Uisce Beatha Irish whiskey launches in Sweden

Uisce Beatha Real Irish Whiskey, a new brand of blended Irish whiskey, has selected Sweden as its launch market after signing a multi-year distribution deal.

New Uisce Beatha Real Irish Whiskey has selected Sweden as its launch market

Launched by UK-based Rok Drinks, Uisce Beatha was first bottled last month using liquid from “confidential” sources.

Rok Drinks – which is part of Rok Stars, the consumer goods and environmental technologies company founded by Jonathan Kendrick and John Paul DeJoria, co-creator of Patrón Tequila – has signed a multi-year agreement for Uisce Beatha with Swedish distributor Galatea.

“We are extremely pleased to be working with Galatea to market and distribute Uisce Beatha Real Irish Whiskey across Sweden on an exclusive basis, as the Scandinavian market is a key part of our deployment of the ROK Drinks portfolio internationally,” said Kendrick.

Uisce Beatha, which mean “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 UK and US, followed by Germany.

Peter Edin, of Galatea, said: “We are very excited to be adding Uisce Beatha Real Irish Whiskey to our upscale spirits portfolio because it is a superb blended Irish whiskey which we feel will prove extremely popular here in Sweden.”

Uisce Beatha Real Irish Whiskey carries an RRP of £29.99.