Michael Flatley launches his whiskey Flatley “The Dreamer”
The meeting of the world of celebrity with the drinks industry now occurs with increasing regularity. For example, the number of celebrity-branded wines has grown from just a few brands in the 1970s to several hundred today (the celebrity wine industry is now worth more than $50 million in the US alone). Best known here are the wines produced by Graham Norton, Kylie, and Sarah Jessica Parker. Graham Norton’s wine range hit the Top 20 Wine Brand list two years ago have continued to grow strongly ever since.
This week there was a new member to the growing number of celebrity drink producers, Michael Flatley. Best known as the man who put Irish dancing on the global map, this week he launched Flatley “The Dreamer” Irish Whiskey to the Irish market in the Round Room in the Mansion House. It will be launched in the United States, later this summer, with a worldwide launch planned for 2025.
This Irish whiskey has a strong pedigree, for a start the Managing Director of the company is none other than Jim Clerkin, who started his career many years ago in Guinness (before it was Diageo) and went on to become MD of Gilbey’s of Ireland in the 1990’s; before moving to the US where eventually he became President and CEO of Moët Hennessy in North America.
Flatley “The Dreamer” is made for Michael Flatley by Master Distiller Noel Sweeney, a globally recognized international multi-award-winning master, who has made an enormous contribution to the development of Irish Whiskey. Noel joined Powerscourt Distillery in 2017 where he played a huge part in the development of the very successful Fercullen. Prior to that, he was one of the key figures involved in the development of Teeling Whiskey. Flatley “The Dreamer” is distilled at the Great Northern Distillery in Co Louth, which is owned by the Teeling Family.
Flatley Whiskey have signed a distribution deal for Ireland with Dalcassian Wines and Spirits who have been hard at work selling it into bars, hotels, and independent stores in Ireland North and South. Ireland’s leading grocery retailer SuperValu already have it in stock in over 175 stores, nationwide.
Flatley “The Dreamer” RRP €45.00 is a 5-Year-Old Whiskey made from a blend of grain and malt whiskey finished in Bourbon, Port and Pedro Ximenez casks. With dried fruit and chocolate aromas, the spicy raisin and fruitcake flavours add to the softness of this whiskey style, which has great appeal. This is the entry level and the first in what will be a series of Whiskies produced by the company. They will be adding to the range, expect to see premium editions in due course.
So, what of the party, well it was a true Celebrity Fest with over 350 people attending, including many well-known figures. From the world of politics there was Leo Varadkar and his partner Matthew Barrett, Matt Molloy from The Chieftains as well as comedian Pat Shortt. From Formula 1, retired racing driver and sports commentator David Coulthard was joined by fellow racing commentator Matthew Brumby.
The drinks trade was out in force too, great to see so many trade and press attend. Delighted to meet up with Serghios Florides founder and editor of Irish Whiskey magazine. Cyril McAree founder and Editor of Hotel & Restaurant Times with his drink’s writer Liam Campbell as well as Martin Moran MW who writes the drinks colum for the Sunday Times (Irish edition). I also spotted Enda O’Coineen the owner of the Business Post.
Somms were also out in force, I bumped into Lisa O’Doherty Consultant Sommelier with the Kildare Hotel & Country Club and Adi Doollee, Sommelier at Oxhorn Grill. Lovely also to see Alan Crowley MW after so many years, and Paul Foley of The Corkscrew and his wife Fiona.
Many of the Dalcassian Wine & Spirit team were there, including founders Pat Rigney and John Dillon. Speaking at the launch Pat Rigney said “We are thrilled to bring Michael Flatley, Noel Sweeney, and their outstanding team’s exceptional whiskey to stores, pubs, hotels, and restaurants across Ireland and Northern Ireland. This superb spirit not only stands out on the shelves but also boasts a great taste.”
SuperValu were also very well represented with a large contingent of their franchise holders attending. Conor O’Flynn, SuperValu Whiskey Buyer, commented “We are delighted to offer our shoppers the new Flatley Whiskey as part of our exclusive range of Irish whiskeys. We champion all Irish producers and we are proud to stock some of Ireland’s newest and most exclusive Irish Whiskey brands. This is a truly appealing whiskey blended in conjunction with one of the best master-blenders, Noel Sweeney. We are confident that our customers will really value this addition to our spirits selection.”
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