Pernod Ricard Launches Method and Madness Irish Whiskey Line

Pernod Ricard has introduced Method and Madness, a new range of limited-edition experimental Irish whiskeys.

This series is distilled at Midleton’s new microdistillery, an experimental hub meant to allow distillers and apprentices the space to explore new styles of Irish Whiskey, the company says.

The three initial whiskeys in the Method and Madness range are a sweet, toasty Single Grain Whiskey finished in Virgin Spanish Oak Casks; a fruity, honeyed Single Malt Whiskey finished in French Oak Casks; and a spicy Single Pot Still Whiskey finished in Chestnut Casks.

The line is inspired by the Shakespearean quote, “Though this be madness, yet there is method in ’t.” 

Each bottle’s exterior was designed by the Irish and Swedish creative duo behind M&E Design Studio, Matthew Bolger and Emelie Lidstrom. Drawing inspiration from the casks, each bottle features a “playful, minimalistic look with bold colors and patterns that stand out on any at-home bar cart while still delivering top-shelf taste and intrigue,” the company says. 

The Method and Madness Single Grain Whiskey finished in Virgin Spanish Oak Casks, Single Pot Still Whiskey Finished in Chestnut Casks, and Single Malt Whiskey finished in French Oak Casks are now available in select markets nationwide — including AZ, CA, FL, MA, MN, NV, PA, SC, TX and WA — at the respective MSRPs of $60, $75 and $90 for 750-ml bottles.

“Method and Madness perfectly embodies our mission within the traditional whisk(e)y space: to disrupt the ordinary while still paying homage to our unrivalled heritage and expertise,” says Mwanza Lumumba, brand director, high end Irish whiskeys at Pernod Ricard USA. “We’re committed to exploring fresh, new ways to bring Irish whiskey to new audiences, and we believe Method and Madness’ bold range of flavor profiles will resonate with whiskey drinkers across the spectrum — from long-time aficionados to new-to-category fans.”