The May/June issue of Drinks Industry Ireland

Volume 22 Issue 6

drinks THE VOICE OF THE LICENSED TRADE

May/June 2023

INDUSTRY IRELAND

Build it and they will come!

Finding the right mix to make it work in Dundrum’s Brickyard Summer drinks!

The must stock brands for a successful season ahead

Vintners’ Federation of Ireland welcomes new president John Clendennen steps up to the plate

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EDITORIAL

May/June 2023

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DRINKS INDUSTRY IRELAND

The best time of the year May is my favourite month of the year. The evenings are long, the gardens and parks are in full bloom and there is a feeling of anticipation in the air for the long summer ahead. Our extensive summer drinks feature in this issue will hopefully motivate you to get organised for the season ahead when opportunities abound as Irish people are renowned for impromptu socialising with even a hint of good weather. Having the right offering to keep all customers satisfied will ensure that you can really make hay when the sun shines.

Our cover story this month is with John Clendennen, the new president of the VFI. As the youngest president ever of the VFI he comes with plenty of enthusiasm for the role and also with a sense of optimism stemming from a survey carried out on behalf of the VFI citing that 72% of publicans outside of Dublin say turnover is now equal or greater to pre-Covid times and many are planning to upgrade their premises in the coming year. Notwithstanding the uncertainty surrounding the impending Alcohol Bill and continuing issues with energy prices, there is a real feeling that things are on the up and it’s time to plan for the future, with a little less caution than the previous few years.

A big focus of this issue is our spread on Rioja Wine. We really enjoyed working with Rioja Wine to bring together a number of representatives from the on trade, off trade and supply chain to talk about this really unique wine region and the huge diversity that exists across the 100km’s of Spain’s northern countryside. It was an informative occasion for those in the trade to discuss their lived experiences of selling Rioja wine and having the chance to engage directly with the winemakers to gain a deeper understanding of the region and the breadth of wine varieties. You can read all about it on page 20.

In this issue’s bar profile, we sat down with Erwin Pollard, co-owner of Brickyard in Dundrum and heard his story and how he has realised that sometimes less is more. With the work life balance bill coming into being, it shows that doing one thing really well and focusing your energies on that can sometimes bear more fruit than taking on too much and letting it overwhelm you. Brickyard is the epitome of a pub that covers all bases and has filled a gap in this Dublin suburb.

And finally, the new alcohol labelling laws introduced by Minister for Health, Stephen Donnelly have caused a bit of a stir in Europe. Considering the amount of alcohol related health issues in the Irish health system, this would seem like a sensible choice. However, it’s not so cut and dry and it means that our labelling will differ from the rest of Europe, which could affect trade and cost money to change labels if exporting product from Ireland. We’ll watch this space over the next couple of months and see how it plays out but could it be that Ireland jumped the gun on this one or are we actually leading the way in health labelling and will encourage other countries to follow suit? Time will tell.

Wishing you all a good month ahead and please don’t hesitate to contact me with any news, views or thoughts on the drinks industry.

72% of publicans outside of Dublin say turnover is now equal or greater to pre-Covid times and many are planning to upgrade their premises in the coming year

Sláinte, Fionnuala.

Fionnuala Carolan Editor fionnualacarolan@mediateam.ie Twitter: @drinksind_ie

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May/June 2023 | DRINKS INDUSTRY IRELAND

NEWS

n SpiritsEurope believes the draft regulation represents a trade barrier that hampers the free movement of

goods

Minister for Health brings into law world’s first comprehensive health labelling of alcohol products despite objections from SpiritsEurope The Minister for Health, Stephen Donnelly has signed into law the Public Health Alcohol Labelling Regulations 2023 and the remaining provisions of Section 12 of the Public Health Alcohol Act. Section 12 and the Labelling Regulations together introduce comprehensive health labelling of alcohol products sold in Ireland and provide that similar health information will be available for customers in licensed premises.

The law provides that the labels of alcohol products will state the calorie content and grams of alcohol in the product. They will warn about the risk of consuming alcohol when pregnant and will also warn of the risk of liver disease and fatal cancers from alcohol consumption. The labels will direct the consumer to the HSE website, www.askaboutalcohol.ie, for further information.

There is a three-year lead-in time built into the law in order to give businesses significant time to prepare for the change. The law will apply from 22 May 2026.

Minister Donnelly said: “This law is designed to give all of us as consumers a better understanding of the alcohol content and health risks associated with consuming alcohol. With that information, we can make an informed decision about our own alcohol consumption.

“Packaging of other food and drink products already contains health information and, where appropriate, health warnings. This law is bringing alcohol products into line with that.”

Minister of State for Public Health, Wellbeing and the National Drugs Strategy, Hildegarde Naughton added: “Everyone has a right to be told about the risks associated with a product before we consume it. This law is designed to ensure all consumers of alcohol have access to clear and concise information about the risks from alcohol.

Minister for Health Stephen Donnelly says the law is designed to give consumers a better understanding of health risks associated with consuming alcohol

“The medical evidence is clear that a cancer risk applies even at lower levels of alcohol consumption.”

Minister Donnelly said: “I welcome that we are the first country in the world to take this step and introduce comprehensive health labelling of alcohol products. I look forward to other countries following our example.”

However, SpiritsEurope has recently submitted a formal complaint asking the European Commission to open an infringement procedure against Ireland for breaching EU law with its planned new regulation on labelling rules for alcoholic beverages.

It said the proposed measures risk fragmenting the internal market by deviating from EU harmonised labelling rules. They also represent a disproportionate trade barrier not justifiable under EU law based on the public evidence put forward.

SpiritsEurope believe that the regulations – which would require additional Ireland-specific labelling information, including text-based health warnings on alcoholic beverages – represents a disproportionate trade barrier hampering the free movement of goods.

In practice, the new rules would

prevent economic operators from selling alcoholic beverages legally sold in all other EU Member States in Ireland unless the products were re-labelled with additional information on the grams of alcohol and on the number of calories in the container, as well as health warnings text and pictogrammes.

This will make it considerably more complex and more expensive for nonIrish producers and distributors from within and outside the EU to make their products available to Irish consumers.

“For good reasons, the right to restrict the freedom of movement of goods in the Single Market is subject to strict rules: trade barriers must be justified and proportionate, meaning that no other options, less restrictive of the trade between member states are available to Ireland. We believe Ireland has failed to demonstrate the admissibility of their measures on both these criteria,” said Ulrich Adam, director general of SpiritsEurope.

“In addition, the Commission is bound to present new, harmonised labelling rules for alcoholic beverages soon. In such a situation, common practice has it that plans for deviating national rules should be paused,” Adam added.

In its complaint, SpiritsEurope outlines why the draft measures cannot be justified under Article 36 of the Treaty and constitute a disproportionate barrier to trade in the Single Market.

“We fully acknowledge and respect Ireland’s right to take action to ensure a high level of protection of the public health of its citizens,” added Adam.

“Numerous meaningful, proportionate, and evidence-based public health measures to help reduce alcoholrelated harm are available. However, it would appear that Ireland conducted an insufficient analysis of the proportionality of their particular policy choices on labelling, as other suitable, yet less restrictive options to trade clearly exist.”

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May/June 2023 | DRINKS INDUSTRY IRELAND

NEWS

n Announcement was made as part of Pernod Ricard’s decision to cease exports of all its international brands

to Russia

Irish Distillers confirms that exports of Jameson to Russia have ceased Irish Distillers has said it will no longer export any of its international products to Russia. This freeze of exports includes Jameson, the world’s most popular Irish whiskey.

The announcement was made as part of parent company Pernod Ricard’s decision to cease exports of all its international brands to Russia.

Pernod Ricard also announced that it will cease the distribution of its portfolio in Russia, a process that is anticipated to take some months to complete and is assessing how to adapt the local organisation in light of these decisions, while fully complying with all local legal regulations.

“Since the outbreak of the war, we have utterly condemned the invasion of Ukraine by Russia,” said

The announcement follows a campaign which encouraged people to avoid purchasing Jameson whiskey after the company resumed trade in Russia

Irish Distillers and Pernod Ricard in a statement.

“We have stood and stand firmly

with the people of Ukraine, providing assistance to our local team members, including direct financial assistance, psychological support, accommodation for some employees and their families in neighbouring countries and employment outside Ukraine for those who required it.”

The announcement follows a campaign which encouraged people to avoid purchasing Jameson whiskey after the company resumed trade in Russia.

Ukraine’s ambassador to Ireland Larysa Gerasko, who was in support of the campaign, said it was a “matter of morality” for Irish pubs and restaurants to decide whether to stock the product.

n Many expected to upgrade their pubs in the coming year

Publicans cautiously optimistic for future A total of 72% of publicans outside Dublin say turnover is now similar or greater than pre-Covid, with many expected to upgrade their pubs in the coming year.

A new survey shows the vast majority are confident about the future of their bars, despite the spiralling cost of energy, insurance, and other operating expenses.

The research for the Vintners’ Federation of Ireland (VFI) which found more publican’s turnover is now at a similar level or has exceeded pre-pandemic turnover, with the same number turning a profit in in 2022.

Its new president, John Clendennen, told the group’s 50th AGM on 16 May that post Covid-19, pubs are striving to become established visitor destinations and vital economic pillars in local areas.

But he also warned pubs face a “huge battle” to stay afloat and will need key State supports such as the retention of the 9% hospitality VAT rate and insurance reform.

“In 2020, it felt as if our world was coming to an end. Through an abundance of resilience, innovation

and diversity in product offering, we came through the crisis,” he said.

“Pubs are no longer simply competing with the bar down the road, but with everything from gym membership to television subscriptions, live events and foreign holidays as people choose where to spend their hard-earned disposable income.

“Across the country, pubs have been inventive, many becoming visitor destinations for tourists from at home and abroad, attracting and keeping money and jobs in the country.

“The Irish pub is a cultural institution, but publicans face a huge battle to keep their businesses viable over the coming years.

“Key supports such as keeping VAT at 9%, and energy interventions, are crucial to the pub trade and the wider hospitality sector.”

The survey bears out strong anecdotal sentiment within the industry that post-Covid investment in pubs is critical to the industry recovering after three pandemic

Research for the Vintners’ Federation of Ireland (VFI) found publican’s turnover is now at a similar level or has exceeded pre-pandemic turnover

lockdowns, the most stringent in Europe.

It found over a third of publicans will upgrade their premises this year.

Over 80% are confident their financial performance will be at least equal or improve in 2023 compared to last year.

The survey of 514 members, conducted late last month by business consultants BDO on behalf of the VFI, found that 96% of them operate standalone pubs while 4% are part of a chain.

Nearly a third, or 30.8%, describe their businesses as gastropubs, with the remainder being traditional bars.

DRINKS INDUSTRY IRELAND | May/June 2023

I N DUSTRY RE P O R T

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Windsor Bar in Dundalk goes down in history after Biden visit visit from 8pm to 9pm on 13 April, The 13 April 2023 will always be a very significant date for long McGeough had a busy day before and after the visit feeding the White House the people of Dundalk and especially for publican Donal team and Gardai.

McGeough who hosted the “I couldn’t serve while they were in but we did food at lunchtime and I fed visit of US president Joe the secret service guys and the Gardai so everyone got a bite to eat and of Biden in his pub the Windsor course the bar was opened once they left,” he explained.

Bar. He tells Fionnuala McGeough confirmed that Biden, a Carolan about this very known teetotaller did not have anything to drink but that he wasn’t in a hurry as US President Joe Biden at The Windsor special day he made his way through the 150 strong Bar in Dundalk, Co Louth in April

crowd and mingled with everyone onal McGeough, of the now including his local relatives in situ the Bar because infamous Windsor Bar in Finnegans and the Kearneys. He even it was built on Dundalk, Co Louth that hosted went behind the counter to shake hands the junction of US president Joe Biden in April, told and take photos with staff.

Windsor Avenue Drinks Industry Ireland that is was a day Also in attendance were Michael and Dublin he’ll never forget. “It will go down in the Martin, government officials, local Street in 1893. history books as it was the first speech politicians, national and international The name of that he [Biden] made in the Republic of media and friends and family packing the street was Ireland as US president so that’s very the pub to capacity. changed to special to us,” he said.

Vincent Street McGeough had little time to prepare Preparations in the early for the state visit with the secret service To make it all happen there was 1900s. We had only informing him the day before that considerable behind the scenes to go through they would indeed be using his pub to preparation with a team of people all of this with security services welcome the US president to Dundalk. descending on the pub to set the scene beforehand,” he explained.

“I was glad I didn’t have a lot of time to for the president’s visit.

The McGeough family bought the pub think about it because I only lost one “It was unbelievable,” says McGeough, in 1984 from the Lennon sisters who night of sleep over it. If you’d known of the logistics that went into the visit. had run it for 80 years and they hadn’t too far in advance you’d “They had to put generators in place changed the name in that be dusting every nook and secure broadband lines, do sound time so the McGeoughs and cranny and you’d be checks, security checks and sweeps. So were happy to retain the tormented about who to name when they took over. much happened in such a short period include so it worked well.” of time. The 10 staff I had on for the “My Dad [Jimmy] was a He explained how his night all had to be vetted. Gardai were publican. He passed away bar was chosen from the only told on Sunday and I only heard on three years ago but my dozens of the bars in the the Tuesday but thankfully it all went mother Maureen and my town for the historic event. great but it was a busy few days.” eldest son Sebastian were “People from the The only thing that didn’t go to plan here. My mother who is embassy had picked a was that Biden didn’t go upstairs in 89 was sitting in the snug couple of places. Then Brian the pub where a few dozen people and he made a beeline for McPartlin from the White were waiting to meet him. “He basically her and said, “I’m going House staff came to have a turned left instead of to talk to the Michael Martin, look around on the Monday government officials, right so the people most important and said it might happen. upstairs didn’t get to local politicians, national person in the The local Gardai and the meet him but they were and international media room.” She is County Council probably were also in attendance happy to just be in the a mother of 10, had something to do with same building. It was a grandmother of suggesting a few places really magical evening.

37 and great grandmother and steered them this way because of Politics aside, he was a of 17 and he really made our location, space and access.” really sincere and great a big deal of her. Before As part of the vetting process for the guy. Such a memorable he left he made a point of visit McGeough had to explain how the night and it has put us in going over to her again to pub got its name and convince officials the history books. It was say goodbye and give her a it held no political connotations. great for the town,” says kiss. It was just wonderful.”

US President Joe Biden “We had to clarify the name of an understandably proud While there was no bar with Donal McGeough’s the bar. It was named the Windsor McGeough. n mother Maureen service during the hour

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I N T E RV I EW

May/June 2023 | DRINKS INDUSTRY IRELAND

VFI welcomes new president John Clendennen is the youngest ever president of the Vintners’ Federation of Ireland. He details plans for his tenure and the most pressing issues affecting VFI members this year to Fionnuala Carolan

John Clendennen outside his pub, Giltrap’s in Kinnitty, Co Offaly

O

ffaly man John Clendennen is the newly-elected and youngest ever president of the Vintners’ Federation of Ireland. Aside from his role with the VFI he runs a successful business in Kinnitty - Giltrap’s Pub and Glamping Accommodation. His aim is to highlight the huge importance of the “the Irish pub as an integral part of the Irish social fabric,” he says. Clendennen says that despite publicans showing a huge amount of “resilience and innovation” over the past few years, pubs face a “huge battle” to stay afloat and will need key state supports such as the retention of the 9% hospitality VAT rate and insurance reform.

However a recent survey conducted on behalf of the VFI showed that over 80% of publicans are confident their financial performance will be at least equal or improve in 2023 compared to last year so the mood is good as Clendennen faces into his new role.

Background

A graduate of Shannon College of Hotel Management and Smurfit Business School Clendennen spent years working in hotels across the world.

He decided to come back to Offaly for a couple of years in between his travels but fast forward 10 years and he admits, “Kinnity got a hold of me!”

The Giltrap name goes back as far as 1898 and his father took over the pub in 1974. As the business grew, Clendennen and his sister saw the opportunities materialise. “My sister, Eleanor was a teacher in Dublin but decided to move home and join the business. She would be the general operations manager and I would be back office manager and looking at what’s coming down the line,” he explains.

“I suppose I realised there was a good commercial opportunity here and also that it wasn’t a bad lifestyle.

I’ve been working for the past decade

on a couple of local projects to try to attract business to the area and also we’ve expanded the pub on a number of occasions and we also introduced one of Ireland’s first glamping sites,” he says. Just a few weeks ago they added to the capacity of the glamping site with now over 50 beds. “Our core market is families, hen parties and corporate groups who want to get out and about to explore Offaly,” he explains.

The glamping site is right across the road from the pub so they cater for groups and organise everything for their stay including meals, DJs, bike trails and treasure hunts. “One of the larger projects that we have worked on in the last few years is Slieve Bloom Mountain Bike Trails. That has brought significant opportunities for the village with a new coffee shop and a couple of new bike shops opening on the back of it. We are bucking the trend about rural Ireland and businesses always closing,” he proudly states.

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RI O J A WINE

in soils, climate, vines orientation, trellising systems, altitude, and varieties. Rioja is a great combination of a rich legacy and old tradition of winemaking and the huge potential to produce the most modern, and bold wines; from vibrant whites and rosés to super attractive reds in many different styles. In Campo Viejo we benefit from that diversity by having vineyards all across the region that allow us to blend unique grapes to craft our wines.”

Are the individual wineries and the producers the attraction when it comes to Rioja or is the region and its traditional styles still the main draw we wondered?

“There is place for everyone in Rioja and a wine for every wine lover. You will find the traditional style that made Rioja what it is today, but a lot of new and exciting wines are rising to show a new face of Rioja. It is a great moment for wine drinkers to be looking after Riojas wine scene, for the past, the present and the future,” says Lopez.

Trading up

Sales of Spanish wine in the off trade (which accounts for over 80% of all wine sales in Ireland) are 4th overall with an 11.8% market share of retail sales. Rioja Reserva is the most popular aged style and in 2022 sales of Reserva wines accounted for 41.5% of all Rioja wine sold here.

This was followed by wines without ageing designation 35.5%, Crianza 18.4% and Gran Reserva 4.4%.

(Source: Grupo Rioja) Consumers traded up in the off trade during Covid because they had more

TOPIC: Rioja wine sales on the Irish market Wines from Argentina and Spain saw their volume share increase during 2021 1.

Chile

24.3%

2.

Spain

15.3%

3.

Australia

13.3%

4.

France

12.7%

5.

Italy

10.0%

6.

New Zealand

6.4%

7.

USA

6.0%

8.

Argentina

4.7%

9.

South Africa

2.0%

10.

All Others

5.3%

*** Figures from Drinks Ireland Wine 2021***

May/June 2023 | DRINKS INDUSTRY IRELAND

disposable income as they were not able to dine out or travel. According to Cathal McHugh of McHugh’s Off Licence Artane, Winner of the Irish Off Licence of the Year 2023, despite consumers being mindful of spend, most of them won’t trade down after experiencing better quality wines.

Two of the key Rioja wine brands on the Irish market performed very well during this period.

Campo Viejo performed well for the period March 2021 to March 2022 moving up a position to 11th thanks to very strong volume sales during 2021/22 according to the Top 20 Wine Brands in Ireland. Overall volume sales of their range increased by 10.5%, the second highest for any brand in that time scale. Also, Faustino (14th position up from 15th in 2021) performed well and increased its volume sales on the Irish market by 0.4% for the period March 2021 – March 2022.

Nisea Doddy, hotel sommelier, The Shelbourne, Dublin agrees that quality has become more important since Covid. “So many wine drinkers were spending more in local wine merchants than usual. People certainly seem to have developed more curiosity and knowledge and will trade up more readily, having one great bottle instead of two middle of the road pricewise,” she explains.

Gutier Becheras from the French Paradox Wine Shop and Tasting Room in Dublin has noticed an increase in the average spend per bottle in the shop since Covid and says customers are definitely drawn to Rioja wines. “Our customers generally associate Rioja with medium to premium range wines,” he says.

However, Ann Moran of Gibney’s Wine Specialist Malehide is of the opinion that despite customers certainly choosing quality over quantity during Covid things have changed a bit since. “Since the reopening of travel, restaurants etc not to mention the rise in cost of living we have noticed that the spend has reduced for personal consumption, however gifting remains in the quality bracket.”

So, can consumer focused promotions help the independent off trade to encourage the consumers to continue trading up and help to create greater awareness for the more

Guests enjoyed the pre-lunch wine tasting and meeting colleagues from across the trade and of course, having the opportunity to speak directly to the winemakers.

premium wines from the region?

Will Mullin, managing director of WineOnline.ie explains that they ran a Rioja Festival last year and introduced consumers to new wineries making modern styles of Rioja. “There were over 100 wines shown at the consumer event. The sales that followed were not the main brands making traditional Rioja. The sales were modern styled and more expensive wines that showed a new quality and style to them. I think the key is more consumer-focused promotion rather than merely trade. The trade is aware of the changes but by creating a new demand with the consumer, the trade will react anyway, bringing consumers what they are demanding in both the on and the off trade. We saw that first hand with the consumer-focused Rioja Festival in October 2022.”

Legislation and innovation

As mentioned earlier, Rioja is going through a period of re-invention.

In 2019 the region introduced new legislation that included new geographical indications, Viñedos Singulares (single vineyard wines); Vinos de Zona (regional specific wines) and Vinos de Municipio which allowed the name of a specific village to be included on the label. Sparkling wine

"It is a great moment for wine drinkers to be looking after Riojas wine scene, for the past, the present and the future,” says Ignacio Lopez from Campo Viejo.

DRINKS INDUSTRY IRELAND | May/June 2023

MARKETI NG

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A day in the Life Ellen Leonard Bates, strategic accounts manager for Diageo

What time do you get up on a weekday?

6.30am Typical breakfast?

Coffee and cereal Do you commute or work from home?

Mix of home, office and onsite at client meetings or events.

How long have you been in your current job?

I’ve been at Diageo almost three years.

What does a typical day at work include?

My commercial client facing role, involves composing proposals and pitching. I work across the full Diageo portfolio of spirits and beer. The

vast portfolio includes world class brands like Guinness, Hop house 13, Carlsberg, Tanqueray, Baileys and Ketel One. Many of my clients are hospitality companies so my time is split between on trade meetings at pubs and work at stadia, greenfield sites for concerts and events. This time of year, it’s particularly busy for festivals and racing, later it will be more GAA and rugby. As an organisation, Diageo Ireland is leading the way with sustainability initiatives and digital evolution, so it’s an exciting time to be a part of the business. All of this means that what happens in a day at work is extremely varied!

Who is your favourite politician and why?

Locally, I admire politicians who champion on behalf of their constituents. On a global level, Jacinda Ardern has been inspirational to watch.

Who is the most annoying celebrity in your opinion?

Pass!

What is the best ad (apart from the brand’s you represent) I would honestly prefer a good book than watching tv, so not up to date with many recent ads!

Worst ad on television?

Not a fan of the bird that sings about carbon monoxide poisoning!

What is your favourite drink?

Don Julio Tequila Blanco and amaretto with fresh lemon juice and lime juice stirred down over cubed ice.

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

Professor Brian Cox for fascinating chats.

Melissa Mc Carthy for a good laugh.

Karren Brady for career inspiration.

Favourite no/low brand on the market?

Seedlip.

Favourite pub in Ireland and abroad?

Very mood dependent, but if I was looking for a quiet pint - upstairs in Nearys or Stags Head. For a delicious cocktail - Bar 1661. For the craic - Bonobo. Live music in Cobblestone or Bad Bobs and latenight dancing - Ukiyo or 37.

Abroad, I recently went on a cocktail research trip to London, and I loved Satan’s Whiskers.

Best pub for grub?

French toast for breakfast in Searsons, Salad for lunch in the garden at House. For dinner, chicken wings and a pint in O’Connell’s overlooking the harbour in Howth.

Achievement you are most proud of?

Completing my business degree part time, whilst working full time and raising two small children!

Favourite saying?

Just keep swimming. n

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I N D U S T R Y R EPOR T

May/June 2023 | DRINKS INDUSTRY IRELAND

Summer sessions

It’s time to get stocked up with the right products to satisfy your customers during the summer months. Drinks Industry Ireland looks at the new and old reliables on the market that perform especially well in the summer months

A

t the slightest mention of a sunny day, Irish people love to plan outdoor meet ups with friends and so beer gardens are often the first destination.

The scale of the summer upswing in sales varies from province to province, and venues in rural and suburban areas are more likely to draw people out to drink lager in beer gardens and terraces. For example, Connaught and Munster gain more share of the category

between June and August, while growth in Belfast is outpaced by the rest of Ulster in Northern Ireland, according to CGA Ireland.

“Lager sales always rise in line with the temperatures, so summer is a great time for suppliers and operators to cement loyalty, develop new brands and innovate,” says Sian Brennan, CGA’s client director, Ireland.

“Successful strategies will help increase share not just in the main

summer months but all year round, as consumers continue their habits into autumn and winter. Taking a deep dive into sales trends and consumers’ summer preferences is the vital first step towards achieving growth.”

The cider category, the third largest category within LAD, saw consumption reach a new peak in 2022, according to Orchard Thieves due to the fine weather so all fingers and toes will be crossed this year for another fine few months ahead.

Lager in Ireland’s On Trade: five CGA insights for the summer

1 Summer spike

CGA’s sales data shows how summer traditionally lifts lager sales. It attracts more than half of LAD serves across the island, and grows its share of the market from June to August by 1.5 and 1.0 percentage points in Republic of Ireland and Northern Ireland respectively.

2 Refreshment the main appeal

Lager has become synonymous with summer drinking in pubs and bars.

A third of consumers choose it ‘to refresh themselves’ when out, and the top traits they seek in a lager are ‘refreshing, ‘crisp’ and ‘light’— so these should be key features of all promotional strategies in the summer months.

3 Loyal drinkers

With two thirds of lager consumers drinking the category every or almost every time they go out, suppliers have a loyal and reliable core of drinkers to target. This is especially the case in pubs, where lager accounts for 46% of sales in both Republic Ireland and Northern Ireland.

4 Regional variations

The scale of the summer upswing in sales varies from province to province, and venues in rural and suburban areas are more likely to draw people out to drink lager in beer gardens and terraces. For example, Connaught and Munster gain more share of the category

between June and August, while growth in Belfast is outpaced by the rest of Ulster in Northern Ireland.

5 Bottled serves gain share

Draught dominates the lager category, attracting nearly nine in 10 of all serves. But the packaged segment attracts more interest in the summer, and earns 11.4% and 13.5% of sales in Ireland and Northern Ireland—both up by 0.4 percentage points compared to the rest of the year.

Source: CGA’s On Premise Measurement Service and On Premise User Survey To learn more, email Sian Brennan at sian.brennan@cgastrategy.com.

DRINKS INDUSTRY IRELAND | May/June 2023

Secret Orchard Campaign supports home-grown talent Bulmers has announced the launch of its latest campaign, Bulmers Secret Orchard, aimed at supporting Irish home-grown talent. As part of the campaign, a series of gigs will be held across the country in local venues, bringing the magic of the Clonmel orchards to the masses, featuring headline performances by some of the hottest up and coming artists in Ireland. The final gig of the summer will take place in the home of Bulmers in their orchards in Clonmel. The campaign is supported with through the line marketing communications including a VOD film with backing track by emerging Irish artist, Shiv. The campaign will also be supported with digital, social, media partnerships and on and off trade point of sale.

SUMME R DRI N KS supporting Irish home-grown talent through the Bulmers Secret Orchard campaign. It’s a fantastic platform for emerging artists to showcase their talent, and we can’t wait to see what they have in store for us. We encourage everyone to get involved to experience the best of Irish music over a delicious pint of Bulmers and engage in the moment “When Time Bears Fruit”.

Dis is an Italian story

Disaronno is sharing a twist on a classic cocktail which is simple to make and great to drink. The rich and bold Italian taste and elegance of Disaronno makes it a versatile liqueur that can be enjoyed on the rocks and create a variety of craft cocktails such as a refreshing Disaronno Sour or Disaronno Fizz.

The Disaronno Fizz is a low-alcohol drink with a distinct character. Using just three simple ingredients it’s easy to make at home and pairs perfectly with brunch.

The first Secret Orchard event will take place on 26 April in Whelan’s, Dublin, headlined by the talented Dublin-born artist, Kojaque

Punk IPA is going from strength to strength

Layered with new world hops to create an explosion of tropical fruit and an all-out riot of grapefruit, pineapple and lychee before a spiky bitter finish, this is the perfect summer drink to quench your thirst.

This fresh, full flavour natural beer is our tribute to the classic IPAs of yester-year. The post modern twist is the addition of amazing fruity hops giving an explosion of tropical fruit flavours and a sharp bitter finish.

Distributed by Barry & Fitzwilliam, sales are at an all-time high and we don’t see the rebellious Punk IPA slowing down anytime soon.

Star quality rosé

Disaronno is a versatile liqueur that can be enjoyed on the rocks or to create a variety of cocktails

The first Secret Orchard event will take place on 26 April in Whelan’s, Dublin, headlined by the talented Dublin-born artist, Kojaque. The gig promises to be an unforgettable experience for Bulmers consumers and music lovers, showcasing some of the best emerging talent Ireland has to offer.

Consumers can get tickets for each event by signing up at secretorchard. bulmers.ie. To get to the ultimate Secret Orchard gig in Clonmel, simply pick up a limited edition pack of Bulmers in-store, scan the QR code on pack and enter the competition to win.

Commenting on the launch of the campaign, Karl Donnelly, ROI marketing director, “As the original Irish cider, we’re thrilled to be

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The original taste and unmistakable aroma of Disaronno is combined with fizzy soda bubbles and lemon juice for a refreshing, thirst-quenching cocktail: an original and contemporary version of one of the must-haves of mixology, ideal to make your brunch even more special.

Disaronno is encouraging consumers to bring a touch of Italian spirit into their homes by sharing a Disaronno Fizz with friends and family over brunch.

Disaronno is distributed by Barry & Fitzwilliam.

Revolutionary beer

Punk IPA is the beer that kick-started the BrewDog revolution. This scenestealing flagship is an India Pale Ale that has become a byword for craft beer rebellion; synonymous with the insurgency against mass-produced, lowest common denominator beer.

Punk IPA charges the barricades to fly its colours from the ramparts – full-on, full-flavour; at full-throttle.

In February 2022 Kylie Minogue Wines distributed by Barry & Fitzwilliam, launched its first 0% alcohol Sparkling Rosé in Ireland, with flavours and acidic balance mirroring that found in wine. Through a blend of premium Organic European grapes and green tea selected from the Liu-Da Mountains of Yunnan province in China, Kylie Minogue Wines’ 0% alcohol production process provides maximum development of wine attributes without generating any alcohol. The careful selection of ingredients is reflected in the extraction process of the tea, with one bud and two leaves individually hand-plucked at a time. Brewed into a strong infusion and added to the grape ferment, the result is an additional mouthfeel and finish, rounded off with dried tannins to present a complex and finely balanced Sparkling Rosé, minus the alcohol.

Kylie Minogue Wines’ Alcohol-Free Sparkling Rosé is just 22 calories per 100ml which is around 80 less calories per glass than a standard glass of prosecco, making it a lighter alternative. (Source: DrinkAware.co.uk 125ml glass of 12% ABV Prosecco contains around 108 calories).

According to Minogue she is over the moon with the incredible response >>

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S U M M E R DR INKS

May/June 2023 | DRINKS INDUSTRY IRELAND

are dominated by the fun-factor pale rosés and pink spirits offer, and data highlights this rapid growth in rosé.

Yet despite all the noise, growth and ‘Grams’, the rosé category remains dwarfed by sauvignon blanc. Villa Maria Sauvignon Blush gives you the best of both.”

“We’ve taken the cool, fresh, leap from the glass energy of our worldrenowned Sauvignon Blanc and added a splash of merlot to make a wine with a delicate pink hue, bursting with fresh flavours of passionfruit and cranberry.”

Villa Maria ‘s New Zealand Blush Sauvignon is distributed by Barry & Fitzwilliam.

Zesty deliciousness Kylie Minogue Wines’ Alcohol-Free Sparkling Rosé is just 22 calories per 100ml which is around 80 less calories per glass than a standard glass of prosecco

to the latest addition to the Kylie Minogue Wines portfolio. “Our first zero-alcohol wine and a truly sparkling example of what can be achieved in this area! This really is a tribute to my amazing Kylie Minogue Wines team - ever since we launched, we have focused on delivering many varietals of innovative and high-quality wine, for every occasion and person, worldwide.

Our Zero Percent Sparkling Rosé is no exception, and I am beyond thrilled it has been received so well. Thank you for the continued support, and cheers to the new year, lovers!” said Minogue.

Makes you Blush!

Villa Maria’s fresh new take on New Zealand Sauvignon Blanc has landed in Ireland Is it a rosé? Is it a sauvignon blanc? Villa Maria has created the best of both worlds with a New Zealand Blush Sauvignon. Ninety per cent sauvignon blanc, with just a touch of merlot (10%), Villa Maria Blush Sauvignon delivers the taste experience of New Zealand’s favourite white wine with a Villa Maria has pale created a blend pink twist. of rosé and “It feels like sauvignon blanc everyone is drinking to create the pink these days,” New Zealand Blush Sauvignon says Villa Maria head of marketing and communications, Sarah Szegota.

“Instagram feeds and social occasions

Cointreau has launched a redesigned version of its liqueur bottles, which are now made from “two-thirds recycled glass”. Describing the brand refresh as the most momentous of its kind in 140 years, both the bottle and the label have been altered. As well as looking to boost its sustainability credentials by using The newly recycled glass, textured convenience and Cointreau cap provides better practicality was grip for an also a consideration easier twist-off when redesigning the bottle. The bottle while simulating the skin of an has been made four orange millimetres taller to facilitate its grip and make it easier to hold. Similarly, the newly textured cap provides better grip for an easier twist-off while simulating the skin of an orange.

However, the bottle still displays traditional design features such as the Cointreau medallion.

Spirit lovers, both past and present, recognise Cointreau as a core building block in premium cocktails creation.

Cointreau is the cornerstone of more than 350 internationally renowned cocktails such as the margarita, sidecar and cosmopolitan. It enhances your cocktails with its perfect balance.

“A masterpiece crafted through the unique distillation of all-natural sweet and bitter orange peels, resulting in a crystal clear liqueur that strikes the perfect balance between sweetness and freshness”. For more than 30 years, the finest orange peels are carefully selected by Master Distiller, Carole Quinton, to create the definitive orange liqueur. Cointreau is proudly distributed by Barry & Fitzwilliam.

Made with passion

Passoã is a passion fruit liqueur with a full-bodied sweetness that brings a twist and burst of zest to the palate. Made with real passion fruit from Brazil, Passoã is unmistakably tickled red with an intensely stimulating flavour.

It is the ideal ingredient for simple mixes, easy to make, drink and share.

It is the perfect way to add a little passion to your favourite classic With an ABV of and frozen cocktails, 20%, Passoã is a with Passoã there are great low alcohol no boundaries to the option delicious drinks you can make.

Passoã was created over 30 years ago. Since then, the distinguishing black bottle has become a household name amongst the cocktail novices. Cocktail parties at home are not complete without it.

With an ABV of 20%, Passoã is a great low alcohol option, also when served with tonic water or ginger ale. Or the hero cocktail, our favourite the original Porn Star Martini! Proudly distributed

by Barry & Fitzwilliam.

Heart and soul

Created by whiskey icon Brian Nation, formerly master distiller for some of the most well know Irish whiskeys including Jameson, Redbreast, and Midleton, Keeper’s Heart is a new style of whiskey, bringing together the best of Irish and American whiskey-making traditions. After leaving Ireland in 2021 to move to America and craft Keeper’s Heart with the O’Shaughnessy family, Nation is bringing the unique blend of Irish and American whiskeys home.

Keeper’s Heart Irish + American Whiskey launched in 2021, and quickly expanded its portfolio with Keeper’s Heart Irish + Bourbon.

With its innovative liquid and expert craftsmanship, Irish + American

Keeper’s Heart is a new style of whiskey, bringing together the best of Irish and American whiskey-making traditions

DRINKS INDUSTRY IRELAND | May/June 2023

became the most awarded new whiskey brand in 2022, including International Wine and Spirits Challenge Platinum, Ultimate Spirits Challenge 94, Critics Challenge International Platinum and Pr%f Award Double Gold honors.

Speaking about the foundation of O’Shaughnessy Distilling Co., cofounder Patrick O’Shaughnessy said: “What started as an O’Shaughnessy family reunion became the birthplace of Keeper’s Heart, a celebration of our family’s Irish-American heritage.”

“Our great, great grandfather came to the United States from Ireland, and our large extended family has stayed close to our Irish roots. Keeper’s Heart was created to celebrate that. We are extremely proud of the Keeper’s Heart team and the reception the brand has received since we launched. It has made it possible to continue to grow Keeper’s Heart and evolve the liquid offerings, and now, as we begin international distribution, Ireland was at the top of the list. We hope the Irish people enjoy what we have created as much as the American drinkers have.”

Liquid development is led by Master Distiller Brian Nation, who has more than 22 years of experience working on some of the most renowned and highquality Irish whiskeys in the world.

Keepers Heart is available exclusively from Barry & Fitzwilliam.

For more information, please visit www.KeepersHeartWhiskey.com.

Introducing ‘Flora Adora’ by Hendrick’s

Hendrick’s Gin reveals a new limited release gin. Carefully created using a wildflower bouquet that most entices our nectar loving friends, Hendrick’s Flora Adora offers a bright floral explosion to that signature Hendrick’s style.

Flora Adora is buzzing with an enticing aroma of enchanting flowers and a fresh, herbal character that is classically Hendrick’s in style. The juniper and coriander backbone are lengthened by lush green and wonderfully sweet floral characteristics.

The new gin was curiously perfected

by Hendrick’s master distiller, Lesley Gracie, within the Hendrick’s Gin Palace in Southwest Scotland. Lesley loves watching the bees and butterflies at play in her gardens and how they seem to favour particular flowers.

With Flora Adora, Lesley has used this favoured floral bouquet, that is most attractive to our precious pollinators, and used them to distil this refreshing floral infusion.

Gracie comments: “I find it really relaxing to watch the butterflies and

SUMMER DRI N K S bees busy at work in the garden. It’s fascinating to me how they seem to settle on some plants more than others.

Certain flowers are more enticing to the pollinators and it’s these blooms that I’ve used to create a botanical blend for Hendrick’s Flora Adora.”

Eimear Genin, marketing manager adds: “As with all of the Cabinet of Curiosities releases, the base is always Hendrick’s original gin – made with the same 11 dried botanicals distilled in two utterly dissimilar stills and distinctly consummated with rose and cucumber. Any other additional botanicals are layered on top. In the case of Flora Adora, this is a floral bouquet that is particularly attractive to our flying friends.”

For further information please visit www.hendricksgin.com/hendricksflora-adora.

Stealing the show

The cider category, the third largest category within LAD, saw consumption reach a new peak in 2022, (+5% vs 2019) aided by one of the warmest summers of the last decade and an eventual return to normal socialising. This uplift in cider has been exponentially driven by 18–24-year-old consumers, commonly referred to as ‘Gen Z’, with whom overall cider consumption and frequency of consumption has hit a 3-year high. Orchard Thieves, as the #1 consumed cider among 18–24-year-old consumers, has played a critical role in driving this cider resurgence.

As part of the Heineken Ireland portfolio, Orchard Thieves benefits from the company’s 125-year heritage in cider and is crafted using the best of traditional cider-making skills.

A passion for bringing choice and dynamism to the cider category has also seen the rollout of Orchard Thieves Blood Orange on draught most recently. According to Heineken Ireland marketing director, Wojciech

Orchard Thieves is the #1 consumed cider among 18–24-year-olds

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Bogusz, “This flavour innovation guarantees the trusted quality and taste experience that is expected from Orchard Thieves, whilst giving consumers a new slice of flavour refreshment on draught.”

In 2023, Orchard Thieves will continue to delight consumers with unforgettable experiences as part of their ‘Obey Your Instinct’ platform with events planned throughout the year to guarantee another bumper year for Cider.

To find out more about Orchard Thieves, follow @orchardthievescider on Instagram & Facebook or visit www. orchardthievescider.ie

Serving up the taste of summer 2023

Peroni Nastro Azzurro, the number two super premium brand in on-trade packaged lager and the number two super premium lager brand in draught, is invigorating the sunshine beer category with a brand-new, refreshingly light lager - Peroni Nastro Azzurro Stile Capri. The latest innovation from Peroni Nastro Azzurro features a subtle spritz of Italian lemon and lower bitterness to deliver exceptional quality and taste credentials for summer 2023.

Aimed at a younger on-trade consumer searching for great refreshment from the category, >>

Peroni Nastro Azzurro Stile Capri enters the sunshine beer category with refreshingly light, premium lager

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S U M M E R DR INKS

brand-new Peroni Nastro Azzurro Stile Capri offers lower bitterness and lower ABV (4.2%) than the original Peroni Nastro Azzurro, with exceptional quality and taste credentials.

Inspired by the taste and scent of Capri, an island in Italy’s Bay of Naples, the new brand from Peroni Nastro Azzurro offers a subtle and lightly aromatic flavour. The launch comes in time for spring and summer, and is ideal for informal occasions. Whether it be music festivals, live sport, picnics, BBQs, or a pub beer garden, Peroni Nastro Azzurro Stile Capri will stand out from the crowd.

Available to consumers to purchase in 24x330ml pack size, from On Premise outlets from the end of May onwards, the new brand will be nationwide by Summer 2023.

Data Source: CGA. Based on sales in the 12 Month period ending 28 February 2023 compared to the 12 Month period ending 28 February 2022 for all measured stores in Republic of Ireland of products in the beer super category in the Lager category of the super premium quality that are packaged.

A 100% malt masterpiece

The Powerscourt Distillery is proud to announce its latest release, a Single Malt whiskey that has everyone talking. Why? Because it is the first distilled whiskey from Co Wicklow in

May/June 2023 | DRINKS INDUSTRY IRELAND

over 100 years! Whiskey enthusiasts and connoisseurs get ready for a new whiskey experience like no other.

The Powerscourt Distillery has made history with their latest release – one hundred years since a whiskey has been distilled in the county, 100% malt, 100% distilled on the Powerscourt Estate and 100% Wicklow in a bottle!

The Powerscourt Distillery Single Malt is available from 28 April at selected stockists nationwide and from the Powerscourt Distillery and Visitor Centre, plus their online store. RRP for the release is €55.

But don’t take our word for it. Let the whiskey speak for itself. This whiskey’s complex flavour profile boasts a nose filled with toffee, baking spices, vanilla, dessert apples, pears, soft leather, cinnamon, nutmeg, and baked buttered pastry crusts. On the palate, enjoy rich notes of vanilla custard, soft oak, salted caramel, digestives, and tarte tatin, followed by a warming finish complemented by oak spices, soft leather, honeyed almonds, and stewed fruits.

John Cashman, the head of new product development for The Powerscourt Distillery and local Wicklow man from Rathdrum says, “Our First Fercullen Single Malt release takes authentic inspiration from our unique location. It is a great honour to be involved in the inaugural release of a whiskey which was completely distilled here in Powerscourt Distillery.

The whole team are exceptionally proud of this key milestone in our story, especially our first employee and senior distiller, Johnathan Graham, who, alongside our founding master distiller, supervised the first distillation in 2018.

Our award-winning master distiller, Paul Corbett, has curated the final liquid – a sensational single malt worthy of the title “Spirit of Wicklow”.

Wine of the year!

The Powerscourt Distillery has made history with their latest release – one hundred years since a whiskey has been distilled in the county

Rioja Vega has emerged as a prominent name in the world of Rioja wine, and it is no surprise that Rioja Vega Crianza was crowned the winner of the title, Ireland’s Wine of the Year at the most recent Irish Wine Show hosted by the National Off-Licence Association. The Semi-Crianza was also awarded the gold star for best in category, Old World Red Wine under €12 and these accolades are a testament to the exceptional quality of the wines produced by this renowned winery.

Situated in the heart of Rioja, Spain, Rioja Vega has been crafting outstanding wines for over 140 years.

Their wines are a reflection of the unique terroir of the region, which is

Rioja Vega Crianza was crowned the winner of the title, Ireland’s Wine of the Year at the most recent Irish Wine Show

known for its perfect combination of soil, climate, and grape varieties. The winery uses traditional methods of winemaking, and the wines are aged in oak barrels for an extended period, adding depth and complexity to the final product.

One of the key factors behind the success of Rioja Vega is their commitment to sustainability. The winery is mindful of the impact of their activities on the environment, and they have implemented several initiatives to reduce their carbon footprint.

They also work closely with local farmers to promote organic farming practices, which not only benefits the environment but also enhances the quality of the grapes.

Rioja Vega’s rich winemaking tradition dates back to the earliest days of wine culture in the Rioja region, making it one of the few wine cellars with such a storied history.

Unlike many others, the origins of Rioja Vega predate the creation of the Denominación de Origen quality guarantee, which has enabled the winery to maintain the use of the Rioja name in its trademark. This is a testament to Rioja Vega’s dedication to preserving the authenticity and heritage of the region’s winemaking traditions.

Rioja Vega produces a range of wines, from entry-level wines to premium blends which are all available from Ampersand Wines.

For more information on Rioja Vega or if you would like to order contact your Ampersand representative or call the sales line on 01 4130150. n

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I N D U S T RY R EPOR T: POITÍN

Home grown spirit Now a very on-trend drink, poitín can be drank on its own but has also become a common ingredient in cocktails, futureproofing this age old Irish spirit. Drinks Industry Ireland looks at some of the most exciting poitín brands on the market today

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n illegal spirit in Ireland from 1661 to 1997, Irish poitín has made a phenomenal comeback and is very much an accepted and hallowed drink at home in Ireland and beyond these shores. Made legal again in 1997, poitín can now be found in bars all across Ireland, instead of under the counter anymore.

The word poitín stems from the Irish word «pota” for pot referring to the small copper pots still used by poitín distillers today. Secretly made and hidden in bogs and fields around Ireland, and often set up on land boundaries so the issue of ownership could be disputed, the quality of poitín depended on the skill of the distiller and the quality of their equipment, and a bad batch could put a distiller out of business overnight.

It is often thought that poitín was distilled from potatoes. In fact, this is the ‘modern’ way. Potatoes were only used in the last couple of hundred years. Originally – and today – poitín is made from grain. So it’s more of a white whiskey where traditional whiskey would continue its ageing journey in wood. Producers are now bringing it into the twenty first century with cold distillation processes.

As part of a national revival of poitín, it is being led by independent Irish producers and is seen as a real fusion of ancient and modern. What was once

an illicit spirit of variable quality, is now a market favourite for this home grown quality spirit that comes with a dash of Irish mythology!

Straight from the heart of Dublin, Little & Green is an Irish drink that dares to bring poitín to the party. Inspired by local flavours tailored to an Irish palate, Little & Green’s sparkling canned cocktails are made with poitín and are created with the drink innovators at

Ireland’s Bar of the Year 2022, BAR 1661 for bold moments, on the go, cold from the can.

Made with two of Ireland’s leading poitín brands, Mad March Hare and Bán, the range launches with a pair of big on flavour sparkling cocktails.

Sneaky Orchard is a refreshing Collins, a harvest festival of ripe pear, crisp apple, and elderflower flavours. Shady Bramble is inspired by Ireland’s deep, dense hedgerows and is bursting with flavours of wild juicy blackberry,

Made with two of Ireland’s leading poitín brands, Mad March Hare and Bán, the range launches with a pair of big on flavour sparkling cocktails

Distilled in West Cork, Mad March Hare Irish Poitín is part of a national revival of Poitín

Poitín party

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I NDUSTRY REP ORT: P OI TÍ N

to be left back where he started in a dishevelled and confused state. Nowadays we’d call that a hangover!”

The Pooka Blend No1 won the gold medal for best clear spirit made in Ireland in the Blas na hEireann awards whilst their Pooka Hazelnut Poitín Liqueur has become a big hit with cocktail bars around the country. Mourne Dew will be bringing out a 60% ABV white poitín this summer followed by a spicy cinnamon flavoured poitín liqueur in time for the winter market

raspberry, and violet.

Both are made with all natural flavours, no artificial sweeteners, vegan and gluten free. They are available in 250ml cans, with an ABV of 5% from select retail and on trade outlets nationwide and online at littleandgreen.ie

Leading the revolution

Poitín has been leading people astray for centuries. Secretly made and hidden in bogs and fields around Ireland, it was both everywhere and nowhere. Made legal again in 1997, poitín can now be found on backbars all across Ireland, instead of under the counter. Today Mad March Hare is proud to be leading the revolution as the world’s number one Irish poitín brand.

Using only the finest, locally sourced malted barley and distilled three times in copper pot stills in the traditional style. In fact only three ingredients; water, malted barley and yeast are used during production at the distillery in West Cork. The mash bill is 100% malted barley and the spirit is triple distilled, filtered and bottled at 40% for a smooth finish. Quietly distilled in West Cork, Mad March Hare Irish Poitín is part of a national revival of Poitín as an emerging, modern, innovative and vibrant category, led by independent Irish producers.

Mad March Hare is distributed by Intrepid Spirits through Celtic Whiskey Shop, Classic Drinks and MCM Spirits and is available at Celtic Whiskey Shop and all leading independent retailers.

Family traditions run deep

Award winning Mourne Dew Distillery is a real fusion of ancient and modern.

When a reveller was returning home from having sampled the wares of the local poitín maker he might be grabbed by the Pooka

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Get it in the mix

The Pooka Blend No1 won a gold Blas na hEireann award

StrawBoys Irish Poitín produced by The Connacht Distillery in Ballina is part of their award-winning range.

They’ve seen increasing interest from bartenders in the product given that it is inherently mixable and works really well in cocktails.

At their monthly ‘Cocktails & Vinyls’ night in the distillery, poitín based cocktails have proven be very popular, with their ‘Poitín Margarita’ being a particular hit amongst guests. Connacht is hoping that the mixability of poitín will drive further interest in export markets and high volume cocktail bars in Dublin. It’s bottled at an approachable 45%. n

This family business takes traditional poitín mash bills and combines these recipes with ultra-modern distillation techniques to capture all the best flavours but none of the unpleasant elements often associated with what was once an illicit spirit of variable quality. Head distiller Donal Farrell says: “My grandfather was born way back in the 1850s and by all accounts he had more than a little interest in the spirit! We are taking a family tradition and bringing it into the twenty first century with cold distillation processes that remove all sorts of nasty by-products of fermentation which are not removed by conventional hot distillation processes. Our poitíns are named after the mischievous Irish fairy called the Pooka. Pookas often took THE the shape of a horse and when ORIGINAL IRISH a reveller was SPIRIT returning home from having sampled the wares of the local poitín maker he might be grabbed by the Pooka, thrown onto its Visit madmarchharepoitin.com @madmarchharepoitin back and taken Please enjoy Mad March Hare Irish Poitín responsibly. on a wild ride only

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RE C RU I T M ENT A DVICE

Whiskey tales

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working life, each period as important as the other in shaping what we end up doing.

The first jobs we get as teenagers or students are often part-time jobs in retail or hospitality and the careers that we have in our 20s and 30s are typically related to our studies along with the time in our lives when we want the security to buy a home or start a family and sometimes, the lucky ones end up realising what their real passion is and what is most important to them to give them a sense of purpose and satisfaction whether this is through gaining a work life balance or simply doing something that they feel makes a difference to the lives of others or helps them leave their mark on the world.

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Career trajectory s a recruiter, I regularly meet with people who This week, I had the pleasure ask me for advice on of talking to James Doherty of their career, whether they have Sliabh Liag Distillers about his been working in a particular journey from growing up and role or industry, have lost studying as an engineer in the faith in the industry or the UK to working in Africa and particular job they are in, or if then moving into a sales role they are looking for a change Shane McLave of Excel in Asia, before returning to his but they don’t know where to Recruitment with James ancestral home in Donegal. start or what the possibilities Doherty ended up founding Doherty of Sliabh Liag Distillers are for them. However, in and building the first distillery my experience, it’s not to legally produce whiskey as simple as picking a career, going to in Donegal since 1841. I asked him a few college to study, and/or landing your questions about his career to date. dream job.

With all the nervousness we see reported in As a result, the advice I give to the media about our over reliance as an economy people is that your dream job on corporate tax and overseas multinationals, I and the skills you need for it found it really heartening to talk to James about are normally built up over a the current and future possibilities around some number of years and through of our indigenous industries and how they are working in many different jobs helping to bring employment and prosperity in Shane McLave, managing or industries. Most people have a sustainable way to so many towns around the director of Excel three distinct periods in their Recruitment island of Ireland.

Shane McLave, managing director of Excel Recruitment speaks to James Doherty of Sliabh Liag Distillers about his career trajectory which led him to establish his drinks business.

How did you end up in the drinks industry?

“Almost by accident, an engineer by training, I came home from growing tea in Africa to the UK and managed to grab a break with WM Grants (Glenfiddich, Balvenie, Hendricks) in a sales role (despite my lack of experience) and a few years later, I was on the board. I left them with a wanderlust and headed to Asia with my family where we did pretty well too, and then decided we could do spirits brands and distilleries in a different way to the big corporates – the result is the Ardara Distillery, the home of Sliabh Liag Distillers, An Dúlamán Gin and The Silkie Irish Whiskey. The business is growing rapidly, while creating opportunities locally and doing so against a macro back drop that is really challenging.”

Can you give me a brief history of the company?

“We started in 2015, with an ambition to reclaim the distilling heritage of Donegal.

We unfortunately lost a bit of time to some ridiculous land issues but still built the gin distillery in 2017, and launched An Dulaman Gin (currently in 35 countries).

We also launched Silkie Irish whiskey as it is now in 2019 and have shipped to 40 countries and sold almost 15,000 9L cases.

Subsequently, we distilled the first whiskey in 2020 before building the main whiskey building in 2021. Our first whiskey will be released in July of this year – the first legally distilled whiskey in Donegal since 1841.”

How many people are now employed by the distillery and what do you think the industry is worth to the wider economy?

“Currently, we have built the team up to 26 employees, but we expect to have up to 40 in due course who will be based at the distillery in Ardara and the bottling hall in Carrick. The majority of our employees work in Carrick in the bottling and administration centre, and we also have a few people based internationally. The export value (the distillery gate if you like) of the Irish whiskey industry exceeded €1bn for the first time in 2022, and don’t forget that 96% is exported.”

How many people are employed directly in the Irish whiskey industry and are you seeing challenges in the current labour market?

“Approximately 2,000 people are employed across the island. The labour situation is tight, but this hasn’t specifically impacted us in our own distillery as we have a pretty stable team.

The competition for talented people is very intense due to the positive growth we are seeing within the sector.” n

DRINKS INDUSTRY IRELAND | May/June 2023

C AMPAI GN TRAIL

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A 100% malt masterpiece worth waiting 100 years for The Powerscourt Distillery has made history with their latest Fercullen Single Malt release – one hundred years since a whiskey has been distilled in the county, 100% malt, 100% distilled on the Powerscourt Estate and 100% Wicklow in a bottle! The Powerscourt Distillery Single Malt is available since 28 April at selected stockists nationwide and from the Powerscourt Distillery and Visitor Centre, plus their online store www.powerscourtdistillery.com. The first 6,000 bottles are numbered for the initial release. RRP for the release is €55.

John Cashman, the head of New Product Development for The Powerscourt Distillery and local Wicklow man from Rathdrum, “Our first Fercullen Single Malt release takes authentic inspiration from our unique location. It is a great honour

to be involved in the inaugural release of a whiskey which was completely distilled here in Powerscourt Distillery.

The whole team are exceptionally proud of this key milestone in our story, especially our first employee and senior distiller, Johnathan Graham, who, alongside our founding master distiller, supervised the first distillation in 2018. Our award-winning master distiller, Paul Corbett, has curated the final liquid – a sensational single malt worthy of the title, “Spirit of Wicklow”.

According to Paul Corbett master distiller, “The spirit laid down at Powerscourt Distillery in 2018 is of exceptional quality. To have the opportunity to blend these liquids and establish the DNA of Fercullen Single Malt has been an honour. I look forward to blending many more releases of Powerscourt Distillery liquid in the

The Powerscourt Distillery Single Malt is available since 28 April at selected stockists nationwide

coming years”.

“This is a great milestone that we can all be very proud of, a whiskey that will set the benchmark for all liquid distilled at Powerscourt Distillery. The product will be initially rolled out domestically with our trade partner Barry & Fitzwilliam and in Global Travel Retail with Duty Free Global before being made available in EU and Asian markets,” says Ryan Stapleton, global head of sales.

Announcing the Spirit of Wicklow Awards The Powerscourt Distillery has announced a very special Award celebrating Co Wicklow, “The Spirit of Wicklow”. The “Spirit of Wicklow” awards aim to celebrate the “Extraordinary Spirit” and uncompromising mindset of Wicklow and its people. Cooperation is seen every day in Wicklow communities, businesses, services, craftsmanship, culture and our connection to the unique and beautiful landscape.

Nominations are now open at www.powerscourtdistillery.com/ wicklow-awards/.

Speaking about the Awards, Caroline Gardiner, head of marketing, digital & communications said, “As an Enniskerry native, I couldn’t be prouder of our unique and beautiful garden county and the abundance it has to offer. We are delighted to mark

Nominations for the Spirit of Wicklow Awards are open from 28 April to 30 May 2023

this seminal moment for the company with our “Spirit of Wicklow” awards, acknowledging the amazing support we have received since founding The

Powerscourt Distillery. The campaign aims to celebrate the passionate and inspirational mindset of Wicklow and its people, seen every day in all aspects of our communities”.

Nominations open from 28 April to 30 May 30 2023 and can be made from outside the county, but nominees (individual or group/business) must be either Wicklow-resident or working with a Wicklow-based entity.

The overall winner, as chosen by the judges, is someone who embodies the Extraordinary Spirit of Wicklow and will receive, in addition to the category prize, a €2,000 bursary to be awarded to a charity of their choice.

Further details, along with how to nominate, can be found at www.powerscourtdistillery.com/ wicklow-awards/. n

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C L O S I N G TIM E

May/June 2023 | DRINKS INDUSTRY IRELAND

WITH PAT NOLAN

April Fool can lead to May court case As some of us may have noticed recently, April Fool’s Day tends to bring out the usual assortment of pranks and japes. And even the licensed trade can get involved.

Last year, the UK trade publication The Morning Advertiser reported that an American company, Hi-Snacks, had set about marketing Canny-Crisps, its new cannabis-flavoured pub snack. The company’s marketing director Mary-Jane Roach (groan!) pointed out that the crisps were self-fulfilling in that they also solved the problem of Canny-Crisp customers getting a case of the “munchies”.

Should the 50 gramme ‘sharing packs’ have proved successful, the company had been considering some possible brand extensions along the lines of Oxy flavour or Salt and Crack Black Pepper.

The same publication also reported on the launch of chocolate beer glasses from Fuller’s Brewery “to celebrate the perfect match that is chocolate and beer”.

But readers were advised to make the most of the offer while it lasted because the glasses would only be around for a limited time – “especially in hot weather”.

And some years ago Pizza Hut offered a pizza-flavoured beer through its Pepperoni Pilsner.

Litigious But what may have been a riot in former times may prove to be less kindly regarded in today’s litigious-conscious environment for employers.

“It’s imperative that employees are made fully aware that although a harmonious

and fun environment is welcomed, any actions that may be perceived as offensive, intimidating or threatening will not be accepted in accordance with their company’s policy, ethos and culture regarding dignity and respect in the workplace,” warns Moira Grassick, chief operating officer at Peninsula Ireland, who’s heard some “wild and wacky calls” on the company’s advice lines at Peninsula.

What may have been a riot in former times may prove to be less kindly regarded in today’s litigious-conscious environment for employers.

She cites one case – not an April Fool’s Day prank - where an employee claimed that he was being continually humiliated at work. One specific incident witnessed the head chef asking the kitchen porter in front of everyone to go to the stock room for a litre of “cooking water”. When the hapless employee returned to the kitchen after quite some time spent searching fruitlessly for cooking water, everyone laughed and the head chef said, “I can’t believe you fell for that”.

However, as a result the employer was tied up in lengthy investigations and a subsequent disciplinary hearing, all of which didn’t prevent the employee from

Beware the Booze Monkey It is often the practice of underage teenagers to hire the services of a ‘Booze Monkey’, which the Urban Dictionary defines as being ‘a person of legal drinking age whose task it is to buy alcohol on behalf of persons not of legal drinking age during nights out or other social gatherings’.

Such Booze Monkeys appear to be a fairly common occurrence in today’s licensed trade and can be difficult to detect. One might even suggest that it’s a case of hidden monkey, crouching teenagers….

taking a claim. The matter was eventually settled before tribunal with the employer incurring a cost.

That’s how easy it is to offend in these sensitive times.

While not an April Fool’s prank either, the following more serious case is an example of a so-called ‘prank’ gone wrong.

Prank gone wrong Thinking it would be funny a kitchen porter pulled down another employee’s trousers in the kitchen. The employee was understandably very distressed and left the premises mid-shift. Later, the employee’s parents arrived at the restaurant demanding to speak to the kitchen porter and the owner of the business who wasn’t on site at the time.

This caused a scene with customers in the restaurant. The employee raised a complaint and as the employer had no HR policies in place, he didn’t know how to handle the situation.

A third party was engaged to conduct a sexual harassment investigation and a subsequent disciplinary hearing resulted in the kitchen porter being dismissed.

But any firing without making use of the correct protocol is likely to fail and even, er, backfire. “Although these occurrences may bring some laughter, the consequences far outweigh the acts themselves,” warned Moira Grassick, “Employers are reminded to ensure that employees are fully aware of acceptable conduct in the workplace, especially on days such as April Fool’s,” she warned.

Licensed wisdom

Some of our best celebrity quotes down through the years: “Live that you wouldn’t be ashamed to sell the family parrot to the town gossip” – anon.

“The closest I have to a nutritionist is the Carlsberg Beer Company.” – Colin Farrell some years ago.

“I often sit back and think, “I wish I’d done that’ and find out later that I already have.”

– Richard Harris, actor.

“Life for a GAA player isn’t all beer and football. Some of us haven’t touched a football in months” – Kerry Inter-County Footballer (1984).

“He goes not out of his way that goes to a good inn.” – anon. n

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