Licensing World Winter 2018

Issue 1

...IN THE LIBERTIES Dublin Liberties Distillery opens its doors on Mill Street

Educate Yourself Recruitment

How to get good staff... and keep them OFC_Licensing World_Issue 1_2019.indd 1

How LVA’s Diploma course is helping professionalise the industry

PLUS: News | All in the Mix | Dublin’s New Whiskey Quarter | The Social Network 08/02/2019 08:54

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Contents

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NEWS

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BARFLY

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TAKING LIBERTIES The opening of the Dublin Liberties Distillery marks a new chapter for the iconic, whiskey making area of Dublin

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WHISKEY GALORE Visitors to whiskey distilleries are up 13% in 2018 while Irish whiskey exports are also on the rise

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SKILLING UP The LVA’s senior and junior diploma course in Bar & Food Management has sold out for the second year running. Gillian Knight, HR Advisor at the LVA, talks about the course’s success

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THE RULES OF ATTRACTION Attracting staff in today’s competitive market can be tough but there are certain steps you can take to put you on the right footing

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ALL IN THE MIX Create something special for your customers with these market-leading drinks

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NEW WHISKEY QUARTER FOR DUBLIN Powers Irish Whiskey has unveiled the Powers Quarter – a collaboration between six Dublin bars that tells a different chapter of the brand’s whiskey history

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Editor's Letter

Welcome...

In this, the first issue of Licensing World for 2019, we take a look inside Dublin Liberties Distillery. Owned by Quintessential Brands, the new venue tells the story of the Liberties and the area’s rich whiskey-making history.

Master distiller is Darryl McNally who has worked at Diageo and Irish Distillers. His single-minded approach to creating a distillery that will compete with the best globally but is also entirely rooted in its heritage has delivered a unique offering to the market. The distillery was due to open as this issue was going to press; we’ll have images and news from the official launch in the next issue and also online at www.licensingworld.ie The whiskey theme continues throughout this issue, with an article on page 21 examining the growth in numbers of visitors to Irish whiskey distilleries in 2018. This marks a 13.4% increase on 2017, when visitor numbers reached 814,000. The largest number of visitors are coming from the US and Canada, followed by the UK, Germany and France. The Irish whiskey exports market is also proving buoyant at the moment; growth in the Irish alcohol drinks exports sector has been driven by continued doubledigit demand for Irish whiskey in many markets. Irish whiskey exports are now valued at €620 million. Good news for this segment of the industry but the Irish Whiskey Association has warned of the potential risks to the sector. Cancer warnings on Irish alcohol products could impact the country’s burgeoning whiskey tourism industry while restrictions on advertising distillery tours, also enacted in the recent Public Health (Alcohol) Act, could present another challenge for producers hoping to attract visitors from around the world. As well as the crackdown on advertising and introduction of health warning labelling, the association also flagged Brexit and the rise in tourism VAT as other causes for concern.

Elsewhere in this issue, we take a look at some of the market-leading drinks that make for the perfect cocktail. Gillian Knight, HR Advisor at the LVA, explains why the Association’s junior and senior Diploma in Bar & Food Management is proving such a hit with the industry and Brian Nixon takes a close look at the recruitment sector, describing how to attract staff in a competitive marketplace. We hope you enjoy this issue and if you’ve any thoughts or opinions, please drop us a line.

Denise Maguire Editor

Licensing

WORLD Editor: Denise Maguire Creative Director: Jane Matthews Art Director: Áine Duffy Production: Nicole Ennis Stock Photography: iStock.com Sales Director: Trish Murphy Managing Director: Gerry Tynan Chairman: Diarmaid Lennon Published by: Ashville Media, Old Stone Building, Blackhall Green, D7.

Tel: (01) 432 2200 ISSN: 1393-0826 All rights reserved. Every care has been taken to ensure that the information contained in this magazine is accurate. The publishers cannot, however, accept responsibility for errors or omissions. Reproduction by any means in whole or in part without the permission of the publisher is prohibited. © Ashville Media Group 2018. All discounts, promotions and competitions contained in this magazine are run independently of Licensing World. The promoter/advertiser is responsible for honouring the prize. ISSN 1393-0826

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07/02/2019 15:07

News

NEWS round-up

The main events this Winter...

"I often say I have one of the best jobs in the world and it is an honour to see my work recognised in this way.”

NEW LOOK JAMESON BOTTLE AND LABEL HITS THE MARKET Fifty years after it was first introduced, Jameson Irish Whiskey has unveiled a new bottle and label design. According to Irish Distillers the new look, which was created by Stockholm’s Pond Design agency, highlights the brand’s provenance and triple-distillation production method. The bottle shape now features a tapered body and a more generous shoulder curve and includes a new embossed label ‘eyebrow’ and heel at the base. The green glass bottle and easy-to-pour neck remain in place, in line with feedback from market research among bartenders and Irish whiskey drinkers. The iconic green Jameson bottle that’s known around the world was first introduced in 1968, when bottling was brought inhouse at the Bow Street Distillery as the era of whiskey bonding came to an end. The green, cream and maroon colours were inspired by the stained-glass panels in the doors of the historic distillery, installed in the late 19th century by then production manager George Jameson and can still be viewed at Jameson Distillery Bow Street today.

Helen Mulholland inducted into Whisky Magazine Hall of Fame Helen Mulholland, Master Blender for Bushmills Irish Whiskey, has been inducted into the Whisky Magazine Hall of Fame. She is the first woman to be inducted into the Hall of Fame since its inception in 2004. The recognition is the highest honour awarded by Whisky Magazine and is selected by an independent editorial panel.

Currently celebrating her 25th year at The Old Bushmills Distillery, Helen began her career in a small laboratory at the distillery. She’s now Master Blender, crafting both Bushmills Irish Whiskey premium blends and aged single malts.

She has overseen a number of new

product launches during her time there including the Steamship Collection, the brand’s first global travel retail exclusive range and the new Bushmills Distillery Exclusive, a limited edition single malt whiskey aged in acacia wood.

Speaking about the honour, Helen said: “I am delighted to be inducted into the Whisky Magazine Hall of Fame and I’m honoured to be among so many titans in our industry. I have truly enjoyed my 25 years at The Old Bushmills Distillery and I look forward to many more. I often say I have one of the best jobs in the world and it is an honour to see my work recognised in this way.”

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News

WALSH WHISKEY & ILLVA SARONNO DEMERGE JOINTVENTURE

“Galway rocks for hospice” at the Kings Head The Kings Head in Galway recently saw the city’s favourite bands including Pyramid, Tightrope, KIF, FYC and The Converse Allstars rock out in aid of Galway Hospice. Paul Grealish of The Kings Head said: “We’re delighted to be involved in this fantastic event for such a worthy cause. This is the second year we’ve hosted 'Galway Rocks for Hospice'.

Last year was without a doubt one of the best gigs of the year so I can’t wait to do it all over again. All credit to Allen Feeney and all of the amazing bands who are giving up their time to gig in support of Galway Hospice.” The Kings Head will be donating €1,500 to the Galway Hospice in addition to the money raised from the event.

The directors of Walsh Whiskey Distillery have decided to split the business by separating out the existing drinks brands business from the distillery business at Royal Oak, Co Carlow. The existing drinks include Writers’ Tears and The Irishman premium and super-premium Irish whiskeys.

According to the company current sales, marketing and distilling objectives are being fully met, however the Irish and Italian directors differ on how to develop the combined business into the future. The change will result in the Irish directors taking full control of the existing drinks brands business while Illva Saronno will take full ownership of the distillery, which has been renamed “Royal Oak Distillery”.

"This is the second year we’ve hosted 'Galway Rocks for Hospice'. Last year was without a doubt one of the best gigs of the year so I can’t wait to do it all over again."

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News

JAMESON DISTILLERY BOW ST. IS WORLD’S LEADING DISTILLERY TOUR

The win follows the announcement of Jameson Distillery Bow Street as 'Europe's Leading Distillery Tour 2018' at the European Travel Awards in July.

Jameson Distillery Bow Street was named the World’s Leading Distillery Tour at the World Travel Awards Gala Ceremony in Lisbon in December 2018. The win follows the announcement of Jameson Distillery Bow Street as 'Europe's Leading Distillery Tour 2018' at the European Travel Awards in July. The venue reopened in March 2017 following an €11 million refurbishment, with visitor numbers topping more than 350,000 in the first year, making it the most-visited whiskey experience in the world.

Irish gin producers eye export opportunities in Canada Three Irish gin producers are to be listed for sale by LCBO (Liquor Control Board of Ontario), which retails and distributes alcoholic beverages in Ontario, as the Irish gin category begins to make a splash in the Canadian market. The news follows a successful trade mission to Canada last year, led by Michael Creed, Minister for Agriculture, Food & The Marine. During the trade mission, Minister Creed, at the request of ABFI, asked the President of LCBO to consider listing Irish gin. This request and follow-up lobbying

by ABFI resulted in the decision by LCBO to run the first-ever competitive process to select Irish gin for listing in their stores.

The three Irish gins to be listed in LCBO are Drumshanbo Gunpowder Irish Gin, Galway Gin and Glendalough Gin.

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News

Over 400 pubs sign up for cellar safety programme Since its launch a year ago, over 400 licensed premises in Ireland have signed up to a cellar safety programme spearheaded by the Irish Brewers Association (IBA) and the Health & Safety Authority (HSA). It’s estimated that there are approximately 4,000 accidents on licensed premises every year. The programme is designed for publicans and bar managers to enhance safety on their premises and in their cellars and to avoid such incidents taking place in the first place. As part of the programme, licensed premises are encouraged to carry out risk assessments on their bar and cellar. This can be done online, for free, through Besmart.ie. The assessment involves identifying potential hazards and ensuring employees are fully briefed on avoiding accidents. Once the assessment is completed, the premises will get a Safety Statement which is a legal requirement.

"The multinationals currently attract the vast percentage of the beer market in Ireland."

AVERAGE COST OF DUBLIN PUB ROSE 64% IN 2018 According to commercial property consultancy company CBRE, the average price of a pub in Dublin rose 64% from €1,020,000 in 2017 to approximately €1,678,000 in 2018. In an article in The Irish Independent , the figure was calculated based on the 19 pubs sales recorded in the capital in 2018. The number of pubs sold in Dublin last year was down 21% from 24 in 2017. John Ryan of CBRE said: "For the Dublin licensed property market, 2018 will be remembered as a year of quality rather than quantity. Buoyed by continuously improving economic conditions, it was considered that 2018 would be a perfect storm when publicans at retirement age would put their properties on the market and those with expansion strategies would have the finances to buy. However, it wasn't to be."

Difficult conditions for craft beer market The latest craft beer report from Bord Bia reflects a difficult market faced by this small but vibrant market. It shows that market share of beer consumption in Ireland from the independent microbreweries currently sits at just 2.8%. The independent craft beer sector is comprised of a large number of mainly small micro enterprises, with two thirds producing significantly less than 1,000 hl per year (in layman’s terms this is around 200,000 pints). In addition, over a third of microbreweries have an annual turnover below €100,000. To retain viability, the

Independent Craft Brewers of Ireland (ICBI) believes that the sector needs continued supports to grow, primarily to help educate consumers about the benefits to the local economy of switching to Irish-owned craft beers. Currently, the multinationals attract the vast percentage of the beer market in Ireland. In some good news for the industry, employment within the craft beer sector has increased; it is estimated that 425 jobs are in place directly within industry and that an equivalent of 960 jobs are in place through direct and indirect employment.

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s e i r t En g n i n e op soon Bar of the Year Awards 2019 launching in February New categories to be announced

Visit www.licensingworld.ie/awards For more information

Welcome to our

2019 Sponsors

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07/02/2019 16:04 15:40

News

MENTAL HEALTH INFO ON DISPLAY IN PUBS AND CLUBS More than 200 pubs and nightclubs in the midlands will be asked to display new signs containing emergency contact details for organisations helping promote mental health. According to Tomás Nally, chairman of Good2Talk Westmeath, the aim of the sign is to reach someone who’s possibly at their lowest ebb, which can often be when alcohol is on board and late at night. The sign contains contact information for Good2Talk and also 24-hour national numbers for Pieta House, Samaritans, Aware, Midoc and An Garda Síochána. Good2Talk is calling on the industry to support the signs and install them in a prominent location in both ladies’ and gents’ toilets.

Isabelle’s on Dublin’s South Anne Street opens Isabelle’s Restaurant & Bar opened just before Christmas in Dublin’s city centre. Bar Manager at the new venue is Ronan Barrett, General Manager is Joanna Duda-McKenna and Head Chef is Barra Hurley. Alongside an extensive menu, the restaurant features a cocktail menu designed to appeal to a variety of tastes. There’s also a focus on low ABV drinks, to be enjoyed pre and post meal, including a selection of spritzers.

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NON-ALCOHOLIC BARS MAKE A SPLASH IN DUBLIN A new alcohol-free bar is set to open on Dublin’s Capel Street this month. A range of 0% alcohol cocktails, wines, beers and mixed drinks will be served at the bar, which is the latest project from drinks industry experts Oisín Davis and Vaughan Yates. According to Davis, the idea for the bar came from the growing popularity of non-alcoholic cocktails and craft beers and a desire to offer non-drinkers a space in which to socialise without being exposed to alcohol. A non-alcoholic pop-up beer bar also made its presence felt across three days in January. ‘The Bar For When You’re Off The Beers’ was located on South Anne Street in Dublin city centre and included non-alcoholic beer tasting sessions with beer experts, a chill out zone in the basement with a cinema screen, a House DJ nightly, Pure Brew lager and a range of small batch experimental non-alcoholic beers on tap.

The Bar For When You’re Off The Beers

‘Ruxi’ proposal a viable solution to rural isolation – VFI The Vintners’ Federation of Ireland (VFI) is urging the government to support the implementation of a rural taxi service that would help alleviate isolation and encourage social cohesion. Minister for State, Jim Daly, has called for the introduction of an Uber-style service in towns with a population under 5,000 that would operate on less stringent regulations that currently apply to taxis and hackneys. The car would need a valid NCT, the driver would need to be Garda vetted and the service would be authorised to serve a radius area of 15km of the town centre.

Padraig Cribben, VFI Chief Executive, says there is a crisis in rural communities that requires

immediate action. “We need a solution that works for rural Ireland. The problem with transport is decades old but since the introduction of new drink driving legislation last October, the public are suffering from a lack of clarity on what these changes mean, consequently people are staying at home for fear of checkpoints.

“The fabric of rural life is being torn apart but all we’ve had so far by way of a solution is the Minister for Transport’s woefully inadequate Local Link night service, introduced as a pilot scheme. Recent reports reveal cancelled services while remaining routes are wholly unsuitable for people not living within walking distance of the route.”

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Bary

the Social

Network A look at who's been out and about in the industry

Industry veteran honoured by trade Liam Aherne, Palace Bar, Dublin was recently presented with a portrait of himself which was commissioned by the Irish Guild of Sommeliers. Pictured is Oliver J. Murtagh, President of Irish Guild of Sommeliers making the presentation to Liam along with Andrew O' Gorman, Secretary, Irish Guild of Sommeliers and Willie Aherne, Palace Bar.

NEW ZEALAND WINE TASTING IN DUBLIN

Riki Hutchinson, Babich Wines

New Zealand Winegrowers recently got together for its 22nd tasting of New Zealand wines in Ireland at the Radisson Blu Hotel in Golden Lane, Dublin 8. Wine enthusiasts got the opportunity to sample classic regional and varietal expressions of white wine from New Zealand.

KEEPING JANUARY DRY Silk Tree hosted a Mindful Drinking event in January at House on Leeson Street, Dublin 2.

The founders of the non-alcoholic spirit, Tracey Cassidy and Andrew Oates, were on hand to discuss the growing demand for brands to adapt to the sober revolution while guests were encouraged to delve into the experience of mindful drinking.

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Commercial Profile

Changing mindsets, widening Horizons Various initiatives from Fáilte Ireland are helping to transform visitor perceptions of our food & drink offering

T

he Irish tourism industry needs to change the perception amongst overseas visitors that Irish food and drink is little more than just a ‘pleasant surprise’ and reposition it as one of the more compelling reasons to visit our country, according to Food Tourism Officer at Fáilte Ireland, Sinead Hennessy. “Food and beverage consumption is an intrinsic part of a tourist’s experience and it can play a strong role in deciding destination locations. It’s an important channel for tourists to experience the local culture and spending on food comprises one-third of tourists’ total expenditure.

Currently, in Ireland, food and beverage accounts for 35% of overall visitor spend, equating to €2 billion.”

Thanks to our small island status, grass-based production and growing sustainable practises, Irish food and drink produce is gaining an enviable reputation overseas. However, the connection between ingredient/product and Ireland as a place with great food and drink experiences is yet to be fully realised.

“Research carried out by Fáilte Ireland shows that the majority of overseas visitors are positively surprised and satisfied by the overall quality of Ireland’s food and drink offering and return home having had a memorable experience during their visit.

However prior to coming, their expectations of Irish food and drink are lower,“ added Sinead Hennessy.

“We need to raise our game and develop our capacity and performance within food in tourism businesses so that operators deliver a world class offering that is consistent and profitable. As part of this, we need to ensure that our visitor attractions use local foods to deliver an offering representative of place.

We also need to enhance our national menu in areas such as the Irish breakfast, support

pubs in bringing authentic experiences to life and assist the tourism industry in tailoring Ireland’s local food story.”

Other challenges range from a lack of quality food and drink offerings in some areas of the sector to poor retention and insufficient understanding and appreciation of value across visitor offerings. According to Sinead, Fáilte Ireland’s strategy seeks to consistently enhance the visitor experience through food and drink and make a strong contribution to overall tourism revenue growth, ensuring that every key consumer touchpoint with a food and drink offering is positioned to deliver a high-quality experience to visitors.

“We want to scale up our efforts to grow the number of industry involved in an ‘Irish food and drink movement’ through increasing the availability of great Irish food and drink experiences across the country and collaborating with the relevant agencies to underpin the quality and sustainable practices of the Irish food sector.

“We also want to help raise the capability of

Irish food and beverage operators to deliver a world class offering that is consistent and profitable and intensify efforts to ensure that Irish food and drink features more prominently in the collective marketing and sales efforts of Ireland’s tourism industry, be they state agencies and/or the private sector.”

So what advice would Sinead give to the hospitality industry to ensure that those deciding on a holiday location choose Ireland? “We undoubtedly have the product and expertise. We have natural produce, fresh ingredients and great fish and meat but we need to ensure that our food and drink offering gains a global reputation that matches the reality on the ground.

Looking ahead, Fáilte Ireland are in planning for the development of a new programme celebrating Irish food and drink, which will offer immersive food tourism experiences, showcasing the quality of Irish produce and driving increased visitor numbers and revenue, particularly in the off season.

POTENTIAL FOR GROWTH Each year, an estimated 2 billion is spent by overseas tourists and domestic holiday makers on food and drink. By targeted investment and effective promotion of the quality food and drink experiences available, Fáilte Ireland aims to grow the value of this spend by €400 million to €2.4 billion by 2023.

Food and drink experiences play a substantial role in helping to generate and sustain economic opportunity and development by increasing visitor numbers, dwell time, spend and satisfaction in visited areas. Great strides have been made over recent years in the quality of Ireland’s food and drink offering – we now have 16 whiskey distilleries, 15+ gin distilleries, 60+ micro-breweries, 7,000+ pubs and over 2,400 restaurants including 16 Michelin starred properties, over 60 food festivals, 160 farmer markets, 40 cookery schools and 27 active food networks.

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Commercial Profile

CURRENT FĂ ILTE IRELAND INITIATIVES Grow your Food Reputation A programme to support pubs to boost business by providing a quality local offering.

Taste of Place An accredited charter programme to raise the quality of food and drink offering in our high-density visitor attractions.

National Breakfast Programme To raise the quality of breakfast offering in accommodation providers.

Taste the Atlantic A dedicated seafood trail to profile the world-class seafood offering along the Wild Atlantic Way to visitors (developed in partnership with BIM).

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Cover Story

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Taking

Liberties The opening of the Dublin Liberties Distillery marks a new chapter for the iconic whiskey making area of Dublin

he opening of several new distilleries has breathed new life into an area of Dublin once renowned for its whiskey making houses. That historic link will be reinforced further when the Dublin Liberties Distillery opens its doors early February. Owned

by Quintessential Brands, the new distillery was the first to get planning permission in Dublin, although others have been built and opened since. “It took a bit of time because we wanted to get it right. Our distillery is all about telling the story of the Liberties and how famous it was for making whiskey. Each section of the distillery tells a story about the area, about the people and of course, about the whiskey,” said Darryl McNally, Master Distiller and General Manager at the new venue.

With a production capacity of up to 700,000 litres annually, Dublin Liberties Distillery is located on Mill Street in the Liberties area of Dublin. Compared to other distilleries, it may be slightly smaller in footprint but it’s packed with stories, facts and of course whiskey that make it feel like a much bigger experience. Across seven rooms,

visitors will find out how whiskey is made and learn about the history of the area. A café showcasing Irish food and a bar open until 10pm every night will also up the offering to visitors. “We’ve stripped back the frontage of the 300 year old building that houses the distillery to expose the old stone so that it resembles what it would have been like back in the day. We want to strip our whiskey making right back too and adopt the old traditional ways of making whiskey. We only make single malt at the site; it’s about really getting back to that age-old tradition of what Irish whiskey stands for.”

Three main brands will be made at the Dublin Liberties Distillery – The Dubliner, Dublin Liberties and the Dead Rabbit.

Darryl describes The Dubliner as a straightforward, straight talking Irish whiskey, the one that will go up against the big brands. It's always aged and always premium. “Included in that range is the Dubliner's Whiskey & Honeycomb Liquer and the 10 year old Single Malt, made from 100% malted barley before ageing for at least 10 years in bourbon oak casks." The Dublin Liberties range consists of a family of whiskeys; a five year old, a 10, a 13, a

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Cover Story

The Whiskeys The Dublin Liberties Oak Devil Irish Whiskey A blend of double-distilled premium malt and grain whiskeys.

Matured in bourbon oak casks for five years, this non-chill filtered whiskey is bottled at 46% ABV. Nose – rich, malty nose with aromas of dark fruits and soft wooded notes.

Taste – smooth and spicy with notes of caramel and Christmas cake.

Finish – smooth and lasting with a hint of pepper lingering on the tongue.

The Dublin Liberties Copper Alley The double-barrelled 10 year old single malt whiskey is aged in bourbon oak casks for 10 years and finished in 30 year old Oloroso sherry casks. Bottled at 46% ABV, it has a limited release of just 31 casks.

Nose – distinctive, full-bodied aroma; malty, fruity and sweet-

"We’re bringing history and heritage back through the brand names.

We hope people will taste and recognise the quality"

sherry flavours throughout.

Taste – complex and assertive, a melt in the mouth maltiness and sherry succulence.

Finish – rich and smooth, lingers on the tongue.

The Dubliner Irish Whiskeys Made from a blend of grain and malt whiskeys, The Dubliner Irish Whiskey is fully-aged in bourbon casks from Kentucky.

The Dubliner’s Whiskey & Honeycomb Liquer is a blend of honeycomb and caramel, perfect for those looking for a sweet, smooth drink that works in coffee, on the rocks or in cocktails.

The jewel in the Dubliner’s crown is the 10-year-old Single Malt, made from 100% malted barley before ageing for at least 10 years in bourbon oak casks.

The Dubliner 10-year-old Irish Whiskey Matured in Kentucky bourbon oak casks for 10 years and bottled at

16 and a 27 year old. "The last three are just coming out now in tandem with the opening of the distillery. Dublin Liberties is a bit more innovative. It’s still in keeping within the technical file and legalities of the Irish whiskey category but it’s just pushing the boundary a bit further by doing something special.” The five year old within the range, called ‘Oak Devil’, draws on the history of the Liberties area. “A carving of an oak devil signalled to people that they were about to walk into the Liberties area. The 10year old is called ‘Copper Alley’, which was a road in the Liberties while the 13, 16 and 27 are Keeper’s Coin, Murder Lane and King of Hell which are three other terminologies used in the Liberties.” It mightn’t be the whiskey that our grandfathers would have drank but Darryl hopes the various brands’ quality will shine through. “We’re bringing history and heritage back through the brand names. We hope people will taste and recognise the quality. For the opening of the distillery we have five variants for the Dublin Liberties, which is quite high. It shows how serious we are when it comes to making quality whiskeys.”

The third category from the Distillery is the Dead Rabbit, a whiskey that was launched in New York in February 2018. “It’s probably the best whiskey in Ireland at the moment to mix, it's ideal for cocktails. It was made in conjunction with Jack McGarry and Sean Muldoon from

42% ABV. Expect a soft, smooth yet sophisticated whiskey with a long spicy finish.

The Dead Rabbit Irish Whiskey New York, 1857: Lower Manhattan is riven by violent gang warfare.

Notorious Irish immigrant gang ‘The Dead Rabbits’ rule the streets. Today, NYC’s ‘Dead Rabbit Grocery & Grog' is the ‘Best Bar in the World’ (twice).

When bar co-founders Sean Muldoon and Jack McGarry met The Dublin Liberties Distiller’s Master Distiller Darryl McNally, the Dead Rabbit Irish Whiskey was born.

This whiskey is aged in seasoned bourbon casks, giving an American accent to an Irish story. It’s finished in specially made first-fill American oak barrels. The result is a unique five year old blend of Irish malt and grain whiskey with depth, character and a lingering bourbon vanilla sweetness.

the ‘Dead Rabbit’ bar in New York. It’s an excellent whiskey, we’re really proud of it.”

A fully automated system ensures a quality whiskey every time. “ I work from home a couple of nights a week so having an automated system means I can watch the entire operation on my laptop. Through automation, you still keep the age-old laws in what you do but you're just building it around a computer platform. You’re locking in all those age-old secrets of the brand, but making it less likely to waver from what you’re trying to create.”

Darryl’s career up until now has prepared him well for taking charge of a new distillery. He’s been in the business for over 20 years and has worked at both Irish Distillers and Diageo. “When I began talking to Warren Scott at Quintessential Brands, I made it clear that to build a distillery in the heart of Dublin, it would have to be done to a very high level. Thankfully he shared my vision and has backed me completely over the past three and a half years.” Darryl knew exactly what he wanted to do with the distillery. “I was able to draw on what I learned in my previous roles and apply that to the new venue. Being able to create new brands as Master Distiller has been amazing; I’ve been able to decide what type of whiskey I want to create and almost be the mad scientist! I’ve been involved in creating a wee bit of history. It's definitely

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"I've been able to decide what kind of whiskey I want to create and almost be the mad scientist!"

something to tell the grandkids about.”

Darryl hails from a small town just outside Limavady, Co Derry. His family ran a pub in the area and it was here where he nurtured a love for the trade. “When I was born I went straight from the hospital into the family pub. I could pour the perfect pint of Guinness by the age of 2!

When I told my father that I was going into the industry, there was no shock.” Darryl also sits on the board of the Irish Whiskey Association. “About five years ago, the IWA set a target of where they thought Irish whiskey sales

would go. In 2018, that target was exceeded; Irish whiskey has now hit the 10 million case barrier. I think it’s important for all distilleries in the country to complement each other.

Of course you’ll have competition but at the end of the day, it’s all about increasing visitor numbers to Ireland.

The more distilleries they can visit, the better for us all.”

With a launch date set for February, it’s a busy time for Darryl and the rest of the crew. “There’s a huge amount of legislation and health and safety to adhere to but we’re getting there. It’s being spec’d out to an extremely high level. Coming in every day and seeing the progress that has been made makes all the late nights and weekends worth it!”

In the late 1800s, there were about 37 distilleries around the Liberties area. Names like John Jameson, William Jameson, George Roe and John Powers all produced whiskey in the area, crediting the quality of the water from the River Poddle with their choice of location. “We’re a long way from 37 but we’re getting there; we have the Guinness Storehouse only 800m away, Teeling is a couple of doors down and Pearse Lyons and Roe & Co will also begin operating soon.

We’re putting Dublin and indeed the Liberties area back on the map. It’s now an up and coming area and we’re very proud to be a part of that.”

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07/02/2019 04/10/2018 12:37 14:43

Whiskey Distilleries

Whiskey Visitors to whiskey distilleries are up 13% in 2018 while Irish whiskey exports are also on the rise

New statistics from the Irish Whiskey Association (IWA) show that there were 923,000 visitors to Irish whiskey distilleries in 2018. This marks a 13.4% increase on 2017, when visitor numbers reached 814,000.

The figures are based on returns from 13 Irish whiskey distillery visitor centres and brand homes located across the island of Ireland.

The figures show that overseas visitors made up 88% of total visits to Irish whiskey distilleries in 2018, with the largest number of visitors coming from the US and Canada (40%), followed by the UK (14%), Germany (8%) and France (7%). Visitors from the island of Ireland (North and South) accounted for 12% of total visits in 2018. The results also show that the industry is well on track to reach target visitor numbers of 1.9 million by 2025, as set out in the Irish Whiskey Tourism Strategy. Eight new whiskey distilleries are due to open visitor attractions in 2019.

The Irish whiskey market is also showing signs of growth. Exports from Ireland’s drinks industry continued to grow in 2018, driven in large part by demand for premium products like Irish whiskey. That’s according to Bord Bia’s recently published ‘Export Performance & Prospects 2018-2019’ report, which showed that growth in the Irish alcohol drinks exports sector has been driven by continued double-digit demand for Irish whiskey in many markets. Irish whiskey exports are now valued at €620 million.

They account for 42% of total beverage exports and are the largest single part of the beverage category.

For Irish whiskey, global consumption levels are expected to exceed 10

Galore

million cases by the end of 2018 for the first time. Notably, the US market for Irish whiskey grew by more than 10% in 2018.

Commenting on the report, Patricia Callan, Director of Alcohol Beverage Federation of Ireland (ABFI), said: “The report notes that Irish whiskey must not be overly-reliant on the US and producers should continue to look at emerging markets. For example, consumers with disposable income are spending more on imported drinks in South Africa and Irish whiskey exporters are well placed to take advantage of this over the coming years.”

The Irish Whiskey Association has warned that cancer warnings on Irish alcohol products could impact the country’s burgeoning whiskey tourism industry. Restrictions on advertising distillery tours also enacted in the recent Public Health (Alcohol) Act will present another challenge for producers hoping to attract visitors from around the world. As well as the crackdown on advertising and introduction of health warning labelling, the association has also flagged Brexit and the rise in tourism VAT as other causes for concern.

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Education

Skilling

UP The LVA’s senior and junior Diploma course in Bar & Food Management has sold out for the second year running.

Gillian Knight, HR Advisor at the LVA, spoke to Licensing World about the course’s success and what sets it apart

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Education

A demand for clear, concise and above all, practical training for employees in the licensed trade seems like a no-brainer. Maybe that’s why the Bar & Food Management Diploma, created by the Licensed Vintners’ Association, has sold out for the past two years.

Aimed at both middle management and senior bar staff/keyholders (junior course) and publicans and senior management (senior course), the Diploma is exclusive to LVA members and their staff. It has been designed to suit the schedules of both pubs and staff and runs over two terms of 10 weeks pre- and post-Christmas.

Each class of 35 is three hours long and is held at the LVA’s offices on Anglesea Road. As an alternative to written assessment, each of the nine modules has a multiple choice assessment which delegate can do at home and hand into the LVA for correction within two weeks of the date of issue.

The Diploma was created out of a desire to professionalise the industry. It offers members a fully comprehensive course and covers all the key areas of running a bar, with a practical focus over an academic bent. “The aim was to offer templates and guidelines on all area which were directly transferable to members’ premises.

We also wanted to create more friendships and sharing of information between members for the future,” said Gillian Knight, HR Advisor at the LVA. According to Gillian, there are no other courses available to the trade that are as comprehensive as the LVA Diploma. “Although many of the other associations run workshops and seminars on separate topics throughout the year, we feel that the Diploma is in a different league. Course material is delivered by a host of industry experts. The price is also incredible value at only €800 for 60 hours of training and includes valuable documents on operation management.” The LVA also has free parking and tea and coffee for delegates so there’s no additional costs for attendees. “The course is managed online through Moodle to

A FLAVOUR OF SOME OF THE TOPICS COVERED CUSTOMER CARE & COMMUNICATION • Marketing/selling/customer care • Different types of customers • Complaints • Engaging with customers

ensure offsite access to course materials. In addition, the assessment is short and simple for busy managers and publicans who do not have time to complete long assignments and written submissions.”

All applicants to the Diploma need to have some level of management experience. “A junior and senior stream ensure all levels of experience are catered for. About 50% of our delegates are publicans themselves.” Since the launch of the course in 2017, several participants have been promoted following course completion. “The aim for owners is to retain delegates but we’ve definitely found that graduates are heavily sought after.

In today’s competitive marketplace, it’s so challenging to attract and retain good employees. This course shows employees that they’re valued and that their employer is investing in them. It therefore helps an employer stand out among the many employers on the job boards.”

Feedback from students has also been excellent. “Any suggestions for improvement are implemented immediately. We interviewed some delegates from this year’s cohort just before Christmas and they all felt it was a very beneficial and interesting course. Although the majority of participants are already proficient in running a bar, the course helps elevate their abilities and improve in any areas of weakness. It provides confidence in areas they may be unsure of and provides reference materials they can use in their premises to increase revenues, reduce costs and improve efficiencies.”

OPERATIONS This module will be in workshop format to include: • Interactive discussions • Case studies based on real business challenges • Weekly action plans on the operations of your business which includes customer service, waste management and creating efficiencies HUMAN RESOURCE MANAGEMENT • Effective rostering • Cultural diversity • Recruitment and selection • Training and development • Grievance and disciplinary management PERFORMANCE MANAGEMENT • Types of performer • Understanding the potential gap • PM strategy FOOD AND BEVERAGE MANAGEMENT • Identifying areas of your food and beverage operations where positive changes can be made • SWOT analysis of your food & beverage operation to identify actions needed MARKETING MANAGEMENT • Event management • Event sponsorship • Identifying the key to successful events HOSPITALITY LAW & INSURANCE • Introduction to Hospitality Law • Intoxicating Liquor Licensing • Data Protection Act OCCUPATIONAL HEALTH AND SAFETY • Irish Occupational Health and Safety Legislation • Chemical safety • Manual handling and ergonomics For a full list of topics covered, contact the LVA, www.lva.ie

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Recruitment

TheRules of

Attracting staff in today’s competitive marketplace can be tough but there are certain steps you can take to put you on the right footing, writes Brian Nixon

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Recruitment

As the economy edges ever closer towards full employment, the pressure on the diminishing pool of available labour is increasing. The CSO has published several ominous facts and figures to prove this, although the unmissable increase in ‘staff wanted’ signs in the windows of our bars and restaurants proves the same point. The industry has always suffered from poor career perception and a strong economy tends to see some hospitality professionals look to move into other industries when these positions become available.

This is not a new concept and it’s an issue that the Restaurants Association of Ireland has been talking about since 2012, calling for one single entity to deal with training and promotion of careers in the industry in a similar way to how Teagasc deals with farming. The Hospitality Skills Oversight Report (HSOG) 2018 also called for a more “collaborative, structured and sustained approach to promotion of careers and opportunities within the hospitality industry”. That being said, a number of schemes such as ‘The Apprentice Chef Initiative’ and ‘Tourism Insight’ have had continued success in the areas of education and encouraging candidates into the industry. The Department of Enterprise and Innovation has also made 610 chef permits available and such schemes are worthy of consideration.

I understand that all of this can sound quite unconnected and not so helpful when you are short staffed and trying to fill a shift on a busy weekend. However, there are a number of steps that you can take to boost the volume of applications coming in and attract a higher calibre candidate. In the current market, it’s important to re-examine the type of ad that you are posting; are you posting a job description or an ad that sells the position and the organisation behind it? Use an enticing title and an emotive introduction to hook candidates in and encourage them to read the rest of the ad. Personal words in the introduction such as ‘we’ and ‘you’ tend to draw the candidate in.

It is important to have a very good understanding of the type of candidate that you are looking for. For example, many candidates will like or dislike food service so an ad for a food focused establishment will be looking to attract likeminded candidates. This type of candidate wants to work for a brand, as opposed to a company, with a real ‘foodie culture’ so use your selling points to your advantage. Just because your business may not be a multi-national or part of a large group doesn’t mean you can’t have your own distinctive brand image to attract candidates. Bar staff spend their days interacting with customers and the type of clientele that the bar attracts is an influencer on decision making, again something that can be used to bolster your profile.

Competing against the larger pub groups can seem like an uphill battle, as they can sometimes offer greater scope for progression and development. That being said, the larger groups still tend to offer lower wages so it really is

"Just because your business may not be a multi-national or part of a large group doesn’t mean you can’t have your own distinctive brand image to attract candidates"

all about identifying your own strengths and being aware of your competitors’ weaknesses. Inevitably, an article of this nature will always bring up the issue of work-life balance and this is the biggest reason candidates cite when looking to move. However, there are proactive steps you can take to mitigate this. Candidates understand the nature of the industry but want structure. Even if it’s one weekend off in six, they want to know that they will have this without having to push for it. The industry is relatively close knit and word of favourable working conditions travels fast. Candidates are also going beyond word of mouth and looking at a business’ online presence; response to online feedback does influence their perception of the organisation.

The recruitment process itself can be a candidate’s first real exposure to your business. Time and time again, we see that a slow or reluctant process gives candidates a negative perception of what you do. Reacting quickly to ads, interviewing quickly and swift decision-making not only show the candidate that you are organised and on the ball, but reduces the opportunity for them to speak with your competitors.

There is a clear need to channel more talented candidates into the industry, but there are steps that you can take to drive the number of suitable applicants and to bring as many candidates as possible successfully through the recruitment process. It’s certainly not cheap to run ads across job sites so it’s important to ensure that they are as effective as possible. Online advertising should form one part of a multifaceted approach to recruitment and investing a little more to find the right candidates will result in a quick return for your business.

Brian Nixon is a recruitment consultant at Excel Recruitment, brian@excelrecruitment.com

ATTRACTING STAFF THE DO’S AND DON’TS • Focus on the position on offer and the attributes of the organisation. Use words like ‘you’ and ‘we’ to draw them in • A lot of candidates want to work for a brand as opposed to just a company so use your selling points to your advantage • Although candidates know the nature of the industry, they want structure so be clear when it comes to weekends/days off • Ensure your online presence is up to scratch.

Response to online feedback influences a candidate’s perception • Be quick when it comes to responding to candidates; a slow response can give a negative impression. A quick decision after an interview also means less time for the candidate to go elsewhere

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Cocktails

l l A

in e h t

special g n i h t some h ers wit ks Create m o t s u rin rc for you ket-leading d ar these m

x i M 26

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Cocktails

DALCASSIAN WINES AND SPIRITS Distributed by Dalcassian Wines & Spirits and made at the Shed Distillery of PJ Rigney, Drumshanbo Gunpowder Irish Gin and Sausage Tree Vodka both make for excellent cocktails. In 2018, the former broke the 100,000 case milestone and reached an impressive €7 million turnover.

The brand is listed in over 30 international markets and has also secured its first order in Canada. The US is the biggest international market for the brand followed by the UK, the country best known internationally for gin exports. It has also become the number one selling spirits SKU in Dublin Airport.

Employee numbers now total 28 at the Shed Distillery, thanks to growth of Sausage Tree Pure Irish Vodka and the opening of a new €2 million visitor experience centre. Sausage Tree was born of PJ’s quest to create nature's purest tasting vodka. The brand now joins Drumshanbo Gunpowder Irish Gin in international markets including the US, the UK, Russia, Israel, Australia, Benelux, France and across Europe. Every bottle of Sausage Tree is slow distilled by hand, carefully hand-bottled, sealed and labelled at The Shed Distillery of PJ Rigney in Drumshanbo Co Leitrim.

DRUMSHANBO GUNPOWDER MARTINI • Drumshanbo Gunpowder Irish Gin – 60ml • Dry vermouth – 15ml • 2 dashes of grapefruit bitters • 1 bar spoon of gunpowder tea • Garnish with fresh lemon zest

SILK TREE Ireland’s first non-alcoholic spirit was created by husband and wife team Andrew and Tracy Oates, who conjured up the idea of an alcohol-free spirit after taking up a challenge to quit alcohol. The aim was to create a fullbodied alcohol alternative that could arouse the same degree of satisfaction as their favourite gin and tonic.

After months of experimenting with different ingredients and testing it on family and friends, they finally came up with a formula that tasted so good they thought they should bottle it.

Distilled in Old Carrick Mill in Co. Monaghan, the spirit is made in the traditional way in a copper still, blending cinnamon, juniper, coriander seeds and lemon verbena.

It has a smooth texture on the taste buds and a warming sensation when it goes down, akin to alcohol, with a citrus aftertaste. Silk Tree can be enjoyed neat, with tonic and a slice of lime, or mixed into cocktails such as a Hot Toddy or a Margarita.

MOSCOW MULE • 15ml / 1/2 oz. lime juice • 60ml / 2 oz. Silk Tree • 180ml / 6 oz. ginger beer

Squeeze lime juice into a Moscow Mule mug and drop in the spent shell. Add two or three ice cubes, then pour in the Silk Tree and fill with cold ginger beer. Serve with a stirring rod.

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Cocktails

KRAKEN BLACK SPICED RUM The Kraken Black Spiced Rum is an imported rum from the Caribbean, blended with secret spices including ginger, cinnamon and clove. The rum’s distinct rich black colour reflects the mysterious ink with which the Kraken, a mythical sea beast, is said to have covered its prey.

THE PERFECT STORM • Add 150ml Ginger Beer • Top with 50ml of Kraken • Serve over ice and garnish with a wedge of lime

THE SEXTON The Sexton Single Malt Irish Whiskey is an unexpected single malt, rich in hue and memorable in flavour.

This multi-tasking malt, created by one of the few female whiskey blenders’ Alex Thomas, is ideal for the modern whiskey drinker and is just as delicious enjoyed in a cocktail as it is neat or on the rocks.

THE HOLY GRAIL • Add 50ml The Sexton Single Malt • Top with soda water • Add two dashes Angostura bitters • Serve over ice and garnish with a lemon peel

JOSE CUERVO Jose Cuervo Tradicional Silver is 100% blue agave tequila, made using the original recipe created by Jose Antonio de Cuervo more than 200 years ago, when it founded the tequila category.

TOMMY’S MARGARITA • Salt rim a chilled margarita glass with half a lime • In a shaker with ice, add 50ml Jose Cuervo Tradicional Silver, 30ml fresh lime juice and 15ml organic agave syrup • Shake vigorously over ice then garnish with lime wedge

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Cocktails

LUXARDO The Luxardo Fresco highlights the complexity of the Maraschino. The herbal, vegetal and floral characteristics are complemented by the freshness of cucumber while the combination of absinthe and rosemary produce an aroma of fresh pine. The addition of tonic lengthens the drink and brings an element of bitterness, making it the perfect Italian Aperitivo.

FRESCO • • • • • •

50ml Luxardo Maraschino 5ml fresh lemon juice 200ml tonic water 1 slice cucumber 1 rosemary sprig Absinthe spray

Build in a large wine glass with lots of ice, garnish with rosemary and spray with absinthe.

FUNKIN Funkin has used its 20 years’ of drinks industry experience to create its FunkinPRO range of Cocktail Purées, Syrups and Shrubs which are supplied to some of the best bars and bar tenders across the globe. The company also has a range of pre-batch cocktails mixers and a cocktail on tap solution to help you create great tasting cocktails, quickly and consistently. Funkin offers the full cocktail solution, from insight and drinks creation to training and service tools, helping bars and pubs make the most of the ever-growing cocktail opportunity.

LONG ISLAND ICED TEA • 10ml Vodka • 10ml Gin • 10ml Rum • 10ml Tequila • 10ml Triple Sec • 50ml Funkin Margarita Mixer • Top with cola Build and churn the ingredients with cubed ice. Garnish with a lime wedge.

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Back Bar

DUBLIN'S NEW WHISKEY QUARTER Powers Irish Whiskey has unveiled the Powers Quarter - a collaboration between six Dublin bars that each tell a different chapter of the brand’s whiskey history since 1791

ix Dublin pubs have collaborated to create the Powers Quarter, an initiative that aims to celebrate the historic Powers neighbourhood close to the old John’s Lane distillery and original Powers bottling hall on Drury Street. The six bars lie within walking distance of the old John’s Lane distillery and original Powers bottling hall on Drury Street. The initiative aims to bring to life the bars’ historic links to the brand "The initiative aims through Powers-educated to bring to life the bartenders, point-of-sale and bars’ historic links to signature serves inspired by the brand through the unique story of Powers.

Powers-educated The Powers Quarter is bartenders, point-ofsupported by social media, sale and signature PR and a dedicated website serves inspired by on which whiskey fans can the unique story of download a map and take a Powers." virtual tour. The journey is free to participate in for Irish whiskey fans and will also be used by Powers for educational visits with the trade, bartenders and distributors from around the world and within the Pernod Ricard network.

There’s also an option to do a guided tour with the Powers global ambassador, Michael Carr, for €60.

ABOUT THE POWERS QUARTER Thomas House, Thomas Street – this modern-day dive bar is where many workers from the distillery would have dropped into for a drop of whiskey after work Signature serve: Powers Gold Label neat Market Bar, Fade Street – located on the site of the original Powers bottling hall which was built in 1889 and shipped Powers Irish Whiskey around the world Signature serve: Powers cocktail menu inspired by the workers of the bottling hall The Oak, Parliament Street – the bar at this pub has been fitted out with panels from the luxury liner ‘Mauretania’, which used to cross the Atlantic and where Powers was the drink of choice Signature serve: Powers Irish coffee

The Swan, York Street – a family-run pub that has supplied the locals with Powers for more than 100 years Signature serve: Powers John’s Lane neat Idlewild, Fade Street – a friendly neighbourhood bar and the site on which the first ever miniature spirit bottle in the world was invented by Powers back in 1889 Signature serve: Powers Up cocktail John Fallons The Capstan Bar, The Coombe – a Dublin institution, where workers from the John’s Lane distillery could have enjoyed a whiskey a century ago. Its original Victorian fixtures and Powers mirror still reflect the area’s rich history today Signature serve: two Powers Three Swallow neat, toasted special and crisps to share

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