In 2007 Jon, Mark and Robbo called it quits at least in the UK.
The straightforward nature of the product, the reasonable price point and inherent quality make JMR attractive to new whisky consumers. According to leading whisky writer Michael Jackson, "The whole idea is to make whisky more accessible and I prefer the more direct approach. Any consumer can understand Smooth Sweet, Rich Spicy and Smokey Peaty and the products do live up to these designations"
The whiskies are packaged in striking, 750 ml wax sealed bottles with caricatures of the three founding friends on the back label. They also include tasting tags and a colorful front label depicting the flavor and style of each whisky.
This innovative approach toward whisky was born when brothers Jon and Mark Geary teamed up with best friend and former Master Distiller of The Macallan, David "Robbo" Robertson. Together they have created whiskies that exemplify each of their personal tastes in whisky, the relaxed nature of their friendship, as well as the excellence and quality associated with Robbo"s whisky background.
"We"ve completely chucked the whisky rule book. So you can toss your tie and drink it where you like, when you like, and how you like. It is for enjoying, not worshipping," says Robbo. "Our names are on every bottle, and you can be sure that we wouldn"t endorse anything that we wouldn"t serve to our friends or family."
Leaving cliched bagpipes and tartan garb in Scotland, best friends Jon Geary, Mark Geary and David "Robbo" Robertson launched Jon, Mark and Robbo"s Easy Drinking Whisky Company (JMR) in the U.S. in 2005, offering American consumers a fresh, inventive way to enjoy whisky. Tired of whisky"s intimidation factor, these three mates introduce three malts that focus, instead, on flavor, fun and friends: The Rich Spicy One, The Smokey Peaty One, The Smooth Sweeter One and last The Fresh Fruity One. The Fresh Fruity one is not a vatted malt but a blended grain whisky including grain whiskies from all 6 grain distilleries currently in production: Cameronbridge, Girvan, Invergordon, North British, Port Dundas and Strathclyde.
It appears that Jon, Mark and Robbo's Easy Drinking Whisky Company has gone dormant in 2011 according to some filings available on the internet.