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23 StateWays ■ www.stateways.com ■ January/February 2016 IRISH WHISKY messaging has shifted as well. Emphasis has gone from mythic adventures of founding distilling families to more communication about the liquid in the bottle. The inside scoop on mash bills, distillation, maturation and fi n- ishing technique appeals to whis- key geeks, as well as ever-more knowledgeable consumers. "Some of these brands are just inventing a history or buying a story," Smith says. "They are try- ing to sell new whiskey packaged with a little history. But that's fall- ing on deaf ears, I think." "There is a segment of con- sumers that loves the details and are able to differentiate the spirits they're tasting," Pfenning notes. "With the surge in popu- larity of whiskey and more consumers coming into the cat- egory, it gives an opportunity to educate them about the differences among Bourbon, Scotch and Irish – particularly what's unique about our brand." Tullamore D.E.W.'s Parting Glass campaign does evoke the imagery and romance of Ireland. However, the com- pany also has a team of ambassadors fanning out across the U.S. market, spreading the word about Tullamore's triple-distilled, triple-blended approach to whiskey, with sampling to reinforce the message. "If you have a lovely package and a beautiful story but the liquid is not up to scratch, they may buy a bottle once but they will never buy it again," Teeling says. LIQUID ON THE LIPS When it comes to getting the message out in the market, "It's a liquid-on-the-lips type of education," Teeling says. The company is aiming at the premium $35-$60 mark, a price range which was underdeveloped. At that price point, people are looking for deeper insight about how the whiskey is produced. Brand ambassadors in key markets handle tastings, training and education for consumers and the trade. The company is nimble enough to produce bespoke POS ma- terials, including lending iconic elements from the dis- tillery. A co-branded effort with Fixie Bikes produced a beautiful custom ride that retailers (where legal) can show off in their stores, as an opportunity to raffl e off to cus- tomers or incentivize staff. Plus, Teeling has launched a collaboration with American craft brewer Sixpoints, which is aging a red ale in whiskey barrels. "We have very different messages for each of our three Irish whiskey brands–Concannon, Michael Collins and Barton," says Mark Brown, president and CEO of the Sazerac Company. Concannon Irish Whiskey focuses on the quality story through its ties to the Concannon Vine- yard in California; the whiskey is matured in wine barrels (and Bourbon casks) for a minimum of four years. The re- cently acquired Michael Collins brand is centered around the personality of Michael Collins, a general in the Irish war of independence. And Barton Irish Whiskey, Brown says, is a widely trusted brand name by many consumers representing exceptional quality and value. While some brands hearken back to ancient Ireland, 2 Gingers looks to modern Minnesota. There, pub owner Kieran Folliard created Gingers Whiskey and the Big Ginger cocktail. "2 Gingers is unique in that, although it is distilled, aged and bottled in Ireland, it has an Ameri- can backstory. It was conceived in an Irish pub in Minne- sota," says Patel at Beam Suntory, now owner of 2 Gin- gers. Folliard is now a busy brand ambassador. "In this neck of the woods, 2 Gingers is very popular," Farrell says. "Kieran is a bit of a rock star here." Haskell's is planning a bottle-signing event with Folliard. "Customers will be lined up out the door," he predicts. THOMAS HENRY STRENK is a Brooklyn-based freelance writer with over 20 years experience cover- ing the beverage and restaurant industries. In his small apartment-turned-alchemist-den, he homebrews beer kombucha, and concocts his own bitters and infusions. LEADING BRANDS OF IRISH WHISKY, 2013-2014 (Thousands 9-Liter Cases) '13/'14 Brand Supplier 2013 2014 % Change Jameson Pernod Ricard USA 1,871 2,015 7.7% Bushmills Diageo 210 185 -11.9% Tullamore Dew William Grant & Sons 115 142 23.2% Cooleys Irish Whisky* Beam Suntory 45 80 77.8% Paddy Irish Whiskey Pernod Ricard USA 19 33 73.7% John Power Pernod Ricard USA 40 28 -30.0% Concannon The Wine Group/Sazerac 25 27 8.0% Redbreast Irish Whiskey Pernod Ricard USA 17 19 11.8% Black Bush Diageo 12 10 -16.7% Clontarf Castle Brands 8 9 13.3% Total Leading Brands 2,362 2,547 7.9% Others 89 93 4.9% Total Irish Whiskey 2,450 2,640 7.8% (*) Volume includes Kilbeggan, 2 Gingers, Connemara, Greenore, Tyrconnell.