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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investors, T eeling plans to convert whiskey, but poitin has a unique heritage," the Great Northern Brewery in says Glendalough's Brand Manager Dundalk into a distillery. O'Gallachoir. "The liquid has such a complex "We are in a renaissance of flavor profile that it is really going to connect craft distilling in Ireland," posits with those consumers who have been drinkDonal O'Gallachoir, brand maning Irish whiskey and want to educate themager for Glendalough Irish selves further." The word poitin comes from Whiskey, remarking on the rash of the Irish for small pots, referring to small pot new distilleries planned or openstills. Poitin is made, says O'Gallachoir, from ing, including the company's own. a malted barley base, putting it more in "For too long there have been two league with single malts. large distilleries and one mediumGlendalough offers three expressions of sized one in Ireland," he adds. poitin. Original is a traditional recipe, with a "Now, we want to bring back that mash bill of 80% malted barley and 20% sugar craft, that variety, that indepen- Pernod Ricard's Irish beets, distilled in small pot stills and aged in whiskey offerings also dent streak that used to be rife all include the higher-end barrels of Irish oak. Sugar beets add an appley over Ireland. The more distilleries Redbreast and Midleton. sweetness and complexity; the use of oak hearthe better." kens back to when the illicit spirit was hidden "We see the new distilleries as a rising tide that in drygoods barrels; there is no char to the oak and the spirfloats all boats," comments Diageo's Briese. "It's a signal it is clear. Bottled at of great things to come." 40% ABV, Original has an SRP of NEW NICHE FOR OLD SPIRIT $29.99. Mountain here's a new spirit arising out of Ireland, one that's Strength Poitin is nearly as ancient as the island itself, and wreathed bottled at 120 about with faery stories and folklore. Variously spelled as proof, priced poitin, poteen or potcheen, and often construed as Irish $33.99. Based on a moonshine, this high-proof white liquor was outlawed bootlegger's style, on Christmas Day, 1661 by English King Charles II. Sherry Cask Poitin Produced in hidden glens, unlicensed poitin acquired a gets a honey color romantic aura of illicitness. Three centuries later, it was and additional legalized and a small number of poitins is now produced sweetness of honey lawfully. and raisins from Newcomer Glendalough Irish Kilbeggan Distilling Company, for example, makes the cask; priced Whiskey (for now, available a poitin, available only at the distillery. "One of the $34.99. "We think only in the New York and great things about being a small, nimble distillery is that this is the first gen- Boston markets) offers three expressions of poitin. we can do a lot of experimentation," comments uine style of poitin Melamed. "Poitin is a spirit that reflects the trends of the using the old methods," says O'Gallachoir. whiskey industry with [American] white dog and moonshine, in keeping with consumers' interest in becoming GREAT POTENTIAL more knowledgeable about whiskey." he industry sees the Irish whiskey category dou"Poitin is a key part of Irish folklore, history and bling in size over the next five years in the U.S. legend," notes Reilly, who grew up in a part of Ireland Everyone expects that trajectory to continue for the next rife with hills and forests ideal for concealing illegal 10 to 20 years," points out Di Vito at Pernod Ricard. stills. "It shows there is real interest from consumers in "We don't see it slowing down; it's been an exciting time exploring other expressions of Irish spirits." William to be involved with brown spirits." In some ways Irish whiskey is a developed category, Grant, he quickly adds, has no plans for a Tullamore in a lot of other ways it's still burgeoning," opines Dew poitin. Currently in the U.S. market, Bunratty Potcheen Diageo's Briese. The great thing about it is there is no has a modest presence. Now newcomer Glendalough one single whiskey that's perfect for everyone. There are Irish Whiskey is launching its Poitin in the New York so many options, so many things to be done in the space and Boston markets. of innovation of whiskey. And the great thing is, con"In the U.S. it will be seen as a new niche in Irish sumers are ready to try them all." I T "T Beverage Dynamics • www.beveragedynamics.com • January/February 2014 • 21