Business Irish

Saturday 24 March 2018

Irish to spread word on whiskey in US

DRINKS manufacturer Beam is drawing on the marketing skills of the people who arguably enjoy its products the most – 20-somethings – to promote its Irish whiskey portfolio in the US.

The owner of the Kilbeggan Distillery has hired nine Irish graduates for the task as part of IBEC's Orientation Programme. The graduates come from Dublin Institute of Technology, University College Cork and Trinity College, and will each be based in a major US city: New York, Chicago, Boston, Austin, Dallas, Indianapolis, New Jersey and Philadelphia.

The training sounds enviable. The graduates are currently attending a 10-day induction at the Kilbeggan Institute of Irish Whiskey Excellence where they are being "fully immersed in the whiskey-making process" and tutored on how to market Irish whiskey to an overseas audience.

"They will work with the Kilbeggan distilling team on every aspect of whiskey production, from distillation to maturation, ensuring that they obtain a 360-degree understanding of the products they will be promoting," said the firm.

This is the second year Beam has chosen Irish graduates for this task, bumping up numbers from five to nine this time around.


Research from Sky throws new light on why people change telecoms providers.

Unsurprisingly, the survey's respondents had all changed to Sky – half came from Eircom, a quarter from Vodafone and a tenth from UPC – but more revealing was the main reason cited for switching over.

Cost savings rather than the entertainment package offered was the biggest motivator, followed by the convenience of having a single bill. Plenty to mull over there for everyone in that increasingly hard-fought sector.


Tony O'Reilly Junior's oil and gas exploration company Providence Resources is to sponsor the Irish Olympic and Paralympic sailing teams for another four years in the run up to the Rio de Janeiro Games in 2016.

The latest sponsorship follows a six-month deal in 2012 which helped fund the team as it progressed towards the London Games.

The Irish sailing team will be named Providence Team IRL for the four-year period, and joint branding will be rolled out over the coming weeks.

"The sponsorship from Providence means we can spend more time at the Rio venue and increase the contact time our sailors have with the coaching team," said ISA performance director James O'Callaghan.

The Olympic team includes Dun Laoghaire sailor Annalise Murphy (right), who narrowly missed out on a medal in London, as well as Ryan Seaton, Matt McGovern and James Espey.

The Paralympic team members are John Twomey and Ian Costello.

Irish Independent

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