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The Irishman Whiskey rebranding reflects pursuit of excellence in Single Malt
Carlow, Ireland – 3rd February 2022: The Irishman® range of super-premium whiskeys produced by Walsh Whiskey (part of the Amber Beverage Group) has undergone an extensive rebranding to reflect its dedication to the pursuit of excellence in Single Malt whiskeys. The €500,000 rebranding, which sees wholesale changes to The Irishman’s bottle, labelling and packaging, follows a strategic review which commenced in April 2020. Walsh Whiskey was assisted in the review by Bord Bia’s (The Irish Food Board) specialist Insight Centre – The Thinking House. The extensive design project was undertaken by HERE design agency in London.
Walsh Whiskey is investing €500,000 in the rebranding between research, commissioning a new bottle design, brand redesign, packaging production and a range of marketing initiatives. The rebrand will support the whiskey brand’s target of doubling sales across its 50+ markets within five years.
Announcing the renewed focus on single malt and the brand redesign, Walsh Whiskey founder Bernard Walsh said: “As the Irish whiskey category continues to develop with increasing variety, it is important that we are clear in our proposition to whiskey consumers. Our message is simple: The Irishman will always be single malt focused – whether championed in pure expressions or blends – and that it will always be triple distilled to leave a lasting impression.”
He added: “We respect and honour Ireland’s great distilling heritage, while also exploring exciting new innovations through the use of rare and unusual woods and finishes, as well as cereal varieties, to influence the single malt spirit. To date this has seen us work with Florio Marsala, Oloroso Sherry, Caribbean Rum and Irish Peated Red Ale. In the generational pursuit of whiskey excellence, our quest for the perfect dram, or taoscán [tay-scawn] of single malt, is just beginning.”
The most striking change in The Irishman rebrand is the introduction of a bespoke, tall, tapered bottle. All expressions in the range are now sealed with a cork which affirms the super-premium nature of the whiskeys. The bottle has strong whiskey cues, including broad ‘shoulders’ and a tapered base. A significant feature of the bottle is a series of embossed phrases around the lower part of the bottle that capture the essence of The Irishman’s focus and purpose, which is ‘to pursue a lifelong journey in search of the perfect dram/ taoscán of single malt, while respecting past traditions and with ambition for future possibilities’.
The rededication and rebrand of The Irishman in honour of Single Malt whiskey commences in Ireland (including Dublin Airport) on the 3rd of February, before rolling out across Europe and Canada from April onwards, the United States in the Summer and the rest of the world in the second half of 2022.
A new brand icon is one of three very distinctive features on the label and product packaging, which also contain a lot of the unique, technical details of each expression. The icon, which features a capital letter ‘I’ (for Irishman) inside two-tone staves of a barrel, signifies The Irishman’s journey to learn from the past while creating the future.
Other unique and notable features of the new labels are the addition of braille for the visually impaired and nutritional and calorific information on e-labels positioned on back of pack and online. The braille highlighting The Irishman’s brand name, is also a personal tribute by Bernard Walsh to the memory of his own grandfather, Jack Walsh, whose loss of vision made a lasting impression on his grandson.
E-labelling is part of an EU initiative to ensure that consumers have access to more information about their food and drink products. The e-label is both an on-the-bottle and online feature (QR code), containing information about the whiskey’s nutritional and calorific features. Walsh Whiskey is an early adopter of e-labels having participated in a pilot study organised by spiritsEUROPE (the European representative body for spirits companies) and CEEV (the representative body for wine companies).
There are also changes to the composition of the range, with a change of name for one core expression and the addition of a limited edition to the core of the portfolio.
The Founder’s Reserve blend (70% Single Malt & 30% Pot Still) has been renamed The Harvest. This expression, a truly unique blend of two premium styles of whiskey, started life as the first ever whiskey created by Walsh Whiskey’s Founder. The renaming of this core expression as The Harvest honours the great contribution of the farming community in the whiskey-making process. The whiskey is crafted entirely from a mash bill of 100% Irish barley.
First released as a limited edition bottling in 2018, The Irishman Caribbean Cask is being added to the portfolio’s core expressions which also include The Harvest; Single Malt; 12-Year-Old Single Malt; 17-Year-Old Single Malt & the Vintage Cask. The Irishman Caribbean Cask Finish is a rare vatting of Single Malt and Single Pot Still whiskeys finished for 6 months in Chairman’s Reserve Rum casks from the tiny tropical Caribbean island of Saint Lucia, before being bottled at 46% ABV.
A new colour palette of understated cream, green, grey, blue and burgundy is applied to the labels of the six core expressions of The Irishman range.
Walsh Whiskey has honoured the 10th anniversary of the Ennis Whiskey Club with a special limited-edition bottling of The Irishman - Single Malt. The club is the second oldest whiskey club in Ireland and specialises in whiskey tastings over dinner in Ennis. The club was founded in 2012 by Paul Quin and Eric Flynn who, in addition to sharing a love of whiskey, are also brothers-in-law. To date the club has explored 100s of Irish and international whiskeys with 1,000s of people from across the world in the pubs and restaurants of Ennis. The limited edition of 100 bottles of The Irishman – Single Malt is aged for a minimum of 10 years in first-fill, charred American Oak Bourbon casks. Triple distilled and crafted from a mash bill made entirely of Irish barley, it has been bottled at 43% ABV. Distribution of the entire bottling is being undertaken by The Ennis Whiskey Club, with most being allocated to members of the Club and a very small allocation available through irishmalts.com. Commenting on the special anniversary bottling of The Irishman – Single Malt, Paul Quin, co-founder of Ennis Whiskey Club said: "Eric Flynn and I started the Ennis Whiskey Club back…
Matteo Costarella, a second year Brewing and Distilling undergraduate at South East Technological University (SETU) is the fifth recipient of the annual Walsh Whiskey €1,000 bursary. The prize is awarded by Walsh Whiskey (producers of Writers’ Tears &The Irishman premium whiskeys) to the student with the highest first year grades in the Bachelor of Science in Brewing & Distilling course at SETU. The four-year course was the first of its kind in Ireland when initiated in 2017. Matteo, who travelled from Italy specifically to study Brewing and Distilling at SETU, was delighted to receive his award from Bernard Walsh, Co-founder & Managing Director of Walsh Whiskey, commenting: “Winning this award means that the hard work I put into it has paid off.” Bernard Walsh, Co-founder and Managing Director of Walsh Whiskey, presented the bursary cheque to Matteo Costarellaand addressed the second year undergraduate Brewing and Distilling class at SETU’s Carlow campus. Mr Walsh said: “We congratulate Matteo Costarella for his excellent results which add to the growing reputation of the excellent calibre of SETU students and graduates. Having expanded from a handful of distilleries a decade ago, the Irish whiskey sector now numbers over 40 distilleries and is expected to continue to…
4th Collaboration Between Walsh Whiskey & Dick Mack’s BrewhouseJust 264 bottles of The Irishman The Harvest - Brown Berry Beer Cask Finish Whiskey from a two-step maturation and finishing process combining both rum & beer infused barrel. Tuesday 26th July, 2022 – Carlow & Dingle: Two of Ireland’s leading artisan drinks-producing families, Walsh Whiskey of Carlow and Dick Mack’s of Dingle, have collaborated to create a once-off, super-premium Irish whiskey, finished in a rare craft beer cask. The Irishman - The Harvest Brown Berry Beer Cask Finish is a triple-distilled, non-chill filtered, marriage of aged Single Malt and Single Pot Still Irish whiskeys by Walsh Whiskey in Carlow. The cask originated from the Caribbean, Saint Lucia, where it first matured Rum for a few years before working its magic on Dick Mack’s Brown Berry Beer for 6 months. The Harvest whiskey was then aged for an additional 7 months in the distinctive Brown Berry Beer Cask from Dick Mack’s Brewhouse in Dingle. This rare single cask of whiskey is bottled at 50.04% ABV. Just 264 bottles were produced of this incredibly rare Irish whiskey, with the majority pre-sold to members of the Friend’s of Walsh Whiskey - whiskey club. It is…