The Dublin Liberties Distillery has unveiled 'The Dead Rabbit Irish Whiskey', a new super-premium whiskey to target the growing global market for high-end spirits.
The new spirit is the product of a partnership between the Dublin distillery and the multi-award-winning New York bar, The Dead Rabbit Grocery & Grog.
The whiskey specifically caters for the growing global demand for premium and super-premium spirits with global consumption of super-premium Irish whiskey having increased by over 12% annually over the last five years, according to the distillery.
Collaboration
It is a collaboration between the Irish whiskey master distiller Darryl McNally of The Dublin Liberties Distillery and Sean Muldoon and Jack McGarry, co-founders of The Dead Rabbit Grocery & Grog bar.
The Dead Rabbit Grocery & Grog has twice been named The World’s Best Bar and has secured a number of accolades over the years, including International Bartender of the Year, World’s Best Drinks Selection and World’s Best Cocktail Menu.
The 44% ABV whiskey is described by the company as a “unique blend of aged Irish single malt and grain whiskeys, aged in seasoned Kentucky bourbon casks for five years before being finished in specially crafted, virgin American oak barrels” with a “long, smooth finish with rich vanilla notes”.
Gangs Of New York
The whiskey’s name is inspired by New York’s notorious Irish street gang of the 1800s, which was made instantly infamous through the Martin Scorsese-directed and Oscar-nominated movie Gangs of New York.
It was unveiled at the Irish market yesterday and will retail at €55, available initially in the US, UK and Ireland.
It will be distributed in Ireland by The Dublin Liberties Distillery’s parent company, Quintessential Brands Ireland, and will initially be available in select retailers and several leading bars nationwide, according to the company.
“Global consumption of Irish whiskey has increased by more than 10% annually over the last five years, with super premium Irish whiskey growing even faster at 12% and yet the Irish whiskey category still only has a 4% share of the global premium whiskey market currently,” said Enzo Visone, chairman of Quintessential Brands group.
“Premium Irish whiskey is expected to grow at a faster rate which, combined with an increasing interest in premiumisation and brands with compelling stories, create an ideal opportunity for super premium Irish whiskey – an opportunity which The Dead Rabbit Irish Whiskey is set to capitalise on,” he added.
Production of the whiskey will switch to The Dublin Liberties Distillery’s new distillery and visitor experience on Mill Street in the heart of the Dublin Liberties upon its completion in Autumn 2018.
© 2018 Checkout – your source for the latest Irish retail news. Article by Kevin Duggan. Click subscribe to sign up for the Checkout print edition.
