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Bushmills, the second-best-selling Irish whiskey in the U.S., recently released Bushmills Irish Honey, a flavored whiskey combining honey (and other natural flavors) along with Bushmills whiskey. facility. Ground was broken on the project in 2012. William Grant & Sons has also announced plans to build a new distillery in the town of Tullamore, which will bring the brand full circle back to its original home, says Reilly. Due to consolidation, the original source of Tullamore Dew was closed down in the 1950s, production moved to the Powers' distillery, which was also closed, and then shifted to Midleton, where it is distilled today. With an investment of 35 million euros, the Tullamore facility will be up and running by early 2014, according to Reilly, who adds, "It will be the first significant distillery opened in Ireland since the 1970s." "Yes [Beam] is competition for us but it's also more energy for the category, and we believe there is enough to go around," echoes Briese. "Competition isn't a bad thing." "Beam's has a very strong whiskey portfolio, but the one area missing was Irish. As one of the fastest-growing spirits, Irish was a category that we wanted to play in," explains Bob Gorman, Director of Marketing World A Wee Dram of Tourism Whiskies, about the acquisition strategy. ficionados will go far to seek out the source of There are only four distilleries in Ireland, he their passions, and whiskey is attracting a fair adds, and with the Cooley purchase, Beam number of tourists to Ireland, visiting shrines acquired two of them. "It gives us access to reallike the Old Jameson Distillery in Dublin. ly desirable liquid." In tandem with the new distillery in Right now, Kilbeggan is Beam's number-one Tullamore, the company overhauled the focus. "But Connemara is great for us because it existing visitors center on the site of the is the only peated Irish single malt. Scottish Islay original distillery. "We created a more peated malts are growing faster than other sinengaging consumer experience, bringing gle malts and we think there is a great place out the heritage of the Tullamore Dew for Connemara to play," says Gorman. Beam brand," explains Reilly. "Irish whiskey sees Connemara as a complement to its Islay helps the balance of trade in Ireland, Scotch Laphroaig. Another label in the acquiprovides a lot of jobs, and brings in sition is Tyrconnell, a single malt. "We see tourists. It's nice to be a part of a bigthat single malt business continuing to grow," ger story about the Irish economy believes Gorman. Rounding out the Cooley coming back." brands is Greenore, unique as the only Irish "We see the Kilbeggan distillery as single-grain whiskey. "We think we have the being one of Ireland's top tourist desmost diverse portfolio of any one playing in tinations," says Gorman. Significant Irish," concludes Gorman. investment is being made in marketIndeed, Beam has already made a move ing support and site infrastructure at to add another brand to its Irish Whiskey the Westmeath distillery, including a portfolio. The company just announced it has 70,000 euro investment to restore the acquired 2 Gingers, an Irish whisky produced Beam purchased distillery's ancient waterwheel. Kilbeggan earlier last at the Kilbeggan distillery, which had been year, along with the Visitor attendance is up 40% over the launched in limited markets in the U.S. in Cooley distillery and previous year. "And when Americans January 2012 by Kieran Folliard. several Irish whiskey return from their vacations, they're Simultaneously, Folliard, the brand's founder, brands made there, looking for Kilbeggan on the shelves," has been named Beam's Chief Irish Whiskey including Connemara, points out Gorman. Tyrconnell and Greenore. Ambassador in the U.S. The name 2 Gingers In addition, Beam just is apparently based on Folliard's red-haired announced it has purUncorking Another mother and aunt, the company said. chased the Irish whiskey Bottle brand 2 Gingers. number of new expressions Construction Boom were unveiled in 2012, and ncreasing sales have led to demand for more this year should see some whiskey than the four distilleries can supply. Plans new liquid debuts as well. are set for a major facility expansion and a new Pernod Ricard is expanding distribution of its distillery. newest expression, Jameson Select Reserve Black Barrel, Midleton Distillery is at full capacity supplying liquid a small-batch grain whiskey with a high proportion of for Jameson. Irish Distillers Pernod Ricard is reportedly single Irish pot still whiskey matured in flame-charred investing 100 million euros to expand the County Cork bourbon barrels and toasted sherry casks. "Black Barrel A I 20 A StateWays I www.stateways.com I January/February 2013