Business

Thursday 21 September 2017

More whiskey in the jar for Teeling

IT was one of the biggest corporate stories of the early part of this year. Cooley Distilleries had been bought by the US giant Beam for the princely sum of $95m (€72m) in January.

It was one of the few bright spots for business in Ireland this year although there were a few hands wrung over the loss of Ireland's last truly independent distillery.

Fast forward 10 months, however, and Cooley's now former managing director has struck out on his own and is busy creating another new independent distillery.

Jack Teeling is now in charge of the Teeling Whiskey Company, which is preparing to enter the market place with what he calls a "hybrid malt whiskey".

"There's a lot of talk these days about single malt this and single malt that. We are looking beyond that now and are looking to bring the best of both scotch and Irish whiskey together," he claims.

"The hybrid malt combines the smokiness of scotch with the sweetness of whiskey, and we feel we can develop this as a brand new category," he adds.

Filtration

The malt is bottled at cask strength with no chill filtration or colouring added, so at 44.1pc it is a little stronger than most whiskies.

"Edition No 1 of the Hybrid Malt Whiskey consists of award-winning single malt whiskey from Cooley Distillery in Ireland and 10-year Old Single Malt whisky from Bruicladdich in Scotland which has been married together in oak barrels for eight years, and we're very confident it can be a success."

Mr Teeling's father John has been one of the best- known entrepreneurs in Ireland for decades at this point, but Jack makes clear that his father is not involved in Teeling Whiskey.

"He completely supports what we're doing and is very happy about it but he is not engaged in the company at the moment."

The first run of Edition No 1 is limited to 1,200 bottles, which will be sold by the Celtic Whiskey Shop in Dublin and Dublin Airport.

Findlaters names marketing chief

FINDLATER Wine & Spirit Group has appointed Michael Foley as marketing director. Michael has joined Findlaters from Curves International where he was international marketing director. Prior to his time with Curves, he had a long career as a senior marketing executive with Diageo.

Shazam links up with Adforce.ie

SHAZAM has formed a partnership with Adforce.ie to launch the app for TV and be the primary distributor for Shazam for TV advertising for the Republic. Shazam allows users to, among other things, identify a song playing on the radio by recording a clip of the song and sending it to its servers.

PostScript can attest to its accuracy. With 250 million subscribers globally and with over 500,000 in Ireland it is the ninth most downloaded app of all time on iTunes. Under the terms of the agreement, Adforce.ie will be Shazam's representatives in Ireland, selling both Shazam for TV advertising as well as in-app advertising opportunities.

The Shazam for TV service has been integrated into advertisements in the US for more than 18 months and has been included in campaigns by global A-List companies such as Sony, Procter & Gamble, Pepsi, Toyota, and Smirnoff. Recently, the service has also expanded into Australia, the UK and Western Europe, as well. Miles Lewis, vice president of ad sales at Shazam, said "This deal will empower leading consumer brands to connect with our millions of fans."

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