New Irish whiskey Uisce Beatha launches in UK

New Irish whiskey brand Uisce Beatha Real Irish Whiskey is to become available in the UK following an distribution deal with Cellar Trends.

New Uisce Beatha Real Irish Whiskey has selected the UK as its second launch market

First launched by UK-based Rok Drinks in Sweden last month, Uisce Beatha is made using liquid from undisclosed distilleries.

Cellar Trends, UK-based distributor of Bowmore, Patrón and Licor 43, will now exclusively distribute Uisce Beatha under a multi-year deal.

“We are particularly pleased to be working with Cellar Trends to market and distribute Uisce Beatha Real Irish Whiskey across the UK on an exclusive basis as this is development is a key part of our rapid deployment of the Rok Drinks portfolio internationally,” said Jonathan Kendrick, Chairman of Rok Stars, parent company of Rok Drinks.

A blend of single malt and grain whiskies which have been matured in ex-Bourbon casks, Uisce Beatha Real Irish Whiskey carries an RRP of £29.99.

Uisce Beatha, which means “water of life” in ancient Gaelic, is described as having “sweet” notes with an “underlying complexity”.

Rok Drinks will also target distribution of the brand in the US and Germany.

Martin Watts, managing director and co-founder of Cellar Trends, said: “We pride ourselves on our ability to identify the very best new products in the drinks market and, in Uisce Beatha Real Irish Whiskey we have found an absolute winner.

“Beautifully packaged and designed for real on-shelf stand-out, Uisce Beatha is a superior blend of Irish whiskey which we are delighted to represent in the UK market.”