Whiskeys go head-to-head
Kilbeggan Distilling Company owner Beam Inc is hosting a unique whiskey gathering event that will see three top whiskey experts go head-to-head to debate whether Irish, Scotch or Bourbon rules the roost in the battle of brown spirit tomorrow, 17th August.
Print16 August 2013
The limited access event will take place at the 256 year-old Kilbeggan Distillery in County Westmeath.
Representing Irish whiskey will be John Cashman, Beam’s Whiskey Ambassador; representing Scotch will be Laphroaig Distillery Manager John Campbell and Adam Harris, Beam’s Bourbon Ambassador, will represent the US. Simon Brooking, Beam’s Scotch Ambassador, will host the event.
This Gathering event, supported by Failte Ireland, has attracted the interest of whiskey aficionados and enthusiasts from all over the globe. The event will also be attended by Mr John Hennessey-Niland, the Chargé d’Affaires at the US Embassy in Dublin.
The US is the key whiskey battle ground at present and although Irish whiskey sold just 2.2 million cases there in 2012 compared to 9.2 million cases of Scotch and 16.8 million cases of Bourbon, the future is bright for Irish whiskey, the fastest-growing category in the US spirits industry. Irish whiskey has grown almost 400% since 2002 and recorded growth of 22.5% in 2012 alone.
Whiskey Tourism is a relatively new concept, but is one that’s growing in tandem with the growth of Irish whiskey sales. Over the past three years, the number of visitors to Kilbeggan Distillery has increased by 48%.
Since acquiring the Kilbeggan Distillery in early 2012, Beam has invested more than €150,000 in the tourist facing infrastructure of the 256 year-old distillery. The Tasting Bar and Gift Shop areas have been completely remodelled and the distillery’s iconic waterwheel has been restored to its former glory.
Rachel Quinn, Global Brand Manager for Scotch & Irish at Beam, commented, “Over the past year, we have doubled the number of visitors to Kilbeggan thanks to the significant investment Beam has made to enhance the visitor experience.
“As people’s thirst for Irish whiskey continues, they’re trading up to high end premium and super premium Irish whiskeys, which perfectly positions our Beam Irish Whiskey portfolio.
“There’s huge potential to transform this upsurge in interest in Irish whiskey into visitors to Ireland. Whiskey is all about heritage and no other country in the world can compete with Ireland’s whiskey heritage.”
A limited number of tickets may still be available for this event at a cost of €60.00 including transfers to and from the distillery, lunch, a guided tour of the 256 year-old distillery and participation in the whiskey debate. Participants will be guided through a total of nine different whiskeys by the three experts on the day. For more information contact Denise Heslin at 057 9332134 or e-mail denise.heslin@beamglobal.com
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