This week our Irish Whiskey News features articles on Powers new collaboration with 6 whiskey bars in Dublin and Bord Bia putting out a tender for research into Irish whiskey consumption in the US and China.
So let’s see what’s been happening this week in our Irish whiskey news.
The six bars that makeup Powers Quarter are: Thomas House, Market Bar, The Oak, The Swan, Idlewild and John Fallon’s The Capstan Bar. Each bar is within walking distance of the old John’s Lane distillery and the original Powers bottling hall on Drury Street. Powers whiskey is made at Irish Distillers’ Midleton Distillery today.
The collaboration will be supported by social media, PR and a dedicated website – powerswhiskey.com, on which fans can download a map and enjoy a virtual tour of the area. Powers global ambassador Michael Carr is also available for guided tours, which will cost €60 (US$69) per person.
Carol Quinn, the archivist at Irish Distillers, said: “For generations, the Powers distillery at John’s Lane shaped the development of the area around it through the direct employment of families, provision of houses for workers and even the maintenance of the local streets.
“Powers’ founder, James Powers, was a publican himself and his pub on John’s Lane stayed within the family until the closure of the distillery in the 1970s, so it only seems right that we honour the legacy of Powers and bring more of its Dublin history to light through six bars and put Powers firmly back on the whiskey map of Dublin.
BORD BIA HAS issued a tender, seeking a partner to research the usage, attitudes and awareness levels on Irish whiskey in the US and China. While sales of Irish whiskey in the US is “going well”, it remains relatively unknown in the Chinese market according to Bord Bia.
According to CSO figures and Bord Bia data, exports of Irish whiskey to the US was worth €340 million this year, but less than €1 million in China. As both markets offer opportunities for “significant growth”, it said that a decision aimed at studying their attitudes to Irish whiskey was a timely one.
It seeks to find out the awareness and perceptions of different kinds of whiskeys, such as scotch, bourbon, Irish, single pot stills, single malts etc. in these markets. As well as this, it wants to know what drives consumers to their whiskey brand of choice, the role of a country’s origin in making someone choose a brand, and any ethical considerations made.
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