The Tasting Panel magazine

May 2016

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108  /  the tasting panel  /may 2016 CATEGORY REPORT Back in January 2015, I reported on the remarkable rise of Irish whiskey and suggested that the category was "on fire"—and nowhere more so than at William Grant & Sons' new Tullamore distillery. Well, they might be located in the center of the Emerald Isle, but they haven't let the grass grow under their feet. The distillery was only opened in September 2014, but already the ambitious owners have doubled capacity and are furiously building new warehouses and a dedicated bottling line. The site is a blur of activ- ity, with contractors busy installing new equipment and infrastructure everywhere you look. I dropped by the distillery's elegant hospitality rooms to taste their latest releases—two single malts under the Tullamore D.E.W. label—and to chat to John Quinn, Tullamore D.E.W.'s Global Brand Ambassador, and the William Grant Master Blender, Brian Kinsman. As they stoked a blazing fire, both were in an ebullient mood, and the whiskies, respectively 14 and 18 years of age, stood out as embodying the complex character, subtle sweetness and triple-distilled smoothness that define the best of Irish single malt. Later I was able to catch up with Lisa Pfenning, Category Marketing Director, William Grant & Sons USA, and discuss the brand's plans to chase category leader Jameson, now that Tullamore D.E.W. is produc- ing at the first greenfield distillery built in Ireland for more than 100 years. "It's a time of great experimentation for the whiskey consumer in America, and Irish whiskey suits the American palate quite ideally," she assured me. "As consumers continue to discover, there's a growing opportunity for more esoteric whiskeys like single malts or cask-finished Irish whiskeys to succeed. The higher- end of the Irish whiskey market is incredibly exciting at the moment and these single malts, plus Trilogy, will be a part of our long-term strategy to continue to grow Tullamore D.E.W.'s market share in the U.S." The ground has been prepared with the February 2016 U.S. debut of Tullamore D.E.W. Trilogy 15 Year Old (SRP $80). Pfenning describes it as having "received a fantastic initial reception from the trade since the launch . . . proving that there is a place for these mature Irish whiskies in the U.S. market." Expect the 14 and 18 Year Old single malts to arrive in the U.S. later in 2016. Tullamore D.E.W. will be target- ing a SRP of $69.99 and $109.99, respectively, making these whiskies a standout for value as well as flavor. Brian Kinsman, William Grant Master Blender, and John Quinn, Tullamore D.E.W.'s Global Brand Ambassador, in the Tullamore D.E.W. stillhouse. PHOTO: IAN BUXTON

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