Irish Whiskey industry ready to bounce back after Covid-19 restrictions

Irish Whiskey industry ready to bounce back after Covid-19 restrictions

Powerscourt Distillery

- Irish whiskey industry backs calls for funding support to promote brands in key markets around the world ahead of World Whiskey Day -

The Irish Whiskey industry is ready to bounce back when the Covid-19 restrictions are eased. That is the message from Drinks Ireland|Irish Whiskey Association to mark World Whiskey Day this Saturday, 16^th May 2020.

The Irish whiskey industry had a successful 2019 with 137 million bottles (11.4 million cases) of Irish whiskey sold globally, a doubling of sales since 2010; along with a record one million people visiting Irish whiskey distilleries and brand homes.

However, the Association is warning that 2020 will prove very different as the Irish whiskey industry assesses the negative economic impact of Covid-19.

William Lavelle, Head of Drinks Ireland|Irish Whiskey Association, said: “In response to the Covid-19 crisis, our industry had to step back and in some cases step-up. Sales channels have been restricted and, and in many cases, such as bars and travel retail, have shut down. We closed our visitor centres. Cash flow has dried-up. Jobs have been lost, hopefully only temporarily.

“The Irish whiskey industry has proven itself to be resilient. After decades of decline, we’ve just experienced a remarkable decade of recovery. That recovery will continue. We’re ready to bounce back again.”

Playing their part in the Covid-19 pandemic

Throughout the Covid-19 pandemic Irish whiskey distilleries have supported the national effort to slow the spread of the virus, by producing alcohol-based hand sanitisers to help the country meet its increased demand for the product.

Lavelle commented: “It is really encouraging to see whiskey distilleries and brand homes play their part during this public health emergency. There has been a massive increase in demand for alcohol-based sanitisers, given its effectiveness in helping to prevent the spread of the Covid-19 virus.”

Clonakilty Distillery

Promoting Irish whiskey in key markets, both domestic and international

A key priority for the Irish whiskey industry over coming weeks and months will be to consolidate and reboot sales in key existing markets for Irish whiskey. To support this, Drinks Ireland|Irish Whiskey Association is developing new programmes to promote Irish whiskey at home and abroad.

Lavelle commented: “This crisis has knocked back sales growth. Orders have been cancelled and, in some cases, companies have been called on to take back stock. The challenges are particularly stark for many smaller and new-entrant companies.

“But our industry intends to win back these sales losses, across all our key markets. Our Association is finalising ambitious plans to promote Irish whiskey in our key markets, from the US and Canada right back to the domestic Irish market where we’ll be seeking to re-position Irish whiskey in what is quite likely to be a re-imagined Irish hospitality scene.”

The Irish whiskey industry is calling on the Irish and Northern Irish governments to back the proposal from Drinks Ireland for an ambitious programme of support - with up to 70 per cent funding - to allow companies to directly and exclusively employ graduate brand ambassadors in key markets for at least 12 months.

Lavelle added “Supporting Irish exporters to reboot their brands and regain market position should be a key priority for Government. Funding ‘boots on the ground’ in key markets around the world has long been the key to Irish food and drinks export success and is now more vital than ever.”

                             

Targeting domestic tourists

Last year, over one million people visited Irish whiskey distilleries and brand homes. However, 87 per cent of those visitors were from overseas, which will result in a significant decline in visitor numbers recorded this year.

Lavelle said: “Irish whiskey visitor attractions are more exposed than other attractions to the loss of international tourism. We will be actively targeting domestic Irish tourists once our visitor centres reopen in July.

“The second half 2020 is likely to see a surge in ‘stay-cations’, short breaks and day trips by Irish people right across the island of Ireland. As part of this we are encouraging Irish people to visit an Irish whiskey distillery.

“International visitors to Ireland have up to now flocked to Irish whiskey distilleries on the basis of their worldwide reputation as exciting and enjoyable attractions, where people can learn how Irish whiskey is made and explore the influence of the people and place in crafting our unique national spirit. We now want more Irish visitors to discover the depth and diversity of our Irish whiskey distilleries and brands homes, starting with their local distilleries.

“Distilleries and brand homes are ready to reopen their doors in July , many with new and redesigned tour experiences – such as more intimate tour offerings for couples, families and small groups - all designed to ensure the safety and enjoyment of visitors.”

For more information on Irish whiskey distillery visitor attractions visit https://irishwhiskey360.ie/

Wet and Windy. But Enjoyable Stay at Powerscourt Hotel

Powerscourt Visit 2019

Wet and Windy. But Enjoyable Stay at Powerscourt Hotel

Lobby at the Powerscourt Hotel

It was a wet and windy Monday when we made our most recent visit to Powerscourt. The estate, there is also a waterfall nearby, is just an hour or so from Dublin and now, with the improved motorways, it is just two and a half from Cork. Use M8, M7, M50, M11 (to Wexford) and that will leave you with just a few miles of country road to reach your destination.

Weather was so much better when we last visited in 2015

The rain followed us up from Cork and it was pelting down when we pulled in to the hotel on the grounds, hoping to have a quick lunchtime snack in the bar. But McGill’s Pub was closed until 4.00pm so we headed up to the house and the Avoca Cafe whose high-ceilinged dining rooms look out over the grounds. Not much to be seen that Monday, I’m afraid, but a tasty soup with a warming piquancy set  us up for the afternoon.

Night view of the fountains in the pool from the balcony

We did a little food shopping in the adjoining Avoca shop. Lots of local produce on sale, including Skellig Chocolates, and also plenty of fudge under the Avoca label but this was unmistakably Mella’s fudge from West Cork. No shortage of non-Irish produce too and surprised to see they had apple rings from China when Con Traas mades a superb delicious apple ring down in Cahir.

We had an appointment to tour the newly built Powerscourt Distillery just a few hundred yards away. With the weather still bad, we drove over (rather than walked) and parked outside the door. The tour is excellent and highly recommended and you may read about our experience here. Didn’t realise they had a café there also.

Back then to the Powerscourt Hotel to check in. Entry to the gardens is free to hotel guests but no possibility at all of exercising that option as the rains continued to pour down. Our room here was fabulous and indeed the hotel itself is magnificent, the lobby particularly impressive.

Super starter of Gin Cured Goatsbridge Trout, Pickled Apple, Green Gazpacho, Avocado, Tapioca

We had been hoping to dine at Sika, the main restaurant, but this is currently subject to occasional closure due to renovations. However we did enjoy the Sika cooking in the Sugar Loaf Lounge instead. Both restaurants have views out towards the Sugar Loaf mountain but, such was the extent of the rain, that famous landmark wasn’t visible at all.

Goat cheese, smoked beetroot purée,
Heirloom cherry tomato, cucumber gel
Basil Oil, Balsamic pearls

Dinner was excellent, quite a lot of choices here, and service, as you might expect, was also top notch. 

After dinner, we headed to McGill’s Pub in the hotel. This Irish pub is an excellent venue. The bar itself is “made for elbows”. The seating is not at all plush but good enough to enjoy your pick from a fine selection of whiskeys, beers and stouts. They also offer "a tasty menu of wholesome, traditional dishes, prepared and served with imagination and style".

And, even on a wet Tuesday, it was busy with food and drink, as indeed was the hotel itself. There was a great buzz in the bar and a football game on the screens. Not exactly what you’d expect in a five star but very enjoyable indeed with a very friendly and efficient service. 

I usually look for local beers and noted a string of Wicklow taps. Unfortunately none were active so I settled for a pint of Smithwick’s Red Ale. Not bad at all but not quite as good as the large bottle (568 mls) of Smithwick Red that I enjoyed a few months back in Lonergan’s Pub in Ballymacarbry (west Waterford).

Next morning, we were served breakfast in the Sika, after a very warm welcome indeed, No shortage of choice here at all and the hot buffet was just brilliant. The food looked very inviting and all was at the proper temperature and, back at the table, proved very tasty indeed, a proper Irish breakfast, just what was needed for another wet day ahead. More on that and the fantastic Wicklow Heather in the next post.

More about the gardens (from a previous visit) here

Also on this trip: Powerscourt Distillery
The Wicklow Heather

New Challenge for Noel Sweeney at Powerscourt Distillery

New Challenge for Noel Sweeney at Powerscourt Distillery

“The distiller’s challenge nowadays is to produce a style”, according to Master Distiller Noel Sweeney (right).

We were visiting the new Powerscourt Distillery on the estate, a visit hosted by Marketing Manager Caroline Gardiner who arranged for us to have a tasting with Noel.

He doesn’t particularly think that you can attach the word “innovation” to any of today’s various finishes as they’ve all been done before. But he reckons that there may be room for innovation at the other end, in the mash bill, and mentioned the Teeling Rye as an example.

Powerscourt Distillery and Visitor Centre

All aspects of spirit production and whiskey maturation fall under Sweeney’s careful supervision at Powerscourt Distillery. And we were privileged to have a chat and a tasting with Noel.

We started with the Fercullen 10-year old Single Grain. He is not surprised that it is successful, “a star performer”, and thinks that particular category is generally “under-rated”. It is indeed hugely enjoyable and I bought a bottle in the shop on the way out.

All set up for our tasting

His long experience of this style shows in the Fercullen whisky, experience gained and tempered in the good old days when grain matured in “good Bourbon barrels” became very popular as Greenore (now replaced by Kilbeggan Single Grain). 

Powerscourt have just begun to lay down their own whiskey and the three we tasted are based on old stock made by Sweeney while at Cooley where he began his 30 plus year whiskey career and stayed on after founder John Teeling sold to Beam in 2011. 

The Mash Tun

Noel is one of just a handful of Irish distillers to have been inducted into Whisky Magazine’s ‘Hall of Fame’ and Powerscourt are indeed lucky to have him, as Caroline emphasised.

After that lovely and light, smooth and sweet 10-year old grain, we tried the well-rounded Premium Blend. This, with its nicely judged blend of youngish grain and older malt, has a lot to offer, according to Noel, pointing to its “different maltiness” and excellent body.

We finished with the 14 year Pure Malt, matured in Bourbon barrels, the darkest of the three and also the strongest (46%). It has intense aromas, is smooth on the palate and that bit spicier. You may well need to add a drop or two of water to this.

If Noel didn’t hit the sweet spot with the 14-year old - and I reckon he did - he is even more sure of having done it with the soon to be released 18 year with its abv of 43%. Watch out for that!

In the warehouse

You enter the new distillery visitor centre via the Old Mill House steeped in history and built using local Wicklow granite. This has being faithfully restored  - you’ll see some of the original machinery under the glass floor - and extended to help accommodate the distillery’s development. The bell that adorns the northern west wall was originally used to herald the daily lunch break to workers in distant fields.

Whiskey in wine barrels

Must admit I didn’t see the bell that day. The rain was bucketing down and we couldn’t even see the Sugar Loaf mountain whose silhouette appears on all the Fercullen bottles. The next day, also wet, we got up close (and very wet) when we visited the Powerscourt Waterfall, the source of the water that the new distillery uses.

The history of the Powerscourt Estate can be traced back to the 9th century to a territory that stretches across fertile plains and rugged mountainous land.

Known in native Gaelic tongue as “FeraCulann” or Fercullen, it is located in the foothold of the Wicklow mountains, close to Dublin. Ownership has been claimed by many over the centuries, from the native Clans of O’Toole and O’Byrne, to the Norman house of LePoer (who built a castle here and from whom the estate takes its name.)

The new distillery (2018) has moved past the 1,000,000 bottle mark recently. The whiskey is being stored in casks (mainly bourbon, but some also in European barrels, mainly from the wine trade) in the on-site warehouse. More storage space will be needed in the not too distant future!

No shortage of fresh water in Powerscourt

The first big item you come across on the distillery tour itself is the Mash tun and from there the steps from grinding to mashing to fermentation to distillation to maturation are explained to you by your guide. You will have picked up some excellent information too in a short video that you start with. The three impressive copper stills were manufactured in Scotland by Forsyths.

And of course, every tour includes a tasting. Indeed, there are no less than six individual tasting rooms. There is a Distillery tour and also a Distillery and Warehouse tour. Some of the rooms are suitable for large groups so corporate visits can be comfortably facilitated and tailored to suit the group’s needs.

They also have a bright and airy café here and if you call in for a cuppa or something more substantial, be sure and try out their Fercullen Whiskey Ice-cream! 

The shop is alongside, very well laid out. And here you may buy a bottle or two or more. The three Fercullen whiskeys are also available, in miniature bottles, in a handy gift-pack. 

And no shortage of other souvenirs. I also spotted the Móinéir Wines (made here in Wicklow by Wicklow Way Wines) and also those delicious biscuits from the Lismore Food Company.

And if you’d like to get involved in the new distillery, check out their Cask Programme. Restricted to a membership of 397 (200L) casks only, each one is intended to represent a foot in height of the nearby 397ft Powerscourt Waterfall. Available to private subscription, the programme offers an exclusive level of involvement with the distillery’s exciting whiskey future. Details here. 

The Powerscourt Distillery 

Powerscourt Estate, Enniskerry, Co. Wicklow, Ireland
Eircode: A98 A9T7
Phone: +353 1 506 5656

Also on this trip:
The Wicklow Heather
Powerscourt Hotel

A Hat-trick of Whiskeys from the new Powerscourt Distillery

A Hat-trick of Whiskeys from the new Powerscourt Distillery

Powerscourt Distillery recently celebrated its first anniversary as a fully operating whiskey distillery with the opening of its visitor centre in the Old Mill House on Powerscourt Estate.  Master Distiller Noel Sweeney is a globally recognised expert who has already been credited for the release of many international award-winning whiskeys and was inducted into Whisky Magazine’s celebrated ‘Hall of Fame’ in 2017.  

I hope to visit Powerscourt in the near future but in the meantime I enjoyed the three whiskeys that make up the Fercullen Trilogy Set. The name comes from ‘FeraCulann’ or ‘Fercullen’, the Gaelic name given to the ancient and strategically important lands that surround and encompass Powerscourt Estate.

Like many young distilleries, Powerscourt are sourcing malt and grain from existing distilleries including Cooley Distillery. Here Noel Sweeney represents an unusual and valuable continuation as it was he who distilled this original liquid when he was Master Distiller in Cooley!

Fercullen Premium Blend Irish Whiskey, 40% abv, €44.00

A blend of carefully selected casks of aged malt and grain whiskeys, Fercullen Premium Blend Irish Whiskey, is aged in seasoned oak. Mid-gold in the glass, legs slow to clear as you’d expect. Surprisingly rich aromas, sweet too with vanilla notes. Quite smooth on the palate, quite a depth of flavour, a touch of toast, spice and sweetness too. Sweet finish too with those tropical fruits. Very promising indeed for their entry level drop. Then again distiller Noel Sweeney is far from entry level!

Fercullen 10 Year Old Single Grain Irish Whiskey, 40% abv, €57.50

Carefully selected from rare stocks of aged Irish Whiskey, the Fercullen 10-year-old Single Grain Irish Whiskey has been aged exclusively in white oak for over a decade before being recasked to mature in fresh bourbon barrels.  A bit more gold in the colour here, plus the slow legs of course. Vanilla, honey and spice in the sweet aromas, more rounded, if slightly less intense, than the blend. Beautifully smooth and balanced on the palate; harmonious combinations all the way, nothing jars at all, no extremes, easy sipping to a long and lovely finale.

Fercullen 14-Year-Old Single Malt Irish Whiskey, 46%,  €92.95

Carefully selected from rare stocks of aged Irish whiskey, Fercullen 14-Year-Old Single Malt has been expertly distilled and set aside to mature in bourbon barrels by one of Ireland’s most accomplished Master Distillers Noel Sweeney. It is matured in Bourbon barrels. The darkest of the three. Also the strongest of the three, so slow slow legs. Aromas are quite mature and intense: vanilla, honey, fruit, herb and spice. So smooth, so harmonious on the palate, sweet and silky and fresh from start to finish. Gather up this Single Malt. Keep one for every one you drink now!