J. J. Corry, has announced the launch of their crowd sourced, blended Irish whiskey.
J. J. Corry – The Lock In, which is available in both standard (43.86% ABV) and cask strength (56.04% ABV) variants, was produced using a combination of Irish malt and grain whiskeys.
|J. J. Corry - The Lock In|
The Lock In crowd sourced blend, came as a response to whiskey consumers moving online during lockdown. In early May, the County Clare based whiskey bonder, sent 200 samples to consumers around the world, for a live online blending session on June 7th. Those taking part then voted on their preferred blend and bottling strength at the end of the tasting.
Commenting on the news, Louise McGuane, Founder of J. J. Corry, said: “Covid 19 has made traditional ways of brand building for Indie brands obsolete. We cannot rely on the on-premise to build our brand so we have to find new ways of engaging with our consumers and telling our story. The Lock In and the way we executed is just the beginning of the shift in how we work moving forward. The Lock In has been a very natural progression for us in terms of bringing our consumers into the whiskey making process. We have always championed transparency in whiskey. Our approach to communication around our blends has always been to bring the consumer as close as we can through our social media channels. The Lock In allowed us to hear live and direct what our consumer preferences were on the blend flavour profile. We chose the final blend and split the bottling into two based explicitly on their feedback.”
Limited in numbers, J. J. Corry – The Lock In, standard (150 bottles) and cask strength (464 bottles) variants, are now available from irishmalts.com for the respective RRP’s of €85.00 and €95.00.
Posted by Steve Rush