Heaven Hill re-designs Tyrconnell Irish Whiskey marketing

[clayton]

Tyrconnell single malt irish whiskey to carry new labeling

New labels and closure to further elevate premium positioning of brand

Heaven Hill Distilleries, Inc., sole US agents for The Tyrconnell Single Malt Irish Whiskey, has announced a packaging upgrade for the brand, one of the few single malt Irish Whiskeys available on the American market. Produced and bottled in Riverstown, Dundalk, Ireland, Tyrconnell is made by Cooley Distillers plc, the only remaining Irish owned whiskey producer.

The redesign is intended to enhance the shelf presence, to broaden the appeal to more malt whisky/ey drinkers and to more clearly communicate the quality and heritage of The Tyrconnell, a product of the Andrew A. Watt distillery. In the Northwest of Ireland lies an ancient Gaelic kingdom called Tyrconnell which, when translated from Gaelic, means "Land of O'Donnell". The O'Donnells were, prior to colonization, one of the most powerful Gaelic noble families. The territory is famous for its distilling tradition. One of the oldest distilleries in the region and reputed to be the first distillery in the world to install a patent still, established in 1762, was Andrew A. Watt. The Watt's flagship brand was the world famous “The Tyrconnell†Pure Pot Still Single Malt Irish Whiskey. The brand name Tyrconnell Single Malt originates from the A.A. Watt Distillery in Derry.

In 1876 the Watt family entered a horse appropriately named "The Tyrconnell" in the Irish Classic horse race "The National Produce Stakes". Incredibly it won at 100 to 1. This spectacular achievement inspired the Watt Distillery to celebrate the occasion with a special commemorative Tyrconnell label. The Tyrconnell was, before prohibition, actually one of the biggest selling whiskey brands in the U.S. In fact, pre-prohibition photos of Yankee Stadium show Tyrconnell billboards on display. It has been reintroduced after an absence of over 50 years.

The Tyrconnell is a premium Irish Whiskey made from a mash of pure malted barely produced at a single distillery, hence the description: single malt whiskey. In contrast, other whiskeys blend a variety of malt and grain products from several distilleries. Available in 750 ml and 50 ml bottles and bottled at 40 percent alcohol by volume (80 proof), The Tyrconnell has a fresh malty bouquet, a smooth and subtle flavor and a delicately dry finish. It has won a Silver Medal at the prestigious International Wine and Spirits Competition and just recently won a Silver Medal at the San Francisco World Spirits Competition. According to world-renowned whiskey author Jim Murray, “Tyrconnell has been nothing short of a revelation and a delight.â€

The new labeling will be on retail shelves by July and adds rich gold foil elements to a dark green field, with the famous image of the Tyrconnell racehorse winning the National Produce Stakes dominating the face label below the brand logotype. A separate branded shoulder label and an embossed dark green and gold capsule and cork closure complete the sophisticated makeover for the super-premium whiskey.

Heaven Hill will also be supporting the brand with retail and on-premise point of sale, prominently featuring the new packaging. “With the continued growth of the Irish Whiskey category and the heightened consumer interest in super-premium expressions and malt whiskeys, the time is right to introduce upgraded packaging for The Tyrconnell,†asserted Heaven Hill Marketing Manager Kirstin Jackson. “Cooley has already successfully launched this labeling for The Tyrconnell in France and other international markets, and we fully expect to replicate the positive results they have seen there.â€

Founded in 1934, Heaven Hill Distilleries, Inc. is the nation’s largest independent, family-owned marketer and producer of distilled spirits products. Aging in its facilities is the second largest holding of Kentucky whiskey in the world. Heaven Hill's diversified portfolio includes: the full line of The Christian Brothers Brandies; Evan Williams Kentucky Straight Bourbon Whiskey; HPNOTIQ Liqueur; Whaler's Rum; Burnett's Gin and Vodka; Dubonnet Aperitif; Scotch Whiskies; Irish Whiskeys; Canadian Whiskies; vodka; gins; rums; tequilas; cognacs; liqueurs; cordials; and dessert wines. Heaven Hill is based in Bardstown, Ky.

http://www.happyhours.com/pressRelease_story.htm?&itemid=368

I haven't tried Tyrconnell yet, and didn't realize it was a Heaven Hill brand. Perhaps it's worth picking up.

[kitzg]

Thanks

This is one of my favorite (Irish) whiskies.

[LeNell]

I enjoy this whiskey myself. It's light and clean and a great price. I discovered it at NYC WhiskeyFest last year.

As Jim Murray said, “Tyrconnell has been nothing short of a revelation and a delight." I couldn't agree with him more.