Two’s company: Jameson rolls out new partnership

London – Grandfather of Irish whiskey Jameson, which was founded in 1780, has joined forces with three-year-old east London micro-brewery Beavertown Brewery to create a limited-edition beer aged in Jameson barrels.

From its 1.2m barrels, Jameson lent five to Beavertown Brewery, whose founder Logan Plant went to Midleton, Cork to select them with the help of Jameson’s Ger Buckley, a fifth-generation master cooper. The Beavertown stout was aged in casks – originally used to finish off Jameson’s 18-year whiskey – for 18 months before being bottled. The result is Ger-onimo (in honour of Buckley), a strong, dark stout, with chocolaty, salty caramel notes that are enhanced by the charred oak barrel’s smoky flavour.

The partnership between a global brand and a local one is a fine example of Symbiotic Branding, showing how collaboration can result in a product that could not exist otherwise.

For more on barrel swapping, read our Hudson Whiskey Maple Cask Rye seed.