Dillon Bass marks growth in Irish whiskey portfolio

Pictured at the recent Dillon Bass whiskey tasting evening are Joanne O’Hagan, Dillon Bass marketing manager and Dave McCabe, international whiskey ambassador from the Midelton Distillery in County Cork.

Dillon Bass hosted a select evening at the Harp Bar in Belfast recently during which it introduced an invited audience to some of the key brands in its burgeoning Irish whiskey portfolio.

Leading an evening of informed tasting in the upstairs lounge was Dave McCabe from the Old Midleton Distillery in Co. Cork, international whiskey ambassador for Dillon Bass and Irish Distillers, accompanied by marketing manager, Joanne O’Hagan and distillery archivist, xx

There was plenty of interest and participation from the audience at the Harp Bar during the tasting event, which was organised by Dillon Bass to help mark recent, significant growth in its whiskey portfolio.

The Northern Ireland-based distiller now counts more than 20 premium Irish whiskeys as its own, including Jameson – the world’s leading Irish whiskey, Powers, Midleton and Redbreast and it is now the largest supplier and distributor of Irish whiskey in the province.

Here in Northern Ireland, the brand is also celebrating growth. Sales of Jameson here in the last 10 years have grown by more than 200 per cent and between 2013 and last year, the Jameson portfolio experienced 16 per cent volume growth here.

“We have developed great partnerships with pubs, bars, restaurants and hotels working in collaboration to create bespoke pieces of branding and activity that work for our brands and individual outlets,” said Joanne O’Hagan recently. “We’re passionate about our brands and excited about our plans for the future in which we will continue to grow and develop the premium Irish whiskey category in Northern Ireland.”

In September 2013 , Dillon Bass’ shareholder, Irish Distillers Pernod Ricard, completed an expansion programme which included €100m investment in expanding the Midleton Distillery and an additional €100m investment in a new whiskey maturation facility in Dungourney , Co. Cork. A new Archive and Whiskey Academy was also established.

Then, last year, the company launched a dedicated programme, working closely with top whiskey outlets throughout Northern Ireland to develop the Irish whiskey category. Dillon Bass reports that many of the outlets have seen significant growth in the sales of its whiskey – some by as much as 30 or 40 per cent year-on-year.

This month, Dillon Bass introduced a limited supply of the recently-released Midleton Dair Ghaelach single pot still Irish whiskey to selected outlets across Northern Ireland. It is the first ever Irish whiskey to be finished in virgin Irish oak and each of the 105 bottles released can be traced back to one of 10 130-year-old Irish oak trees in Grinsell’s Wood, Co. Kilkenny.

“Interest in Irish whiskey has grown exponentially in recent years and it’s becoming one of our most important exports,” said David McCabe. “People right around the world hold Irish whiskey in increasingly high regard and there is a growing consumer demand for new, innovative and premium products within the category.”