Dead Rabbit Irish Whiskey hits the road running!
New super-premium whiskey from the Dublin Liberties Distillery to target growing global market for high-end spirits
Print12 April 2018
The Dublin Liberties Distillery has teamed up with the founders of the multi-award-winning New York bar, The Dead Rabbit Grocery & Grog, to create The Dead Rabbit Irish Whiskey, a new super-premium Irish whiskey.
The new whiskey specifically caters to the growing global demand for premium and super-premium spirits. In fact, global consumption of super-premium Irish whiskey has increased by more than 12% annually over the last five years.
Initially available in the US, UK and Ireland, The Dead Rabbit Irish Whiskey will retail at €55 here. It will be distributed in Ireland by The Dublin Liberties Distillery’s parent company, Quintessential Brands Ireland, and will be available first in select retailers and several leading bars nationwide.
Production of the whiskey will switch to The Dublin Liberties Distillery’s new distillery and visitor experience on Mill Street in the heart of the Dublin Liberties upon its completion in Autumn 2018.
The Dead Rabbit Irish Whiskey is a collaboration between world-renowned Irish whiskey master distiller Darryl McNally of The Dublin Liberties Distillery and Sean Muldoon and Jack McGarry, co-founders of The Dead Rabbit Grocery & Grog bar. The Dead Rabbit Grocery & Grog has twice been named The World’s Best Bar and has secured a plethora of accolades over the years, including International Bartender of the Year, World’s Best Drinks Selection and World’s Best Cocktail Menu.
The 44% ABV whiskey is a unique blend of aged Irish single malt and grain whiskeys, aged in seasoned Kentucky bourbon casks for five years before being finished in specially crafted, virgin American oak barrels. The result is a long, smooth finish with rich vanilla notes. The whiskey’s eye-catching name is inspired by New York’s notorious Irish street gang of the 1800s, which was made instantly infamous through the Martin Scorsese-directed and Oscar-nominated ‘Gangs of New York’.
Enzo Visone, chairman of Quintessential Brands Group, believes Irish whiskey has strong potential to expand within the global market. “Global consumption of Irish whiskey has increased by more than 10% annually over the last five years, with super premium Irish whiskey growing even faster at 12% and yet the Irish whiskey category still only has a 4% share of the global premium whiskey market currently,” Visone said.
“Premium Irish whiskey is expected to grow at a faster rate which, combined with an increasing interest in premiumisation and brands with compelling stories, create an ideal opportunity for super premium Irish Whiskey – an opportunity which The Dead Rabbit Irish Whiskey is set to capitalise on,” he added.
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