BIMBER LAUNCHES FOURTH BATCH OF LONDON UNDERGROUND INSPIRED RELEASES

The West London based Bimber Distillery, has today announced the launch of the fourth batch of releases from its Spirit of the Underground Collection.

Bottled at cask strength, each of the four new single malt releases have been fully matured in their respective casks.

Bimber Spirit of the Underground Collection - Release No.4

The collection which launched in May 2021 in collaboration with TFL, will feature a total of 44 individual releases over a three-year period, features a selection of iconic single malt whiskies that celebrate the heritage and diversity of the distillery’s home city. With striking individual designs, each bottle presents a different Tube station on the London Underground network - the oldest underground passenger railway service in the world.

Release No.4 of Bimber’s Spirit of the Underground Collection is comprised of:

The Spirit of the Underground – Covent Garden (59.2% ABV) Oloroso Sherry Cask – Limited to 321 bottles.

The Spirit of the Underground – Green Park (59.4% ABV) Moscatel Sherry Cask – Limited to 285 bottles.

The Spirit of the Underground – Leicester Square (60.3% ABV) Virgin American oak Cask – Limited to 271 bottles.

The Spirit of the Underground – Piccadilly Circus (62.1% ABV) Pedro Ximenez Sherry Cask – Limited to 314 bottles.

Commenting on the launch, Matt McKay, Bimber’s Director of Marketing and Communications, said: “We’re delighted to unveil the next release in The Spirit of the Underground Collection. For Release no.4, we’ve aligned the four single cask whiskies with four iconic Underground stations which all sit alongside each other on London’s Piccadilly line – the adjacency reflecting the full-term maturation and shared intensities that these exceptional casks all showcase.”

The latest Bimber Spirit of the Underground Collection bottlings, will be available directly from Bimber’s Spirit of the Underground website from Monday 23rd January, via a ballot. RRP: £125 per bottle.

Posted by Steve Rush

JAMESON UNVEILS NEW RESPONSIBLE DRINKING ADVERT FEATURING AISLING BEA

Irish Distillers, has today unveiled a new responsible drinking advert from its Jameson Irish whiskey brand, as part of its commitment to tackling overconsumption and alcohol misuse.

The “Jameson. Easy Does It” advert, is said to promote responsible drinking by encouraging people toward more mindful, moderate consumption and reinforces the message that whether you measure, sip, or skip, no one should feel awkward for doing so.

Jameson unveils new responsible drinking advert featuring Aisling Bea

Co-written by and starring comedian Aisling Bea, who brings her Irish wit and humour to the screen, the advert showcases a number of typical social drinking scenarios consumers can find themselves in when they choose to moderate or skip a drink.

Bringing to light the perceived societal pressures that lead to overconsumption, it inspires drinkers to forget the feeling of FOMO and embrace moderation, measurement, or abstinence. Jameson believes that no one should feel awkward for choosing whether to drink or not.

Commenting on her involvement, Aisling Bea, said: “It has always been my belief that comedy can help shift cultural taboos and can be used to turn an unpopular topic into one we can talk about and effect change. So, I was delighted when Jameson asked me to write their responsible drinking advert, not just because I have grown to love working with the company and knew they would let me lean in to comedy for it, but also because I truly believe that they, as a drinks company, want to be part of the evolution of how we drink and how we savour not just their product, but also life. The fun part of the challenge was to take the word ‘responsible’ and make it less ominous and more about simple mindset changes.”

The advert which can be viewed here will launch today in Ireland, ahead of being rolled out across global markets on TV, digital and social.

Posted by Steve Rush