Born Irish gains listing with Mitchells & Butlers
Kirker Greer-owned Born Irish Whiskey has secured an on-trade listing with Mitchells & Butlers’ Irish pub brand O’Neill’s.
Now available at O’Neill’s pubs across the UK, Born Irish is featured in the ‘Irish Picks’ and ‘Premium Shots’ sections of the menu.
It is also promoted with a Born Irish & Cola signature serve.
An O’Neill’s spokesperson said: “Born Irish stood out because it brings something different to the Irish whiskey category. The liquid has real depth of flavour, but the brand itself feels modern, approachable and relevant to today’s consumers.
“We’re always looking for ways to offer our guests authentic Irish brands that deliver quality and character, and Born Irish does exactly that.
“The Born Irish & Cola serve also provides an accessible way for guests to enjoy Irish whiskey, whether they’re existing whiskey drinkers or trying the category for the first time.”
The listing is said to build on a period of ‘strong’ momentum for Born Irish. The brand recently achieved its first major grocery listing in the UK with Tesco and has expanded its presence in Nordic global travel retail through a distribution partnership with Nigab.
The O’Neill’s listing also follows the introduction of Born Irish Tops, a contemporary serve of whiskey, cola, and a stout top.
Richard Ryan, co-founder of Drinksology Kirker Greer, commented: “We created Born Irish to challenge traditional perceptions of Irish whiskey and make the category feel more relevant and accessible to modern drinkers. Securing a listing with a leading operator such as Mitchells & Butlers is a fantastic endorsement of both the quality of the liquid and the opportunity that exists to attract new consumers into Irish whiskey.
“O’Neill’s is an iconic Irish pub brand with genuine Irish credentials and a strong connection with consumers. It’s exactly the kind of environment where Born Irish feels at home.”
Born Irish is a triple-distilled Irish whiskey blend matured in heavily charred ex-Bourbon casks and finished in stout-seasoned casks.
Following maturation, the blend is enhanced with natural malt infusions and vanilla flavours.
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