Brown-Forman unveils Slane Irish WhiskeyBy Kristiane Sherry
Brown-Forman has partnered with Aer Rianta International (ARI) for the global launch of Slane Irish Whiskey, the brand it acquired in 2015.
Shoppers at The Irish Whiskey Collection at Dublin and Cork International Airports will be the first to taste the new Slane expression, where it will be exclusively available until 30 April.
The first expression from the brand – produced using third-party liquid – is a triple-cask expression produced using virgin, seasoned and Sherry casks. The method is said to impart a more complex and robust flavour than traditional Irish whiskeys.
After the exclusive launch at ARI’s The Irish Whiskey Collection, Slane will be available in the on- and off-trade across Ireland and then in the UK, Australia and the US in the summer.
Brown-Forman acquired the Slane brand in June 2015 and broke ground on a new distillery in the grounds of Slane Castle the following September.
Whiskey production at the site is due to start later this summer.
“Slane Irish Whiskey is an exciting addition to the robust collection of whiskies available in the Brown-Forman Global Travel Retail portfolio,” said Marshall Farrer, Brown-Forman GTR managing director.
“It fills the important Irish whiskey niche for us and will be a worthy companion to the Brown-Forman Whiskey line-up that includes such global favourites as Jack Daniel’s Tennessee Whiskey and Woodford Reserve Bourbon.”
Neeson, ARI’s global buying director, added: “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 learned 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.”