Brown-Forman Global Travel Retail has launched Slane Irish whiskey exclusively at ARI’s The Loop stores at Dublin and Cork airports in Ireland. The exclusivity runs until 30 April, after which the triple-casked whiskey will become available in the on-trade and specialist whisk(e)y stores across Ireland and then elsewhere.
Slane Irish Whiskey comes to the market nearly two years after Brown-Forman announced the purchase of Slane Castle Irish Whiskey Limited. The company broke ground for its distillery on 29 September 2015, in partnership with Henry and Alex Conyngham of the Slane estate. Whiskey production at the distillery is set to commence upon the completion of construction later this summer.
Brown-Forman Global Travel Retail Managing Director Marshall Farrer said: “Slane Irish Whiskey is an exciting addition to the robust collection of whiskies available in the Brown-Forman Global Travel Retail portfolio. It fills the important Irish whiskey niche for us and will be a worthy companion to the Brown-Forman Whiskey line-up that includes Jack Daniel’s Tennessee Whiskey and Woodford Reserve Bourbon.”
ARI Global Buying Director Paul Neeson said: “We are delighted to partner with Brown-Forman GTR on this world exclusive. The Irish Whiskey Collection is renowned for having the broadest range of Irish whiskey in airport retail and Slane whiskey is a very welcome addition to our market leading portfolio. Having tasted Slane Whiskey and learnt about its unique heritage I’ve no doubt that our legions of whiskey loving customers will be very keen to try this new exclusive. As a committed whiskey aficionado I firmly believe that premium Irish whiskies such as Slane whiskey can stand proudly on shelf with any of the best whisk(e)y brands worldwide and I look forward to a long and successful partnership.”
Brown-Forman’s John Hudson, who was instrumental in the Slane Irish whiskey project, praised the whiskey as “the creation of an exceptional spirit, combining the traditions of the past with the emergent Ireland of today.”
The Slane Distillery is located within the grounds of Slane Castle in County Meath, about 40-minute drive north of Dublin. It is the first distillery built by Brown-Forman outside of the USA in the company’s 145-year-plus history. The Slane Distillery and Visitor Centre are set to open in summer 2017.
Slane Irish Whiskey is a blend of grain and malt Irish whiskies, rested through a signature triple-casked method using virgin, seasoned and sherry casks.
Following the global travel retail campaign, the brand will launch across Ireland, followed by UK, Australia and USA launches later this summer.
*The Moodie Davitt Report is one of a select group of media titles (and the only one dedicated to travel retail) invited to visit Slane Castle later this week to review the whiskey and Brown-Forman’s wider plans for its portfolio. We’ll bring you more on this story in coming days.
