Jameson Pickleback Drink Rises in Popularity

NEW YORK, NY (May 11, 2010) – In the era of multi-ingredient, complex cocktail creations, it might be surprising to learn that a refreshingly simple, two part drink is taking the country by storm. The Pickleback is being requested by patrons and suggested by bar servers from New York to San Francisco and many places in between.  There are even multiple Facebook pages developed by consumers for fans.

The drink itself is notoriously simple. It consists of one shot of Jameson followed by a pickle juice chaser. While a description of the drink will likely garner a strange look from those not ‘in the know’, the unexpected combination of slightly sweet and woody Jameson and salty, tangy pickle juice is sure to please.

While the origins of the Pickleback are arguable, most trace it back to a trendy establishment in Brooklyn where the unusual cocktail became a favorite and word quickly spread throughout the city and beyond. “In this day of instant access and hi-speed technology, it is amazing how quickly news about something as simple as the Jameson Pickleback can spread,” said Wayne Hartunian, Brand Director, Pernod Ricard USA. “This is not something a marketing group can come up with. It is grassroots, it’s viral and it’s great!”

Why Jameson? According to New York City bartender, TJ Lynch, “The combination of the woody sweetness of Jameson and pickle brine, while sounding odd, is delicious,” said Lynch, “I believe that, after much experimentation and research, Jameson with our pickle brine is the best tasting Pickleback I've ever had.”

The Pickleback has become so popular that many trendy establishments are turning to signature pickle juices to add some variation to the drink. According to examiner.com, the insider source for everything local, the timing for the Pickleback could not be better as boutique picklers have sprung up all around town – Brooklyn and elsewhere.

“Irish Whiskey is the fastest growing spirits category in the U.S.,” added Hartunian. “Jameson is not only the clear market leader and primary driver of Irish category growth but it is also the fastest growing premium spirit brand in the U.S. While the numbers speak volumes, we don’t want to lose sight of the fact that Jameson is a great-tasting whiskey that can be enjoyed in a variety of ways. The Jameson Pickleback, while not a usual suspect, adds another new dimension of enjoyment to this already explosive brand. We hope the news continues to spread organically and that consumers everywhere become fans of Jameson and the Jameson Pickleback and that our on-premise partners capitalize on this phenomenon to drive incremental sales of Jameson.”

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