German distribution deal for Belfast whiskey distiller

The company behind a multi-million-pound whiskey distillery at old Crumlin Road Gaol has secured a major German distribution deal.

Belfast Distillery Company will now team up with Waldemar Behn GmbH following the success of its signature McConnell’s 5 Year Old Blend  at the Bar Convent Berlin trade show earlier this year.

The move follows partnerships struck already this year in Poland, Austria, Luxembourg, Belgium, China and Canada.

Belfast Distillery Company chief executive John Kelly said: “We are delighted to secure a distribution agreement with Waldemar Behn, which is one of Germany’s oldest and most well recognised family-owned companies in the alcohol sector.

“The McConnell’s brand was born in Belfast in 1776 and we have been working hard to re-establish McConnell’s in our home market, whilst developing our distribution network internationally.

“As it says on the label, we are proud to be following in the footsteps of James and John McConnell and are excited to see McConnell’s Irish Whisky travel from Belfast to Boston and beyond.”

Rudiger Behn, owner and managing director of Waldemar Behn GmbH added:  “We have been watching the Irish Whiskey category grow both in Germany and globally and have been keen to find the right partner in this space.

“McConnell’s Irish Whisky is exactly what we have been looking for – great liquid and packaging which we know will be a success with German consumers. This could be seen by the reaction received at Bar Convent Berlin and we are pleased to welcome McConnell’s into the Waldemar Behn portfolio.”

In March Belfast City Council gave approval to change the vacant Gaol Wing A at Crumlin Road into a fully operational whiskey distillery as part of a £25 million plan by Belfast Distillery Company.

The scheme also involves a new tourist centre which will feature a bar and restaurant.