Future of Micro Distillery Takes off with Notes from the Past. Rye and Malt from Midleton's Method and Madness

Drink to the Future as Micro Distillery Takes off with Notes from the Past.

Rye and Malt from Midleton's Method and Madness

Design for the future

Method and Madness is the name of the micro distillery at Irish Distillers in Midleton. Along with the Hamlet inspired name, I get the feeling there’s a little magic at work here also, especially when I hear recently appointed distiller Eva O’Doherty talk about knowing this amalgamation of pipes and cylinders “like a baby”, on the alert, listening and responding to the sounds of smooth and stress as the various recipes find their way through the darkness of the labyrinth to light or oblivion.

The latest, indeed the first, that made its all the way from start to finish here was launched into the world last Wednesday and “a small but super cool media crew” were gathered to help celebrate. The new baby, the first aged experimental distillate created in the Micro Distillery, is called Rye and Malt. 

It is 60% Rye and 40 % Malt and the distiller Katherine Condon, who originally joined Irish Distillers as part of the company’s Graduate Distiller Programme in 2014, relied for inspiration on the 19th notebooks (dating back to 1857) of John Jameson III, where the inclusion of Rye was recorded in various mash bills. 

Distiller Eva speaking at the launch

Kevin O’Gorman (Master Distiller)

Coffee and cocktails were available for the cool crew on arrival at the distillery. Three cocktails tempted, one French Connection, based on the M&M Single Pot Still, the second Malted Memory based on the Single Malt, and the third, Strawberry Cooler, built on the Single Grain. Hard to choose one but glad that I eventually settled on the Malted Memory with its charred cinnamon stick!

Time then for a detailed tour of the micro distillery with Eva, time for questions and answers.  Six years ago (the building itself goes back to the 1800s), the Micro Distillery opened its doors with a mission to further support the resurgence of Irish whiskey, drawing on research into wood influences and cereal mixes, historic mash bills from the Irish Distillers Archive and the restless curiosity of its craftspeople. Here they go outside the boundaries of tradition without casting that tradition aside. And from that quest to move on through a wide open door, Rye and Malt was created.

Eva and Kevin O’Gorman (Master Distiller) would take us through the various stages of trial and error. We began by nosing two new makes - the only difference in input being the yeast and that accounted for a clear variation.   We took a more in depth look at glass #3. Here Japanese chestnut had been used to compare with European and the country of origin gave the variation here. “We could see something coming from this in a few years,” said Kevin. Trial and error in action. And promise also in the cereal creaminess of #4 (60% oats).

The three stills of the Micro Distillery

The new whiskey was in glass #5 and is a superbly balanced drink. Clove and spice from the Rye on the nose. Must say I didn't get the Lemon Balm that was mentioned and I should know it as the self-seeding herb is all over the garden! The Malt led on the toasty palate, a peppery spice also. And spice still there through to the finish where the perfect balance was once again tellingly and delightfully illustrated. A terrific result in a very attractively presented green, gold and yellow bottle - put this gem on your shortlist! "Thanks for coming," concluded Eva. Thanks for having us.

Rye and Malt represents “the young team’s fearless and relentless approach to trial and error”. First experimenting in the lab to discover the ideal ratio of 60% rye to 40% malt, Condon and the team then took advantage of the Micro Distillery’s manual processes, trialing varying rates of reflux and distillation to achieve the perfect crisp yet spicy flavour.  

“Driven by a desire to create whiskey that paid heed to tradition while searching for the new and extraordinary, the Micro Distillery team double-distilled a mash of rye and malted barley and left it to mature in ex-bourbon American oak barrels.”  

Tasting tables

Distiller Katherine Condon (absent on her honeymoon) missed the launch. Her message: “We have been inspired by the innovators in Irish whiskey who came before us. In turn, we have questioned tradition and challenged convention to follow their inspiration and drive the Irish whiskey category forward for a new generation of creators, consumers, and indeed, suppliers”. 

Eva O'Doherty, newly appointed Distiller at the Micro Distillery, added: “While this whiskey has been maturing, we have not rested on our laurels. We have continued in earnest to experiment with new mash bills.  It is a great privilege and responsibility to help shape the future of Irish whiskey, and Method and Madness Rye and Malt represents the first in an incredible pipeline of innovation from this distillery.”  And having tasted #3 and #4, I'd have to be encouraged on that front as well.

If these old walls could speak..

And we finished as we started, with a cocktail. And of course this was based on the new whiskey. Chinese tea, a lemon distillate (didn’t get the exact name) and orange peel had been added, and the blend was marvellous, just the tonic before we stepped out into the rain.

Geek Bits

(from the dsitillery)

Bottled at 46% ABV, the limited-edition Method and Madness Rye and Malt Irish Whiskey will be available from September 20th in Ireland, the UK, Dublin Airport and online at the RRP of €95. 

Double distilled in ex Bourbon casks.

Non chilled filtered.

RRP: €95.

Tasting Notes: 

Nose: Lemon Balm, Floral Lavender, Clove Spice

Taste: White Pepper, Chilli Flakes, Toasted Wood

Finish: Fading Fruits, Lingering Spice, Cereal Malt & Barley

BLACKS - FULL OF CHRISTMAS CHEER & AWARD-WINNING BEER!

 BLACKS - FULL OF CHRISTMAS CHEER & AWARD-WINNING BEER!

 Blacks Brewery & Distillery Celebrate Prestigious International Beer & Spirit Award Wins  

 

Blacks Sour Sailor Cocktail

 

While this year has been challenging, Blacks, Ireland’s first co-located brewery & distillery, proved unstoppable, receiving international awards as a mark of their passion and dedication to their craft.

 

Maudeline and Sam

Located on the Wild Atlantic Way in Kinsale, Blacks have one simple mission, to escape the mundane of the mass market by producing beers with passion, personality and lots of hops, while also pushing the boundaries of flavour when crafting their range of spirits. Having just been announced as winners for two prestigious competitions - USA Spirit Ratings & the European Beer Challenge, Blacks are proving their mission complete.

 

A USA Spirit Ratings medal is the ultimate seal of approval in the global spirits industry. Blacks took home the coveted Gold medal for their Blacks Irish Gin, one of only two Irish gins to receive this accolade, and Silver for their Blacks Golden Rum at this renowned competition. The USA Spirits Ratings looks to recognise, reward and help promote spirit brands that have successfully been created to identify with and target a specific spirit drinker. These awards shine a spotlight on the spirit brands that consumers really want to buy and have a clear market value for trade buyers.

 

Spirits were judged in three categories; Quality, Value and Packaging. Only those spirits who scored consistently high across each of the three criteria were awarded medals. To receive Gold Blacks Irish Gin was awarded an impressive score of 90 - 100 points, with Blacks Golden Rum coming away with its Silver medal and 80 - 89 points.

 

Continuing this winning streak, Blacks, founded by husband and wife duo, Sam & Maudeline Black, were honoured to accept Double Gold at the European Beer Challenge for their innovative Maui Wowie High P.A. and also their World's End Imperial Stout. This unstoppable pair also proudly accepted silver for their flagship beer, Kinsale Pale Ale (KPA).

 

The annual European Beer Challenge brings together Europe’s leading beer buyers and top beers from across the globe against the backdrop of the dynamic and strategically important EU & UK beer market. This year thousands of samples from 39 countries fought head-to-head, with Blacks coming out on top not once, but three times. During the European Beer Challenge judging session each product is subjected to a rigorous blind tasting process which allows newcomers to compete fairly against the world’s leading brands. This is the highest level of recognition in the industry - the Oscars of the Beer World.

 

The award winning Blacks

Speaking with pride in relation to their award wins Blacks Brewery & Distillery Co-Founder, Sam Black commented, “This has been an amazing year for us at our Brewery & Distillery in Kinsale. While the global Covid19 pandemic threw a lot of challenges our way, the entire team rose to the test and we continued to produce exciting craft beers and spirits. To receive Double Gold, Gold and Silver medals for both our craft beers and spirits is recognition for the passion we have for our craft. It is a testament to the time and talent invested by all of our team in Kinsale, and to receive this acknowledgment on a global scale, especially when up against such long standing and established brands it was just phenomenal.’

 

Fancy sampling Blacks Gold winning Irish Gin over this festive season? It is delicious served neat over ice, or as a tall drink with a premium mixer, but if you like your spirits shaken not stirred why not try this Blacks’ signature Gin cocktail:

 

 

Blacks Sour Sailor

 

Ingredients:

 

·      60ml Blacks Irish Gin

·      30 ml Fresh Grapefruit Juice

·      15ml Fresh Lemon Juice

·      10ml Simple Sugar Syrup (This can be easily made at home by mixing sugar with water - 1:1 ratio Sugar : Water)

·      1/2 Egg White

·      Dash of Angostura Bitters

 

Method:

 

1.    Add all your ingredients, except the bitters, into a cocktail shaker

2.    Dry shake all ingredients for 10 seconds

3.    Add ice and shake again for a further 10 seconds

4.    Fine strain into a chilled martini glass

5.    Add a dash of Angostura Bitters

6.    Sip & enjoy

 

To find out more about Blacks award-winning Blacks Irish Gin, Blacks Golden Rum and craft beers visit www.blacksbrewery.com, or stay connected online at Instagram/blacksbrewery, Twitter @BlacksBrewery or Facebook/BlacksOfKinsale

press release

 

Legends of the Irish whiskey industry recognised at Chairman’s Awards ceremony

 Legends of the Irish whiskey industry to recognised at Chairman’s Awards ceremony this evening.

The beautiful distillery founded by the late Pearse Lyons

Six individuals who have made outstanding contributions to the Irish whiskey industry will be recognised by Drinks Ireland|Irish Whiskey at their Chairman’s Awards which take place virtually this evening (26.11.20) at 6pm.

Drinks Ireland|Irish Whiskey is the representative association for the Irish whiskey industry. The Association’s Chairman’s Awards take place biennially and will be awarded this year by outgoing Chairman David Stapleton, founder of The Connacht Whiskey Company. The awards recognise the people, distilleries and industry partners that have made an outstanding contribution to the development of the Irish whiskey industry and category.

Commenting today, David Stapleton, Chairman of Drinks Ireland|Irish Whiskey, said: “I am honoured to present the Chairman’s Awards to such a talented and tenacious group of people who have contributed significantly to the revival of the Irish whiskey industry. The awardees represent the dynamism and ingenuity which is central to our industry.

“It is fitting that we will present posthumous awards to two people of tremendous quality who have left a remarkable legacy on the Irish whiskey industry. I am also delighted that this year marks the first time a woman will receive a Chairman’s Award, which is reflective of the growing number of women working in the industry.

Powerscourt Distillery, helmed by Noel Sweeney.

The Chairman’s Awards 2020 awardees are:

Billy Leighton, Master Blender, Irish Distillers: As Chief Blender to the largest producer of Irish whiskey, Billy has been at the very heart of the Irish whiskey revival and renaissance. Billy has played a pivotal role in delivering great and complex Irish whiskeys, including one he is most synonymous with: Redbreast.
Helen Mulholland, Master Blender, Old Bushmills Distillery: Helen began her journey to the role of Master Blender, crafting the Bushmills blends and the renowned 10, 16 and 21-year-old triple-distilled single malts. Helen has blazed a trail for women in the industry. She is the first woman to receive a Chairman’s Award and has inspired many women in the industry in distilling, scientific and technical roles.
Noel Sweeney, Master Distiller, Powerscourt Distillery: Noel started his career as quality control manager at Cooley Distillery in 1989. He rose through the ranks to become master distiller and blender of both Cooley and Kilbeggan Distilleries. He played a leading role in the establishment of Drinks Ireland|Irish Whiskey. In 2017 Noel was inducted to the World Whiskey Hall of Fame, and in the same year he joined Powerscourt Distillery leading the development of what has become one of the most impressive new distilling operations in the industry.

David Hynes, Director, Great Northern Distillery: David who is a co-founder of the Cooley Distillery, went on to co-found the Great Northern Distillery at the old Harp Brewery in Dundalk. It has grown to become a major player in Irish whiskey supplying great Irish whiskey to brand, bonders and bottlers across the industry. David has also lent his technical expertise to support the design, development and commissioning of a whole range of new Irish whiskey distilleries.



In addition, two posthumous awards will be awarded to:


Dr Pearse Lyons, Founder of Pearse Lyons Distillery: The legacy of Pearse Lyons and his contribution to Irish whiskey is vast. In 2017, the Pearse Lyons Distillery was opened in the beautifully renovated St. James Church in Dublin’s Liberties, adorned with its now famous glass spire. Having experienced the joyous opening of his distillery, Pearse Lyons passed in 2018. The award will be accepted by the Lyons family.
Oliver Hughes, Founder of Dingle Distillery: Oliver and colleagues made a decision that was to be a pivotal first in the Irish whiskey renaissance in 2012, establishing a distillery in a redundant sawmill in Co. Kerry. Sadly, Oliver passed in 2016 aged only 55. The award will be accepted by the Hughes family.

David Stapleton added: “I would like to congratulate all of the awardees and thank them for the sustained and positive contribution they have made to our industry. 2020 has been a tough year for everyone – including the Irish whiskey industry. However, the industry has proven itself to be resilient in the past – and will do so again. After decades of decline in the 20th Century, we have experienced a remarkable recovery. I am confident we will bounce back and see Irish whiskey distilleries across the country grow from strength to strength in 2021.”

Wayward Irish Spirits Content On Shores Of Lough Leane. Cheers To The Liberator

Wayward Irish Spirits Content On Shores Of Lough Leane.

Cheers To The Liberator

We enter a locked door to a group of old farm buildings. Chinese characters over the door catch my eye. Maurice O’Connell, my host, tells me it means “House of Contentment”. But it is something of a joke played by one of his ancestors on his less travelled relations as House of Contentment is a euphemism for a brothel. Yet, as the visit continues I consider contentment as a pretty good word to sum up Maurice’s pursuits here. He is a whisky bonder and these old buildings are the bond with rows of maturing casks awaiting their freedom and their drinkers’ contentment.

Daniel O'Connell

And freedom too is associated so much with his family. Daniel O’Connell (1775 – 1847), The Liberator, is one of his ancestors. Daniel fought, with non-violent methods, for Catholic Emancipation. In the early 19th century he became such a thorn in the side of the ruling British that the then PM, Sir Robert Peel, described him as ‘that wayward Irishman’. Maurice decided to take ownership of the insult and so his whiskey company is called Wayward Irish Spirits and their first series is named The Liberator. 

The Liberator whiskeys are finished off here in this 300 year shed, so far in Port pipes, appropriate too in that Maurice’s wife, Francesca is Portuguese. He is very, and rightly, proud of these new releases but the jewel in the crown (if we can use that term in a place that gave the crown so much worry) is yet to come. His plan to have the Lakeview Estate Single Estate Pot Still is well under way. They grow their own barley on the Estate – laying down their first Single Estate Pot Still spirit in early 2019 and then start grain-to-glass distilling on the Estate in 2024. And we were shown some of the casks that have been quietly maturing for over 18 months.

Not always quietly. The lake and mountain setting gives the estate a special microclimate: the famously changeable weather provides lots of variation in barometric pressure, even on an hourly basis - that contributes to cask maturation which depends on these changes. Sometimes, you can feel the pressure if you put a hand on top of a cask. Perhaps the angels are impatient for their share.

They craft their whiskey at the family’s historic Lakeview Estate on the shores of Lough Leane, the largest of the Killarney lakes. The O’Connells, then rising in the political world and easing out of the smuggling, moved to this house in 1820. For centuries before it had been owned by the McCarthys (ancestors of Maurice on his maternal side).

Maurice and his 18-month Pot Still

Before that the O’Connell’s base was in Derrynane, a beautiful natural harbour, difficult to find from the sea and surrounded by mountains. This was an idyllic private kingdom at the edge of Europe, ruled by the O’Connells (from the late 17th century). This they used to advantage and built up a fleet of ships importing wines, spirits and fine silks from France and the Iberian peninsula. The Revenue could never quite penetrate that remote area to get their share. 

The tales still echo. When Maurice approached the Revenue about the new whiskey business and declared who he was, the officer, an amateur historian who knew all about the history of the O’Connells, laughed heartily at the irony of one of the famous family approaching the Revenue in a such an open way.

Maurice did everything right but no one could have foreseen that Covid19 would strike with devastating effect just weeks after the Liberator was launched. “With pubs and bars closed, it’s been a challenge for people to taste and get to know our Whiskeys so we’ll be releasing miniature versions and have also started a partnering program with hotels”.

The micro-distillery scheduled to
be in operation  here in 2024. The
Hilly Field, where the barley grows,
is in the background.

Tasting

I was lucky enough to taste four samples from Killarney and have included Maurice's tasting commentary.

The Liberator Irish Malt Whiskey in Tawny Port Cask Finish, Batch 2, 45%

"The inaugural release was in March and is now almost sold out. This Batch 2 is now available and is another vatting of 2 Single Malts - 22% of 2006 Cooley Single Malt, matured in Bourbon casks. The rest is 2015 GND Single Malt, firstly in Bourbon and then finished in really fresh Tawny Port cask. To explain that this is pure Malt Whiskey and not a blend, some have called it a Double Malt - twice as good." Just 1,000 bottles, RRP €65.00, 46% abv.

The Liberator Irish Whiskey, Small Batch, Double Port Finish.

"This is a delicious light blended whiskey with a high (42%) Malt content, comprising some 2006 Cooley Single Malt and 2015/16 Double and Triple Distilled GND Single Malt, initially in Bourbon but finished in a range of Tawny and Ruby Port Casks. The Grain is mostly 2015 GND but with some 2010 Cooley, all in Bourbon with some finished in Ruby Port. You'll find on the shelves this autumn. ABV is 45%, RRP €49.00."

 The Liberator Small Batch: Double Port Finish, Cask Strength

"We offered this Cask Strength version of our Small Batch in a recent online tasting and we were blown away by the response so decided to offer it as a small "Storehouse Special" release direct from our website - with some available in specialist Whiskey shops. The initial release is 140 numbered half bottles (350ml), 62.1% abv, RRP €55.00." Available September.

Lakeview Estate Hilly Field Pot Still Strength, Cask 5003 

"This is a work-in-progress from our 2018 Hilly Field barley crop. Harvested in August, small batch malted in Naas, then distilled to our 50/50 mashbill and specification by GND in March 2019. This spent 3 months in Bourbon before transferring to NEOC casks for the last 12 months. (NEOC are First Growth Bordeaux casks, hand shaved with the grain and retoasted). Casked at 62%, this sample was cut to 46% abv for tasting." Not available for sale. Patience!

Whiskey bonding? Maurice explains: Before the days of big brands, merchants and inn keepers would buy spirit from their local distillery and mature it in their own barrels to produce Whiskeys unique to their establishment. This was called Whiskey Bonding and we're at the forefront of the movement to restart this traditional business. 

One of the buildings on site has been earmarked to house their micro-distillery and then we’ll have something special from the fields of the estate, “grain to glass” as Maurice says, with huge anticipation and enthusiasm. Having returned here two years back after a long spell in the UK he is contented: “Never had so much fun.” 

#DrinkResponsibly

Wayward Irish Spirits, Lakeview, Fossa, Killarney, Co. Kerry, V93 F7Y5, Ireland.

Email
moc@waywardirish.com

Phone
+353 89 422 8836 or +44 7956 317030

Wayward Spirits Announce Release of Batch 2 of ‘The Liberator Malt Whiskey in Tawny Port Finish’

Batch 2 of ‘The Liberator Malt Whiskey in Tawny Port Finish’ is now released.

‘The Liberator Small Batch: Double Port Finish’ Blend to be released this Autumn.

The ‘Lakeview Estate Single Estate Pot Still’ celebrates it’s 18 month birthday.

Wayward Irish Spirits is pleased to release Batch 2 of their Irish Malt Whiskey in Tawny Port Finish from The Liberator range of Bonded Whiskeys.  Matured initially in first fill American ex-Bourbon casks and then finished for 9-12 months in fresh ex Tawny Port casks, the Tawny Port finish contributes intensity, richness and complexity to the whiskey: figs, apple and pear on the nose, a rich taste of cocoa, clove and blackcurrant, and a warming long finish. 

Founder Maurice O’Connell says: “Despite the challenges of Covid-19, we’re thrilled with the response to the Inaugural Release earlier this year which is now almost sold out and are now releasing Batch 2. This is a limited release of 1,000 numbered bottles. Batch 2 has everything the Inaugural Release had but those extra 5 months have added to the roundness and balance. It is a vatting of single malts sourced from different distilleries: 22% is 2006 Cooley Single Malt, the balance is mostly 5 years with some 4 year Great Northern Distillery Single Malt. Bottled at 46% ABV, gently cut over 5-6 weeks, natural colour and not chill filtered, the RRP is €65”.  

The Liberator Small Batch: Double Port Finish will be released this Autumn. Maurice explains “We have been working during the lockdown on a blended Whiskey. Our first release has an unusually high malt content (42%), has been finished in Tawny and Ruby port casks and is a light and approachable but characterful Whiskey with a likely RRP of €49. There will also be a small Cask Strength release in half bottles in response to enthusiastic demand from the Whiskey community”. 

He adds “With pubs and bars closed, it’s been a challenge for people to taste and get to know our Whiskeys so we’ll be releasing miniature versions and have also started a partnering program with hotels”.

The Liberator Irish Whiskey celebrates the legacy of Daniel O’Connell, born in Kerry in 1775. The original campaigner for civil rights, heedless of race, gender or creed and often hailed as the greatest ever Irishman. Maurice adds “My forebear Daniel O’Connell’s independent spirit and sometimes wayward approach inspires how we craft whiskey at our family’s historic Lakeview Estate on the shores of Lough Leane in Killarney.”  

Alongside The Liberator (bonded Whiskey), the Lakeview Estate grows its own barley and laid down its first casks in early 2019. Maurice explains “We are proud to be celebrating the 18 month birthday of our Single Estate Pot Still spirit and are working towards grain-to-glass distilling here in 2024”. 

Just 1,000 numbered bottles of the Batch 2 of The Liberator Irish Whiskey Malt in Tawny Port Finish are available from 21^st August from leading suppliers including The Celtic Whiskey Shop and James Fox in Dublin, Fine Wines in Limerick, Carryout in Killarney and online through www.IrishMalts.com. Suggested retail price €65. Barry & Fitzwilliam have The Liberator for wider release in Ireland. 

Press release

Irish whiskey distilleries reopening with a host of new visitor offerings

Irish whiskey distilleries reopening with a host of new visitor offerings

Taste the difference at Roe & Co

• IrishWhiskey360° campaign urges domestic tourists to ‘get back into the spirit’ by visiting local distilleries -

Bespoke whiskey and food tastings, intimate cocktail-making classes and collaborations with local restaurants are just some of what’s on offer from Irish whiskey distilleries and visitor centres as they re-open in the wake of Covid-19 restrictions.

Commenting on their reopening, William Lavelle, head of Drinks Ireland|Irish Whiskey said many distilleries and brand homes have introduced new visitor offerings and more intimate tourist experiences in the wake of Covid-19.  Drinks Ireland|Irish Whiskey have today launched their IrishWhiskey360° “Get Back Into The Spirit” campaign to promote Irish whiskey tourism.

“Smaller tour sizes, private tastings, new cocktail and food pairings, and collaborations with local businesses are just some of the ways our members are adapting their offerings as they reopen,” he said. “Safety is obviously a key focus for all our visitor centres – they have reduced their tour sizes and introduced all the necessary requirements to ensure social distancing can be adhered to.

“Irish whiskey visitor centres are not just for whiskey fans – they offer a cultural and historical experience, where visitors can learn about how whiskey is made, the history of the local area, taste  whiskey and sample local cuisine. Whether you’re a couple looking for a fun date experience, or a group of friends looking to catch up after a difficult few months, I would urge people to get back into the spirit of discovery and friendship, and support local brands, by including an Irish whiskey visitor centre in your summer plans.”

Some of the distilleries and visitor centres that are reopening with new offerings include:

• Clonakilty Distillery, Co. Cork, which is offering smaller, later tours on Friday and Saturday evenings to allow visitors to follow their tour with a meal in neighbouring restaurant, the Whale’s Tail.
• Kilbeggan Distillery, Co. Westmeath, which is running smaller, more intimate tours, and have developed a new ‘Bottle Your Own’ experience, where visitors can bottle their own 10 year-old single malt cask exclusive to Kilbeggan Distillery.
• Roe & Co. Distillery in Dublin, where groups of up to six people can experience a cocktail-making workshop, and visitors will have the opportunity to discover the five pillars of flavours in whiskey.
• Tullamore Dew, Co. Offaly, which will be offering intimate-sized tours, and whiskey and food pairings.

Gin School at Clonakilty Distillery

Other distilleries that opened or due to open shortly include:

• Teeling Whiskey Distillery, Newmarket, Dublin.
• Powerscourt Distillery, Co. Wicklow.
• Jameson Distillery, Bow Street, Dublin.
• Jameson Distillery, Midleton. Co. Cork.

• Pearse Lyons Distillery, James’s Street, Dublin.
• Skellig Six18, Cahersiveen, Co. Kerry.

The Irish whiskey industry had a successful 2019 with 143 million bottles (nearly 12 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 visitor centres.

Further information on the Irish whiskey distilleries and visitor centres that are now open is available at: www.irishwhiskey360.com

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/