in the glass.
Our March 1985 issue con-
tained a “Quiz Clinic” on Irish
whiskey. Some of the tips/facts
included were:
Irish whiskey is “mild, soft,
light and clean” by comparison with
peaty/smoky Scotch.
Irish distillers favor three
distillations—rather than two as
is generally the case in Scotland,
Canada and the U.S.
The term “vatting” means to
blend or marry. The composition and
formula of each vatting is done ac-
cording to the traditional formula of
the respective Irish whiskey brands.
Irish was the most popular
imported whiskey in the U.S. in the
late 1880s. However, “Prohibition,
compounded by the Depression and
the restriction of Irish whiskey sales
overseas during World War II” led
to it being eclipsed by Scotch.
As is the case today, Jameson
was the dominant brand in 1985.
At that time it was imported to the
U.S. by 375 Spirits Company of
New York—before Austin, Nichols
& Co. and in turn, current importer
Pernod Ricard.
Without digressing into fashion
criticism, it is worth noting that the
Jameson ad shown here showcases
point-of-sale material, another topic
covered extensively in this issue.
Then, as now, Jameson distributors
were helping “bring in the gold for
St. Patrick’s Day.”
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