Double-barrel name, triple-barrel aging: Pernod Ricard expands roll-out of latest Jameson exclusive

Pernod Ricard Global Travel Retail is extending the roll-out of its latest Jameson travel retail-exclusive line extension – Jameson Triple Triple Marsala Cask Edition.

The limited-edition Irish whiskey has enjoyed a limited presence in the channel since last year but is much more widely available from this month.

The release builds on burgeoning interest in Sicily as a top travel destination and the success of the Jameson Triple Triple range – including Málaga Edition and the more recent Chestnut Edition.

Jameson Triple Triple Marsala Cask Edition is matured in a combination of Bourbon barrels, Oloroso Sherry casks and Marsala casks.

Pernod Ricard Global Travel Retail VP Global Marketing Liya Zhang commented, “Jameson accounts for two-thirds of the Irish whiskey category globally and is currently a top ten spirits brand by volume in global travel retail.

“We’re excited to see the innovative Triple Triple family grow – it offers travellers the chance to explore their favourite Irish whiskey in a different cask finish and trade up from the classic Jameson Original.

“The Jameson Triple Triple Marsala Cask Edition has been available in very small quantities in certain duty-free locations since late 2024 but is now being rolled out around the world. However, it will only be part of the range for three short years so make the most of this Sicilian stopover while you can.”

Travellers are being introduced to the new Jameson Triple Triple Marsala Cask Edition through a colourful retail strategy that will see airports decked out in ‘Triple Triple teal’.

This is designed to add a sunny Mediterranean twist to traditional St. Patrick’s Day (17 March) celebrations.

Jameson Brand Ambassadors, working from suitably themed wooden barrel bars, will present the story of Triple Triple to travellers, offering tutored tastings from the range, including Jameson Triple Triple Malaga Cask.

Jameson Triple Triple Marsala Cask is bottled at 40% ABV and is now on sale in 1L formats in selected GTR locations with an RRP of €44 (US$45.50).