Slane Irish Whiskey readies to make US and UK debut

9th June, 2017 by Amy Hopkins

Brown-Forman is set to launch Slane Irish Whiskey in the US and UK, after first unveiling the brand in travel retail earlier this year.

Slane Irish Whiskey will “play a key role” in Brown-Forman’s expanding whisk(e)y portfolio

The blended whiskey is comprised of third party liquid, since Slane Irish Whiskey Distillery is currently under construction.

Its triple cask maturation process uses virgin oak, seasoned oak and Sherry casks. The method is said to impart a more complex and robust flavour than traditional Irish whiskeys.

US spirits group Brown-Forman purchased all shares in Slane Irish Whiskey in June last year and pledged US$50 million to build a new distillery and malting plant on the estate. The Slane Castle Estate has been owned by the Conyngham family since 1701.

Brown-Forman’s acquisition of the brand and distillery plans marked the US group’s first foray in the fast-growing Irish whiskey category.

“Slane Irish Whiskey is a new way of approaching our country’s national spirit and we are delighted to bring it to the American market,” said Alex Conyngham, co-founder of Slane Irish Whiskey.

“Our triple cask maturation process enhances the quality and complexity of the whiskey. We aim to create a lasting legacy for Brown-Forman and the Conyngham family and a worthy addition to the fast growingIrish whiskey category.”

Once Slane Irish Whiskey’s own stocks come of age, the brand has plans to introduce a range of blended, pot still and single grain variants. The distillery and visitor experience centre will open in summer 2017.

The brand was first unveiled in the travel retail and the domestic Irish markets earlier this year.

“The commitment and investment by Brown-Forman comes at an opportune time for the sector which is experiencing unprecedented global demand,” commented John Hayes, chief marketing officer at Brown-Forman. “As we expand our global whiskey portfolio, Slane will play a key role.”

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