Stacey Rowan banishes misconceptions that whisky is only for the older generation, as presented at the Capital Market Day 2014 held in Cork, Ireland.
When one thinks of whisky, an older gentleman in an arm chair holding a whisky on the rocks comes to mind. But with Jameson Irish Whiskey, this is certainly not the case. Whisky has now evolved into something more – it has transformed into something that surpassing the age gap and is now a beverage enjoyed by the younger, hipper trendsetter. In South Africa, a change in the cultural patterns of drinking is happening and a growing emerging affluent middle class has adopted Jameson as their whisky of choice. They’re over the age of 18 and on average have an income between R16 000 to R50 000, live in a formal dwelling in a metropolitan area, own a car, have a tertiary education and have a white collar job. These DUDes, as Jameson calls them, are setting the trends and making new fads, and although Jameson is not a fad, it is most certainly trending. Now instead of the older generation drinking Jameson, one can see the plethora of younger generations sipping this fine drink at bars, restaurants and social gatherings.
With all this mind it’s no wonder why Jameson is hosting Jameson Cult Film Clubs, soon to be popping up in South Africa this year, and many other cinema and live social events, where Jameson runs freely as water running in a stream. These events are attended by some of the hot-and-happening people who are as connected to social media as paper sticks to glue. What makes this such a brilliant marketing tactic is that when attending these events, these trendsetters will regularly update their experience on Twitter and other social media platforms, indirectly promoting the brand and its legacy far and wide. The greater the buzz on social media, the greater the drink is shared in the community.
The style of drinking whisky has also transformed drastically as well, with the younger generation putting their unique spin on the drink. Out with the old and in with the new - and the emerging popularity of Jameson shots and Jameson based cocktails show just that. Bartenders across the world are creating the hippest drinks using Jameson, all of which fortunately appear on the drink menu.
South African bartenders are also providing these unique drinks to local Jameson aficionados and thirsty patrons. Jameson can be enjoyed as ‘The Emerald’, a cocktail encompassing Jameson, sweet vermouth and orange bitters. Or for the more popular drink amongst the locals, enjoy Jameson with a twist of lime and ginger. For those colder nights, with winter upon us, Jameson can be enjoyed with hot water and honey. This whisky, with its smooth taste, has the flexibility to evolve into many more future delicious concoctions, and will continue to change with the likes of the trendsetter and the younger generation. And as the movement from old to new progresses, it’s time to get the thought of whisky as an older drink out of one’s head and replace it with the thought of a popular drink consumed by the younger generation. It’s time to remove the stale notion of Jameson as a drink consumed only on the rocks and embrace it in all its new hip and happening glory.
Monday, June 23, 2014
A 5-star culinary journey through Ireland
Stacey Rowan explores Ireland through her taste buds at the Capital Market Day 2014 held in Cork and Dublin in Ireland.
Every country has its local alcoholic beverages and cuisine, its signature specialty that defines their culinary culture; and Ireland is no different. When one thinks of Ireland, whisky, Guinness, salmon, strawberries and cabbage come to mind. These were all on the menu among other delicious local ingredients at the @Jamesonexperience Capital Market Day, with Jameson Whiskey and salmon playing the key roles in making guest’s mouth salivate.
The culinary journey began at the Cornstone Restaurant in Cork, a restaurant specialising in seafood and dry aged steak. Guests were pleasantly presented with their starter of salmon, accompanied by a Jameson based cocktail. The tangy fennel created a wonderful contrast against the subtle fresh salmon fillet, with the salmon pate gently engulfing the palette and leaving a memorable aftertaste. For mains, guests enjoyed a hearty medium cooked fillet steak with a nutty sauce, and a mushroom and grilled tomato. The meal sweetly ended off a trio of desserts – sponge cake, chocolate brownie and a crème brulee to die for.
Breakfasts throughout the culinary experience combined creamy eggs, bacon and mushrooms with another large helping of fresh salmon, leaving guests energised for the day’s event. Lunch at the Jameson Experience Cork conference on Wednesday was something to be marvelled at. For starters, guests had the option of many different refreshing salads, with the salmon and rocket salad served on a black slate tile quickly being cleared. With traditional fish pie on offer, guests received a real taste of the local humble cuisine. The zucchini with strawberries and feta was also a popular choice, with mouths exploding from the tart strawberries, salty feta and sweet zucchini. Drinks were in full supply, with bottles of wine and Jameson Whiskey presented on large barrels.
Guests dined in style at the Garden Stillhouse Gala Dinner, with food being as beautifully presented as the table decor itself. First course included a mixture of salmon delights including Bantry Bay Organic Salmon Ballotine, and iced, marinated, cured and Maple Wood Smoked salmon with pickles, herbs and horseradish. This dish was certainly a master piece, with guests hesitant, but willing, to break through this culinary artwork on a plate. McGarth’s Black Angus Beef Angus, potato fondant, garden vegetables, Midleton Very rare Whiskey Beef Tea and garden herbs creatively made up the main course with flavours hitting every taste bud. Guests finished off the elaborate meal with an even more elaborate dessert consisting of a local strawberry sphere, compressed yoghurt and candy floss, almond, ginger, honey ice cream. Throughout the evening, guests had their pick of Jameson Whiskey to heighten the delicate, but distinct, flavours of the courses.
The next day another delectable lunch awaited hungry mouths at the Old Jameson Distillery in Dublin. Known for their pork, the Irish served international guests a starter of King Scallops and crispy pork belly with Buerre Blanc, herb oil and semi sundried tomatoes. The pork and the scallops were the perfect combination in all their meaty juiciness. With two options on the main course, the turbot was the most appealing and the tastes of the seared fillet of Turbot, cauliflower and saffron puree, sautéed peas and cherry tomatoes with bacon lardons certainly proved this. To end off the meal, the guest’s sweet tooth was humbled by the lemon tart with Jameson Lemon Zest Cream and berry compote – a brilliant way to showcase how this whisky can be seamlessly incorporated into cuisine . Everyone was presently surprised when they were offered a glass of Yellow Spot, a fine whisky, after their meal – a rare experience for the mouth. Wines on offer throughout the meal comprised of Brancott Estate Letter Series ‘B’ Sauvignon Blanc and Ysios Rioja Reserva 2006 – each complimenting the dishes and heightening their flavours.
To say that the 5-star cuisine experience in Ireland was extraordinary is an understatement. Each meal was designed with the guest in mind, the intention to set their taste buds on fire and introduce them into the exciting culinary world of Ireland. Each alcoholic beverage was also created with the intention to welcome guests into the world of Jameson, to experience it in all its forms and glory and to further their love for this fine whisky.
Every country has its local alcoholic beverages and cuisine, its signature specialty that defines their culinary culture; and Ireland is no different. When one thinks of Ireland, whisky, Guinness, salmon, strawberries and cabbage come to mind. These were all on the menu among other delicious local ingredients at the @Jamesonexperience Capital Market Day, with Jameson Whiskey and salmon playing the key roles in making guest’s mouth salivate.
The culinary journey began at the Cornstone Restaurant in Cork, a restaurant specialising in seafood and dry aged steak. Guests were pleasantly presented with their starter of salmon, accompanied by a Jameson based cocktail. The tangy fennel created a wonderful contrast against the subtle fresh salmon fillet, with the salmon pate gently engulfing the palette and leaving a memorable aftertaste. For mains, guests enjoyed a hearty medium cooked fillet steak with a nutty sauce, and a mushroom and grilled tomato. The meal sweetly ended off a trio of desserts – sponge cake, chocolate brownie and a crème brulee to die for.
Breakfasts throughout the culinary experience combined creamy eggs, bacon and mushrooms with another large helping of fresh salmon, leaving guests energised for the day’s event. Lunch at the Jameson Experience Cork conference on Wednesday was something to be marvelled at. For starters, guests had the option of many different refreshing salads, with the salmon and rocket salad served on a black slate tile quickly being cleared. With traditional fish pie on offer, guests received a real taste of the local humble cuisine. The zucchini with strawberries and feta was also a popular choice, with mouths exploding from the tart strawberries, salty feta and sweet zucchini. Drinks were in full supply, with bottles of wine and Jameson Whiskey presented on large barrels.
Guests dined in style at the Garden Stillhouse Gala Dinner, with food being as beautifully presented as the table decor itself. First course included a mixture of salmon delights including Bantry Bay Organic Salmon Ballotine, and iced, marinated, cured and Maple Wood Smoked salmon with pickles, herbs and horseradish. This dish was certainly a master piece, with guests hesitant, but willing, to break through this culinary artwork on a plate. McGarth’s Black Angus Beef Angus, potato fondant, garden vegetables, Midleton Very rare Whiskey Beef Tea and garden herbs creatively made up the main course with flavours hitting every taste bud. Guests finished off the elaborate meal with an even more elaborate dessert consisting of a local strawberry sphere, compressed yoghurt and candy floss, almond, ginger, honey ice cream. Throughout the evening, guests had their pick of Jameson Whiskey to heighten the delicate, but distinct, flavours of the courses.
The next day another delectable lunch awaited hungry mouths at the Old Jameson Distillery in Dublin. Known for their pork, the Irish served international guests a starter of King Scallops and crispy pork belly with Buerre Blanc, herb oil and semi sundried tomatoes. The pork and the scallops were the perfect combination in all their meaty juiciness. With two options on the main course, the turbot was the most appealing and the tastes of the seared fillet of Turbot, cauliflower and saffron puree, sautéed peas and cherry tomatoes with bacon lardons certainly proved this. To end off the meal, the guest’s sweet tooth was humbled by the lemon tart with Jameson Lemon Zest Cream and berry compote – a brilliant way to showcase how this whisky can be seamlessly incorporated into cuisine . Everyone was presently surprised when they were offered a glass of Yellow Spot, a fine whisky, after their meal – a rare experience for the mouth. Wines on offer throughout the meal comprised of Brancott Estate Letter Series ‘B’ Sauvignon Blanc and Ysios Rioja Reserva 2006 – each complimenting the dishes and heightening their flavours.
To say that the 5-star cuisine experience in Ireland was extraordinary is an understatement. Each meal was designed with the guest in mind, the intention to set their taste buds on fire and introduce them into the exciting culinary world of Ireland. Each alcoholic beverage was also created with the intention to welcome guests into the world of Jameson, to experience it in all its forms and glory and to further their love for this fine whisky.
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