Archive for February, 2021

WELCOME TO THE O’EVERYONE FAMILY: TULLAMORE D.E.W. LAUNCHES SPIRITED BENEVOLENCE CAMPAIGN – Irish Whisky News

WELCOME TO THE O’EVERYONE FAMILY: TULLAMORE D.E.W. LAUNCHES SPIRITED BENEVOLENCE CAMPAIGN

IN SUPPORT OF CANADIAN CENTRE FOR DIVERSITY AND INCLUSION

Tullamore D.E.W., one of the world’s top Irish whiskey brands, will donate 100% of merchandise sales proceeds from the inaugural O’Everyone campaign to national registered charitable organization CCDI.

Tuesday, February 2, 2021 — For the first time in history, Tullamore D.E.W. launches the O’Everyone campaign, donating 100% of proceeds from merchandise sales to support diversity initiatives across Canada led by the Canadian Centre for Diversity and Inclusion.“CCDI is proud to partner with Tullamore D.E.W for the first ever O’Everyone national campaign to be launched in Canada. This is an opportunity to amplify the O’Everyone campaign message to millions of Canadians and support an objective driven by inclusion, diversity, solidarity and celebration,” comments Michael Bach, CEO & Founder, CCDI.

To kick off this inaugural campaign, Tullamore D.E.W. has pledged an initial $20,000 (CAD) and will continue to donate proceeds of all sales of O’Everyone merchandise from every Canadian consumer coast to coast who joins us in O’Everyone!

In partnership with the CCDI, O’Everyone is a year-long, nationwide, benevolence campaign that invites Canadians to unlock the power of their O’Lastnames. Sales are tracked via the live-ticker on the website, with the grand total being donated to the CCDI in December 2021.

“The Tullamore D.E.W. O’Everyone campaign strives to support diversity amongst Canadians by donating proceeds to the powerful education-led initiatives of the CCDI across Canada,” comments Michael Mooney, National Brand Manager, Tullamore D.E.W. 

Canadians can participate in O’Everyone by purchasing a personalized O’Lastname T-shirt and bottle label at www.OEveryone.ca for $20.00 (CAD).  Once purchased, customized shirts and bottle labels will be created and mailed directly to consumers.

“When our consumers receive their O’Everyone merchandise, we encourage them to share pictures of themselves in their O’Lastname T-shirts on social media and to tag their community,” adds Mooney.

“The goal is to keep the benevolence train rolling and raise as much funding as possible to support the great work of the Canadian Centre for Diversity and Inclusion.”

Founded in 2012, The Canadian Centre for Diversity and Inclusion (CCDI) is a registered national charity organization.  Their mission is to help create inclusive spaces that are free of prejudice and discrimination, and to generate awareness, dialogue and action that helps recognize diversity as an asset and not an obstacle.

The O’Everyone customized O’Lastname T-shirt and bottle label bundle costs $20.00 and will be available for purchase in Canada at www.OEveryone.ca from February 2 to December 8, 2021. Tullamore D.E.W. will cover all costs associated with production and shipping of the O’Everyone T-shirts and labels.

“Tullamore D.E.W. is honoured to support the CCDI who we sought out based on their powerful education-led work helping Canadian organizations achieve lasting diversity and inclusion,” adds Mooney.

For additional information about O’Everyone, please visit www.OEveryone.ca

For additional information about the Canadian Centre for Diversity and Inclusion (CCDI), please visit www.ccdi.ca

For press images and information about O’Everyone and Tullamore D.E.W. in Canada, please visit www.tullamoredew.alchemystsinc.com

For additional information about Tullamore D.E.W. globally, please visit www.tullamoredew.com

ABOUT TULLAMORE D.E.W.

Tullamore D.E.W. is the second largest Irish whiskey in the world in the fastest growing category. With an intriguing smooth yet complex character, Tullamore D.E.W. is triple distilled, but is also a unique blend of all three types of Irish whiskeys; the pot still, malt and grain whiskeys. As a result, Tullamore D.E.W. is three times smoother with an added gentle complexity. Tullamore D.E.W. was the first and remains one of the few international Irish whiskeys to pioneer this blend of three.

Created in 1829, the brand’s strong heritage started in Tullamore, a town in the heart of Ireland, and was fostered by the vision of an early founder Daniel E. Williams, whose initials live on the bottle to this day. In 2014, Tullamore D.E.W. was brought back to its roots with the opening of a new distillery in the town of Tullamore, which returned whiskey production to the town 60 years after the original distillery closed its doors. www.tullamoredew.com.  Distributed by PMA Canada. www.pmacanada.com.

ABOUT WILLIAM GRANT & SONS

William Grant & Sons Holdings Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry® Spiced Rum, Tullamore D.E.W.® Irish Whiskey, Monkey Shoulder® Blended Malt Scotch Whisky and Drambuie® Scotch Liqueur. William Grant & Sons has been honored as “Distiller of the Year” by the prestigious International Wine & Spirit Competition and International Spirits Challenge 12 times over the past 13 years, including the most recent award in 2019.

Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the US with brands including Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey, Drambuie, Milagro Tequila, Fistful of Bourbon, Grant’s, Hudson Whiskey, Gibson’s Finest, Monkey Shoulder, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Flor de Caña Rum, The Knot and Raynal French Brandy. For more information on the company and its brands, please visit www.williamgrantusa.com

Creating 50 jobs, Government’s Multi Million Pound Borderlands Distillery Ag Gefrin given go ahead – Whisky News

 

Great News for Ad Gefrin and the People of Wooler

Plans for Northumberland’s major new tourism experience gets go ahead

from central Government with final funding approval. 

Today the team behind Ad Gefrin announce that they have now received the final go ahead for the highly anticipated visitor experience and bespoke whisky distillery development in North Northumberland. There could not be a better start to 2021 for all involved and the Wooler Community!

Despite all that has happened in the past year, the core Ad Gefrin team has worked tirelessly behind the scenes to make sure that when this moment came, they could hit the ground running. This means that work on Ad Gefrin can start immediately, and North East contractors Brims Construction Ltd, have now moved onsite.

This will make Ad Gefrin the first project in the Borderlands Programme for Northumberland to break ground. Ad Gefrin has received £3m from the Borderlands Inclusive Growth Deal which is funded through the Ministry of Housing, Communities and Local Government, and has also received £1m from the North East Rural Growth Network – Strategic Economic Infrastructure Fund (SEIF) through the North East LEP, and £600k through Northumberland County Council.

These successful funding bids show the project has gained supporters with the promise of a resurgence to Northumberland tourism, an exporter trade boost, and environmental considerations integrating the site into the surrounding landscape.

Located in Wooler on the edge of the Northumberland National Park, this exciting and innovative multi-million-pound regeneration project plans to deliver economic growth to the local and wider communities of Glendale. Those living within, passing through or visiting this outstanding area of the county will see the new visitor experience start to take shape during 2021 with the opening expected in Autumn 2022.

The Team

Commenting on the exciting news, Eileen Ferguson said, “We have never doubted that we could fulfil our vision to create a world class visitor destination in this beautiful county. The people of Glendale haven’t doubted either. Throughout everything we have continued to be overwhelmed by everyone’s good wishes – even when it looked on the surface as if progress was slow to the point of coming to a halt. We can’t thank everyone enough.

“We really want to thank all those who have worked so hard to get us to this point. We especially wish to thank Northumberland County Council and their officers who have given so much support to the development of Ad Gefrin. We hope this news lifts everyone’s spirits and means we can all start 2021 on a real high looking forward to much better times ahead.”

Minister for Regional Growth and Local Government, Luke Hall MP said:

“It’s fantastic that work can now begin on a new multimillion pound visitor centre and distillery at Ad Gefrin – a hugely important site showcasing Northumberland’s heritage.”

“The new centre and distillery, backed by £3 million investment from the Borderlands Inclusive Growth Deal, will provide a magnet for tourism as well as an important export boost for the region.”

“We’re levelling up across the country by investing in projects which create jobs and drive economic growth, making our regions great places to live, work and visit.”

Also delighted, Glen Sanderson, Leader of Northumberland County Council commented: “This is extremely welcome news which will bring more jobs, investment and visitors to this beautiful part of our county. We’ve worked so hard behind the scenes to support this fantastic project and we’re looking forward to seeing construction start imminently and hopefully open for business by the end of next year.”

With the ambition to create upwards of 50 FTE new jobs, this funding approval will help revitalise the rural economy in the Glendale valley and couldn’t have come at a better time to support a COVID-19 recovery. Tourism is a key economic driver for Northumberland and will likely be boosted by the expanding market for UK staycation tourism.  Ad Gefrin will showcase Northumberland’s unique Anglo-Saxon heritage and celebrate its ancient hospitality alongside the very best arts, crafts and produce the county offers today, as well as re-awakening a 200-year-old local tradition for whisky distilling, bringing a much-needed boost to the valley’s economy and wider region come 2022.

Helen Golightly, Chief Executive of the North East Local Enterprise Partnership, said: “Ad Gefrin is one of the most important economic and tourist developments for many years in North Northumberland and will undoubtedly boost economic activity in Wooler and the wider Glendale community.

“I am delighted that funds from our Local Growth Fund have been invested by the Rural Growth Network into a second iconic development on the fringe of Northumberland National Park, complementing The Sill, on Hadrian’s Wall. The development team are congratulated on their vision and commitment to deliver this unique scheme on this highly visible gateway site into Wooler and The Cheviots.

Tony Gates, Chief Executive of Northumberland National Park, responded to today’s announcement: “This is exciting news for North Northumberland and for tourism and heritage in the county more generally.

“To have a new visitor destination which will foster rural economic growth and which reflects the rich heritage of our landscape at a key gateway to Northumberland National Park is a significant boost for the area. The Ferguson family’s vision and passion for the landscape and heritage of Glendale will come to life at Ad Gefrin, symbolising the unique qualities of Northumberland in more ways than one. I wish the project every success and we in Northumberland National Park look forward to working closely with Ad Gefrin to showcase the best of this special place.”

NOTES:

  • The Ad Gefrin visitor destination and whisky distillery will be a major new cultural asset and business opportunity that will accelerate regeneration and economic growth, and boost productivity, in an important part of North Northumberland’s rural economy.
  • The new cultural centre will offer an immersive AV and museum interpretation of the Northumbrian royal capital of Ad Gefrin and the Golden Age of the Kingdom of Northumbria. It will link with the landscape, archaeology, and stories of the area, as well as trails through the Northumberland National Park, encouraging visitors to explore and spend time and money across the wider Borderlands area.
  • It will be a significant new business for Northumberland, creating a distinctive visitor destination celebrating Northumberland’s unique culture and heritage, alongside the first whisky distillery in the area for 200 years, reviving a long tradition of whisky making in Northumberland.
  • The distillery will produce a new and distinctive Northumbrian whisky product, creating new wealth and jobs through sales in UK and international markets.
  • Ad Gefrin will become a long-term employer in Wooler (creating up to 50 FTE jobs by Year 5), supporting training and employment across the hospitality, visitor engagement and spirit production sectors.
  • The Borderlands Partnership consists of Carlisle City Council, Cumbria County Council, Dumfries and Galloway Council, Northumberland County Council, Scottish Borders Council. The Borderlands Inclusive Growth Deal is progressing towards the final Deal sign off, due in March 2021. The Deal will deliver up to £350 million investment in projects across the region from the UK and Scottish Governments alongside local investment of £100 million.  More information can be found at www.borderlandsgrowth.com 
  • About the North East Local Enterprise Partnership (LEP). The North East Local Enterprise Partnership (LEP) is a public, private, and education sector partnership that covers Durham, Gateshead, Newcastle, Northumberland, North Tyneside, South Tyneside and Sunderland local authority areas.

LinkedIn: @ad-gefrin-distillery

Facebook: @AdGefrin

Instagram: @adgefrin

SAZERAC HOUSE WINNER OF TWO “ICONS OF WHISKY” AWARDS IN NATIONAL COMPETITION FROM WHISKY MAGAZINE – American Whisky News

SAZERAC HOUSE WINNER OF TWO “ICONS OF WHISKY” AWARDS

IN NATIONAL COMPETITION FROM WHISKY MAGAZINE

The immersive spirited experience in the heart of New Orleans was recognized for excellence in visitor experience and management

NEW ORLEANS, La (February 18, 2021) – The Sazerac House was recognized for its unique visitor experience and exceptional general manager during an online awards ceremony for the “Icons of Whisky, America” on February 1, 2021. The awards, which recognize excellence in the whisky industry across the United States, are presented by Whisky Magazine, which is the industry’s leading publication on the subject of whisky. Sazerac House won the “Visitor Attraction” category and General Manager Miguel Solorzano won “Visitor Attraction Manager.”

“In our first year of operation we have been so thrilled to welcome happy guests both in-person at the Sazerac House and virtually through our tastings and events online,” said Miguel Solorzano, general manager of the Sazerac House. “We are honored to be recognized for the creativity and ingenuity represented in our visitor experience, and for the team we have created here to tell the story of New Orleans through our cocktails.”

The awards come in the midst of a very challenging year for the industry, and honor those who have worked tirelessly for the growth of the industry, celebrating the best and brightest people and places in the sector. The winners of the Icons of Whisky awards for America, will go on to compete in the Icons of Whisky Global competition, held virtually in Spring 2021.

About Sazerac House

Standing proudly in a historic building at the corner of Canal and Magazine, and just a short stroll from the original 1850s era Sazerac Coffeehouse, the Sazerac House is an immersive exploration of the spirited culture of New Orleans. Featuring three floors of interactive exhibits across 48,000 square feet, including private event venues, an on-site Sazerac Rye distillery, and Peychaud’s Bitters production facility, the Sazerac House welcomes visitors to experience New Orleans history through the stories of its cocktails. For more information on the Sazerac House, please visit www.sazerachouse.com

About the Icons of Whisky

First introduced by Whisky Magazine in 2007, the annual Icons of Whisky awards aim to celebrate the achievements of outstanding people and places in the global whisky industry, including distilleries and staff, retailers, bars and industry communicators. The awards are now split into five regions: America, Australia, Scotland and Rest of World. The Icons of Whisky form part of the annual Whisky Magazine Awards, along with the World Whiskies Awards and Hall of Fame.

New publication: ”Whisk(e)y Atlas North America 2021“ – North American Whisky News

New publication: ”Whisk(e)y Atlas North America 2021“. 

The new map collection ”Whisk(e)y Atlas North America 2021“ is the logical consequence to respect the rapid development of American whisk(e)y during past years. Especially as it is not longer possible any more to meaningfully display the number of US whisky distilleries on one map sheet only.

While in 2013 we saw a manageable 300 distilleries in the USA, their number raised to over 800 distilleries in 2016. And at the beginning of 2021 we got aware of over 1763 US whiskey distilleries.

The development in Canada is similar. The number even more than redoubled from roundly 60 in 2016 to 146 at the beginning of 2021.

And who can believe that there are 8 active whisky distilleries in Mexico already?

In 30 regional maps the Altas lists more than 1916 North American whisk(e)y distilleries including postal & web addresses.

For sure the ”Whisk(e)y Atlas North America 2021“ is certainly the ideal tool and companion for friends and those interested in American Whisk(e)y to orientate themselves in at present time.

Information on the ”Whisk(e)y Atlas North America 2021“

– 100 pages, Hardcover, thread-stitched

– Language: English

– 30 regional maps + 5 general maps

– over 2000 distillery notes:

            – 1763 whiskey distilleries in the USA

            – 230 closed distilleries in the USA

            – 146 whisky distilleries in Canada

            – 21 closed distilleries in Canada

            – 8 whisky distilleries in Mexico

            – 2 closed whisky distilleries in Mexico

– Date of release: 03/01/2021

– ISBN 978-3-944148-88-5

– 39 € (35 € early booking price 02/20/2021)

– available in whisky and bookshops or directly

  from the publishing company (www.alba-collection.com)

The Whisky Exchange March 2021 Macallan Edition Series Virtual Tasting – Scotch Whisky News

31 March 2021 2021, 7-8.30pm The Macallan Edition Series with David Sinclair: I’ll be joining Macallan brand ambassador David Sinclair for a taste through one of the distillery’s most sought-after recent ranges: The Editions. Each release digs into a different aspect of whisky making, showing off what the Macallan team can do. All six have flown off the shelves and this is a rare chance to try them all.

Buy the tasting pack >

What’s next?

It’s all go on the events front, with recent announcements giving us hope that we should be able to start running in-person tastings again sometime soon. In the meantime, we’re still putting together plans for April and beyond.

This week also sees Whisky Show: Old & Rare landing on Facebook. All of the tasting packs have now sold out, apart from the last couple for the Longmorn tasting, but even without the whiskies you can still watch the classes for free on Facebook. You can find the schedule on the Virtual Whisky Show website.

25 Year Old Arran 1995 Vintage Single Cask 95/251 at The Whisky Barrel – Scotch Whisky News

1995 vintage single cask 95/251

25 Year Old Arran

One of the first casks laid down at Arran distillery in 1995.
A UK exclusive and last to feature in this original packaging.
Only 318 bottles at 52.4%.

£345.00

Arran 25 Year Old 1995 vintage Island single malt Scotch whisky. Single cask hogshead #251 bottled December 2020. Limited release of 319 bottles. MAXIMUM 1 BOTTLE PER CUSTOMER. Arran Distillery was commissioned by the Isle of Arran Distillers in 1995 and lies amid stunning scenery just to the south of Lochranza on the northern tip of the Isle of Arran. This distillery has four stills, dunnage warehouses, a visitor centre offering distillery tours and a distillery café. Arran distills both un-peated and peated malt spirit and matures its whisky in sherry, bourbon, port and wine casks in order to produce an ever-evolving and expanding range of whiskies including Arran single malts such as Arran Machrie Moor and The Illicit Stills, and Arran blended scotch.

Morrison Distillers Second 2021 Release at The Inverurie Whisky Shop – Scotch Whisky News

Morrison Distillers Second 2021 Release

VIEW THE COLLECTION

Inverurie Whisky Shop

1 Burnside, Inverurie, AB51 3RY, United Kingdom

Mark’s Whisky Ramblings 371: Unleash the Cline 20 Year Old 2000 Mobster on Mopeds – Scotch Whisky News

Mark’s Whisky Ramblings 371: Unleash the Cline 20 Year Old 2000 Mobster on Mopeds

Mark Dermul, Belgian whisky blogger, tries an secret Clynelish. He’s quite naughty by revealing Clynelish immediately, for this is actually an ‘undisclosed’ malt. But when you label your release Unleash the Cline, well. Mark takes full responsibility. This is the eight release already of these so called Mobsters on Mopeds, again very limited. Only 53 bottles. And of course bottle 53 of 53 is proudly displayed in his cabinet until he throws the complete Mobster series in one of his online tastings soon.

https://youtu.be/5KO8sEO4D6E

FINE AND RARE MACALLANS LEAD BONHAMS MARCH WHISKY SALE IN EDINBURGH – Whisky Auction News

FINE AND RARE MACALLANS LEAD BONHAMS MARCH WHISKY SALE IN EDINBURGH

 Link to catalogue: Bonhams : Whisky Sale

 The Macallan Millennium Decanter-50 year old-1949. Estimate: £18,000-20,000 

The Macallan Millennium Decanter-50 year old-1949, distilled and bottled at Easter Elchies, Craigellachie leads a fine selection of Macallans in Bonhams first Whisky sale of 2021 in Edinburgh on Tuesday 2 March. It is estimated at £18,000-20,000. 

The decanter was made by Caithness Glass in Crieff and comes in a fitted oak presentation case. The whisky, which was bottled in 1999 and released to commemorate the millennium, is regarded as one of Macallan’s finest expressions.

Other Macallan highlights include:

·         The Macallan Select Reserve-51 year old-1946. Only 366 bottles were produced and Macallan decided to bottle just one on each day of the year, making each bottling unique. This bottled is dated 6 June.  Estimate: £14,000-18,000

·         The Macallan Fine and Rare-32 year old-1970. Officially bottled by hand in 2002 at The Macallan Distillery, Easter Elchies, Craigellachie. Estimate: £12,000-15,000.

·         The Macallan Select Reserve-52 year old-1946. Peat rather than coal was used in the malting process because of the high price of the latter in the immediate post-war years, reverting to the practice when the distillery first opened in the 1820s. There are three bottles in the sale with an estimate of £10,000-14,000 each.

Among other highlights are:

·         Dalmore-50 year old-1926 in a black ceramic decanter. Estimate £15,000-20,000. 

·         Bowmore-43 year old-1973. Distilled and bottled by Beam Suntory UK Ltd it comes in a wooden presentation case. Estimate: £6,000-7,500.

Bonhams Whisky specialist in Edinburgh Martin Green said: “The Macallan is always in great demand from collectors. Our first sale of 2021 offers some great examples including the much sought-after Macallan Millennium Decanter-50 year old-1949, as well as many fine bottles from other distilleries.”

Sale: WhiskyLocation: 22 Queen Street EdinburghDate: Tuesday 2 March at 11 am

NOTES 

Bonhams, founded in 1793, is one of the world’s largest and most renowned auctioneers, offering fine art and antiques, motor cars and jewellery. The main salerooms are in London, New York, Los Angeles and Hong Kong, with auctions also held in Knightsbridge, Edinburgh, Paris, San Francisco and Sydney. With a worldwide network of offices and regional representatives in 22 countries, Bonhams offers advice and valuation services in 60 specialist areas. For a full list of forthcoming auctions, plus details of Bonhams specialist departments, please visit bonhams.com. bonhams.com

 

THE DEVIL’S IN THE DETAILS: THE CRAFT IRISH WHISKEY CO. STRIKES GOLD AT THE LUXURY PACKAGING AWARDS 2020 – Irish Whiskey News

THE DEVIL’S IN THE DETAILS: THE CRAFT IRISH WHISKEY CO. STRIKES GOLD AT THE LUXURY PACKAGING AWARDS 2020

The Craft Irish Whiskey Co. Wins ‘The Luxury Drinks Secondary Pack Award’ for the design of The Devil’s Keep Experience Box

23rd February 2021, London The Craft Irish Whiskey Co. has been crowned the winner of the ‘Luxury Drinks Secondary Pack’ award at The Luxury Packaging Awards 2020 for the design of The Devil’s Keep experience box.

The Craft Irish Whiskey Co. follows in the footsteps of Irish whiskey brand, The Macallan®, who won the corresponding award in 2019. This year, eight other well-established whiskies were also competing for the title, including Redbreast 27-year-old, Maison Ruinart ‘Second Skin’, Glenfiddich Grand Cru and the Macallan Gifting Range. The Craft Irish Whiskey Co. also won Highly Commended for the design of The Devil’s Keep bottle in ‘Luxury Drinks Primary Pack’ award, which was announced yesterday.

The Devil’s Keep is a rare triple distilled, 29-year-old single malt whiskey and one of the finest whiskies that Ireland has ever created. It was the first release from The Craft Irish Whiskey Co., making this accolade a moment of particular significance for Founder, Jay Bradley, and Design Director, Tiago Russo. The launch of The Devil’s Keep in November 2020 saw just 333 bottles released – with an additional 333 expected later this year. It was the most expensive inaugural first release in history, which sold at auction at USD $60,000 (almost £46,000 and €51,000 Euros), and the oldest triple distilled Irish whiskey in existence, only to be topped by The Craft Irish Whiskey Co.’s second release earlier this month of the 30-year-old The Emerald Isle Collection.

The Craft Irish Whiskey Co. is the proud whiskey partner of The Michelin Guide and a partner in the Michelin Star Revelation Great Britain and Ireland 2021. The primary concept for The Devil’s Keep was inspired by Jay Bradley’s desire to create the perfect whiskey to be enjoyed after dinner, with the ultimate aim of creating the best and most luxurious Irish whiskey. With this in mind, Tiago Russo wanted to ensure that the design of The Devil’s Keep would create a multi-sensorial experience, which engages all five senses.

The Devil’s Keep bottle is encased in an experience box made up of two custom-locked cases, secured by bespoke brass Japanese style locks. The minimalist outer case of the experience box has a dark stained oak finish and a bolt of geometric gold detailing, while the burgundy leather walls that line the inner case help to refract the colours of the whiskey. Housed inside the box are the exquisite whiskey accessories: two uniquely designed glasses, an atomiser, a measure of barley, a carafe of water, a pipette and whiskey stones. To protect the main packaging, a structural transit box was designed in two parts, allowing a vertical extraction which makes the experience as effortless and ergonomic as possible.

No detail was overlooked in the creation of this multi-sensory experience, from the vial of barley sourced from the same malting house that housed the original barley for the whiskey, through to the carafe filled with water sourced from the Antrim hills which was also used for the original whiskey. A custom-designed pipette enables water to be applied precisely to release the micelles and the flavours, while obsidian whiskey stones can be used in place of ice to prevent the dilution of the whiskey. A special ‘angel’s share’ atomiser has been designed by expert perfumer Sarah McCartney, which is unique to The Devil’s Keep. It captures the unmistakable aroma one gets as you walk through the halls of a whiskey warehouse full of maturing whiskey. When the angel’s share has evaporated, it leaves the whiskey for the devil which is stored within the bottle, also designed by Tiago Russo, that sits centre stage within the experience box. The bottle is held by a chain which must be unleashed, meaning only the rightful owner can unlock The Devil’s Keep.

Bespoke glasses, a custom numbered whiskey certificate and a detailed booklet which tells the story of The Devil’s Keep are housed in each door. Érimón glass – rather than traditional crystal – has been used for the two specially designed glasses, which allows the whiskey notes to be experienced like never before. Inspired by traditional Turkish tea glasses, their shape encourages the dispersion of ethanol, ensuring that only the whiskey notes reach the nose and palate.

The Craft Irish Whiskey Co.’s Design Director, Tiago Russo, said: “It is a huge honour for myself and everyone at The Craft Irish Whiskey Co. to win this award. For us as a brand, it symbolises the return of Irish whiskey to its rightful place as an ultra-luxury product on the world stage. To me, this a triumph of design, demonstrating how it can empower and elevate a product, bringing to life the story of The Devil’s Keep and the history of Irish whiskey through a multi-sensory experience.”

Jay Bradley, Founder at The Craft Irish Whiskey Co., commented: “I am so proud that we have been recognised in the Luxury Packaging Awards 2020. It has taken our team years of dedication and passion to create such a unique whiskey experience. To be nominated in this distinguished category, amongst the very best in luxury design, is a huge accomplishment and has allowed us to fill the gap in the market for ultra-luxury Irish whiskey and redefine global perceptions of luxury. The Devil’s Keep was just the start for us: with the recent launch of The Emerald Isle Collection in partnership with Fabergé and some exciting new releases in the pipeline, I am excited for what the future holds for The Craft Irish Whiskey Co.”

For further information about The Devil’s Keep, please visit  Instagram: @craftirishehiskeyco

Website

Video: (password: watch)

Notes 

Price: 10,000 Euros

About The Craft Irish Whiskey Co.: The Craft Irish Whiskey Co. is different. This is not mass-produced whiskey, but an attention to detail and crafting processes that create the very finest craft Irish whiskey.

The company sources rare whiskey and uses ultra-premium finishing barrels to mature its whiskey due to the high quality of the wood and previous spirit or wine that helps deliver complex flavour profiles. The Craft Irish Whiskey Co., knows that a premium level of spirit stored in this type of barrel adds deep and complex flavours into the finish which produces a phenomenal Irish whiskey.

The Craft Irish Whiskey Co. uniquely cask their whiskey at 52% ABV. Adding water in at the start allows the water and whiskey to marry over time creating a far smoother whiskey.

The Craft Irish Whiskey Co. is the proud whiskey partner of the The MICHELIN Guide and a partner in the Michelin Star Revelation Great Britain and Ireland 2021. https://vimeo.com/457863988 History of Irish Whiskey It is little known that Ireland invented whiskey in the 14th century and dominated the sector. By the 1800s, a group known as the ‘Dublin Whiskey Masters’ brought the art of whiskey making to its zenith with iconoclastic disruption. However, although Irish whiskey suffered a dramatic decline due to an unfortunate set of geopolitics, it is now being reborn and today, clawing back past glories. Ireland’s emerging, small-scale but disruptive distilleries have the talent and freedom to innovate whiskey on a scale not seen since the 19th century. The Devil’s Keep sees the age-old secrets of Ireland’s whiskey masters re-imagined with the launch of the oldest ever released triple distilled Irish whiskey and the most expensive first release in the history of whiskey. About the Luxury Packaging Awards 2020:

Winners for all categories will be announced through a series of video releases between 22nd – 26th February 2021.

The full panel of judges can be viewed here

The full shortlist can be found here


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