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Element Irish whiskey just launched its second release Element Lore Single Malt R/1.0

 

This new release from Element Irish has been heavily influenced in the development by feedback from consumer and industry sources in what they term ‘open innovation’. A young sourced single malt whiskey in a sleek contemporary bottle. Will be interesting to see how this develops.

 

Element Lore 1.0

 

Press release

This release falls into the Element’s Lore Series which takes inspiration from traditional Irish Whiskeys. This exceptional Single Malt was crafted from ex-Bourbon, Madeira, and Sweet Moscatel casks, carefully selected to create a smooth, approachable whiskey that’s full of depth and character. Bottled at 43%, this limited release is individually hand numbered.

Element Irish whiskey seeks to take a different approach to whiskey development. Instead of a closed loop innovation process which would see a master blender and small team select the blend, Element seeks to implement open innovation and harness the feedback and input from the crowd to develop their whiskies.

The exact blend for this single malt was conducted inline with the brands open innovation new product development philosophy. Open innovation is based on the concept that leveraging the ideas and feedback from the crowd (consumers) and using this input to create the next best is more powerful than looking inwards alone. Samples of unreleased single malt whiskey was distributed to the crowd – Industry experts, bartenders, whiskey society members and consumers. They were asked to blind taste the spirits and provide feedback before being asked to blend their own based on personal preference. This data was analysed, and an exact blend was established which is ELEMENT Lore Single Malt Release 1.0. If you would like to be involved in the next releases – the team are currently on the lookout for whiskey enthusiasts, bartenders and curious consumers who want to be involved in development of the next best whiskey. More information can be found on their website elementirishwhiskey.com.

Whiskey is available to purchase via their website elementirishwhiskey.com, IrishMalts and in speciality retailers across the country at a RRP of €65.

 

 


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