Drinks Industry Ireland July/Aug Issue

Volume 24 Issue 4

drinks

THE VOICE OF THE LICENSED TRADE July/August 2024

Unveiling unique industry trends CGA shares some valuable insights about the habits of Irish consumers and how daytime custom is now more valuable than night

INDUSTRY IRELAND

Summer lovin’ O’Carroll’s Cove in Kerry might just be the perfect place for a pint

Gin is still winning We take a close look at the very lucrative premium gin market

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CON T E NT S

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MAIN STORY 11

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NEWS & ANALYSIS

Facing facts: Sian Brennan, CGA by NIQ’s client director, Ireland shares some valuable insights about the Irish drinks industry with Fionnuala Carolan and looks at the effect of the cost of living crisis on how people are choosing to spend their money

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News Bites: What’s up and what’s down this month

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News: Irish pubs see 4.6% growth in drinks sales; Alcohol treatment cases surge by 10% in 2023; Half of Dublin food pubs see business decline due to VAT hike

14 The pitfalls of NPD: Launching a new product is a science in itself. Analyst Tom Harper talks about how to successfully execute brand extensions

Volume 24 Issue 4 Editor FIONNUALA CAROLAN (01)2046230 fionnualacarolan@mediateam.ie Head of Business IAN MULVANEY (01)2947766 ianmulvaney@mediateam.ie Account manager MARK MORGAN (01) 2947767 markmorgan@mediateam.ie

22 Pub profile: Ray Madden of O’Carroll’s Cove in Kerry tells us about life on the Kerry coast

29 A day in the life: Hannah Perez, business development manager for Skellig Six18 Distillery talks about a typical working day in her life

36 New business Q&A with Flatley Whiskey: Launching a new whiskey business is keeping Michael Flatley on his toes

38 Advisor HR: Caroline Reidy, managing director and founder of The HR Suite explains the ins and outs of the Pension Auto Enrolment Scheme

42 Social diary: Check out who’s been out and about this

Design LIZ MORGAN

month!

Publisher Mediateam Ltd., 55 Spruce Avenue, Sandyford, Dublin 18.

(01) 204 6230 drinksinireland@gmail.com

drinks

FEATURES & REPORTS 16 RTDs 25 Gin 30 Summer wine 40 Campaign Trail

INDUSTRY IRELAND

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DRINKS INDUSTRY IRELAND July/August 2024 | 3

O PINI ON

Pent-up frustration from hospitality sector palpable

A

t last, summer feels like it is finally here with a few glorious days of sunshine this week. But as is often the case with summer in Ireland, blink and you might miss it. It seems as The feeling I’m getting if the tourist season is getting ever shorter and the secondary schools going back in mid-August doesn’t help this plight. According to from across the trade this Ray Madden from O’Carroll’s Cove Restaurant and Bar in Co Kerry, month is that there is a whom we spoke to for our pub profile in this issue (page 22), business was still very quiet in late June and he explained that the only guaranteed lot of pent-up frustration busy weeks are limited to the last two weeks of July and the first two of around. Firstly frustration August. Four weeks of good trade in the summer cannot sustain these rural communities through long, harsh winters. at the weather which The feeling I’m getting from across the trade this month is that there is a lot of pent-up frustration around. Firstly frustration at the weather is futile, but mainly which is futile, but mainly it’s a frustration with the government for a it’s a frustration with continued lack of focus on small business. Garda resources seem to be scarce and this results in anti-social behaviour, that has culminated in a the government for a real sense of anger simmering below the surface from business people. An continued lack of focus LVA survey showed that 96% of Dublin publicans are concerned about the current level of policing in the capital. During the last 12 months on small business. one is eight publicans have had to call on the Gardaí 10 times or more.

The LVA believes that it is vital the Government’s Taskforce for Dublin City Centre press for the provision of additional policing resources on the city’s streets in its upcoming budget recommendations because if people are not feeling safe, they simply will not venture into the towns and cities at night anymore. And in our interview with Sian Brennan from CGA, (page 11) we learned that people are already stating a preference for socialising earlier in the day which in turn puts a big focus on food. And with this comes the next point of frustration.

Currently, food accounts for 35% of the turnover of pubs across Dublin alone, a figure that reaches as high as 50% in many pubs, also according to the LVA survey.

The reinstated VAT rate on food of 23% is a real bone of contention and has put additional pressure on businesses that were already struggling due to rising costs and wage rates.

The hospitality sector is practically begging for the 9% VAT on food to be reinstated yet small businesses feel like their woes are falling on deaf ears. Some real and meaningful changes need to come from the government soon because hospitality is becoming a very tough sector to make a decent living from.

Elsewhere in this issue, we have in-depth features on gin, summer wines and RTDs. We also have some advice on the incoming pension enrolment scheme and we take a look at Michael Flatley’s new whiskey business amongst plenty more.

Hopefully your business can make hay for the short time that the sun shines this summer. If you would like to contact me with any news, views or suggestions for features, I would be delighted to hear from you.

Fionnuala Carolan Editor

Sláinte, Fionnuala.

fionnualacarolan@mediateam.ie Twitter: @drinksind_ie 4 | DRINKS INDUSTRY IRELAND July/August 2024

Quotes of the month The on-trade remains the land of trial and is the number one location where consumers try new drinks, making it an essential place for consumer recruitment and ultimately driving off-trade sales.

(For more on this see page 11)

Sian Brennan, CGA by NIQ’s client director, Ireland

NEWS B I T E S

GOOD MONTH Euros and sunshine heat up drinks sales England’s Euro 2024 campaign might have ended in disappointment, but it was a very successful tournament for beer and cider brands and the thousands of pubs and bars screening games, says Jonathan Jones, CGA by NIQ’s managing director, UK and Ireland. The day of the final (Sunday 14 July) sent sales soaring by 123% against the same Sunday in July 2023.

O’Driscolls announce participation at this year’s Fleadh Cheoil The 2024 Fleadh Cheoil comes to Wexford town from 4 – 11 August and O’Driscolls Irish Whiskey has announced that ‘O’Driscolls Bar’ will be situated in the Crown Quarter where visitors will be able to enjoy the finest whiskey.

‘O’Driscolls Park’, the home of Wexford Wanderers RFC, is the official campsite for this year’s Fleadh Cheoil, where O’Driscolls Irish Whiskey will have a dedicated bar.

The Fleadh Cheoil is the world’s largest traditional Irish music festival, and this week-long celebration is expected to attract over 700,000 visitors to Wexford.

Michael Stafford, Tony Connolly, Tadhg Furlong and Michael Stafford Jnr

McSorley’s in Ranelagh purchased by team behind Lemon & Duke We believe small business in Ireland is a nuisance to the current government.

They pay no attention to us and don’t give a damn.

When they increased the VAT back to 13.5% it hurt big time. They don’t seem to see the amount of bars and restaurants closing.

(For more see page 23)

McSorley’s of Ranelagh in Dublin, has been purchased for €5.5m by the team behind Lemon & Duke and The Bridge 1859 for a sum of €5.5 million.

McSorley’s will join Lemon & Duke, The Bridge 1859, The Blackrock and Little Lemon in the pub group, which will now be known as “Grand Slam Bars”. The group is owned

by Noel Anderson, former chair of the Licensed Vintners Association (LVA), along with former Irish international rugby players Jamie Heaslip, Dave Kearney, Rob Kearney and Sean O’Brien.

BAD MONTH Ray Madden, owner and operator of O’Carroll’s Cove

A new brand must get its message out for long enough to nudge a big enough number of consumers into the infrequent repeat purchase cycle.

(For more see page 14)

Current level of policing not adequate, say Dublin publicans More than 9 out of 10 Dublin publicans (96%) say they are concerned about the current level of policing in the capital, according to a survey conducted by the Licensed Vintners Association (LVA) of 350 pubs from across Dublin.

In the last 12 months, Dublin pubs have had to call An Garda Síochána an average of four times, while one in eight Dublin pubs had to contact the police 10 times or more.

The LVA believes that it is vital the Government’s Taskforce for Dublin City Centre must press for the provision of additional policing resources in its upcoming budget recommendations.

The LVA calls for greater policing resources in Budget 2025

One third of cigarette packs are illicit or non-duty paid

Tom Harper, marketing analyst

According to the Tax Strategy Group’s paper on General Excise, there has been a noticeable decline in receipts while smoking prevalence remains the same. So far, in the first half of this year alone, there have been 27 major seizures, worth a total value of around €53 million and a loss to the exchequer of €40 million.

DRINKS INDUSTRY IRELAND July/August 2024 | 5

NEWS

Irish pubs see 4.6% growth in drinks sales, says CGA Research from CGA by NIQ reveals a significant rise in drinks sales in Ireland’s pubs within the past year, driven by changing consumer habits and a trend towards earlier visits.

CGA’s On Premise Measurement (OPM) service indicates that drinks sales in pubs by value in the Republic and Northern Ireland have risen by 4.6% in the last 12 months – well ahead of the current rate of inflation.

Pubs have taken a sizable share of sales from hotels in the last year, with stout behind much of the growth.

The positive trend demonstrates the enduring appeal of Ireland’s pubs and an upswing in spending confidence.

CGA’s On Premise User Survey (OPUS) shows more than threequarters (78%) of people now typically visit drink-led pubs at least monthly, and nearly a fifth (18%) say they are making more visits than they did a year ago.

A similar number (74%) typically visit food-led pubs monthly, with 14% going more often.

CGA’s analysis also highlights some significant shifts in consumers’ pub habits – including a movement towards earlier visits.

A fifth (20%) say they are visiting food-led pubs earlier than they were a year ago.

More consumers now visit pubs for brunch (10%) and lunch (19%) than make late-night visits (8%), and early evening (42%) is the most popular day part by some distance.

Earlier visits have been driven by a desire for quieter pubs. Nearly a third of those who are going out earlier say it is because they want to avoid busy and loud night-time environments (31%) or because it is less crowded (30%).

More than a fifth (22%) say they feel safer earlier in the day, and a similar number (21%) say they can no longer afford to stay out late.

CGA’s expert research delivers many more insights into consumers’ engagement with Ireland’s pubs, providing drinks suppliers and brands with the intelligence needed to grow sales. They include the importance of live sport, with a third (32%) of pubgoers typically visiting drink-led pubs to watch games. Two thirds (68%) of fans drink beer and cider during matches, and stout’s close association with rugby makes it a popular choice – especially if it is on promotion.

Earlier visits have been driven by a desire for quieter pubs

Katie Lawton, senior client manager, CGA by NIQ Ireland, said: “Strong sales over the last 12 months show pubs are an integral a part of social life on the island of Ireland as ever – but there’s no doubt that their roles are changing.

“While lively late-night visits remain valuable, Covid-19 and the cost-of-living crisis have led many people towards earlier and lower-key visits and changed their drinks preferences. Appreciating these shifts in demand and flexing promotions and activations to suit people’s evolving occasions and motivations are vital in this dynamic but competitive market, and CGA’s research is the ideal starting point for success.”

The Quays Bar reveals mural for Galway race week The Quays Bar Galway has unveiled a vibrant new mural on its exterior, ahead of Race Week from Monday 29 July to Sunday 4 August. Owner Louis Fitzgerald has partnered with Ruairi and Caroline from FeatureWalls, to reimagine the building’s exterior with a custom mural. The mural includes scenes of Galway harbour, a traditional Irish fingerpost sign, a majestic swan and the beloved Guinness.

6 | DRINKS INDUSTRY IRELAND July/August 2024

NE WS

Alcohol treatment cases surge by 10% in 2023 Minister for Public Health, Wellbeing, and the National Drugs Strategy, Colm Burke has highlighted the impact of investment in drug and alcohol services as new figures show a 10% rise in the number of alcohol treatment cases in 2023.

Data reported by the Health Research Board (HRB) in its National Drug Treatment Reporting System (NDTRS) shows the result of increased investment in drug services in recent years, with the numbers in alcohol treatment now exceeding pre-Covid-19 levels. A total of 8,163 cases were treated for problem alcohol use in 2023, a 10% increase

It is clear that as a society we must reduce our consumption of alcohol through a public health response”

on the 7,421 cases reported in 2022.

Minister Burke said: “While it is welcome that more cases of problem alcohol use are receiving treatment, the data serves as a reminder of the extent of problem alcohol use and the harmful impact of alcohol dependency. It is clear that as a society we must reduce our consumption of alcohol through a public health response.”

He went on to say, “This government continues to progress measures to address the consumption of alcohol in Ireland. I am pleased to say that 28 of the 31 provisions of the Public Health Alcohol Act 2018 have been commenced so far, including minimum unit pricing and the structural separation of alcohol products from other products in retail outlets.

“The implementation of the broadcast watershed provision in January 2025 will restrict the times for alcohol advertisements on radio and television, reducing children’s exposure to these ads.

It will be followed in May 2026 by the implementation of new health

Colm Burke, Minister for Public Health, Wellbeing, and the National Drugs Strategy says €163 million will be spent on drug and addiction services in 2024

labelling requirements for alcohol products.

“Together, these measures will help to reduce alcohol consumption, assist consumers to make informed decisions regarding alcohol consumption and delay the initiation of alcohol consumption by children and young people.”

The estimated public expenditure on drug and addiction services in 2024 is €163 million.

Tips ‘help staff morale’ and ‘influence customer service’ A survey has found that tips contribute to staff morale and directly influence provided customer service. The Restaurants Association of Ireland (RAI), in collaboration with URocked and Paynt, a provider of cashless tipping solutions, surveyed businesses in the hospitality and service industry to establish attitudes around tipping and its impact on both staff and the business as whole.

75% of respondents agreed that customers in Ireland are ‘generally predisposed’ to tip for services.

The survey also shows confusion surrounding new tipping legislation.

All respondents confirmed their staff receive tips and 100% agreed that tips contributed to staff morale.

92% said their staff viewed it as a means of supplementing their income.

Speaking about the survey, Paynt’s founder Sam Kohli said: “URocked transforms tipping with a comprehensive solution that ensures staff receive 100% of their tips, free from administrative and tax burdens. Proven around the world, it empowers businesses to stay compliant, boost revenue, and support their hardworking staff.”

According to Adrian Cummins, CEO of the Restaurants Association of Ireland: “This new survey confirms what we have long known: tipping boosts staff morale and income, playing a critical part in the

Adrian Cummins, CEO of the Restaurants Association of Ireland says the majority of restaurateurs now support the legislation around tipping

functioning of the hospitality industry as a result. Despite some initial confusion around the new tipping legislation, a majority of restaurateurs now support the legislation and are working hard to ensure it is enacted in establishments across the country.”

DRINKS INDUSTRY IRELAND July/August 2024 | 7

NEWS

Half of Dublin food pubs see business decline due to VAT hike Almost one in two (48%) Dublin pubs that serve food say the VAT increase has led to a drop in their business, according to new research conducted by the Licensed Vintners Association (LVA). Seven out of 10 food pubs in the capital also say the VAT increase has made them less likely to hire new staff.

Three out of four pubs (73%) that serve food increased their prices on the back of the VAT hike introduced by the government last year. This has led to a €1 increase per average dish in 24% of the food pubs, a €1.50 jump per menu item for 22% of these pubs and a €2 hike on average for 17% of pubs.

Since the VAT increase was imposed, 42% of Dublin pubs who serve food say the VAT increase has led to a reduction in lunch and dinner orders while 14% say it has Donall O’Keeffe, CEO of the LVA says their survey reveals the negative impact of the impacted on dessert purchases and recent VAT hike on Dublin pubs serving food 11% breakfast orders.

Two out of three Dublin pubs “Business is declining, prices are (68%) who serve food do so every pubs from across Dublin took part increasing and potential jobs are day of the week. One in six food in the survey, approximately half the being lost due to the government’s pubs says the reason they don’t open total number of pubs in the capital. approach to VAT in hospitality. every day is that it isn’t economical to Currently, approximately 550 pubs in This could have been easily open on certain days. the capital serve food. avoided if they had taken a more Almost six out of 10 (58%) of all Donall O’Keeffe, CEO of the LVA logical approach and retained Dublin pubs (food and non-food) said: “These statistics once again the 9% VAT rate on food. Meals also believe the government has not underline the importance of reducing in pubs aren’t a luxury and all the treated the hospitality sector well in the VAT rate on food. Since the government did with their blanket recent times, with only 14% having government hiked the VAT rate by increase was damage the viability a positive view of the government’s 50% last year we’ve seen businesses of the sector at a time when the approach to the sector. across the hospitality sector struggle. government is awash with money.”

Typically, food accounts for 35% of This survey shows it is also impacting According to O’Keeffe, it the turnover of pubs across Dublin, Dublin pubs, with half of those who is vitally important that the a figure which reaches as high as serve food saying it has led to a drop government addresses this in the 50% in many pubs. More than 350 in business. upcoming Budget and reinstates 9% VAT on food. The government is continually insisting that it is listening to small businesses. Then they should be clear that the entire Seven out of 10 food hospitality sector is calling for pubs in the capital 9% VAT on food and that is the government policy response that also say the VAT matters.

“As our survey also highlights, increase has made there is a high level of discontent with the government across the them less likely to sector. That dissatisfaction will hire new staff only increase if the VAT rate isn’t addressed come budget time,” O’Keeffe said. n 8 | DRINKS INDUSTRY IRELAND July/August 2024

ADVERT ORI AL

Spotlight on Carry Out Off Licence: Ireland’s Leading Independent Off Licence Franchise Under the ownership of Barry Group for 15 years, Carry Out Off Licence has emerged as Ireland’s leading independent off licence franchise. During this period, the franchise has seen significant growth in turnover, leading to a national footprint of over 90 retail outlets.

Edwina Lucey, Barry Group Sales Director, sheds light on the next steps for Carry Out as it continues its trend of accelerated growth.

Radical Evolution and Rebranding “Carry Out is currently in a stage of radical evolution,” shares Lucey. This transformation includes a new brand image and store specification designed to meet the needs of today’s customers. The introduction of a new e-commerce platform and a refined focus on premium spirits, particularly Irish whiskey, are central to this evolution.

The cornerstone of this development has been the new Carry Out visual identity, implemented in Downey’s Carry Out Barrack Street, Waterford, and Fleming’s Carry Out Muckross Road, Kerry. With the ambition of developing brand relevancy, increasing footfall and turnover, Barry Group partnered with Tap Creative to signify a new chapter in the brands journey. “From a brand identity perspective, while we felt that the old logo had played such an integral part in the success of the brand to a certain point, it required a fresh and more responsible aesthetic. In essence, it needed to mature with our customers while also staying true to what it stands for”, explains Lucey.

Accompanying this change, the store specifications underwent a review, emphasizing the shopping environment. Insights from audience profiles led to the development of digital technology, category-specific zones, educational touchpoints, and a welcoming environment for all.

“We learned that while we over-indexed on our female audience across social media platforms, this did not translate to footfall. By addressing this, female participation in footfall has increased by 35%,” notes Lucey.

E-commerce Expansion

whiskey, has been pivotal. In 2023, The Barry Group Edition was created in memory of the company founder, James A. Barry, featuring a limited release single pot still whiskey with Killowen Distillery, exclusively available in Carry Out Off Licences. This focus continues in 2024 with a collaboration with Irish Distillers for the Method and Madness Amburana Wood Finish, also exclusively available in Carry Out stores.

Looking Ahead As Carry Out Off Licence expands both in physical stores and through e-commerce, the emphasis on premium spirits and innovative customer experiences remains strong. “We are delighted to partner with leading whiskey brands and look forward to launching more partnerships, further offering customers more reasons to visit Carry Out,” concludes Lucey.

For more details on Carry Out Off Licence, visit their website carryout.ie or follow them on social media. ■

Barry Group also invested in a new e-commerce platform, providing retailers with a digital presence to trade nationally and offer click-andcollect and home delivery services. “We are delighted with the results of the pilot phase of Carryout.ie, on average it has resulted in an addition of 10% incremental sales per store and we look forward to seeing this grow further”. Now at the end of the pilot phase in five stores, this is now being launched nationally in select Carry Out Off Licences.

Focus on Premium Spirits A renewed focus on range management supports the franchise’s growth. Carry Out’s commitment to premium spirits, especially Irish

DRINKS INDUSTRY IRELAND July/August 2024 | 9

V F I NE WS

Budget 2025 critical moment for sector The upcoming Budget is of paramount importance for the pub and hospitality sector.

The hospitality sector plays a crucial role in regional economies, particularly in rural areas where alternative employment opportunities are scarce.

Nearly 70% of hospitality jobs are located outside Dublin, underscoring the sector’s importance in sustaining regional livelihoods and communities.

Supporting the recovery and growth of this sector is vital for regional economic stability and development.

The VFI is engaging with government on a range of issues that will support the trade, including the need to reduce excise duty, the single biggest intervention that would assist

the entire pub sector.

Pat Crotty, VFI chief executive, says: “While we welcomed the Increased Cost of Doing Business (ICOB) scheme and an additional payment for businesses in the hospitality sector, grants are not the answer to the crisis facing our members.

“Publicans require meaningful changes to their cost base, such as lowering the standard VAT rate and a reduction in the alcohol excise rate, currently the second highest in Europe. The announcement of a change to the Employer’s PRSI threshold only covers the recent increase in the minimum wage so doesn’t result in any real benefit for our members,” he adds.

Pat Crotty, VFI chief executive says that publicans require meaningful changes to their cost base from the next election

“Sick pay benefits and the move to a Living Wage are massive threats to the pub trade without the correct supports. “If we don’t see a long-term reduction in costs we face the real prospect of a decimated hospitality sector,” concludes the VFI CEO.

Introducing New VFI Insurance Scheme As VFI members will be fully aware, despite all the positive regulatory changes aimed at driving down the cost of insurance, prices have continued to increase. You are all still paying too much.

To combat this, we’re delighted to announce that from July, eligible VFI members can access an insurance scheme arranged by the Federation that includes a 10% discount off last year’s premium.

That’s correct - instead of facing another year of insurance increases, you will receive a 10% saving off what you paid last year.

This pre-agreed pricing is for pubs with a 5-year loss ratio of 20% or less which, based on our surveys, should mean that well over 75% of the VFI membership are eligible.

Members with a loss ratio higher than 20% can still apply, with the scheme aiming to provide competitive pricing on an individual basis. The plan is to help drive down the cost of insurance for most pubs.

Accessing the scheme

Simply contact your insurance broker, providing them with your VFI membership number to gain access to this exclusive scheme. (We will send you a reminder with your membership number.)

The scheme insurer is Accelerant (accelerant.ai/) which is accessed via Nationwide Brokerage Solutions (NBS), (nbsireland.com/), an award-winning Managing General Agent (MGA) that supports most insurance brokers.

If your broker does not already deal with NBS, they will either need to establish a relationship, or you will need to select an alternative broker who does. Once your broker has confirmed the VFI scheme pricing, you will need to instruct them to place your pub with the VFI scheme.

If your current insurer is suddenly able to produce a counter-offer, please don’t reward them for proving they were not looking after you before now.

Reward Accelerant for bringing new competition and better prices into the market.

Registration open for Bar Manager Apprenticeship Degree Registration is now open for the Bar Manager Apprenticeship Courses.

These courses will commence in early September 2024. Currently courses are running in Carlow, Cork, Limerick, and Dublin.

Don’t miss out on this opportunity!

We strongly advise early registration if you are interested in the Bar Manager Apprenticeship Degree. Positions are limited and will be allocated on a firstcome, first-served basis.

The programme will empower

your staff with the skills to manage a thriving bar efficiently.

From legal regulations to finance, marketing, human resources, management, food and beverage services, communication, and personal development, this comprehensive apprenticeship degree ensures your staff will be equipped with all the tools necessary to excel in every aspect of bar management.

Also to the invaluable skills and knowledge gained, a €2,000

10 | DRINKS INDUSTRY IRELAND July/August 2024

Employer Apprenticeship grant is available per apprentice per annum.

For further details please email: bm.apprenticeship@griffith.ie n

COVER I NTE RV I E W

A state of the nation pub address from CGA Fionnuala Carolan spoke to Sian Brennan, CGA by NIQ’s client director, Ireland about the trends that are happening in the Irish drinks industry. Brennan shared some insights into the evolving role of the on-trade and has looked at the effect of the cost of living crisis on how people are choosing to spend their money

G Sian Brennan, CGA by NIQ’s client director, Ireland speaks to Drinks Industry Ireland about new research on the Irish drinks industry

ood value is important to consumers but most Irish people have no plans to go out less, says CGA research. While nearly nine in 10 (87%) consumers have felt an increase in the cost of living over the last year, almost a fifth (18%) plan to increase their visits to the on-trade over the next 12 months Money pressures have sharpened consumers’ focus on brands they trust, to offer them full value for money.

Ireland’s consumers remain eager to eat and drink out despite rising costs but they are demanding full value for their spending.

These are among a wide range of insights from CGA by NIQ’s latest Consumer Insights Report, which reveals Irish consumers’ habits and priorities.

Reduction in visits to the on-trade

According to this research, 87% of consumers have seen an increase in the cost of living crisis over the last year and naturally it is impacting how consumers are engaging with the trade and because of this people are having to make some difficult choices when it comes to their expenses. This includes 45% of people going out less

DRINKS INDUSTRY IRELAND July/August 2024 | 11

>>

C O V ER I NT E RVIE W frequently because costs are so high but Brennan reminds us that the pub is an important part of our culture and the way in which we socialise as a society.

“I think it is important to remember that the on-trade is much more than a place to have a drink, it is very much part of our social fabric and entrenched within those special moments in our lives and so whilst there has been a reduction in visits, we aren’t prepared to give them up completely and we still have 51% of consumers visiting the trade weekly and 88% visiting the trade monthly but it’s now more important than ever that we are maximising spend in each visit.”

In the current climate, operators are grappling with significant cost pressures including rising utility bills, increased staff costs, and the overall surge in the price of goods. “These challenges mirror those faced by consumers in their daily lives,” says Brennan.

“For many operators, cash reserves are dwindling, forcing them to make tough financial decisions.

To manage these escalating costs, many operators have had no choice but to pass some of these increases onto consumers. This shared burden highlights the interconnected nature of the crisis, affecting every link in the chain from suppliers to publicans, and ultimately, to the consumers themselves.”

However, most consumers accept that rising costs have forced venues to raise menu prices, and are prepared to spend more on their food and drink as a result. They are also clear that value doesn’t always mean cheap - just worth whatever they spend.

“Our consumer research is a timely reminder that the cost of living crisis is far from over in the Republic and Northern Ireland. Rising prices are changing people’s habits in some significant ways, with big implications for category and brand choices,” says Brennan. “Suppliers need to keep a very close eye on what these trends mean for spending patterns, and deliver consistently good value for money to keep people coming out to eat and drink. Investment in understanding consumers’ behaviour is more important than ever if businesses are to protect market share and seize opportunities.”

Connection over consumption An interesting take away from the research is that lunch and brunch visits are starting to overtake late-night visits but evening remains the time of day to see the greatest number of visits.

The lower tempo (and traditionally earlier) occasions such as catching up with friends, socialising with family and spending quality time with loved ones are winning against the more consumption-led big nights out and pub crawls

“Key reasons for a switch to earlier dayparts is avoiding nighttime crowds or loud environments, it being less crowded and consumers feeling safer although for some consumers, finances are also a driver of earlier visits,” explains Brennan.

Does this mean that a larger percentage of the share of revenue is due to food sales as opposed to drink sales, I wondered. Do you think pubs can survive without a food offering anymore, we asked.

“Despite a higher proportion of consumers visiting food-led channels, visits to wet-led venues such as pubs are more frequent, attracting a bigger on-premise spender. So pubs can absolutely survive without a food offering and we are seeing hundreds of examples of thriving pubs without food, never mind just surviving. What they all have in common though is that they do not only provide drinks, they provide hospitality experiences, around those drinks. For some venues, that will be the all-singing, all-dancing (literally) experiences that centres around entertainment, but for many exemplary pub operators, a great hospitality experience is simply nailing the basics of great staff that make customers feel like valued guests, a safe and inclusive venue and fostering a sense of community. If a drink-led venue gets all of the above right, as well as serving brilliant drinks, then it can absolutely thrive without food.”

Could another reason that people are choosing earlier day-parts be

12 | DRINKS INDUSTRY IRELAND July/August 2024

Typical range and drink choices in today’s market • Beer remains the most popular category for Irish consumers • There has been an increase in consumers moderating their alcohol consumption, which is more prominent amongst older consumers and females, with 18-34 YO’s less likely to reduce consumption • As a result of this trend, soft/hot drinks and no/low as the top categories consumers plan to drink more frequently this year • Spirits have struggled more so than LAD (long alcoholic drinks) naturally being priced higher than beer – ‘it has become too expensive’ is the most popular answer when we asked consumers why they were planning on drinking spirits less frequently • That being said, there are still consumers who rely on the on-trade to satisfy their treat cravings and are prepared to trade up. These consumers are motivated by quality so ensuring quality credentials are apparent in serve execution is vital to portray a sense of good value for money

that the population is aging or is this an indication of the changing way young people drink – as in more in moderation than the previous generation?

“There is definitely a shift in lifestyle that is contributing to earlier day parts, with moderation and an aging population playing a part, but the fundamental way in which consumers are interacting with pubs, bars and restaurants is changing - we are moving from a channel in which the main need state is consumption to

Many operators are working hard to keep consumers in venues from the earlier day parts into early and late evening through engaging consumers with entertainment

COVER I NTE RV I E W a channel in which consumers are looking for connection. As such, the lower tempo (and traditionally earlier) occasions such as catching up with friends, socialising with family and spending quality time with loved ones are winning against the more consumption-led big nights out and pub crawls - although do not write these off completely, as they still do take place, just less frequently. There is also a sense that earlier day parts offer better value for money, especially through promotional activity and through wider experiences that are happening earlier on in the day.”

Spend less earlier in the day

Consumers feel like by socialising earlier in the day, they are likely to spend less. How so do operators maximise spend during this time?

“Operators are working hard to keep consumers in venues from the earlier day parts into early and late evening through engaging consumers with entertainment and moving from lower to higher tempo to ensure that consumer spend is retained. There are many great examples of how operators are driving spend per head through delivering fantastic food and drink and utilising the venue to drive dwell time increases.”

What can publicans do to encourage night-time custom again? Is there a case to run “reverse happy hours” to offer better value for money in later day parts, when operators are losing trade, rather than the standard 4pm6pm? Brennan says they have seen some great examples globally of operators developing innovative happy hours and pricing to encourage later night visits.

Draught beer

There was an increase in draught beer consumption after lockdowns.

The research would suggest that beer remains the driver of total wet sales. Beer has been well positioned to benefit from the macro trends impacting the trade. Brennan acknowledges that lockdowns drove a massive demand for the draught serve that is extremely difficult to replicate at home but that is not the only reason that beer sales are on the up. “We then came out of the Covid pandemic into the cost of living crisis which has put greater emphasis on value for money and with beer generally being cheaper and served in larger quantities, than

your spirits and mixer, we have seen some consumers switching to beer which is driving further growth of the category.

With the popularity of beer, it would suggest that other categories are losing out and as suspected it seems to be spirits that are having the most challenging time at present due again to the cost of living crisis and many sporting occasions. So how do you encourage spirit sales in this climate?

“The key thing is ensuring we are driving spirits relevance to the new ways consumers are engaging with the trade,” says Brennan. “Outlets must emphasise the value for money through high-quality serve execution, engaging activations and effective inoutlet messaging.

“Aligning serve strategies to fit emerging trends, and incorporating longer serves to appeal to earlier day parts which as we’ve discussed have increased in importance, will support spirits in regaining their appeal.

“Similarly we know the gin drinker over-indexes for watching rugby when in trade and there is no reason why the sporting occasions have to be solely for beer – it’s about unlocking new opportunities for spirit categories,” says Brennan.

Low/No alcohol

Notably, sales of non-alcoholic beer grew last year by 18% and production surged by 50% in response to rising consumer demand. We wondered if publicans should put more emphasis on hot/soft/lo/no alcohol drinks in the future? Is this a worry for alcohol sales?

According to Brennan, it is well known that moderation is a growing trend within the on-trade which is demonstrated by the amount of innovation we have seen within this space.

CGA research shows that 44% of consumers are likely to pay extra for a better-quality drink

“It is a trend that is more prominent amongst older consumers and females with the younger demographic less likely to reduce consumption,” she says. “But whilst we know there is a proportion of consumers moderating their alcohol consumption, we still have over half of consumers maintaining or increasing consumption. So, whilst healthy options are a growing expectation and must be a consideration in ranging, there is still very much a demand for alcoholic options as well.”

From on-trade to off-trade

When consumers try new drinks in the on-trade, does this mean that off-trade sales of the product follow or not necessarily so?

“Yes, very much so,” says Brennan.

“66% of consumers are likely to repurchase a drink for at home consumption after trialling it in the on-trade. The on-trade remains the land of trial and is the number one location where consumers try new drinks, making it an essential place for consumer recruitment and ultimately driving off-trade sales.”

Generally younger consumers try new products due to exposure by influencers and celebrity culture.

Brennan agrees that they have seen an increase in celebrity endorsements, largely driven by the younger Gen Z consumers who are particularly attuned to what is cool and trendy.

“29% of consumers are likely or very likely to be influenced to purchase a product or type of drink by celebrity endorsement or ownership so the right partnership can help drive sales.”

However, it’s not just about celebrity influence, It’s also crucial that the products and brands align with consumers’ personal morals and, she values. Half of consumers are likely to boycott a brand if it doesn’t align with their values, highlighting the importance of authenticity and ethical alignment in marketing strategies, which is a key piece of information for brands especially marketing towards the younger generation.

This research has offered a really thorough look at the state of the pub and drinks trade at present and there is a lot to digest here. Hopefully the information can be utilised to enhance your business and make sure your business is working to its strengths. n

DRINKS INDUSTRY IRELAND July/August 2024 | 13

R E S EA R C H

Learnings from the risky world of NPDs Independent marketing analyst and modeller Tom Harper looks at the pitfalls of new product development (NPD) and how to successfully execute brand extensions without cannibalising the original SKU and advises on the time a new brand really takes to bed in

Y

ou’ve launched your new product, or your new 0.0 line extension and you want to know if it’s a success (or failure). You could do this by checking that the SKU (stock keeping unit) or range of SKUs have hit their sales or share targets. This approach, however, can be misleading. Internally set targets can be arbitrary and often emotionally charged. The best-in-class way to see if your NPD/line extension is successful is to measure whether these SKUs have added incremental sales to the brand portfolio.

Before we start, some definitions may prove useful. Strictly speaking, an NPD is so different and new it doesn’t have a “portfolio” attached to it. A recent example is Island’s Edge, (now discontinued), a stout launched by a lager company. For these pure NPDs (I should say pure-ish, a stout is still a beer, so not completely “new”), the measurement analysis below needs to be changed to account for the fact that there is no core brand to consider.

The following recommendations for early launch management, however, still apply. The majority of new launches each year are largely what

can be defined as “line extensions” – new flavour variants, 0.0 alcohol, and even packaging improvements. For simplicity, we will refer to these as NPDs. NPD is risky business. A study by Nielsen in the UK found that 65% of new brands experienced declining sales in their second year in market.

A longer-term study by Fortune magazine found that 85% of Fortune 500 brands that existed 60 years ago no longer exist today. Anyone remember Guiness Light?

For the brave manufacturer entering this world of high failure rates, can we learn from studying previous NPDs that have either blossomed or failed?

Learning 1: NPD time frame

This is the most important (but mostly non-followed learning) – NPD must be considered new for at least three years.

One year time frames don’t work.

Time is needed to make consumers aware of the brand’s benefits and how it differs from its competitors. After this, repeat purchase is the key to success. As Barron Sharp has shown in his seminal work, “How Brands Grow”, most of a brand’s sales are

If the 0.0 is not adding positive net incrementality, it’s not working for that brand portfolio

14 | DRINKS INDUSTRY IRELAND July/August 2024

made by infrequent purchasers of the brand – people buying the brand once or twice a year. This can be as high as 70% to 80% of total sales.

A new brand must get its message out for long enough to nudge a big enough number of consumers into the infrequent repeat purchase cycle. This all takes time, and companies should plan on at least a two-year time frame in terms of support (advertising) budgets. Year three should be utilised for analysis and decision-making for the NPD. The tendency to launch and leave is a well-worn path. After all the money invested in developing the NPD, the brand deserves the followup investment to see it through the crucial three-year window.

Be portfolio clever

For line extensions and other NPDs within a portfolio, be aware of, and utilise as much as possible, the portfolio’s carry-over effects. In advertising this is known as “halo.”

Halo occurs when an ad for variant A generates a sale for variant B. A consumer sees an ad for full-strength lager and then buys the 0.0 variant.

One of the pitfalls in supporting NPDs is the tendency to take advertising spend away from the core brand to support the NPD. This should never happen. Don’t neglect the core brand, it has the highest level of sales, the best advertising responsiveness, and the highest media ROIs. Finding ways to lay down ad spend for the core brand and the NPD while using

RES E ARCH the halo effect in the process can optimise media budget spend to an acceptable level.

Be honest in measuring success or failure

The sole goal of an NPD and line extensions is to make money. For a pure NPD, the goal is to make an acceptable profit within a deliverable time frame. The goal for line extensions is to add incremental sales to the brand’s portfolio. For example, in the case of a 0.0 launch, the goal is to generate incremental new sales and to minimise cannibalisation of the fullstrength core brand. Charts One and Two illustrate the difference between success and failure of a 0.0 launch.

Chart One: After three years in market, the 0.0 variant has added new sales to the still growing core brand while not cannibalising the core. It is even taking sales from competitive bands with total portfolio A sales up 15% over three years.

Chart Two: After three years in market, this 0.0 variant has added some incrementality, but mostly at the expense of the core brand growth and nothing from competitors. Portfolios B sales are up only 5% over three years.

Analysis such as Chart One and Two involves an investment of time and money. However, this will set the course for the portfolio, help the decision process for the new variant and provide complete accountability – also helpful to your next new product launch. This level of analysis helps quantify the non-monetary justifications for some NPDs. For example, “we need to have a 0.0 because all our competitors are doing it.” If the 0.0 is not adding positive net incrementality, it’s not working for that brand portfolio. That makes it hard to argue that it is just “the cost of doing business”.

Stick to the brilliant basics

• For all FMCG brands distribution is king. Never start advertising a new product until it has at least 75% weighted in-store distribution.

• Launch brands during the category’s seasonal peak sales period.

• Set internal early weekly sales targets to value velocity (how quickly the brand is moving off the shelf based on points of distribution). After six months a 3040% NPD to core value velocity is an encouraging number.

• Utilised halo as outlined above.

• Support NPD brands with a “tagging” advertising strategy when budgets are tight.

Decision time

At some point internal management will want to know if you should repromote or delist the NPD. This is likely to happen well before a 3-year time frame mentioned above and there are value indicators that can be used to help with this decision, for example, the value velocity indicators and sales incrementality measures. These can be used to make the call: - Delist the dogs.

- Balance investment budgets for the questions marks.

- Reward the stars with their own dedicated advertising budget.

But it is important to set realistic business expectations, NPD is a tough game. n

ABOUT THE AUTHOR Tom Harper is an independent marketing analyst and modeller. Harper works with existing client data sets to gain actionable insights. He has over 35 years’ experience working in media and retail data analytics. Harper can be contacted through LinkedIn. Tom Harper DRINKS INDUSTRY IRELAND July/August 2024 | 15

R TD

Shake it up

affordable alternative to going out so the potential for off-trade sales is huge. Many of the new brands are focused on the younger demographic with an emphasis on socialising with friends and having fun.

Cocktails anytime, anywhere Founded in London in 1999, and now supplying over 20 countries worldwide, Funkin Cocktails work with top mixologists and bartenders across the world to lead the way in flavour innovation and trends in the drinks industry. Launching first into the on trade, Funkin were the first to create 100% natural fruit purees, with their passion fruit puree being used in the original Pornstar Martini.

Funkin then developed its range to provide a full offering of top-quality cocktail solutions for the on-trade, diversifying into syrups, mixers and more. Over 20 years’ experience culminated in the launch of Funkin

The ready-to-drink market has seen huge innovation and growth in recent years with the appetite for cocktails exploding. Drinks Industry Ireland looks at some of the exciting new brands shaking up the market

T

he RTD market is currently worth over €65 million in ROI grocery channels, with single unit RTDs driving the overall category and sales value up by 20%, according to Nielsen. New brands are working alongside top mixologists across the world to bring something new to the drinks industry. RTD sales are expected to double in value in the next few years, driven by innovation and an over 11% growth in Ireland’s RTD category. This is well ahead of long alcoholic drinks at 3.1%. This growth reflects a broader trend with over two-thirds of people agreeing that at-home socialising is a more

16 | DRINKS INDUSTRY IRELAND July/August 2024

Over 20 years’ experience culminated in the launch of Funkin Cocktails Nitro-infused RTD range in 2019

Cocktails Nitro-infused RTD range in 2019. Real fruit and spirits, combined with a unique nitrogen infusion creates a silky-smooth bar-quality cocktails in a can. Launching in a range of the popular flavours, including the nation’s favourite, Passion Fruit Martini, Funkin’s nitro range shot to success, making them the UK’s number 1 cocktail brand in both the on and off-trade.* Funkin proudly certified as B Corp in 2023, making them the first cocktail company in the UK to do so. This commitment to not only crafting delicious cocktails, but to using their business as a force for good continues,

RT D with sustainability and social responsibility sitting at the heart of their brand. Funkin also works with the Carbon Trust in order to hit the goal of becoming net-zero by 2050.

With 2024 marking 25 years of Funkin Cocktails, this multi-award winning brand is celebrating in style, continuing to lead the way in innovation, quality and ensuring great tasting cocktails are available to everyone - anytime, anywhere.

Funkin Cocktails, now proudly distributed by Barry & Fitzwilliam. *Source: Nielsen Pre Mixed Alcoholic Drinks Total Coverage Data MAT 13.05.2024

Bringing premium RTD cocktails to Ireland

GM Marketing has been named the official distribution partner for Moth, the UK’s fastest-growing premium ready-to-drink (RTD) cocktail brand1.

This partnership marks a significant milestone as Moth’s range of barquality, bar-strength canned cocktails will broaden its distribution of the top four bestsellers to consumers across the island of Ireland. Moth, renowned for its exquisite cocktails made from award-winning spirits, offers a variety of flavours that cater to every palate.

Irish consumers will now get to enjoy Moth’s fresh, sharp and confident Margarita, soulful, juicy, bittersweet Mojito, silky-sweet and swanky Piña Colada and the soft, bitter Espresso Martini, with every sip guaranteed to be a delightful experience.

The RTD market is currently worth

Over 20 years’ experience culminated in the launch of Funkin Cocktails Nitroinfused RTD range in 2019

Moth is the UK’s fastest-growing premium ready-to-drink cocktail brand

Moth (Mix of Total Happines) offers a variety of flavours incuding Margarita, Mojito and Piña Colada

over €65 million in ROI grocery channels, with single unit RTDs driving the overall category and sales value up by 20%2. This growth reflects a broader trend with over two-thirds of people agreeing that at-home socialising is a more affordable alternative to going out and two-thirds of these hosting social gatherings such as ‘big nights in’ with friends and family3.

With the support of GM, Moth’s range of cocktails is perfectly poised to meet this Irish consumer demand and drive incremental growth to the category and retailers carrying Moth.

Offering bar-strength, bar-quality drinks that can be enjoyed without the need for a fancy setup. In the UK, Moth holds an impressive 70% share of the super-premium RTD category, overtaking Pimms and White Claw, with a Moth cocktail being sold every 10 seconds2. The brand’s popularity is a testament to its commitment to quality and taste.

“We are thrilled to bring Moth’s premium canned cocktails to the Irish market. Our team at GM is dedicated to ensuring that Moth becomes a household name across Ireland. With our shared commitment to grow Moth across the island or Ireland, we believe this partnership will be a great success” said Gerard McAdorey, managing director at GM Marketing Ben Blake, head of Marketing at Moth, adds: “We are delighted to partner with GM Marketing to introduce Moth’s delicious canned cocktails to the people of Ireland. Our cocktails are designed to be enjoyed anywhere, anytime, and we are

confident that Irish consumers will love the convenience and quality of Moth.”

Moth’s cocktails are designed for any occasion for a Mix of Total Happiness (MOTH). Whether hosting at home, enjoying on the go, or giving as a gift, Moth’s single-serve cans offer the perfect solution. Each can is fully recyclable and packed with the best ingredients, ensuring a premium cocktail experience without the hassle of mixing. Fresh without the faff. Taste without the price.

With RTD sales expected to double in value in the next few years, driven by innovation and an over 11% growth in Ireland’s RTD category—well ahead of long alcoholic drinks at 3.1%4— Moth is well-positioned to lead this exciting market transformation.

Moth’s Irish range includes: Margarita: Fresh, sharp, and confident. Best enjoyed in a Martini glass with a salted rim.

Piña Colada: Silky-sweet and swanky, reminiscent of pink skies in Puerto Rico.

Mojito: Soulful and bittersweet, perfect for hot summer days.

Espresso Martini: Smooth and rich, a perfect blend of vodka, cold brew, and coffee liqueur.

1

479 BRAND in GB Groc Mults during Latest 52

weeks 24/02/24 2

Nielsen IQ Scantrack Data, 52 Weeks to 10

March 2024 3

Euromonitor International from official

statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources.

4

Mintel, A Year of Innovation in RTD, Wine &

Spirits, 2024.

DRINKS INDUSTRY IRELAND July/August 2024 | 17

R TD It’s a Vibe

Traditional RTDs, like WKD, are well established. They meet the core consumer usage needs – great taste, easy drinking, readily available – and these broad consumer needs don’t change significantly over time.

Alison Gray, head of Brand – WKD, SHS Drinks, “The major brands work hard to remain contemporary. We’ve diversified and taken WKD into a new category adjacent to RTDs in order to create a foothold in easy-drinking occasions.

“Last December, we launched WKD Vibe, a versatile collection of both clear and creamy 15% ABV shots which takes its inspiration from the variety of shooters available in the on-trade.

“Innovation is great for the category.

The key thing is that it needs to be about quality and not quantity. True innovation delivers something new and different and that’s how we’ve approached our three main focuses over the past year” • WKD Purple Grape - Bringing a vivid new colour to the 700ml WKD 4% ABV line-up.

• WKD X - In autumn 2023, WKD X – a 7% ABV drink containing caffeine, guarana, and taurine – was relaunched with new flavours and new-look cans.

• 0.0% WKD - Positioned as ‘0% alcohol. 100% WKD’, the new 250ml

“We’ve diversified and taken WKD into a new category adjacent to RTDs in order to create a foothold in easydrinking occasions”

WKD is leading the charge in Ireland’s RTD Market

18 | DRINKS INDUSTRY IRELAND July/August 2024

can variant is the brand’s first venture into zero-ABV territory.

As the RTD market continues to evolve, WKD’s diverse offerings and innovative approaches will ensure it remains a dominant force in Ireland’s vibrant drinks landscape.

For sales enquiries, contact SHS Sales & Marketing Ireland at info@shssales.ie or +353 (1) 401 6200.

Bringing the craic

The original Fatfrog was known for bringing the craic to every party. You might remember it from your younger days getting buzzed at the weekend or you might just be discovering Fatfrog for the first time you lucky thing!

Either way, here’s all you need to know about the OG Fatfrog.

Once upon a time it was in a bottle so you could see that luscious green liquid but it has kissed a prince, had a makeover and now comes in a new grab-and-go can – perfect for any occasion, recyclable and now you can fit more in your pockets/bag/suitcase/ hands. Win, win, win.

Irish through and through, Fatfrog claims to bring the craic to every party.

No drama, no BS, no effort, just pure fun, laughing and letting loose. While

RT D Get the party started

FatFrog has had a makeover

it says it’s now a hard seltzer, because it has “way more game and flavour than that lot. We’re more of a hard citrus soda. What’s hard citrus soda?

Well, think of it like lemonade and pink lemonade but with an alcoholic kick (a sweet 3.4% ABV). Totally refreshing, fun and colourful and now in a handy can so you can grab and go. Pure refreshment – the perfect buzz of a delicious drink and kicking back with your fave people in the world. We’re all about the fun and none of the fuss,” says the brand.

Enjoy FUNKIN COCKTAILS Responsibly

BuzzBallz are premixed ready-todrink single-serve cocktails perfect for today’s grab-n-go lifestyles. There are five bold flavours all produced at bar-strength for that fun cocktail experience. Just the thing to get the party started.

The distinctive and totally unique patented 200ml PET balls are made in Texas by an independent womanowned business.

The unique pocket-sized shape is hard to resist, and the broad range means there is a flavour for every occasion.

Launched in Ireland during 2022 and distributed by Michael Slattery Wine and Spirits, BuzzBallz is already the #4 RTD brand in the convenience sector with a 6% market share, ahead of established brands such as Funkin, Koppaberg, Gordons, and Dragon Soop.

Most well-known canned cocktails are low alcohol at 5% ABV or less.

BuzzBallz at 13.5% gives a barstrength experience from ONE ball

RTD shoppers are more likely to browse before buying because of interest in and enjoyment of shopping the category

giving more buzz for less bucks!

The range includes Strawberry ‘Rita – a fruity sweet margarita cocktail, Tequila ‘Rita – a crisp and zesty twist on the classic margarita, Chili Mango – spicy and sweet a cocktail with attitude, Choc Tease – a rich chocolate martini, and the limited edition Pornstar Martini – a modern classic.

All are now available in brightly coloured shelf-ready 12 pack boxes for ease of merchandising.

For more information please contact: - Michael Slattery wines and Spirits sales@mswines.com n

O F F - T R AD E

Micil Distillery launches limited edition Galway Whiskey Pádraic Ó Griallais from Micil at the diving board in Salthill, Galway

Micil Distillery is Galway’s first legal distillery since 1911, co-founded by Pádraic Ó Griallais and Ross Tobin

After more than a century, legal whiskey distillation has returned to Galway with a limited First Release edition of Micil Peated Single Malt.

(70cl, ABV 50% RRP €180). Micil’s First Release went on sale on Friday 26 July online at www.MicilDistillery. com, along with a few bottles available

at McCambridges of Galway and The Celtic Whiskey Shop in Dublin.

During the 1700s and 1800s Galway had more than 22 legal whiskey distilleries, while Connemara was home to the most Irish of all distilling traditions, illicit ‘fuisce’ made in small copper pot stills.

The launch of Micil Peated Single Malt celebrates this dual history, and is a significant moment in Irish whiskey history.

Limited to just 360 numbered bottles, this whiskey represents the perfect marriage of Micil’s Connemara and Galway City roots. Taking the learnings of the past, but reinventing them for the future, has created a bold, spicy single malt with hints of soft Connemara peat smoke.

Produced in a small still, with long distillation times and cuts made by taste and sense alone, this wonderful expression of Galway Whiskey uses 100% Irish barley, malted with turf from the Micil family land in Connemara.

Pernod Ricard to sell its wine portfolio Pernod Ricard recently announced its plans to sell its international strategic wine brands to the owner of Accolade Wines Australian Wine Holdco Limited (AWL).

However, the deal is still subject to regulatory approval. In a statement, the Jameson owner highlighted that this disposal will allow Pernod Ricard to further strengthen its premiumisation strategy.

Pernod Ricard said that it will direct its resources to its portfolio of premium international spirits and champagne brands such as Absolut Vodka and Mumm that ‘drive the growth of its business’.

The transaction includes the sale of strongly established brands such as Jacob’s Creek, Orlando and St Hugo from Australia, Stoneleigh, Brancott Estate and Church Road from New Zealand.

The agreement with AWL will also include the sale of Spanish wine brands such as Campo Viejo, Ysios, Tarsus and Azpilicueta.

AWL is a consortium of international institutional investors which comprises funds backed by Bain Capital, Intermediate Capital Group, Capital Four, Sona Asset Management, and Samuel Terry Asset Management.

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The agreement with AWL will also include the sale of Spanish wine brands such as Campo Viejo

P UB P R O F I L E

Life’s a beach!

O’Carroll’s Cove in Kerry is possibly Ireland’s most idyllic pub and restaurant site and that’s a big statement considering the country’s vast beautiful coastline which is home to many wonderful establishments. Fionnuala Carolan spoke to Ray Madden, owner and operator of O’Carroll’s Cove about this successful business which despite trading well is being impacted greatly by immigration and soaring costs

O

’Carroll’s Cove Seafront Bar and Restaurant in County Kerry has been in operation for the best part of 40 years. The well-renowned haunt is located in Caherdaniel, Co. Kerry on the infamous ring of Kerry.

Couple Catherine O’Carroll and Ray Madden have been running it since 2011, having taken it over from her family and they have transformed it from a casual pit stop to something quite extraordinary. “My background is in bars and restaurants. It’s in my gene pool. My family had a bar in West Limerick so I was reared in a bar and I had several restaurants in Tralee and

Killarney myself,” he explains.

Madden is also an architect by profession so he had a clear vision of what he wanted to achieve here. “I design a lot of bars and restaurants for people in Killarney and Dingle and places like that,” he explains.

“We changed the whole concept of O’Carrolls. At the time you could get fish and chips and a burger here. We overhauled the whole look of the place, put on an extension, did a revamp and brought it up to a very high standard and then looked at the menu and completely overhauled it as well.”

22 | DRINKS INDUSTRY IRELAND July/August 2024

O’Carroll’s Cove, incorporating Maisie Ryan’s Bar is situated in Caherdaniel on the stunning Ring of Kerry

There are eight chefs in the kitchen to cater for the now-famous seafood restaurant which serves lobster, mussels, prawns, hake, wild salmon and even crayfish. Speaking about the popularity of crayfish, Madden says, “They come in looking for it as we are one of the only places in the country that serves crayfish. Most of it is exported to France like the rest of our fish. We make very good margin on the crayfish with it retailing at about €150 a fish.”

The fine dining restaurant can seat 120 with an adjacent patio area which can also seat another 100 people. Next door they have Maisie Ryan’s pub – a traditional Irish pub with a capacity of around 80 people. They also have an off-trade business called The Shack which doubles as a takeaway restaurant with a separate kitchen from the main restaurant. This caters for the daytime beachgoers selling drinks, ice-cream cones, coffees, slushies, popcorn and even buckets and spades.

PUB P ROF I LE

Maisis Ryan’s traditional bar can hold approx 80 people

There are eight chefs in the kitchen to cater for the now-famous seafood restaurant which serves lobster, mussels, prawns, They have hosted weddings on the beach and brought the bride in by boat so taking full advantage of this unique location

hake, wild salmon and even crayfish.

wedding in Ireland. Madden tells how it came about. “In 2014 the Attorney General gave the go-ahead for outdoor weddings on a Thursday and we had a wedding booked for the Friday so as far as I know we were the first to have an outdoor beach wedding. We put up gazebos and laid flower petals all over the place. We brought the bride and bridesmaids onto the property by boat >>

As we are hearing more and more lately, people are choosing to drink less but higher quality drinks. This has always been the way in O’Carroll’s Cove because American and German tourists are very keen on high-end whiskeys and cognacs. “We have over 100 different Irish whiskeys, American whiskeys and some rare whiskeys, 30 different gins and 12 different vodkas.

Certain tourists wouldn’t think twice about spending €35 on a shot of whiskey,” he reveals.

Madden explains that every part of the venue is licensed even the beach across the road! Uniquely they have a small bar on the beach and they have used this as a wedding venue in recent years with their claim to fame being that they hosted the first beach

Catherine O’Carroll and Ray Madden run the successful O’Carroll’s Cove Bar and Restaurant on the Ring of Kerry

The restaurant can seat 120 with an adjacent patio area that can also seat another 100 people DRINKS INDUSTRY IRELAND July/August 2024 | 23

P UB PR O F I L E and they were carried onto the beach to have the ceremony. The little white chapel is the next thing we have to add on!” he quips.

Dwindling population

O’Carroll’s Cove restaurant and Maisie Ryan’s bar have won a host of awards over the years and this is down to sheer hard work, proclaims Madden. “We are at a certain level now and trying to stay there is the problem. I don’t want to sound pompous but we don’t have a lot of competition in the area.”

However, one of the main worries for a business like this is the dwindling local population. Madden feels like this part of the world is often ignored and forgotten about by government. The local population of Caherdaniel is only around 200 people so there is a huge reliance on the tourist trade although the nearby holiday home parks can raise the population to around 4,000 in the height of summer.

“There were eight bars in the area all doing good business 15 years ago but all our locals are gone now. There was a time when our local GAA club Derrynane had two teams. Now we need three parishes to make up one team. The young people are going to Australia and Canada. Politicians talk about how Irish people left the country back in the ‘50s. They left because things were bad. When they got to Camden town or the Bronx in New York and various other places, there was no red carpet, no free accommodation, no free healthcare and they lived in squalor and worked hard. You have politicians going around trying to twist that saying all the Irish emigrated and we should be welcoming all these people in. I’ll welcome them in if they want to work,” he says, pulling no punches.

Madden feels very strongly about the current government policies on immigration and what he deems to be a lack of focus or support for small businesses. “We believe small business in Ireland is a nuisance to the current government. They pay no attention to us and don’t give a damn. When they increased the VAT back to 13.5% it hurt us big time. They don’t seem to see the amount of bars and restaurants closing. They are blinkered. With an election coming, they are kind of waking up to 80,000 tourist beds that are being given to the people entering our country. They are making huge

The season is so short, really only about six weeks so they have to squeeze a year’s turnover into a few months

money out of it but the long-term effect it’s going to have will take a long time to turn it around. International tourism is way down. Our local hotel here, it’s the third year it hasn’t opened because it is full of people from Ukraine. A lot of holiday homes in the area have Ukrainians in them too. Our local population is outnumbered by Ukrainians. Portmagee, Balinskelligs, all outnumbered. The town of Cahirviceen is on the same trajectory. It’s not being publicised or highlighted and people are very angry. You hear people saying that Ireland is full but it was full a year ago. A blind eye is being turned,” he states.

He was eager to point out that it’s not the Ukrainians he is aggrieved with but with how the government is managing immigration. “Ukrainians are not doing any harm here. I’ve eight of them working here and they’re brilliant.”

Wages

It’s no secret that costs are spiraling including wage rates and has been challenging from the point of the minimum wage has increased. Madden explains how this affects the price of everything. “If I’m the person on washup getting €16 an hour on minimum wage, my chefs will require €22 or more an hour. What will that do to my menu? My steak is €22 and has to go up to €30. People suddenly can’t afford to go out. What it does to us internationally, is that it makes us more expensive again. And Tourism Ireland is very much aware of how priced out of it we actually are,” he says.

“We’ve worked very hard here and we’re a very good name. We have a very good relationship with everyone that works with us but yet it gets more difficult every year to square the circle.”

24 | DRINKS INDUSTRY IRELAND July/August 2024

Tourism is quiet

Madden is not feeling overly positive about the summer ahead because it’s very weather-dependent and he feels that tourism around the country is quiet.

“With the cost of living crisis, we have three campsites here on our doorsteps and right now between the three of them there are not 100 people staying and they would be all Irish. They have their mobile [homes] but they are not eating out. It’ll be the end of July and the first two weeks in August that will be busy but apart from that it doesn’t get that busy. Other years they would be down here every weekend. People just can’t afford to go out every weekend. We’ve had to put prices up very marginally. 50 cent here and there. We can make good margin on the crayfish, lobster and the highend whiskeys but you leave the pint of Guimness alone – that’s €5.50.”

He says that the season is so short, really only about six weeks so they have to squeeze a year’s turnover into a few months. “We fall off the edge of the cliff at the end of August and our staff levels reduce down and so does the business. We keep it going until the October weekend but that can be a challenge. We close then until March. We maintain the bar and do all the renovations needed. Myself and Catherine work 18 hours a day, seven days a week for the summer. It’s fine because there is an end game,” he says.

Catherine’s daughter is the head chef and Madden’s son is also a chef in the kitchen so it has remained a real family affair. Madden is proud of what they have built here but there is a real sense of frustration about the lack of focus on businesses in rural Ireland. He warns that tourism needs to be protected and nurtured at all costs or those high-end tourists will become fewer and fewer. n

GI N

The growth of premium gin Ireland is renowned for producing premium gin and this trend is far from over with some outstanding brands coming to market over the past 18 months.

Drinks Industry Ireland shines the spotlight on some of these remarkable brands

A

ccording to Drinks Ireland, gin has increased from 5% share of spirits in Ireland to 13%. While overall spirits sales slowed in 2023, premium Irish gin continued to grow by 1.3%.

Ten years ago, there were just a handful of distilleries making gin in Ireland. Now there are almost 50 distilleries across 32 counties producing world-class gins. The sustained growth throughout Ireland has positioned Irish gin as a global leader in quality and authenticity.

Irish gin is unique to most other countries that produce gin. The product is produced and sold by the distillers that make it, reflecting the locality from where the distillery is placed – botanicals are locally foraged giving a unique ‘sense of place’ to Irish gins. The distilleries that produce the product employ dozens of people throughout rural and urban communities.

The hospitality sector is of vital importance to the growth of the gin industry as it is often the first opportunity for overseas visitors to be introduced to our gins so we are relying on bar and wait staff to have the right knowledge and good initiative to emphasise the quality of the product that they are selling and to suggest new products to their customers. The UK, USA, Germany and Canada have been highlighted as priority export markets for Irish gin. The other big market is global travel retail or duty-free which is a really important sector for Irish spirits in general but in particular for Irish gin and whiskey. This was hit badly during Covid but has recovered significantly in the past two years and is ripe for future growth.

Drumshanbo Gunpowder Irish Gin with Brazilian Pineapple

Discover a new taste of the refreshingly exotic this summer with the launch of Drumshanbo Gunpowder Irish Gin with Brazilian Pineapple from The Shed Distillery of PJ Rigney.

Exotic layers of fresh citrus, oriental botanicals and gunpowder tea with subtle hints of Brazilian pineapple bring sunshine and zest to the classic G&T and the deliciously tropical al fresco cocktails on warm summer evenings.

Every delicious drop is distilled at The Shed Distillery of PJ Rigney in Drumshanbo, the home of Drumshanbo Gunpowder Irish Gin, Drumshanbo Single Pot Still Irish Whiskey, Drumshanbo Gunpowder Irish Gin with Sardinian Citrus,

Sausage Tree Pure Irish Vodka and other extraordinary The Shed Distillery brands.

Drumshanbo Gunpowder Irish Gin is one of the fastest-growing gins in the world, available in over 90 countries from London to New York, Sydney to Capetown and employee numbers have now risen to over 100 at the family-run business.

Drumshanbo Gunpowder Irish Gin with Brazilian Pineapple comes hot on the heels of the “Spirit Brand of the Year” win at the Wine Enthusiast Wine Star awards in San Fransisco.

The eye-catching yellow and green ombre bottle is sure to grab the attention and delight customers.

Available online through the Shed Distillery and stores nationwide.

RRP €39.95.

>>

Drumshanbo Gunpowder Irish Gin with Brazilian Pineapple is distilled at The Shed Distillery in Drumshanbo, County Leitrim. It recently won the ‘Spirit Brand of the Year” at the Wine Enthusiast Wine Star awards in San Fransisco DRINKS INDUSTRY IRELAND July/August 2024 | 25

GIN The Gin Guild

The Gin Guild brings together gin distillers, brand owners and industry leaders and other key figures in the industry to promote and encourage commitment to excellence in gin distillation and its global promotion.

The Gin Guild is a prestigious organisation made up of gin distillers and others in the wider gin industry from around the world and celebrates and promotes excellence in the production of our fine spirit.

A not-for-profit founded in 2012, the Gin Guild has grown to over 500 members worldwide, including the world’s largest gin distilling companies and micro-distillers.

The Gin Industry Annual Dinner

8 May 2025, Guildhall, London www.theginguild.com/annualdinner Held at London’s magnificent Guildhall, a fantastic networking opportunity for all those involved in the gin world as the Gin Guild welcomes new members.

range which celebrates the beauty and unique flavours of West Cork.

Partnering with an Irish distillery was very important, and Graham decided to work with his West Cork neighbours - West Cork Distillers. West Cork Distillery is the most southerly located distillery on the Atlantic Archipelago – an area close to Graham’s West Cork retreat.

Graham’s gins celebrate the beauty and unique flavours of West Cork.

Distilled and produced using 100% Irish grain Graham Norton’s Own Irish Gin and Graham Norton’s Own Irish Pink Gin draw its flavours from a combination of 12 botanicals including angelica, fuchsia flowers, orris roots, rose hip, basil and liquorice root - all of which contribute to a gin which is as unique as the man himself!

Ginposium

13 June 2025, RSA House, London www.ginposium.com A day of learning with peers for gin distillers and the wider industry, a time to connect and network with key suppliers and learn from the experts in our sector.

The Guild organises two events for the Gin industry each year: The Gin Guild will warmly welcome applications from distillers across Ireland - find out more about the benefits of Guild membership, explore options and start your journey to becoming a Gin Guild member on our website: www.theginguild.com And make sure your distillery is included in the growing World Gin Distillery map – its free!

Web: www.theginguild.com Email: info@theginguild.com Tel: +44 (0)20 33 97 87 47

Graham Norton’s Own Irish Gin’s celebrates Graham’s West Cork heritage

Graham Norton has his very own gin range, Graham Norton’s Own Irish Gin, Graham Norton’s Own Irish Pink Gin, Graham Norton’s Own Marmalade Gin proudly distributed by Barry & Fitzwilliam. Following on from the success of Graham’s award-winning GN Wine range, the renowned TV presenter launched his own Irish Gin

Graham Norton’s Own Marmalade Gin has Seville orange notes leaping out from the glass without disguising the other classic aromas

Following the success of Graham Norton’s Own Irish and Own Pink Gins, Graham wanted to produce a new citrus-based premium gin to add to his collection, but with a twist. Developed in collaboration with a marmalade producer and gin producer in Graham’s hometown of Cork. Graham Norton’s Own Marmalade Gin has delightful Seville Orange notes leaping out from the glass without disguising the other classic aromas from botanicals such as kaffir lime and juniper. The citrus twist of the marmalade creates a refreshing drink that lingers in the mouth long after the last drop.

Gin is one of his favourite tipples, so he really wanted to put his own Norton-esque twist on one. Graham wanted something that spoke of the splendour and beauty of West Cork its countryside and its unique botanicals.

The bottle shape and design of both

26 | DRINKS INDUSTRY IRELAND July/August 2024

have great stand-out and the gins speak for themselves!

Serving Suggestion: • Graham Norton’s Own Irish GinEnjoy with Indian Tonic Water, lashings of ice and fresh lime to garnish.

• Graham Norton’s Own Irish Pink Gin- Enjoy with Indian Tonic Water, lashings of ice and summer berries to garnish.

• Graham Norton’s Own Marmalade Gin- Enjoy with Indian Tonic Water, lashings of ice with a twist of orange and a garnish of orange zest

A unique flavour profile

This summer, Ireland’s number one super-premium gin brand, Hendrick’s Gin, unveils three refreshing summer cocktail recipes. These bespoke creations are designed to inspire cocktail enthusiasts across the emerald isle, encouraging them to indulge in the sophisticated art of mixology with Hendrick’s Gin which can easily be mastered by cocktail-making experts and novices alike!

Hendrick’s Gin has long been celebrated for its exceptionally refreshing taste and highly unusual distillation process, which sets it apart from ordinary gins. Distilled in small batches using the rare “Carterhead” style and infused with its distinct cucumber and rose petals, Hendrick’s offers a unique flavour profile that is both refreshing and sophisticated.

Hendrick’s invites cocktail lovers to embark on a sensory journey with these easy yet delectable cocktail recipes, perfect for enjoying this summer at home.

Hendrick’s Gin unveils three bespoke cocktail recipes to enjoy throughout summer 2024.

Distilled in small batches using the rare “Carterhead” style and infused with its distinct cucumber and rose petals, Hendrick’s offers a unique flavour profile

GI N Hendrick’s Martini

Ingredients: • Hendrick’s Original Gin • Dry Vermouth • Cucumber slice Method: 1. Stir Vermouth and Hendrick’s Gin over ice cubes in a mixing glass.

2. Strain into a chilled martini glass.

3. Garnish with a cucumber slice.

Wildgarden Cup

A captivating Irish craft spirit captures market share

Nestled amidst the breathtaking landscapes of County Mayo, Ireland, Drioglann Loch Measc (Lough Mask Distillery) draws inspiration from its wild and rugged surroundings to craft exceptional spirits. Their signature offering, the award-winning Loch Measc Gin boasts a unique profile that is captivating both consumers and industry professionals alike.

Ingredients: • Hendrick’s Original (35ml) • Lemon juice (25ml) • Sugar syrup (25ml) • Soda water • 4 raspberries, 6 mint leaves, and 3 cucumber wheels to garnish Method: 1. Fill a glass with cubed ice.

2. Add raspberry and mint to the glass, then add Hendrick’s Original, lemon juice, and sugar syrup. Gently mix.

3. Top with soda water, gently mix again, and garnish with cucumber wheels, mint leaves, and raspberries.

Lough Ree Distillery brings ecoSPIRITS format to Irish market

Cucumber Spritz

Ingredients: • Hendrick’s Original (30ml) • Sugar syrup (10ml) • Lemon juice • Soda water • 3 cucumber wheels and mint leaves to garnish Method: 1. Combine all ingredients in a wine glass.

2. Top with soda water.

3. Garnish with cucumber wheels and mint leaves.

Hendrick’s Gin marketing manager for Ireland, Emma Slevin, says: “Each of these recipes showcases the delightful and unique characteristics of Hendrick’s Gin, perfect for the warmer days. Whether it’s the beautifully light Wildgarden Cup, the elegant Cucumber Spritz, or the classic Hendrick’s Martini, these cocktails are sure to add a touch of refreshing sophistication to any summer gathering.”

For more delightfully unusual cocktail creations, visit Hendrick’s Gin Cocktails.

essence of Irish excellence, making it a strategic addition to any beverage portfolio. It is no wonder then, that it has become a firm favourite for travellers at Dublin, Shannon, and Knock airports, who actively seek out distinctive premium Irish products.

Lough Mask Distillery’s commitment to innovation is further underscored by their upcoming releases, including an autumnal gin and a seasonal “Cask Cinnamon Gin” for the festive period. Loch Measc Gin is available at select independent retailers across Ireland, direct from the distillery, or through a number of key online partners.

Lough Measc gin is now a firm favourite for travellers at Dublin, Shannon, and Knock airports, who actively seek out distinctive premium Irish products

Loch Measc Gin features a meticulously curated blend of botanicals foraged near its namesake loch. While this gin is traditionally juniper-led, there are also delicious hints of lemon citrus, nutty angelica root and spicy coriander. Fuchsia, elderflower, and honeysuckle create a captivating symphony of floral and grassy notes. Bottled at 43% ABV, the finish is crisp and fresh. This distinct flavour profile elevates classic cocktails like Negronis and Gin Martinis, ensuring a memorable experience for discerning customers.

With the growing consumer preference for small-batch craft spirits, Loch Measc Gin perfectly captures this

ecoSPIRITs has developed the world’s first low carbon, low waste distribution system for premium spirits to eliminate all packaging waste in the supply chain

Lough Ree Distillery has launched the ecoSPIRITS refillable spirits model to the Irish market, with venues in Dublin and the Midlands the first in the country to use the closed loop system. Their awardwinning range of gins, vodkas and whiskies are the first available in the low-waste ecoSPIRITS format with other Irish brands coming on stream in the coming months.

Michael Clancy, CTO & founder of Lough Ree Distillery said: “ecoSPIRITS is a much more efficient and a more sustainable spirits distribution model because it practically eliminates single use glass and other packaging. Our customers that use ecoSPIRITS love it- it makes life a lot easier for bar staff and brings about operating and cost efficiencies” ecoSPIRITS is a circular economy company that has developed the world’s first low carbon, low waste distribution system for premium spirits and wine. This closedloop system nearly eliminates all packaging waste in the supply chain.

By dramatically reducing packaging and transport, ecoSPIRITS provides a transformative carbon footprint reduction. Founded in Singapore in 2018, ecoSPIRITS technology is now available in more than 27 countries across Asia Pacific, Europe and the Americas, including Michelinstarred restaurants, World’s 50 Best and Asia’s 50 Best bars and iconic hotels.

For more information, contact ecoSPIRITSie@Lrd.ie >>

DRINKS INDUSTRY IRELAND July/August 2024 | 27

GIN

With St Patricks Gin the grain-free distillation means that it’s also naturally gluten-free

St. Patrick’s Gin Range

St. Patrick’s Gin’s goal is to produce spirits of character, taste and personality. Most of the spirits we consume today are produced from grains, as they contain high levels of easily converted sugars. St Patricks Gin has instead chosen potato as the alcohol base for its gins because of its unique natural sweetness, and its amazing versatility.

As potato has just 20% available dry starch matter, this makes the process much more expensive, but it more than compensates for the extra time and effort with its unique taste, aroma and smoother mouth-feel.

Using small-batch artisanal methods, the company produces 100% variety of Potato Gins. The added feature of a grain-free distillation is that it’s also naturally gluten-free. Distilled with care, these gins are pure, crisp, and infused with carefully selected botanicals.

The company also sources new make and mature whiskeys from a number of other Irish distilleries, and they mature these in carefully handselected oak casks in their bonded warehouse until ready for blending and bottling. This rare flexibility allows them to patiently curate, nurture and craft their very own signature whiskeys. All of their whiskeys commence maturation in first-fill bourbon barrels, finished in either port, sherry, rum or cognac casks.

At least 12 generations of the Walsh family are known to have farmed on the foothills of Croagh Patrick in Mayo.

The earliest available census from 1901 records a family of nine in a tworoomed thatched cottage, quaintly described as “second class”. The head of the household, Patrick, listed his occupation as a tenant farmer, rather than that of his actual vocation of a poitin maker, for which he had a first-class reputation throughout the County of Mayo.

A tradition passed on through multiple generations. The small family farm adjoins the commonage on the often mist-shrouded mountain, which would have hidden the smoke of the turf-fired copper still. If detected by Revenue, all he had to do was jump over his wall. Patrick is believed to have been incarcerated and charged with illicit distillation on several occasions, but no record of any conviction can be found.

Located in the old St. Patrick’s Woollen Mills, in Douglas, Cork, the company is a confluence of serendipity, tradition, modern technology and a worldwide appetite for authentic products, people and experiences.

Classic Gin 40%. Juniper and herbal forward notes with a medium sweet body. Garnish with a slice of lemon.

The products in the range include, Extra Dry Gin 40 %. Fresh citrus forward notes, medium dry body slight pepper finish. Garnish with a slice of lime.

Elderflower Gin 40%. Classic Gin infused with fresh elderflower, refreshingly sweet. Garnish with an orange slice.

Sloe & Honey Gin 40%. Extra Dry Gin infused with Sloe berries. Crisp and spicy, slightly tannic. Serve with ginger ale & lime.

Pink Gin 40% Classic Gin infused with Irish Strawberries. Serve with your choice of tonic, or sparkling wine as a Gin Fizz.

Available online www. stpatricksdistillery.ie or in select retailers. RRP €30.

Awaken your senses

Xin Gin from Ahascragh Distillery is a multi-award-winning gin featuring a blend of carefully balanced European and Oriental botanicals. Masterfully crafted in the heart of Galway, Xin Gin is an exceptional spirit from

28 | DRINKS INDUSTRY IRELAND July/August 2024

Xin Gin is produced in Ahascragh Distillery, Co Galway, Ireland’s first eco distillery

Ireland’s first eco-distillery, which is powered exclusively by renewable energy.

Xin Gin is an expression of what Ahascragh Distillery Founders, Michelle and Gareth McAllister love most about the two places they have called home - Asia and Ireland. The word ‘Xin’ (pronounced ‘shin’) means ‘heart’ or ‘feelings’ in Mandarin and the bottle design features Celtic and Asian influences.

A juniper-led dry gin, Xin Gin boasts fresh citrus notes of orange zest and lemongrass combined with the exotic taste of the Asian fruit, persimmon, held by an earthy, herbaceous undertone of dill and cinnamon spice, each adding depth and producing an exquisite taste.

Xin Gin pays homage to tradition while embracing the spirit of innovation and is already making waves in the industry. Xin Gin was awarded a Masters Medal at The Global Gin Masters 2023. Other recent wins for Xin Gin include a double gold medal at the 2024 San Francisco World Spirits Competition and “Best in Ireland” at The 2024 Gin Guide Awards for the third year in a row.

Whether savoured neat, mixed in a contemporary cocktail or enjoyed in a classic G&T, Xin Gin lends itself beautifully to every mix and occasion. For more info see ahascraghdistillery.com/xin-gin/ n

MARK E T I NG

Day in the life!

Hannah Perez is the business development manager for Skellig Six18 Distillery & Visitors Experience, based in Cahersiveen, Co Kerry, overlooking the beautiful world-famous heritage site, Skellig Michael.

She tells Drinks Industry Ireland about a typical day in her life working in the Irish drinks industry Do you commute or work from home?

I am on the road for the week with one or two admin days a month.

How long have you been in your current job?

I have been working with Skellig Six18 since last August.

What does a typical day at work include?

Skellig Six18 Distillery is based in Cahirsiveen, Co Kerry

Can you tell us about the origin of Skellig Six18?

Our distillery was once the Wilson Socks factory in the 90s. One of our owners, Pat Sugrue was the accountant there. When the sock factory closed down Pat took over the building and it was used to store boats until 2019 when Pat, June O’Connell and her husband Paddy Cooney decided they needed jobs back in Cahirsiveen and the Skellig Six18 Distillery was born. The name comes from the fact that the sixth-century monks who inhabited the island crafted six hundred and eighteen steps to reach their monastery on the top of Skellig Michael.

What time do you get up on a weekday?

I get up around 7am every morning during the week.

Typical breakfast?

Firstly coffee, always coffee. If I have time, I will have some toast. If not I eat when I get on the road.

I’m always on the road, meeting new people. This involves calling into on and off-trade accounts trying to upsell Skellig Six18. We have a lot of meetings with managers talking about whiskey and gin. Then there are a lot of email follow-ups from my meetings.

Staff training is a must for us to get staff educated on our range.

What do you listen to on the radio while driving around the country?

My journeys can be very long so I listen to a variation of different things. I love a good crime podcast, and some upbeat music to keep me awake on a long drive home.

What’s your favourite way to relax after a day of work?

A nice bath to relax my muscles after a long drive and I love a good peppermint tea.

What is your favourite drink?

Whiskey and an Old fashioned cocktail.

What’s the best way to drink whiskey in your opinion?

For me it always depends I love to drink whiskey on its own, but I also enjoy our Small Batch whiskey with some soda water and a slice of lime.

If you had to pick three famous people to have a drink with, who would they be?

Michelle Obama, Sandra Bulock, Jim Carrey.

Favourite pub in Ireland?

It has to be my local, Gilna’s in Laytown, Co Meath

Best pub for grub?

Whyte’s in Stamullen, Co Meath. The Sunday dinner is out of this world.

Achievement you are most proud of?

Working with Skellig Six18. I have learned so much in such a short space of time and I’ve learned from the best.

Favourite saying?

Work smart, not hard n DRINKS INDUSTRY IRELAND July/August 2024 | 29

S UMME R WI NE S

Sunny tipples

I

rish wine tastes are expanding.

WineSpark, the premium Irish wine subscription service, has released its latest trends report and the results show that while the big five grapes – tempranillo, shiraz, pinot noir, chardonnay and sauvignon blanc still have the biggest market share, they dropped by 21% (from 56% to 48%) in 2022 versus the year before. Customer preference looks to be moving towards less common white wines, with riesling up 56%, Albariño up 33%, and verdejo up 29%. On the flip side, chardonnay lost 36% of its market share over the last 12 months.

Fuller-bodied red wines including cabernet sauvignon (down 42%) and malbec (down 28%) both saw a decrease in sales. Preferences now appear to be leaning towards lighter red wines such as gamay and mencía.

When it comes to countries, the big three still dominate with 66% of the market between them. France tops the list with 32% market share. Spain is at 25% and continues to grow. Italy is at 10%, with sales growing 33%. Other big movers included Germany (up 17%) and

Nothing evokes summer as much as a crisp glass of rosé or a chilled sparkling processo while sitting on a sunny terrace or a garden in full bloom.

Drinks Industry Ireland looks at some of the top wine brands and what they have to offer this summer season

Santa Rita’s unconventional origins pays tribute to women who face challenges with determination

Chile which saw an increase of 21%.

Interestingly enough, those opting to try something different were mainly positioned outside of Dublin.

Longford, Leitrim and Monaghan were the most adventurous counties, as defined by the highest percentage of wines ordered outside of the top five grape varieties. Cavan is the rosé capital of Ireland, with subscribers drinking two and a half times more rosé than the rest of Ireland.

Connacht and Munster bought the most red wine, while Ulster bought the most white (43% of sales, versus 33% for the rest of Ireland).

Eamon FitzGerald, founder at WineSpark said: “It’s really interesting to see how the Irish palate is evolving – it looks like people are continuing to embrace newer wine styles after two years of experimenting at home during the pandemic. We have a brilliant collection of talented winemakers making exciting wines outside of the traditional wine regions, so as this trend continues.”

We now look at the main movers and shakers in the Irish market this season.

30 | DRINKS INDUSTRY IRELAND July/August 2024

Traditionally untraditional

Viña Santa Rita’s brand, 120, has launched a new global campaign, “Traditionally Untraditional,” which is being rolled out in Ireland over the summer period. The campaign, which features Santa Rita 120 Sauvignon Blanc and Cabernet Sauvignon, Irelands best-selling white and red wines respectively, highlights Paula Jaraquemada, a key figure in Chilean independence who inspired the 120 line.

In an industry first, artificial intelligence (AI) and deepfake >> technology bring Santa Rita 120 Sauvignon Blanc and Cabernet Sauvignon are Irelands best-selling white and red wines

E N J OY RE S PON SiB LY

OUR TRADITION OF DEFIANCE BEGAN WITH

Paula

in 1818, Paula Jaraquemada sheltered 120 heroes of Chilean Independence in Santa Rita.

DEFYING TRADITION SINCE 1818

120SANTARiTACL

120SANTARiTA

WWW.SANTARiTA.CL/

S UMME R WI NE S Jaraquemada to life. Her face was digitally reconstructed using historical evidence and superimposed on a model to accurately depict her in the present day. This innovative approach emphasizes the brand’s tradition and adaptability.

Francisca Muñiz, corporate marketing director of Viña Santa Rita, stated, “120 is a traditional brand with over 50 years of history but is not stuck in the past. Its tradition and ability to adapt inspire us to face challenges, turning our history into the driving force behind the innovation and production of exceptional wines” The campaign, headlined as “Defying tradition since 1818,” honours the brand’s unconventional origins and pays tribute to women who face challenges with determination. It includes a new bottle design featuring Paula Jaraquemada, a modern logo, textured labels, and a QR code on the back directing consumers to the 120 website.

The campaign also features OOH and television advertising, digital activations with two key influencers and in-store promotions which include gondola ends, and the 120 Hours competition, inviting global participants to win a trip to Chile, including visits to the historic winery and the iconic Torres del Paine.

Delightful summer wines

Ampersand Wines has a delightful selection of summer wines, perfect for enjoyment over the brighter days and longer evenings. The new offerings include a charming sauvignon blanc from New Zealand, two sophisticated rosés from France, and an organic and vegan trio from Spain. These wines promise to please the palate and come at attractive price points, making them accessible to all wine lovers.

Hailing from the renowned Marlborough region of New Zealand, the Massey Dacta Sauvignon Blanc is a unique addition to Ampersand Wines’ summer lineup. Priced at an enticing €16, this wine is expected to resonate well with Irish consumers, especially those in rural areas, thanks to its playful nod to the iconic Massey Ferguson tractor. This family-run vineyard transitioned from dairy farming to viticulture, offering a touch of nostalgia and authenticity.

The Glover family’s vineyard, located in the Dillons Point sub-

The new offerings from Ampersand Wines include a sauvignon blanc from New Zealand, two rosés from France, and an organic and vegan trio from Spain

region, benefits from fertile Kaiapoi silt loam soils and close proximity to the sea, adding a unique character to the wine. The wine itself is a vibrant representation of Marlborough’s terroir.

It boasts a bright, hay-like colour with refreshing notes of lemon and lime, complemented by tropical hints of rock melon and passionfruit, and balanced with a touch of lemongrass Soupçon de Fruit Rosé de Loire from the Loire Valley offers a delightful blend of Cabernet Franc, Grolleau, and Gamay. At just €13, this wine stands out not only for its elegant packaging but also for its refreshing profile. Its bouquet of fresh raspberry, cherry, lemon, and grapefruit makes it a perfect companion for summer gatherings. The long cut-glass bottle and striking floral label will surely catch the eye, making it an excellent choice for both consumption and display.

Another highlight in Ampersand Wines’ collection is the Domaine Petit Candumy Rosé. This blend of Grenache, Cinsault, and Syrah hails from the Var department between Aix en Provence and St Tropez and is priced at €15. Its packaging features trendy pastel tones and rose gold embossing, appealing to modern wine enthusiasts. The wine exudes aromas of fresh peach, with subtle hints of raspberry and strawberry, making it an ideal pairing for shellfish or summer salads. Its elegant and sophisticated flavour profile combined with attractive packaging is sure to impress.

Also new to the Ampersand Wines portfolio is the Terrós range from Spain, featuring a rosé, red, and white wine. Each bottle in this range is 100% organic and vegan, embodying a commitment to sustainability and natural winemaking. Retailing at €15

32 | DRINKS INDUSTRY IRELAND July/August 2024

each, these wines offer exceptional value.

The Airén/Sauvignon Blanc is a concentrated and complex wine, blending old Airén vines with Sauvignon Blanc, offering aromas of peach, apricot, guava, white flowers, and spices, with a hint of butter.

The Terrós Rosé Monastrell is a bold and elegant wine, full of freshness and vivacity, perfect for those seeking unique and authentic flavours. The Garnacha Monastrell Merlot blend balances peppery and fruity aromas with a smooth, complex palate, thanks to careful winemaking techniques that ensure soft tannins.

Ampersand Wines’ new summer collection offers something for everyone, from the nostalgic Massey Dacta Sauvignon Blanc to the elegant French rosés and the unique, sustainable Terrós range. These wines are perfect for summer enjoyment, whether for a casual gathering or a sophisticated evening.

If you would like more information or would like to stock any of these wines, please contact your Ampersand representative or call the Ampersand sales line on 01-4130150.

Graham Norton Wines reach the top 20 list

Arguably Ireland’s favourite West Cork native, Graham Norton’s wine brand has reached Ireland’s top 20 wine brands this year. The Graham Norton wine range is produced in collaboration with New Zealand’s Invivo and Graham Norton controls every aspect of the blending process for his wines, combining southern hemisphere grapes with ‘Norton hemisphere’ brilliance to create a super range of six wines. Invivo was founded by two Kiwi wine entrepreneurs Tim

SUMMER WI NE S

In 2023, Graham and Invivo celebrated ten years of making award-winning wine together

Lightbourne and Rob Cameron in 2008. In 2023, Graham and Invivo celebrated ten years of making awardwinning wine together.

Graham’s range includes his bestselling (and awarded) Sauvignon Blanc from New Zealand joined by a wildly popular New Zealand Rosé, Graham Norton’s Shiraz from and the most recent addition to the range is an Argentinian Malbec named He-Devil after Graham’s memoirs “The Lives and Loves of a He-Devil”.

“My he-devil was created to turn heads, break hearts and leave you wanting more… and it’s delivered on all counts,” says Norton.

In relation to bubbles GN Frizzante Bianco and the GN Frizzante Rosé are extremely popular in Ireland. Graham Norton’s wines are distributed by Barry & Fitzwilliam

Can’t get you out of my head!

Kylie Minogue Wines is an exquisite, elegant portfolio of bespoke wines, crafted with passion and integrity.

Launched in 2020 on Kylie’s birthday, the 28 May, the rosé quickly became one of the most successful launches in its category ever.

Kylie Minogue Wines has According to Nielsen data, a glass of Kylie Minogue Prosecco Rosé is sold every six seconds across the world

evolved into a worldwide phenomenon with a glass of Kylie Minogue Prosecco Rosé sold every six seconds. [source: Nielsen EPOS volume sales- Total UK Off Trade to 11 March 2023] Kylie Minogue Wines has sold nine million bottles since launch (that’s over 43 million glasses of Kylie Minogue Wine poured) and is available to purchase in 31 countries.

Kylie Minogue now has five rosés in her wine portfolio - Sparkling Prosecco Spumante, Sparkling Prosecco Frizzante, Cotes des Provence, Signature Rosé and Alcohol Free Sparkling Rosé.

This Signature range comprises two wines from France including the delicate pale-dry rosé made from Cabernet and Carignan grapes, a light and zesty Sauvignon Blanc from Gascony.

The latest addition is the delicious Prosecco Frizzante produced in the heart of Veneto on the picturesque hills of Gambellara. This wine is fresh and fragrant with a marked aromatic character rich in floral scents of acacia and wisteria flowers.

A little note from Kylie, “I am unbelievably humbled and thrilled by the global response to Kylie Minogue Wines. It has been incredible, and a testimony to the amazing producers and winemakers Kylie Minogue Wines have been lucky enough to work alongside. I have been incredibly touched by the joy our wines have brought to so many people.” Kylie Minogue Wines is proudly distributed

by Barry & Fitzwilliam.

Number one Aussie!

McGuigan Wines continues to outperform the market according to a recent report, McGuigan is now the No. 1 Australian wine brand in the off-trade. The Black Label range comprises a Cabernet, Shiraz, Merlot, Chardonnay, Sauvignon Blanc, Pinot Grigio, Rose and Malbec. McGuigan shows its innovation having introduced McGuigan Frizzante to the market. This is a light style of sparkling full of lively yet delicate bubbles that give a crisp and refreshing sparkle.

The latest addition to the McGuigan Portfolio is McGuigan Zero. Unrivalled taste, zero alcohol – for everyone, everywhere. McGuigan Zero is a trailblazer in its category. The range offers an unparalleled alcoholfree experience both on the nose

McGuigan Zero offers an unparalleled alcohol-free experience both on the nose and palate

and palate. Launching with Shiraz, Chardonnay, Rosé, Sauvignon Blanc and Sparkling, McGuigan Zero is created using state-of-the-art spinning cone technology. By drawing the wine into super fine layers for efficient vaporisation, alcohol may be removed at lower temperatures than ever before, thus resulting in a truly beautiful tasting product. McGuigan wines are proudly distributed by Barry & Fitzwilliam.

Don’t make me blush!

Villa Maria is Ireland’s number one New Zealand wine brand. Villa Maria’s extensive portfolio is one the most geographically and stylistically diverse and highly awarded range of premium wines by any New Zealand producer, fuelling consumer adoration and success across the globe. In Ireland, we have the Private Bin range available most famously known for the Marlborough Sauvignon Blanc, and other varietals available such as Chardonnay, Pinot Grigio, Riesling and Pinot Noir. Villa Maria wines have a fresh new look for the Private Bin range. Don’t worry the wine is the same outstanding quality just in a new contemporary pack. The high tier Cellar Selection Pinot Noir and the Reserve Wairau Sauvignon Blanc are also available in the Irish Market.

The most recent launch from Villa Maria is the beautiful Sauvignon Blush, sauvignon blanc with a hint of merlot. >>

DRINKS INDUSTRY IRELAND July/August 2024 | 33

S UMME R WI NE S Casillero del Diablo’s memorable marketing campaigns, combined with their quality-focused approach to winemaking, continue to entice Irish shoppers. Look out for their latest advertising campaign featuring the song ‘Got my mind set on You’ made famous by former Beatle George Harrison. The advertisement continues the tradition of exciting creatives on screen to promote the wine range, thereby keeping it front of mind with wine shoppers.

We will rock you!

Barefoot Pairings is the number 1 USA wine brand in Ireland

The most recent launch from Villa Maria is the beautiful Sauvignon Blush, sauvignon blanc with a hint of merlot

Delivering the taste experience of New Zealand’s favourite white wine with a playful fun-factor that opens up a whole new occasion for Sauvignon Blanc. It’s 90% sauvignon blanc in fact, caressed with 10% merlot for a beautiful ‘Provence-like’ blush.

Looks like rosé, tastes like sauvignon blanc. Villa Maria Wines are proudly distributed by Barry & Fitzwilliam.

Serve up summer with Barefoot Wine

It’s time to get the party started and kick off summer in style with Barefoot Wine, the *Number 1 USA Wine brand in Ireland. Life’s more fun when we’re together, that’s why Barefoot has something for everyone with delicious wines that will have you reaching for another sip. There’s nothing like sipping on a crisp glass of Barefoot Pinot Grigio on a hot summer day while chowing down on some barbecue chicken or grilled veggies.

If burgers are on the menu grab yourself a bottle of Barefoot Cabernet Sauvignon or juicy Barefoot Merlot.

If you really want to capture the essence of summer in a glass, reach for Barefoot’s refreshing Rosé varieties like sweet Pink Moscato or fruity White Zinfandel - the perfect pairing for most seafood and shellfish. Full of summer notes, Barefoot Sauvignon Blanc shines when enjoyed alongside a fresh feta or goat’s cheese salad.

Barefoot Buttery Chardonnay takes

chardonnay to the next level and is the perfect accompaniment to grilled salmon or pork.

Fun, flavourful, and approachable, there is a Barefoot Wine for everyone. The range includes Barefoot Moscato, Barefoot Cabernet Sauvignon, Barefoot Malbec, Barefoot Chardonnay, Barefoot Pink Pinot Grigio, Barefoot Buttery Chardonnay and Barefoot Pink Moscato alongside Barefoot Pinot Grigio, Barefoot Sauvignon Blanc, Barefoot Merlot and Barefoot White Zinfandel. Packed with big flavours and gorgeous aromas there’s plenty to choose from!

Barefoot Wine is available from all good stockists, RRP €10.50. For more information:https://www.barefootwine.ie *Source: Number 1 USA wine brand - Nieslen, total off-trade ROI, FY 2022, total wine

Got my mind set on you

Casillero del Diablo is Concha y Toro’s flagship brand and remains Ireland’s second most popular wine brand. In the last year, Casillero del Diablo have put in a fantastic brand performance on the Irish market, with value sales also increasing by +22.2%*. This was one of the strongest value growths in terms of the Top 10 wine brands this year.

With summer upon us, anticipation builds around sunny occasions for rosé to be enjoyed in the company of friends and family. If you like the minerality of a Sancerre, you will love Rock Angel, a powerhouse wine that will rival any rosé producer from Provence and beyond.

One step up from the iconic Whispering Angel, Rock Angel is a must for serious rosé lovers; “It all started with a Whisper… now it’s time to Rock!”

Rock Angel is This rosé is characterised by its the ultimate shiny and transparent pale rosé color, delicate compliment to seafood and red berry aromas, and shellfish dishes both floral and spicy notes. A touch of oak adds a creamy feel and texture to this rosé, creating a truly rich and racy palate experience. It blends a firm acidity with a long and silky finish, making it the perfect powerful, yet elegant wine. This rosé is the ultimate compliment to seafood and shellfish dishes, particularly oysters and grilled fish, smoked salmon and dill, and spaghetti a la vongole.

New design for Vina Sol

Casillero del Diablo’s latest advertising campaign features ‘Got my mind set on You’ by former Beatle George Harrison

34 | DRINKS INDUSTRY IRELAND July/August 2024

The story began in 1962 when Miguel Torres produced a small quantity of Parellada grapes, the traditional white variety of Alt Penedès, which gives the wine a fresh and fruity aroma.

In 2022, Vina Sol decided to redesign their bottles. The new label emphasised their most important symbol - the sun. The sun is a part of Vina Sol’s DNA. It was born close to

SUMMER WI NE S

The lure of the celebrity A trend that keeps on giving is that of celebrity endorsements for wine. From Kylie to Snoop Dogg to Graham Norton to Brad Pitt, having a well-known celebrity name on a bottle of wine can send it stratospheric. “The use of celebrity endorsements has resulted in significant success for wine and rosé,” says Meghan Read, managing director at global specialist drinks branding agency Denomination. “Celebrity-backed brands benefit from a built-in fanbase and strong social currency.”

Snoop Dogg’s 19 Crimes Cali Rosé has been a top seller since debuting in 2021.

Meanwhile, Kylie Minogue’s rosé launch in 2020 resulted in someone in the world drinking a glass of her rose every 1.5 seconds between 2021 and 2022 when rosé sales overall were slumping, according to Benchmark Drinks. Chateau Miraval, perhaps the most famous celebrity-linked rosé with Brad Pitt behind it meant that the initial 6,000 bottle release sold out in five hours.

the Mediterranean, and all Vina Sol wines are developed in this sun-soaked land. The sun accompanies them in the winemaking process, as the winery uses 100% solar energy from its own panels. From the vineyard to the cellar, everything is made with the sun. For

this reason, Vina Sol maintains its brightness and unique character.

In 2023, Findlater launched Vina Sol Sauvignon Blanc in the Irish market, aligning with Vina Sol’s vision of strengthening their global presence in the white wine category.

This year, we are bringing the VS Summer Edition to enhance the concept of ‘from the vineyard to the glass’ through the essence of the sun.

Find your bottle on the shelves of major retailers like Tesco, SuperValu, and Dunnes. n

NE W B US I NE S S Q &A

Lord of the whiskey A long-time collector of whiskey, Michael Flatley has decided to launch his own brand. We speak to him about his new venture, The Dreamer and how he plans to bring it stateside in the next few months

T

he Dreamer is the first release in a series of special blends. Created by Michael Flatley and crafted in partnership with esteemed master blender Noel Sweeney and distilled at the Great Northern Distillery, this premium 5-year-old whiskey is priced at €45 and is available in stores, bars, and hotels throughout the island of Ireland, distributed by Dalcassian, and online at flatleywhiskey.com.

Michael Flatley with his new whiskey brand, Flatley Irish Whiskey

What was the motivation to start your own whiskey business?

I’m a long-time collector of Irish whiskey. It was through my father’s passion that I came to appreciate its complex flavours. So, the whiskey is for my father and my father’s father, and one day it will be for my son. I first came up with the idea for Flatley Irish Whiskey when we began the restoration of our home ‘Castlehyde’ in Cork and installed a whiskey room.

That has housed barrels of my earlier private blend for more than 25 years.

A lot of tastings have taken place there since then with royalty and celebrities alike, and so it evolved from that.

Michael Flatley’s new 5-year-old whiskey, The Dreamer is distributed by Dalcassian Wines and Spirits

Tell us about your business in less than 100 words?

I launched Flatley Whiskey earlier this year - it’s been a lifelong dream.

“The Dreamer” is the first in the series - a rare and bold 5-year-old blend.

This isn’t a celebrity-endorsed brand but my own business, and I’ve been deeply involved in all steps of the

process. I assembled the best team, led by CEO Jim Clerkin, renowned in the international drinks industry, master blender Noel Sweeney, and Pierrick Bouquet, the genius behind successful wine and spirits brands.

They understood my vision to craft a memorable and affordable whiskey that could be enjoyed by all from the first sip.

36 | DRINKS INDUSTRY IRELAND July/August 2024

Where are you based?

The whiskey is distilled at the Great Northern Distillery and bottled in my hometown of Cork, where its story began. Our offices are located in both Dublin and the US, and I personally divide my time between Ireland, the US, and Monaco. We’re launching in the States in late September and expect it to become a significant market for the brand.

NEW BUSI NE S S Q& A

Michael Flatley at the launch of his whiskey brand in the Mansion House in June

How many employees do you have?

Flatley Whiskey is a start-up brand so we’re keeping it to a minimum for now – our CEO, COO, CFO, their support teams and brand ambassadors. We also have the support of distilling and bottling companies, marketing agencies in key countries, and our drinks distribution partners like Dalcassian in Ireland.

Who is your target market?

Our target market includes anyone who enjoys Irish whiskey and values exquisite taste and premium quality at an excellent price point.

Its smoothness appeals to a broad audience, including my wife and many of her friends. To attract a wider and younger whiskey consumer, we’ve also developed a variety of signature cocktails.

How do you market your product?

For me, Irish whiskey, much like Irish dance, embodies the essence of Ireland—its history, its spirit, and its ability to bring people together in celebration – that’s our core messaging.

Right now we’re mainly concentrating on social media, digital, PR, tasting events and signings. We also hosted a big party in Dublin’s Mansion House to launch in the Irish market.

Tell us why your product is unique?

With ‘The Dreamer’, we’re distilling the essence of Irish tradition, the dreams that fuel us and the people that inspire us. This five-year-old triple-cask blend combines grain whiskey and double-

Flatley first came up with the idea for Flatley Irish Whiskey when he began the restoration of his home ‘Castlehyde’ in Cork and installed a whiskey room

distilled malt matured in former bourbon, port, and Pedro Ximenez sherry casks. The whiskey embodies a quintessential Irish Whiskey style with smooth complexity. People who have sampled it have been really surprised at the depth of flavour for its price point.

What is a typical day in your life like?

No two days are the same. I could be attending events, doing a media day, producing a show, working on my documentary or spending time with my wife and son – it’s important to find quality time for family.

What is the most stressful thing about starting a new business?

There is always a certain fear of the unknown when you embark on something new but for me, that is part of the excitement. Assembling such an experienced and expert team took a lot of the stress out of the project, as I felt they really understood my vision and we all collaborated well together.

Our label says “Savour the spirit of ambition and the warmth of achieving the extraordinary. Dream boldly, savour deeply.”

What has been the best moment since starting the business?

The day I saw my first bottle at the bottling facility in Cork. It was an incredible moment after years of planning. The other highlight was our launch event in the Round Room at Mansion House in Dublin. It was a great party, attended by the drinks industry professionals, media, colleagues, friends and family.

What is the five year plan for the business?

Flatley Whiskey has signed a distribution deal in Ireland with the country’s leading premium spirits distributor Dalcassian Wines and Spirits who are continuing to get listings at bars, hotels, supermarkets and independent stores throughout Ireland North and South. SuperValu is already stocking the whiskey in over 175 stores across the country. It will be launched internationally over the next few years, with an initial release in the United States planned for late September.

For more see www.flatleywhiskey.com Follow the journey on Instagram and Facebook @FlatleyWhiskey. n

TASTING NOTES On the nose, this spirit features a delightful blend of sweet honey, citrus, cherries, and chocolate, complemented by soft malt and a hint of bourbon oiliness. The palate is smooth and silky, showcasing biscuit sweetness alongside the rich flavours of Christmas cake fruits and spiced cherries, all harmoniously balanced with charred oak. The finish is long and dry, marked by spicy oak and lingering sweet chocolate notes.

DRINKS INDUSTRY IRELAND July/August 2024 | 37

AD V I S OR HR

All you need to know about the Pension Auto Enrolment Scheme Caroline Reidy, managing director and founder of The HR Suite is a HR and employment law expert.

She gives us the lowdown on the incoming Auto Enrolment Retirement Scheme and how it will impact employers and employees alike Caroline Reidy, managing director of the HR Suite

T

he Minister for Social Protection, Heather Humphreys, has confirmed the publication of the Automatic Enrolment Retirement Savings System Bill 2024.

The primary goal of the newly suggested auto-enrolment pension plan is to ensure that all workers have the opportunity to augment their basic state pension with a workplace pension. This initiative aims to boost the participation rate of the private sector workforce in secondary pension schemes from the current 35% to a government target of 70% or higher.

The auto-enrolment scheme is a semimandatory retirement savings system designed to give employees extra income in retirement.

Who will be auto enrolled? Set to be implemented in the first quarter of 2025, this scheme mandates that employees aged 23 to 60 earning at least €20,000 annually across all

jobs, and who are not part of any existing employer pension plans, will automatically be enrolled.

How much will it cost? Every €3 an employee contributes will be matched by their employer, and the state will top up with a further €1.

Auto-enrolled until Opt-Out Employees who are enrolled will have to stay in the system for six months, but they will be free to opt out in months 7 and 8 if they so wish.

Contributions will range from 1.5% to 6% depending on the employee’s length of service, and contributions will be collected by Revenue. The detailed contribution structure is outlined in the table below.

Implications and considerations

EMPLOYERS: The implementation of the system will be gradually carried out over a decade, from 2025 to 2034.

Employers need to consider the financial impact this will have and need to budget for the additional cost of contributing 1.5% of each employee’s salary to the retirement scheme. This might affect hiring and wage increase decisions, particularly for small businesses.

EMPLOYEES: Employees will see a reduction in their take-home pay due to their 1.5% contribution to the scheme, However, the State’s 33% uplift (0.5% of salary) is a beneficial aspect, as it increases their retirement savings without additional out-of-pocket expense.

Employees need to be fully aware of how the new contributions will impact their take-home pay. Therefore, employees need to plan their personal finances accordingly. Financial literacy programs and tools can be beneficial in helping employees understand the long-term benefits of increased retirement savings. Recognising that the State’s 33% uplift will enhance

Years

Employee Contribution

Employer Contribution

Government Contribution

1-3

1.5%

1.5%

0.5%

4-6

3%

3%

1%

7-9

4.5%

4.5%

1.5%

10+

6%

6%

2%

38 | DRINKS INDUSTRY IRELAND July/August 2024

ADVI S OR H R From 2025, employees aged 23 to 60 earning at least €20,000 annually across all jobs, and who are not part of any existing employer pension plans, will automatically be enrolled

vital, as changes and updates to the scheme may affect financial planning.

Employers should actively participate in discussions and provide feedback to policymakers to ensure that their interests and concerns are addressed.

Opt out rather than opt in

retirement savings, which could positively impact long-term financial security for employees.

their overall retirement savings can motivate employees to embrace the scheme despite the short-term reduction in take-home pay.

The government will need to allocate funds to cover the 33% uplift for all participating employees, and the sustainability of this contribution needs careful evaluation, especially considering future increases in contributions. This design is subject to the passing of specific draft legislation by the Dáil, and stakeholders, including employers, employees, and policymakers, will need to engage in the legislative process to finalise the scheme’s details. The proposed initial contribution rates are subject to change in subsequent years, so both employers and employees need to plan for potential future increases.

The scheme aims to enhance

Recommendations for employees and employers

In light of the proposed retirement savings scheme, it is essential for employers, employees, and the government to take proactive steps to ensure smooth implementation in order to maximise benefits.

Employers should begin by preparing for the financial impact that the new contributions will entail. This means integrating the additional 1.5% contribution costs per employee into their financial planning and budgets. Businesses must engage in consultations with financial advisors and industry experts to fully understand the implications. Staying updated on legislative progress is also

While the proposed scheme is voluntary, the approach is opt-out rather than opt-in. Employees will be able to opt out after month six following commencement and after six months of each tri-annual increase within a two-month window, with employees to receive a refund of their own contributions.

If an employee leaves the plan or suspends their contributions, the employee will automatically be reenrolled after two years, provided they are still eligible to join the scheme. The employee will then be able to opt-out following another sixmonth period.

By considering these factors, the proposed retirement savings scheme can be effectively implemented, benefiting employees’ future financial security while balancing the interests of employers and the State.

If you require further support or advice relating to HR, please do not hesitate to contact us at info@ thehrsuite.com / (066)7102887.

For more information visit www. thehrsuite.com or read our blog – thehrsuite.com/blog. n

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INDUSTRY IRELAND

Aunty Lena’s reigns supreme

15/03/2024

Dealing with discrimination cases How fair is the law to publicans?

THE VOICE OF THE LICENSED TRADE

16:17

Mar/Apr 2024

INDUSTRY IRELAND

Raising the stakes Is the new minimum wage too onerous on small businesses?

NEW

In top spirits Lora Hemy, head distiller of Roe & Co unveils her love of Ireland’s rich whiskey heritage

Off-Licence of the Year uncovered Richard Molloy speaks about his family’s successful off-licence chain

Ten green bottles We take a look at the movers and shakers in the bottled beer category

drinks THE VOICE OF THE LICENSED TRADE May/June 2024

INDUSTRY IRELAND

Summer sessions Our summer drinks feature advises on the best brands to stock for the sunny season ahead!

Clever marketing DrinksGenius’ John Robinson talks disruption and innovation in the drinks industry

drinks

Volume 24 Issue 4

1

drinks

Adare is home to the Pub of the Year!

Volume 24 Issue 2

Volume 24 Issue 1

drinks Jan/Feb 2024

Volume 24 Issue 3

812 OT DII Cover 340*240@100% B.pdf

THE VOICE OF THE LICENSED TRADE

THE VOICE OF THE LICENSED TRADE July/August 2024

Unveiling unique industry trends CGA shares some valuable insights about the habits of Irish consumers and how daytime custom is now more valuable than night

INDUSTRY IRELAND

Summer lovin’

C

M

Y

O’Carroll’s Cove in Kerry might just be the perfect place for a pint

CM

MY

CY

CMY

K

Gin is still winning We take a close look at the very lucrative premium gin market

Fighting the good fight Pat Crotty, chief executive of the VFI discusses soaring labour costs and the risk to the industry if these are not addressed

www.drinksindustryireland.ie 3,494+

2,900+

1,398+

C AMP AI G N T R A IL

Boann Distillery launches range of Single Pot Still Whiskeys Almost five years in the making, the three Boann Single Pot Still Irish Whiskey expressions – Marsala, Madeira and Pedro Ximinéz – join a stable of celebrated drinks launched by the family-owned operation, including Silks Irish Dry Gin and The Whistler whiskey brand.

Boann Distillery laid down their first casks on the Winter Solstice 2019 thus reviving whiskey distilling in Drogheda for the first time in 160 years.

The spirit used to create the three new whiskeys was crowned Best New Make and Young Spirit at the World Whiskies Awards in 2021. Each expression was matured in a variety of casks, imparting each spirit with a distinct flavour profile. The casks used to age the Pedro Ximinéz include some rare chestnut casks that had been in a vintage PX Solera system for over 60 years.

For the Madeira release, Boann accessed two-decade-old vintage casks from the famous Madeira house, Justino’s, all of which were formerly 350-litre Cognac casks made from French oak. The Marsala release, was initially matured in exBourbon barrels from the famed Brown Forman of Kentucky and made from American oak, before being finished in Marsala butts made from French oak.

“It was always our dream to craft and distill our very own Irish whiskey in the heart of the Boyne Valley,” said Pat Cooney, founder of Boann. “We are creating whiskeys of distinct character and provenance and are writing the

The three Boann Single Pot Still Irish Whiskey expressions – Marsala, Madeira and Pedro Ximinéz

next chapter in the fascinating story of Single Pot Still Irish whiskey. The new offerings are presented in a bespoke package, bottled at 47% ABV with natural colour. For more information go to www.boanndistillery.ie

New creative platform from Bulmers; It’s Our Time The Bulmers “It’s Our Time’’ creative platform represents a significant new brand positioning that will guide Bulmers over the next three to five years, reaffirming its status as a category leader. The strategic positioning celebrates the essence of time well spent with friends and the joy within those irreplaceable moments.

‘It’s Our Time’ underscores the idea that the best friendships are those where even doing nothing together can mean absolutely everything, capturing the magic of being fully present and enjoying the simple pleasures of life.

The first TV and out-of-home, shot on location across Ireland, will be part of an extensive rollout The new Bulmers campaign celebrates the essence over the summer months and of time well spent with friends beyond.

40 | DRINKS INDUSTRY IRELAND July/August 2024

Speaking about the new brand campaign, Karl Donnelly, marketing director at Bulmers Ireland, said: “We are proud that Bulmers forms part of many people’s social moments at key times in their lives. The Irish are known to tell a great story while enjoying good company and craic with a pint. Our new campaign celebrates those moments with friends and family when you’re fully yourself, basking in that time without thinking about the pressures of everyday life.”

The key visual and OOH portrays the iconic Bulmers pint bottle as just that, an icon - so easily recognised that the full bottle doesn’t need to be featured at all.

The golden spotlight shines on a moment of genuine friendship, representing the liquid instead.

CAMPAI GN T RAI L

Findlater & Co launches an exquisite 50 Year Old Tawny Port from Graham’s Port in Ireland Owned by the Symington family, port producers in the Douro Valley since 1882, Graham’s Port has unveiled its 50 Year Old Tawny Port, an exquisite blend that is part of Graham’s prestigious Aged Tawny Collection.

Carefully watched over by two generations of master blenders – Peter Symington and his son, Charles, Graham’s 50 Year Old Tawny Port is a testament to the unparalleled craftsmanship and dedication that has gone into nurturing the wines that comprise this blend. These wines were among the very first produced by the Symington family after acquiring Graham’s in 1970.

Charles Symington, Graham’s head winemaker and master blender, selected two main components for the 50 Year Old blend. The first is a wine from 1969 known as ‘CAS Reserve’, which was originally set aside by Peter Symington to mark Charles’ birth, giving the wine his initials. The second is comprised of wines from 1970 and 1973, which were blended in 1982. Since being set aside for long-term ageing, these wines have lost over 50% to evaporation, resulting in astonishing concentration.

The presentation of the Aged Tawny Collection is inspired by the age and scarcity of 50 Year Old Tawny Ports. The illustrations, designed by Portuguese illustrator, Mariana Rodrigues, reflect some of the rarer flora and fauna found in the Douro Valley – a UNESCO World

Since being set aside for long-term ageing, these wines have lost over 50% to evaporation, resulting in astonishing concentration

Heritage Site since 2001. Very limited stock available in 75cl and 450cl from May 2024.

Kilkenny Cooling Systems announces major installations and product launch for 2024 Kilkenny Cooling Systems, a leading manufacturer of draught beer coolers, has announced significant milestones and innovations for the year 2024.

In May, it delivered the final batch of custom-built event beer coolers to Manchester City FC’s Etihad Stadium.

This marks the completion of a comprehensive project for Kilkenny, equipping the entire stadium with coolers.

Another high-profile installation began in June at another top premiership club, based in North London. Kilkenny coolers were supplied to support a similar, largescale upgrade of that venue’s beer cooling capabilities.

June also saw the launch of Kilkenny’s groundbreaking energysaving eDrive draught beer cooler in the Irish market. Independent tests,

John Smee, Kilkenny Cooling Systems engineer, with an Event Spec draught beer cooler bound for one of the UK’s top premiership clubs in London

supervised by Diageo and the South East Technological University (SETU), have demonstrated the eDrive’s unprecedented energy savings across a range of outlets.

The system features electronic drive pumps and a totally new control system, setting a new standard for efficiency and sustainability. Energy savings of up to 70% were recorded in before and after studies compared with new standard machines.

Kilkenny Cooling Systems is renowned in the industry for its installations at prestigious Irish venues such as the 3Arena, Croke Park, the Aviva Stadium and Pairc Ui Chaoimh.

Kilkenny envisages eDrive as setting the new standard for Irish draught beer cooling for the future. n

DRINKS INDUSTRY IRELAND July/August 2024 | 41

S O C IA L D I A R Y

Unveiling of Flatley Whiskey Held at The Mansion House, Dublin 2, 13 May

Michael Flatley with his wife Niamh and son Michael St. James

Matt and Eileen Molloy

Dave Egan, Michael Flatley, Patrick Flatley and Matt Molloy

Dave and Mairead Egan

Jennifer and Patrick Flatley

Noel Sweeney, Leo Varadkar and John Teeling

Mark and Gaby Dunne

Aldi celebrates 25 years in Ireland Held at The Conrad Hotel in Dublin 2, 19 June

Kevin the Carrot and Ashley Kehoe

Louise McIntyre and Jen Hogan

Holly Carpenter

Conrad Jones and Ellen Jones

SOCI AL DI ARY

VFI 51st AGM Gala Dinner Held at Jackson’s Hotel, Ballybofey, Co Donegal, 15 May

The team from Heineken including managing director Sharon Walsh

Clodagh and Michael O’Donovan with Sharon Walsh from Heineken

Noreen O’Sullivan from Tipperary and Anna Moynihan from Wicklow at the VFI Gala Dinner

The Diageo team including Barry O’Sullivan, Country manager (far left)

Councillor Martin Harley, Alice Lynch and president John Clendennen at the VFI Gala Dinner

Martin and Siobhan Gibbons from Letterkenny

VFI president John Clendennen with his wife Elaine

Pat Rouse from Ballina with Elaine Comerford, VFI and Sean O’Grady, Westport

VFI CEO Pat Crotty with Michael Farrell from Cork

S O C IA L D I A R Y

Finca La Celia Wine Bar at The Dubai Duty Free Irish Derby Festival

W

ines from Finca La Celia from Argentina were available to sample at the La Celia Pop Up Wine Bar during the second day of the Dubai Duty Free Irish Derby Festival on Saturday 29 June, 2024.

To acknowledge the role a horse played in the foundation of the estate, for the second year, La Celia returned to the world-famous racecourse to sponsor a series of three races including the La Celia Wines Maiden Race which was run on day two of the Dubai Duty Free Irish Derby Festival.

La Celia Pop Up Wine Bar in Champions Hall The La Celia Pop Up Wine Bar was also the meeting point for the invited guests who received an exclusive picnic basket and a selection of La Celia wines, served by the glass, to enjoy with their food, while watching the racing.

The La Celia Pop Up Wine Bar also offered race-goers the opportunity to sample wines from the La Celia range, including the Finca La Celia Reserva Malbec and the Finca La Celia Reserva Pinot Grigio.

La Celia wines will be exclusively available for race goers to purchase from the La Celia Wine Bar in the Champions Hall throughout this summer’s racing season.

BWG retail guests at the La Celia Wine Bar

Racegoers sampling the La Celia Wine range at the La Celia Pop Up Wine Bar

Ronan McGovern Interim trading manager, wine with wine educator and journalist Liam Campbell

Rebeca Lathrop Viña San Pedro Tarapacá (VSPT) and Jean Smullen

SOCI AL DI ARY

Celebrating Ten Years of Irish Gin Held at Clayton Hotel, Cardiff Lane, Dublin 2, 25 June

David Boyd Armstrong, Rademon Estate Distillery, chairperson of Drinks Ireland | Spirits and Aengus King, Drinks Ireland

Michael Clancy, Lough Ree Distillery, David Cummins, Dingle Distillery, David Boyd Armstrong, Rademon Estate Distillery, Chairperson of Drinks Ireland | Spirits, Hannah Perez, Skellig Six 18 Distillery, Terry McCarthy, Hinch Distillery, Siobhan Magennis, Sliabh Liag Distillery, Conor O’Brien, The Shed Distillery and Oisín Davis, MC

David Boyd Armstrong, Rademon Estate Distillery, Conor O’Brien, The Shed Distillery, Hannah Perez, Skellig Six 18 Distillery, David Cummins, Dingle Distillery, Siobhan Magennis, Sliabh Liag Distillery, Michael Clancy, Lough Ree Distillery and Terry McCarthy, Hinch Distillery

Oisín Davis, MC, Emma Millar, Hinch Distillery, David Boyd Armstrong, Rademon Estate Distillery and Pat Rigney, The Shed Distillery

C L OS I NG T I M E

Focus Ireland urges business leaders to help end homelessness Pat Dennigan, Focus Ireland CEO, and Meadhbh Quinn, Bord Gáis Energy head of marketing, pictured helping out at a children’s party in the Focus Ireland Family Centre in Dublin. Focus Ireland, supported by Bord Gáis Energy, are calling on Ireland’s business leaders to create a national day of empathy and action for those living in hidden homelessness and to lead by example this 11 October for Shine A Light by sleeping out in solidarity with over 14,303 people now homeless in Ireland. To sign up for an official Shine A Light sleep out event in Dublin or Cork, organise your own workplace sleepout, or find more information, visit shinealight.focusireland.ie.

Lough Mask Distillery seeks crowdfunding for expansion They say if you don’t ask you don’t get. With this in mind, Lough Mask Distillery has launched a crowdfunding campaign on Crowdcube. Funds raised will be used to expand production facilities and establish Lough Mask Distillery as a major tourist destination in County Mayo. The distillery’s decision to utilise Crowdcube opens the door to everyday investors and allows passionate individuals, spirit enthusiasts, and even local residents of Mayo to become a part of the distillery’s journey. Loch Measc Gin can be found at Ashford Castle and major Irish airports including Dublin, Shannon, and Ireland West.

A celebration of 700 years of Irish whiskey distilling heritage Pictured at a special gathering hosted by the Irish Whiskey Association to celebrate 700 years of distilling heritage in Ireland and 800,000 visitors to Irish whiskey distilleries islandwide in the last year were Eoin Ó Catháin, director, Irish Whiskey Association; Fionnuala Jones, comedian and podcaster; Pádraig Wilson, radio presenter; Darragh Ó Drisceoil; Tommy Byrne; and Doireann Ní Ghlacáin, broadcaster

The European holiday destinations with the cheapest beer According to a study by the UK Post Office, Puglia in the south of Italy has the cheapest brews in Europe at £1.74 (€2.07) for a 330ml bottle. Portugal’s Algarve, its southernmost region, has the second cheapest beers, costing an average of £2.04 (€2.42). From the 16 cities in the report, Lisbon was the cheapest destination, charging £1.84 (€2.19) for a bottle, with Barcelona and Prague each coming in at under £3 (€3.57) a bottle.

There were five cities, including our own fair city where a bottle was more than £5 (€5.94) – Dubrovnik, Paris, Dublin, Stockholm and Nice. n

46 | DRINKS INDUSTRY IRELAND July/August 2024

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