Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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product will be key, believes Di and presentation of the higher Vito, with a massive sampling marques, Tullamore Dew's 10 campaign, especially comparative and 12 Year Olds and tastings to educate consumers. Phoenix. That repack was "Powers is a gateway to single pot designed to increase gifting still products." during the holidays. Midleton Distillers (and Irish Supporting these moves is the Distillers), where Jameson and global "Irish True" campaign, several other Irish whiskies are which will continue through produced, announced a new 2014. Production was just Master Distiller, Brian Nation, wrapped up of a new televiwho trained under renowned sion commercial, which will Master Distiller Barry Crockett. Tullamore Dew saw a 20.5% sales be part of the overall digital The company also announced the increase. The brand's latest expression strategy for Tullamore Dew. is the limited-edition Tullamore Dew debut of the highly anticipated Phoenix. The main marketing vehicle Redbreast 21Year Old as well as for Bushmills is the "Since the first U.S. appearance of famed Green Spot and Way Back" campaign. The promotion involves collaboGreen Spot whiskeys; all are highly allocated single pot ration with key "influencers," notably rising musicians still expressions. "Fans will be clamoring to get their and actors. Recently the brand partnered globally with hands on a bottle," exclaims Di Vito. the musical group Of Monsters and Men, which headlined the Bushmills Live concert at the distillery last MOVING ON UP summer. The focus in the U.S. is a partnership with onsumers are beginning to branch out from the Aaron Paul, who won an Emmy for his bad boy role in mainstay variant of brands they know, trying "Breaking Bad." "We are collaborating with Aaron on something new as they expand their whiskey knowl- content as well as some traditional advertising, in digital edge," comments Reilly. New for William Grant is space and outdoor billboards," says Briese. "He is an Tullamore Dew Phoenix launched in September. The ascending star." name refers to a 1785 air balloon disaster that burned down most of Tullamore town and commemorates the BUILDING BOOM citizens rising from the ashes and rebuilding. The overt seems whenever you open up an Irish newspaper, proof variant at 55% ABV is a limited edition with just you find someone in Ireland is building another 2,500 9-liter cases now available in the U.S. at an SRP of distillery," remarks Reilly. "That bodes well for the $54.99 per bottle "Its sweet spot is in the area of discov- future. The news is that the supply of Irish whiskey is ery, an opportunity to try a whiskey that delivers on the meeting the challenge of the demand." proof yet with the smoothness of taste which characterThat includes, of course, William Grant's facility in izes Irish whiskey." Reilly professes to be very pleased the town of Tullamore, slated to come on line in with trade and consumer reac- September. "This will give us the flexibility to innovate tions to Phoenix, which is only and experiment with ABV levels, casks and barrel finishavailable through this year. After es. We're looking at what we want to do with Tullamore that, plans are to offer annual Dew over the next 10, 15, 20 years. Whiskey is a game limited releases to complement that requires discipline and patience," adds Reilly. the full time Original and 12 Year Last fall, Italian spirits company Illva Saronno Old Tullamore Dew line up. announced a partnership with Walsh Whiskey Distillery, One of the biggest moves during producer of The Irishman and Writers Tears whiskeys. 2013 was the upgraded packaging According to company reports, the agreement calls for an initial investment of 25 million Euros to construct a The Powers Irish Whiskey whiskey distillery in Ireland along the banks of the range was repositioned with Barrow River, in Royal Oak, County Carlow. Plans call updated packaging and a return to its original export for completion of the distillery in 2016 with an annual strength of 43.2% (86.4 proof) production capacity of more than 400,000 cases. for Powers Gold Label, and John T eeling, who founded Cooley Distillery in 1987 the addition of a single pot and later sold that facility to Beam, is reportedly back in the still expression, Powers Signature Release. whiskey game. With sons Jack and Stephen and a group of "C "I 20 • Beverage Dynamics • www.beveragedynamics.com • January/February 2014