Teeling Whiskey Company has secured exclusive cask bottling deals with several large national US retailers, including Total Wine & More and Costco.
ack Teeling's company, which built the first new distillery in Dublin for 125 years in 2015, has been working with its suppliers in the US to develop the brand. Suppliers, including Total Wine & More, the largest US off licence chain, and Costco, are provided an exclusive cask which is then bottled by Teeling.
The entrepreneur said the cask deal was popular with US suppliers, having gone from one exclusive cask deal last year to about 15 this year.
Teeling said the move had been a change for the company, which had been focussing its attention on the US on-trade sector.
"Over the last few years the majority of our investment and brand-building efforts in the US has focused on the on-trade and establishing our presence in opinion leader bars and restaurants," he said.
"With the majority of these closed, we have pivoted our efforts to work with national retail chains and online retailers through special unique single cask offerings or specific online supports linked into focus on our Teeling Trinity range of core products.
"For big-box retailers in the US like Total Wine & More, Costco or regional players like Specs in Texas, Bevmo in California or Binny's in Illinois we are doing special aged single malt single casks hand-selected by our master distillery and bottled exclusively for them in return for their support with our core range of Teeling Whiskeys."
He added that the company was doing retail partnerships with Fever-Tree, a producer of premium drinks mixers.
Teeling said the company also plans on launching its first peated single malt in September, to be called Blackpitts Peated Single Malt, named after an area behind the distillery that was famous for malting houses and tanneries back when Dublin was home to many distilleries.
"Our strategy is also not to lose sight of the opportunity in the premium end [of the market] and continue to bring out new innovative products," Teeling said. "We can use these offerings to widen our appeal to other demographics."
"[We can do this] while not taking the eye off the prize of being that discovery brand in the premium positioning of €35 plus and being that starting point for people on that journey of discovery," he added.