International travelers visiting The Loop Travel Retail Shops in Dublin and Cork International Airports on April 4, 2017 will be the first in the world able to purchase Slane Irish Whiskey, the much anticipated new spirits entry from Brown-Forman Global Travel Retail. News of the whiskey’s global launch and exclusive partnership with Aer Rianta International (ARI) was made today by Marshall Farrer, managing director of Brown-Forman Global Travel Retail.
Slane Irish Whiskey will be exclusively available at The Loop Dublin and Cork Airport through April 30, 2017after which the triple-casked, uniquely-blended whiskey will become available in the on-trade and specialist whisk(e)y stores across Ireland and then elsewhere.
Slane Irish Whiskey comes to the market nearly two years after Brown-Forman announced the purchase of Slane Castle Irish Whiskey Limited. The company broke ground for its state-of-the-art distillery on September 29, 2015, in partnership with Henry and Alex Conyngham, of the Slane estate. Whiskey production at the distillery is set commence upon the completion of construction later this summer.
“Slane Irish Whiskey is an exciting addition to the robust collection of whiskies available in the Brown-Forman Global Travel Retail portfolio. It fills the important Irish Whiskey niche for us and will be a worthy companion to the Brown-Forman Whiskey line-up that includes such global favorites as Jack Daniel’s Tennessee Whiskey and Woodford Reserve Bourbon,” Farrer said.
Commenting on the global launch of Slane Irish Whiskey Paul Neeson, ARI’s global buying director said, “We are delighted to partner with Brown-Forman GTR on this world exclusive. The Irish Whiskey Collection is renowned for having the broadest range of Irish Whiskey in airport retail and Slane Whiskey is a very welcome addition to our market leading portfolio. Having tasted Slane Whiskey and learnt about its unique heritage I’ve no doubt that our legions of whiskey loving customers will be very keen to try this new exclusive. As a committed whiskey aficionado I firmly believe that premium Irish whiskies such as Slane Whiskey can stand proudly on shelf with any of the best whisk(e)y brands worldwide and I look forward to a long and successful partnership.”
Brown-Forman’s John Hudson, who was instrumental in the Slane Irish Whiskey project from the beginning, praised the whiskey as “the creation of an exceptional spirit, combining the traditions of the past with the emergent Ireland of today.”
The Slane Distillery is located within the grounds of Slane Castle in County Meath, about a forty minute drive north of Dublin. It is the first distillery built by Brown-Forman outside of the United States in the company’s over 145 year history. The Slane Distillery and Visitor Centre are set to open in summer 2017.
Slane Irish Whiskey is a blend of the highest quality grain and malt Irish whiskeys, rested through a signature triple-casked method using virgin, seasoned and sherry casks. This unique process of maturation gives Slane Irish Whiskey a more complex and robust flavour than traditional Irish whiskeys while retaining that warm, Irish smoothness.
Following the Global Travel Retail campaign, the brand will launch across Ireland, followed by UK, Australia and US launches later this summer.