Licensing World Spring 2018 by Ashville Media Group

Spring 2018

TAXING TIMES The SugarSweetened Drink Tax explained OFC_Licensing World Spring 1028.indd 1

IN THE MIX with award winning mixologist Darren Geraghty

SUGAR LOAF LOUNGE the big reveal at Powerscourt 27/04/2018 16:26

uintessential Brands Ireland WELCOME TO OUR WORLD-LEADING WHISKEY PORTFOLIO, BORN AND RAISED IN IRELAND

...OUR INTERNATIONALLY RENOWNED GINS

â&#x20AC;¦AND THE NEW NAME IN IRISH CREAM LIQUEUR.

Contact your local wholesaler or Lisa Doyle at Quintessential Brands Ireland: lisa.doyle@quintessentialbrands.com

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Contents

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NEWS

MOVERS & SHAKERS

THE GOLDEN ERA FOR DARK SPIRITS The dark spirits market and whiskey in particular is experiencing a real renaissance in recent times, as exports increase significantly. Licensing World reports. .

TAXING TIMES Beverage companies across Ireland are trying to come to terms with the new SugarSweetend DrinksTax and the commercial implications that it will have on their business.

IN THE MIX Donna Ahern talks to Ireland AM regular and awardwinning Mixologist Darren Geraghty from the Candlelight Bar about his craft and career to date.

GOOD FRIDAY GREAT SUCCESS Publicans in Ireland celebrated a change in the licensing laws that now allows pubs to sell alcohol in the ROI on Good Friday for the first time since 1927. Donna Ahern reports.

IN LIKE GIN

Irish gin producers want to treble sales by 2022 and are aiming to sell five million bottles.

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Editor's Letter

Welcome... Welcome to Licensing World, One of the most topical and news-worthy issues affecting the drinks industry at the moment is needless to say the much-discussed introduction of a sugar tax. The Sugar-Sweetened Drinks Tax on soft drinks came into force in Ireland on the 1 May, which of course means that manufacturers now have to pay a levy on the high-sugar drinks they sell. The introduction of the levy means that Ireland has now joined a small handful of nations, including Mexico, UK, France and Norway, which have introduced similar taxes. The deferral on the original commence date the Department of Finance explained was to allow for completion of the necessary administrative processes in relation to State aid approval. That said, it appears that the soft drinks industry in Ireland is well prepared. Soft drinks manufacturers have been very active with reformulation measures, reducing the sugar content in their beverages. A notable amount of low/no calorie/ sugar alternatives to consumers favorite drinks have been introduced to the market over the past few months in preparation. It appears that the hard work has paid off as recent research shows that despite potential challenges, the growth prospects for soft drinks over the forecast period remain relatively upbeat. In this issue we also talk to Ireland AM regular and award-winning Mixologist Darren Geraghty from The Candlelight Bar. To date Darren has worked with numerous spirit brands, companies and venues, consulting on every aspect of bar, drink, cocktail and menu creation, and as a drinks and events specialist. He shares his experience of his craft and career to date. Over cover story explores the golden age of dark spirits. Irish whiskey in particular is making a hugely positive contribution to the economy, as it continues its robust growth. The industry has seen a signiﬁcant renaissance in recent years. Licensing world has charted the meteoric rise of whiskey as the thirst for dark spirits shows no signs of abating both here in Ireland and across the globe.

Licensing

WORLD Editor: Donna Ahern Editorial Director: Mary Connaughton Creative Director: Jane Matthews Art Director: Áine Duffy Production: Nicole Ennis Stock Photography: iStock.com Sales Director: Paul Clemenson Managing Director: Gerry Tynan Chairman: Diarmaid Lennon Published by: Ashville Media, Old Stone Building, Blackhall Green, D7. Tel: (01) 432 2200 ISSN: 1393-0826 All rights reserved. Every care has been taken to ensure that the information contained in this magazine is accurate. The publishers cannot, however, accept responsibility for errors or omissions. Reproduction by any means in whole or in part without the permission of the publisher is prohibited. © Ashville Media Group 2018. All discounts, promotions and competitions contained in this magazine are run independently of Licensing World. The promoter/advertiser is responsible for honouring the prize. ISSN 1393-0826

VISIT US ONLINE www.licensingworld.ie FOLLOW US ON TWITTER @BarOfTheYear #SkyBarAwards18 FIND US ON FACEBOOK For information on the Bar of the Year Awards and the Hotel & Catering Review Awards please visit our dedicated Facebook pages

Donna Ahern Editor

www.facebook.com /BarOfTheYearAwards

The Licensing World editorial team email: editor@licensingworld.com

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News

NEWS ROUND-UP IRISH DRINKS INDUSTRY WELCOMES BREWERIES AND DISILLERIES BILL Alcohol Beverage Federation of Ireland (ABFI), the representative body for drinks manufacturers and suppliers in Ireland, has welcomed the progression of the Breweries and Distilleries Bill, which was debated and passed by the Oireachtas Justice Committee in early 2018. ABFI says that the new Bill, which will allow craft brewers and distillers to sell their produce onsite to visitors, could support tourism and Ireland’s small drinks businesses. It says that it will be engaging with the Department of Justice & Equality in relation to possible further amendments to the Bill to ensure it benefits all small distilleries and breweries. Director of Alcohol Beverage Federation of Ireland (ABFI) Patricia Callan, says: “There are now over 100 micro-breweries and 18 distilleries in operation in Ireland. We welcome the Government’s recognition of the growing contribution of craft breweries and distilleries to the Irish economy. The Breweries and Distilleries Bill is a progressive and important piece of legislation." She adds: "We’d like to acknowledge and thank Alan Kelly TD for introducing the Bill and Minister Charlie Flanagan for supporting and bringing forward this legislation.

HEINEKEN LAUNCHES A NON-ALCOHOLIC LARGER

BLACKS DISTILLERY LAUNCHES FIRST IRISH RUM

Heineken Ireland has launched Heineken 0.0%: a non-alcoholic lager, with world-class taste, brewed by beer lovers for beer lovers. Heineken 0.0% is the latest innovation and new family member, alongside Heineken and Heineken Light. 'The launch of Heineken 0.0% comes as a response to Irish consumers’ needs and demands, driven by the global and local cultural trend of living a balanced lifestyle,' the master brewer says in a statement. Radina Shkutova, Marketing Director, Heineken Ireland, says: “The simple fact is, our consumers want choice. Heineken has seen strong growth within the low and no alcohol segment and expects this to continue, driven by the global cultural trend of living a balanced, healthy lifestyle.” Radina highlights that research shows that over 76% of Irish people state that having a balanced lifestyle is important, yet only 25% believe it is easy to achieve this balance. "We believe that Heineken 0.0% will help to provide a solution for this challenge,” she adds. In order to push the boundaries within the non-alcoholic beer category, Heineken reportedly gave their Master Brewers a blank sheet of paper and challenged them to brew a distinctly flavoured, balanced non-alcoholic lager from scratch using just natural ingredients. Willem van Waesberghe, Global Craft and Brew Master at Heineken, adds: “Heineken 0.0% is double brewed, we then remove the alcohol and blend with natural flavours, allowing Irish beer lovers to enjoy a world-class tasting alternative on any occasion without compromising on quality.”

Black’s Distillery in Kinsale Co.Cork has launched 'Ireland's first ever rum.' Blacks Spiced Irish Rum is made from Sugar Cane Molasses which is fermented, distilled and matured in oak barrels in Kinsale, Co. Cork. "Rum is a much harder spirit to master, years of research, experimentation and then aging in oak barrels has lead to a world class product everyone can be proud of," the Kinsale based distiller says in a statement. “We hope Irish Rum will become a new trend and help boost the international profile of the brand," says Blacks founder Sam Black. “We have been lucky to be at the forefront of both the rise of craft beer and craft Gin over the past few years. And now we think it’s time for rum to have its time in the spot light." Blacks also make an Irish Gin and a range of popular beers since 2013.

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News

JAMESONS UNVEILS NEW WILD SEAWEED BITTERS

at Irish Distillers, Jameson Wild Seaweed Bitters is a highly concentrated infusion of Jameson Irish whiskey, a variety of herbs – including cinchona, wormwood, ginseng and gentian – and wild dillisk seaweed. The result is an offering of rich, intense and wellbalanced bitters, bottled at 46% ABV. “It’s no secret that part of Jameson’s success in the US and around the world has been down to strong brand advocacy among the world’s best bartenders, and we are committed to developing exciting new concepts that ignite the creativity of these industry leaders," says Brendan Buckley, Strategy, Insights, Innovation & Prestige Whiskeys Director in Irish Distillers."Since launching our Jameson Bitters project back in 2015, the feedback from the global on-trade has been fantastic so we cannot wait to see how bartenders around the world interpret the flavour of the Irish coastline in their creations using Jameson Wild Seaweed Bitters, the first seaweed bitters in the market.”

Jameson Irish whiskey, which is produced by Irish Distillers in Midleton Distillery, Co Cork, has recently unveiled Jameson Wild Seaweed Bitters. The bitters showcase wild dillisk seaweed, which has been carefully hand-harvested from Long Rock, County Sligo, and dried naturally on the shores of the Wild Atlantic Way by Damian Melvin, a second-generation seaweed harvester. The innovative cocktail ingredient is the second release in the Jameson Bitters range, which was first launched with Jameson Wild Sloe Berry Bitters in 2015 to inspire bartenders to experiment with Jameson in new and exciting ways. Developed by Dave Quinn, Master of Whiskey Science

SPRITE GOES NO SUGAR Sprite in Ireland has been relaunched with zero-sugar flavour replacing the original recipe. The Coca-Cola Company is unveiling refreshing changes to Sprite in Ireland. The new line-up sees the replacement of the original Sprite from the market with its zero sugar counterpart now known simply as Sprite. Complementing this, a new Lemon Lime and Cucumber flavour, also no sugar, is now available to consumers. The decision to replace original Sprite with its no sugar alternative comes after taste tests consistently showed that people rated the no sugar Both drinks are available now and come with a new fresh identity that embraces Sprite’s original look while emphasising its natural flavours. “Ireland follows the tastes of our consumers. Our taste tests consistently told us that our consumers rated the no sugar Sprite as high as the original recipe." Country Manager for Coca-Cola Ireland Petre Sandru says: “Our zero sugar Sprite has grown significantly in recent years. Consumers clearly want more no sugar drinks and we are providing them with the same great taste of Sprite with new choices. We are confident that these decisions will reward loyal Sprite drinkers while also appealing to those people who are looking for something new.”

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THIS IS RUGBY JOIN US AT HEINEKENRUGBYCLUB.COM Rugby season is in full flight, and so is Heineken® Rugby Club’s most exciting campaign to date. ‘This is Rugby’ is a major 360 media campaign running across TV, Outdoor, Print, Radio and Digital. The TV ad features French rugby legend Serge Betson and was filmed in a pub in the heart of Dublin. Ensure a thrilling match day atmosphere in your pub with our Match Day Activations and our ‘Man of the Match’ game, which will bring great fun to any pub. Numbered beer mats are given out with every pint of Heineken®, the person with the beer mat number which matches the Man of the Match, wins a prize! ‘This is Rugby’ will be brought to life throughout the year through Heineken® Rugby Club. Founded in 2016, Heineken® Rugby Club is a place which rewards, inspires, and brings rugby supporters together for those unforgettable rugby moments with friends and fans of the rival teams. It’s time to get in the scrum and make your pub the place that everyone wants to be on match day. Get in touch with your local Heineken® Sales Representative today about how Heineken® Rugby Club can enhance your match day atmosphere. ‘This is Rugby 2018’ is here.

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News

DRINKS INDUSTRY WELCOMES NEW EU LABELLING A new EU wide commitment by drinks producers to provide more nutritional information and listing of ingredients has been welcomed by Alcohol Beverage Federation of Ireland (ABFI). The representative body for drinks manufacturers and suppliers Ireland is a member of both spiritsEUROPE and Brewers of Europe who are among the seven drinks trade associations in the EU leading this new initiative. The commitment was presented to Health Commissioner Vytenis Andruikaitis. According to a statement ABFI says it "will support spiritsEUROPE and the Brewers of Europe in rolling the programme out in Ireland over the next four years." The aim of the drink industry’s commitment is reportedly to provide harmonised and consistent information to consumers on an EU-wide basis, either on or off-label. Some companies, particularly small producers, may opt for online solutions, while others will choose to provide information both on labels and online. Drinks producers in Ireland already go ‘above and beyond’ some of our EU counterparts, according to ABFI, with many already providing extensive nutritional and ingredient information. Patricia Callan, Director of Alcohol Beverage Federation of Ireland (ABFI) saysthat the announcement highlights the commitment by the drinks industry to provide consumers with extensive product information, to support informed choices. She adds: "What makes this initiative even stronger is the fact that it is being taken on a pan-EU basis across 28 member states." In light of this new EU-wide commitment, ABFI warned that the draconian labelling provisions in Ireland’s Public Health (Alcohol) Bill will impose a disproportionate burden on Irish producers compared to those elsewhere in the EU.“In light of this harmonised EU-wide approach, that can be rolled out in a speedy and workable fashion, we believe the Government must consider reasonable amendments on the labelling proposals in the Alcohol Bill." “The requirement for a specific Irish-only label would result in significant additional costs and logistical difficulties for businesses operating here, particularly smaller craft brewers and whiskey distillers," she adds. According to DKM economic consultants, it’s anticipated that it will cost approximately €50,000 to redesign an entire suite of labelling for a single product line.

SHED DISTILLERY LAUNCHES 'SUPERPREMIUM' VODKA Shed Distillery has recently launched a new superpremium vodka brand. Sausage Tree Pure Irish Vodka was launched at Trade Fair for Wine & Spirits Prowein in Düsseldorf, Germany, which took place in March this year. Every bottle of Sausage Tree Pure Irish Vodka, "will be slow distilled by hand, carefully hand-bottled, sealed and labelled at The Shed Distillery of PJ Rigney," the Co. Leitrim based distiller says in a statement. Like with Drumshanbo Gunpowder Irish Gin, the super-premium vodka will be distributed in Ireland by Dalcassian Wines & Spirits (which PJ co-owns with Managing Director John Dillon). The company has also announced its plans to open a new vsitor experience next year which it forecasts will create an additional 22 jobs at the Drumshanbo distillery, which will bring the total number of employees to at least 40 in 2019. The new vodka will retail at between €44 & €49 in the Irish market.

IWA TRAVELS TO TORONTO FOR TRADE MISSION Earlier this year, Irish Whiskey Association (IWA) travelled with Minister for Agriculture, Food and the Marine Michael Creed T.D to Canada as part of an Irish Government trade mission, in association with Bord Bia. According to a statement the trade mission represented the first large-scale trade delegation to Canada since the recently negotiated Comprehensive Economic and Trade Agreement (CETA) came into effect in September 2017.“Canada is one of the fastest-growing markets worldwide for Irish whiskey. The CETA agreement has helped open up Canada for even more Irish whiskey export growth and our industry is determined to grasp the opportunities on offer.” Head of the IWA William Lavelle, said. Seventeen Irish whiskey companies such as Dublin Liberties Distillery, Barr an Uisce Whiskey and Blackwater Distillery. Irish Distillers, Walsh Whiskey, Tullamore D.E.W., Teeling Whiskey Company, Cooley Distillery, Chapelgate Whiskey, Glendalough Distillerywill reportedly participated in the Toronto trade show which took place in the Irish Embassy Pub and Grill, 49 Yonge St. Toronto. Exports of Irish whiskey to Canada have 'grown substantially' over recent years, with export values reaching €16.7 million in 2016, up 171% since 2011. Export values increased by a further 20.5% in the first 10 months of 2017, according to recently published CSO figures. However only 6% of Irish whiskey currently on sale in Canada are premium brands. This mean there is a significant opportunity for Irish whiskey producers to grow the sale premium brands in Canada, building on phenomenal triple digit sales increases in premium Irish whiskey in other major markets in recent years. William said: “We see continuing double-digit growth in Irish whiskey exports to Canada, including to the large Irish diaspora population. We particularly see the potential for premium, authentic Irish whiskey brands to prosper in the Canadian market.” William says.

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News

THE WAIT IS OVER The Dead Rabbit Irish Whiskey has been patiently waiting for five long years. Quintessential Brands Ireland’s Master Distiller Darryl McNally teamed up with Sean Muldoon and Jack McGarry, co-founders of award-winning New York bar, The Dead Rabbit Grocery & Grog, to create this new limited production super-premium expression set to extend the Irish whiskey category. In a fascinating twist, the 400-year-old building that will house The Dublin Liberties Distillery was once a tannery where rabbit fur was processed. In whiskey, as in life, some things are just meant to be… Drawing its inspiration from the notorious Irish street gang in New York City in the mid-1800s, The Dead Rabbit Irish Whiskey is a 44% ABV blend of aged Irish single malt and grain whiskeys. The whiskey is first aged in seasoned Kentucky bourbon casks for five years before being finished in half-sized, specially crafted, virgin American oak barrels. The resulting flavour profile is unlike any other Irish whiskey, boasting a long, smooth finish with rich vanilla notes, but still retaining an unmistakably Irish character. Following its launch in NYC earlier this year to widespread critical acclaim, and the Irish launch in April, the super-premium Dead Rabbit Irish Whiskey now takes pride of place in Quintessential Brands Ireland’s exceptional whiskey portfolio. www.deadrabbitirishwhiskey.com 7

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Movers & Shakers

Movers & Shakers Quintessential Brands expand its Irish team and Irish Distillers appoints new CEO Quintessential Brands Expands Irish Team The company has appointed two homegrown, experienced senior marketers to support General Manager and Master Distiller, Darryl McNally, and Marketing Director, Sinéad O Frighil, to drive the growth of its Irish whiskey brands, which include The Dubliner, The Dublin Liberties and The Dead Rabbit Irish Whiskey. Avril Donagher has been appointed Brand Director, The Dublin Liberties Whiskey Company. Avril will take responsibility for The Dublin Liberties and The Dead Rabbit Irish Whiskey brands, driving their development and growth across the globe. She joinsthe team from Irish Distillers Pernod Ricard where she was Senior Brand Manager for Brand Advocacy for Jameson Irish Whiskey. Mark Hogan has been appointed Marketing Director, Quintessential Brands Ireland. Mark will primarily take responsibility for the development of The Dublin Liberties Distillery’s tourism marketing and visitor experience, and will spearhead the launch of The Dublin Liberties Distillery, which is currently under construction and expected to open in the autumn. Mark, who joins from Hot Press magazine where he was Head of Marketing, will also be tasked with raising the profile of Quintessential Brands’ portfolio amongst the trade and consumers in Ireland. John Callely also joins the company as a consultant to support the development of The Dublin Liberties Distillery tourism strategy. John

Avril Donagher

was Managing Director of the Jameson Visitor Centre for over 20 years and has also worked with Teeling Whiskey on the development and launch of their visitor centre. In addition to the senior team appointments, Caoimhe Howard has been appointed International Brand Manager, Premium Whiskey. Caoimhe, who joins from Proximo, will support the development of The Dublin Liberties Distillery’s Irish whiskey portfolio. Caroline Daly has also been appointed International Brand Manager, Irish Creams, and joins from Edward Dillion where she was Marketing Manager for the Brown-Forman portfolio for Ireland. The new hires follow the creation of Quintessential Brands’ own route to market in Ireland last year and the subsequent appointments of Max Hayes as Commercial Director for Quintessential Brands Ireland, and Lisa Doyle, who joined the company in March 2017 as On-Trade Commercial Manager.

Irish Distillers Appoints New CEO Irish Distillers, Ireland’s leading supplier of spirits and wines and producer of the world’s most well-known and successful Irish whiskeys, has today announced that Chairman and CEO, Jean-Christophe Coutures, will leave his current role to take up a new position as Chairman and CEO of Chivas Brothers, the scotch whisky business of Pernod Ricard. Jean-Christophe served as Chairman and CEO of Irish Distillers since 1 July, 2016 and oversaw the continued growth of Irish whiskey on the world stage. He

Conor mcQuaid

will be replaced by Conor McQuaid, who currently serves as EVP Global Business Development at Pernod Ricard. Conor who joined Irish Distillers as Regional Manager for Southern Europe in 1998, has worked across the Pernod Ricard group for almost 20 years and will take up the role as Chairman and CEO of Irish Distillers on 1 July, 2018. “At Irish Distillers we are incredibly proud to lead the sustained growth of an iconic Irish product that is truly loved the world over. As these results demonstrate, the great growth story of Irish whiskey continues, and I am very proud to have played my part in the continued success story that is Irish whiskey," says JeanChristophe Coutures, Chairman and CEO. "I look forward to taking up my new role in London and relish the new challenge. I know that Conor will be a great ambassador for Irish whiskey on the world stage and I am honoured to be handing over the reins of such an incredible organisation at this important moment for our industry." He adds, “Jameson, which has been driving the growth of the category for the past 28 years, continues to thrive and is now in double or triple digit growth in 80 markets across the world. In the six months to the end of December 2017 we are growing value (12%) ahead of volume (11%) with all regions contributing to this success. While the growth has been driven by the USA, Europe, Africa and the Middle East we have also seen a particularly strong growth coming in the Asian and Latin American markets."

Mark Hogan 8

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Commercial Profile

Highly-anticipated release of

Bushmills Red Bush BUSHMILLS® RED BUSH™ is the latest addition to the range of malt-rich, blended whiskies by BUSHMILLS® Irish Whiskey

he highly-anticipated release of BUSHMILLS® RED BUSH™ was the first new expression from The Old Bushmills Distillery to the domestic market in nearly five years.

BUSHMILLS RED BUSH is a smooth blend of triple distilled Irish single malt and fine Irish grain whiskey. On the nose, the amber spirit offers intense aromas of toasted oak and vanilla. The palate is medium bodied with hints of caramel and nutty flavours. Sweet and smooth taste Matured exclusively in first-fill, medium char bourbon casks which soften the spirit,

BUSHMILLS RED BUSH delivers a sweet and exceptionally smooth taste.

poured over ice and garnished with a wedge of lime.

The latest blend from Ireland’s oldest working distillery is a subtle and balanced expression. The smooth and sweet whiskey delivers a great, effortless taste neat but also works perfectly as a long serve with a range of mixers like soda, cola or ginger ale.

BUSHMILLS RED BUSH will join the core brand portfolio which includes five award-winning variants: Bushmills Original, Bushmills Black Bush®, Bushmills 10 Year Old Single Malt, Bushmills 16 Year Old Single Malt and Bushmills 21 Year Old Single Malt.

Red & White The BUSHMILLS RED BUSH signature serve is the Red & White, made using one part RED BUSH and three parts white lemonade,

BUSHMILLS RED BUSH has a recommended retail of €30 for 700ml, bottled at 40% ABV and is available to buy from specialist off licences and all major wholesalers.

For further information, contact your local Proximo Key Account Manager: Seamus Lowry (slowry@proximospirits.com) and Michael O’Reilly (moreilly@proximospirits.com).

BUSHMILLS RED BUSH™ is a new blend of triple-distilled single malt and Irish grain whiskey, matured exclusively in bourbon casks for a delicate and exceptionally smooth taste.

RED & WHITE

Bushmills Irish Whiskey. Licensed to distil since 1608.

ANSWER THE CALL

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GLENDALOUGH LAUNCH NEW WHISKEYS AND NEW BOTTLE DESIGN ACROSS THEIR RANGE.

THE DISTILLERY.

THE NEW WHISKEY FINISHES.

THE NEW LOOK.

The Glendalough Distillery was set up by five friends from Wicklow and Dublin who shared a love of craft spirits. They eventually decided to leave the safety of their day jobs in Dublin and went into the mountains to take a chance on something more meaningful (much like the man on their bottle, St Kevin). Together they built Ireland’s first craft distillery near their favourite spot in those mountains, Glendalough.

The craft specialists behind Glendalough Distillery have focused on perfecting the ageing and finishing of its whiskeys through a unique wood program; exploring the breed of oak and predecessor liquid that best accentuate each of the whiskeys’ flavours. As a result, the whiskeys are matured in Bourbon barrels before being uniquely finished in a second, very different cask.

Kevin Keenan, Founder and Creative Director at Glendalough Distillery, said: “Our new look, and bespoke bottle really brings the range together as a family, while the new cask-finishes set the whiskey apart from anything else being done in Irish whiskey.”

They have launched three new whiskey finishes for 2018, along with a distinctive new bottle design across its full range of spirits. A globally awarded Double Barrel Irish Whiskey, 7yr Old and 13yr Old Single Malts have rolled out to trade earlier this year, alongside the distillery’s Wild Botanical gin and traditional Poitín – all of which feature the new, revamped packaging.

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The Double Barrel gains its sweet, smooth vanilla notes from three years in Bourbon barrels before being transferred to 500 litre Oloroso casks from Montilla, for up to a year, where it becomes steeped in rich, dark, fruity and floral flavours (raisins, sultanas, fig, candied peel, cinnamon and nutmeg) with a nutty, complex finish. The 7yr Old Single Malt gets its flavour from Dublin craft porter barrels. ‘Black Pitts Porter’, whose deep, dark flavours of chocolate malt and roasted barley give the whiskey its cocoa, toffee and dark-chocolate-orange notes. The 13yr Old Single Malt is the first and only Irish whiskey that uses Japanese Mizunara oak. Extremely rare and expensive, the oak is found in the forests of Hokkaido; its high levels of vanillans pack a punch, with exquisite sandalwood flavours, layered with honey, and citrusy notes for a distinctly unique tasting whiskey.

Glendalough’s design makeover welcomes taller, slimmer bottles across its 70cl spirits, complete with bold, contemporary labelling in muted blues and greys to reflect the brand’s iconic birthplace: a mountainous glacial valley in County Wicklow. St Kevin, the legendary monk who founded the Glendalough settlement in the 6th Century, remains the centrepiece of each bottle. The new-look bottle will also be introduced to Glendalough’s fresh, Wild Botanical Gin, as well as its Mountain Strength Poitín, which has relaunched at 55% ABV instead of its previous 60%, and is sold in 50cl bottles, down from 70cl. Glendalough will continue its global expansion in 2018, with its product currently present in 40 markets.

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Dark Drinks Promoted Content

Irish whiskey continues to make a significant contribution to the Irish economy as its robust growth at home and abroad continues. Licensing World looks at the driving forces behind the industryâ&#x20AC;&#x2122;s recent renaissance.

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Dark Drinks Promoted Content

As the interest in Irish whiskey continues, it comes as no surprise that there has been an increase in the number of whiskey bars popping up throughout the country. Leading the charge are the Bodega in Cork, Zozimus and the Dingle Whiskey Bar in Dublin. The emergence of whiskey bars coupled with a growing number of independent distilleries such as soon to be opened The Dublin Liberties Distillery is the twin drivers of the sector. The Irish Whiskey Association (IWA) who are part of IBEC, recently published strategy report, ‘Vision for Irish Whiskey’, which highlighted that there are 26 new or proposed distilleries operating across Ireland,

Continued double-digit growth proves that Irish whiskey tourism is a hot trend right now and an increasingly important part of Ireland’s tourism offering. while annual exports of Irish whiskey are now valued at over €300 million, up an impressive 220% since 2003. Meanwhile, the Central Statistic Office's report ‘2017 Trade Statistics’ says that Irish whiskey is now exported to over 135 international markets. It estimates that 120 million bottles of whiskey (10 million cases), worth €600 million were sold in 2017, a 20% increase on 2016 figures. Sales to the US, whiskey’s largest export market, were up 16.7%, while Canadian and EU markets grew by 15.7% and 9.2% respectively. While the upward trajectory looks set to continue there are potential challenges and pitfalls in both the on-going Brexit and EUUS trade negotiations. The application of hefty import taxes from either jurisdiction would have a significant impact on the Irish market. Threatened EU tariffs on Bourbon imports from the US may well result in counter taxation measures from the US.

IRISH WHISKEY TOURISM Visitor numbers to Irish whiskey distilleries increased 11% last year to 814,000 from 733,000 in 2016 and 653,000 in 2015. The Jameson Distillery in Bow Lane, Dublin, attracted in excess of 350,000 visitors in 2017, following its extensive €11 million refurbishment. "The new-look Jameson brand home has fast become the must-visit whiskey destination in the world," says Claire Tolan, Managing Director, Jameson Brand Homes. “In one year alone, we have taught 32,000 whiskey enthusiasts how to blend whiskey and create whiskey cocktails; served over 50,000 Jameson whiskey sours; sold 25,000 personalised distillery Jameson edition bottles and facilitated four marriage proposals in John Jameson's secret office,” says Tolan. In 2017, IWA members operated 12 distillery visitor centres across Ireland. This includes two new distillery visitor centres at Slane Distillery in Co Meath and the Pearse Lyons Distillery in Dublin. More recently, a new distillery visitor centre opened at Rademon Estate in Co Down. “Continued double-digit growth proves that Irish whiskey tourism is a hot trend right now and an increasingly important part of Ireland’s tourism offering," says William Lavelle, head of the IWA. This year is also likely to see the opening of further visitor centres at newly opened whiskey distilleries in locations including Clonakilty, Drogheda and Dublin."Whiskey tourism is delivering tourists, jobs and investment to local economies right across Ireland, from Dublin’s Liberties to rural communities.” He adds. In total, Irish Whiskey Association members plan to open at least 10 more visitor centres in the coming years. 12

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Dark Drinks Promoted Content

Whiskey tourism is delivering tourists, jobs and investment to local economies right across Ireland, from Dublin’s Liberties to rural communities. LOOKING AHEAD The ‘Vision for Irish Whiskey’ strategy document outlines the sectors ambitions and the key pillars that will support sustainable growth in Ireland. Most notably it recommends adequately resourced infrastructure, which includes financial support for new entrants and adequate malting capacity. It also suggests that category integrity and promotion, including clear guidelines on the production of Irish whiskey and the promotion of geographic indication (GI) could all fuel whiskey's market growth as it looks to reach the collective Irish industries target to increase production by 41% by 2025. According to recent Euromonitor report, India consumes almost half of the world’s whisky and is obviously a market to explore for new entrants into the sector as it promises both a prime market and potential for growth.

Darryl McNally Master Distiller at The Dublin Liberties Distillery

US WHISKEY TRENDS According to recent research by Bord Bia, Irish beverage exports account for over €500 million, or 50% of Irish exports to the US, and Irish whiskey accounts for 45% of that. A US report ‘Beverage Dynamics’ showed the American whisky market grew in volume in 2017 to reach 23.2 million 9-litre cases. Bourbon’s volume increased 6.7% last year to 20 million cases, while Canadian and Irish whiskey "remained on fire”, according to the report, as did most imported whiskies (save for Scotch whisky’s relative slowdown). It highlighted that further growth is expected in 2018 as more consumers discover this red-hot category. The he evidence suggests that the biggest whisky trends in 2018 include that barrel/ cask finishes will "remain hot" as U.S consumers "crave variety". The rise of whiskies finished in used casks sherry, rum, cognac, wine, other whiskeys - has created new flavours for people to purchase and have proven to be popular among consumers. It also suggests that whiskey from non-traditional countries could increase in popularity. Japanese whisky is already on the rise. While other non-traditional whisky countries may not match this popularity, it highlights that the countries to watch are Taiwan, France, Finland, India and Israel; whose spirits will attract attention for their exotic flavours.

CRAFTING THE FUTURE The manifold driving forces behind the resurgent popularity of whiskey include the proliferation of craft distilleries and the emergence of new blends offering a sophisticated array of taste profiles. The variety offered by the new distilleries along with premium brands producing new blends has brought fresh impetus to the market and broadened its appeal to a young, style conscious demographic who are curious and open to novel taste experiences.

GLENDALOUGH Glendalough will continue its global expansion in 2018 with newly-crafted range of whiskeys. The Wicklow based distillery has recently launched a sevenyear-old double barrel Irish Whiskey as well as a 13-year-old single malt. The craft specialists behind Glendalough Distillery have said that they have focused on "perfecting the ageing and finishing of its whiskeys through a unique wood programme; exploring the type of oak and predecessor liquid that would best accentuate each of the whiskeys’ flavours. As a result, the whiskeys are matured in bourbon barrels before being 13

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Dark Drinks Promoted Content finished in a second, very different cask". The distillery has explained that the double barrel whiskey "gains its sweet, smooth vanilla notes from three years in bourbon barrels before being transferred to 500 litre Oloroso casks from Montilla, for up to a year, where it becomes steeped in rich, dark, fruity and floral flavours (raisins, sultanas, fig, candied peel, cinnamon and nutmeg) with a nutty, complex finish. The seven-year-old single malt on the other hand "gets its flavour from Dublin craft porter barrels. Black Pitts Porter’s deep, dark flavours of chocolate malt and roasted barley give the whiskey its cocoa, toffee and dark chocolateorange notes."

The Liberties area of Dublin was the beating heart of the Irish whiskey scene when it was first established centuries ago thanks to the passion and gritty determination of its people... Finally, the 13-year-old single malt is "the first and only Irish whiskey that uses Japanese Mizunara oak. Extremely rare and expensive, the oak is found in the forests of Hokkaido; its high levels of vanillans pack a punch, with exquisite sandalwood flavours, layered with honey and citrusy notes making a very distinctive whiskey". In addition to the new whiskey range, Glendalough has also revamped the packaging across all of its products, which includes its Wild Botanical Gin, as well as its Mountain Strength Poitín. Founder and creative director at Glendalough Distillery, Kevin Keenan says: “Our new look, and bespoke bottle really brings the range together as a family, while the new cask-finishes set the whiskey apart from anything else in the Irish whiskey market.” Visit: www. glendaloughdistillery.com

THE DUBLIN LIBERTIES DISTILLERY The Dublin Liberties Distillery (DLD) is set to open its doors this autumn. Currently under construction in Dublin’s Liberties, the DLD will be the home to a number of Irish whiskeys, which were launched in the last few years, including The Dubliner, Dublin Liberties, and most recently The Dead Rabbit Irish Whiskey. “The Liberties area of Dublin was the beating heart of the Irish whiskey scene when it was first

established centuries ago, thanks to the passion and gritty determination of its people," says master distiller and General Manager of DLD, Darryl McNally, who will oversee production at the distillery. "All of us at the DLD share that same character, and have made it our mission to create Irish whiskeys that do too. We’re really excited to be bringing production of our brands to the DLD, their rightful home, and to bringing more quality and character to the Irish whiskey category.” The DLD, which is being built by The Dublin Liberties Whiskey Company, is also part of international drinks company, Quintessential Brands Group. It also owns leading Irish cream company, First Ireland Spirits – home to Feeney’s Irish Cream Liqueur, as well as a gin portfolio, which includes Opihr Gin, Bloom Gin and Greenall’s Gin. “The different expressions in The Dubliner portfolio allow us to provide a wide range of choice for bartenders across Ireland, and they’ve had an amazing reaction from customers”, says on-trade Commercial Manager, Lisa Doyle. “The Dubliner is one of the fastest growing Irish whiskeys globally, and now we’re seeing things really take off in Ireland as well.” Made from a blend of grain and malt whiskeys, The Dubliner Irish Whiskey is fully aged in bourbon casks from Kentucky which gives it a perfectlybalanced flavour, with a soft richness and a hint of sweet bourbon. It’s a very accessible drinking whiskey, finished with a silky touch of caramel." The Dubliner’s Whiskey & Honeycomb Liqueur is a blend of honeycomb and caramel that works in coffee, on the rocks or in cocktails. The Dubliner’s 10-year-old single malt is made from 100% malted barley before aging for least 10 years in bourbon oak casks. This brings about a "complex, oaky flavour, rounded by rich toffee and vanilla notes". Quintessential 14

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Dark Drinks Promoted Content Jennofer Nickerson and Liam Aherne of the Tipperary Boutique Distillery.

Tipperary Boutique Distillery at Dundrum House Hotel Golf and Leisure Resort are forecast to be worth in excess of €40,000 in the first year of operation. A total of 15 new jobs in the areas of production, bottling and sales will be created directly by the Distillery in the locality. The Tipperary Boutique Distillery Whiskey portfolio includes, The Rising, Watershed and Knockmealdowns. Watershed and Knockmealdowns enjoy distribution throughout Ireland and are also exported to China, UK, Germany, Austria and the USA. Visit: www.tipperarydistillery.ie

BUSHMILLS The Old Bushmills Distillery has recently launched Bushmills Red Bush, its first release to the domestic market in almost five years. The Antrim based distillery describes its latest whiskey as "a smooth blend of triple distilled Irish single malt and fine Irish grain whiskey. On the nose, the amber spirit offers intense aromas of toasted oak and vanilla. The palate is medium bodied with hints of caramel and nutty flavours." Bushmills’ Red Bush is matured in first-fill, medium-char bourbon casks that soften the spirit and deliver a sweet and exceptionally smooth taste. The latest blend from Ireland’s oldest working distillery is a "subtle and balanced" expression. The new whiskey delivers an effortless taste neat but also works perfectly as a long serve with a range of mixers like soda, cola or ginger ale". According to the distiller the Bushmils Red Bush signature-serve is the Red & White — one part Red Bush and three parts white lemonade, poured over ice and garnished with a wedge of lime. Bushmills Red Bush will join the core brand portfolio, which includes five award-winning variants: Original, Black Bush, 10-year-old single malt, -year-old single malt, 21-year-old single malt. Visit: www.bushmills.com

Brands Ireland’s premium whiskey portfolio also includes The Dublin Liberties’ Irish Whiskeys Oak Devil and Copper Alley. Oak Devil is a non-chill filtered 46% ABV whiskey. In relation to Copper Alley, Darryl explains: “My inspiration for Copper Alley was going back to the original methods of Irish whiskey making, which was single malt." He adds: “Having rested for 10 years in bourbon casks, I felt it just needed something extra. Then I came across some 30-year-old sherry casks of exceptional quality, which I knew would give the whiskey a unique finish. There are only 31 casks, so this is truly a one-off whiskey.” Visit: www. thedublinlibertiesdistillery.com

TIPPERARY BOUTIQUE DISTILLERY Tipperary Boutique Distillery (TBD) was founded in March 2016 by Jennifer Nickerson, her father Stuart Nickerson, an internationally recognised master distiller, and her husband Liam Ahearn whose family have farmed the land at Ballindoney for five generations. To date, Tipperary Boutique Distillery has produced three premium Irish whiskies. They have also released several single cask expressions which have been finished in their own rioja red wine and port casks, with several more unusual finishes to come in the near future. Most recently, TBD has secured €5 million investment funding which will go directly towards the development of its own distillery in Tipperary. The new distillery will be located on the grounds of the nearby Dundrum House Hotel Golf & Leisure Resort and will open in early 2019. Speaking about the investment, MD Jennifer Nickerson says: “We are naturally delighted with this investment which will realise our plan to distill our own whiskey, making us a fieldto-bottle operation. As I understand it, this will be the first whiskey grown, harvested and distilled in Tipperary in approximately 200 years. The provenance of both the barley used to make our whiskey coming from our own farm at Ballindoney and now being distilled in the locality allows us to claim true terroir". Looking ahead, tourist projections for the

SOUTHERN COMFORT New Orleans brand, Southern Comfort has recently announced the launch of its latest blend 'Black'. The 40% ABV premium Southern Comfort expression features an innovative new blend which the distiller says, "brings the New Orleans brand’s whiskey credentials to the fore, while still featuring creator M.W. Heron’s blend of fruits and spices. George Roberts, Country Manager for Hi-Spirits Ireland, says: “Southern Comfort Black has an exciting new blend that puts whiskey right back at the heart of the brand’s proposition. There is a new generation of younger spirits drinkers looking for provenance and authenticity, and who appreciate the heritage of American whiskey.” The new whiskey has been crafted by Drew Mayville, Sazerac’s master spirits blender for Southern Comfort brand owner Sazerac. Hi-Spirits Ireland expects the bolder profile of Southern Comfort Black, "to have its strongest appeal to men who are seeking out American whiskey." Using digital and social media, consumers will be able to access the “Blacklist”, an interactive database of all stockists, to find their nearest outlet, and download a range of special offers to encourage trial. Roberts adds: “The new ‘Spirit of New Orleans’ positioning launched last year has brought Southern Comfort back to its roots, and while Southern Comfort Original has a strong customer following who enjoy it in a broad range of drinks, Southern Comfort Black will specifically appeal to those looking for a bold whiskey profile, whether they enjoy it straight, on the rocks, or in whiskey-forward cocktails and mixed drinks." He adds: “Southern Comfort Black is a bold expression, combining a robust new whiskey profile with the iconic Southern Comfort fruits and spices. Our high profile launch campaign will encourage trial and give consumers the opportunity to put Southern Comfort Black at the heart of the repertoire of drinks they enjoy.” Southern Comfort Black joins Southern Comfort Original (35% ABV) and on-trade only Southern Comfort 100 (50% ABV) in the range distributed by Hi-Spirits Ireland. Visit: www.hi-spirits.ie 15

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th 20 AUGUST 2018 Clayton Hotel, Burlington Road

Bushmills Cocktail Bartender Competition 2018 WHAT’S IT ABOUT? The Bar of the Year Awards and Bushmills are delighted to once again recognise and reward Ireland’s Cocktail Bartender of the Year.

THE CHALLENGE: BATTLE OF THE BARRELS One featuring Bushmills Red Bush, using the strengths of the bourbon influence of Red Bush. One featuring Bushmills Black Bush to play with the Sherry influence of Black Bush. T&Cs Apply.

THE PRIZE Win an overnight trip to the Old Bushmills Distillery, a V.I.P. tour and tasting as well as a blending session with the Master Blender, Helen Mulholland.

HOW TO ENTER To enter the competition and to read the full rules and regulations, visit licensingworld.ie/awards

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02/05/2018 14:21 11:58

24500

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licensingworld.ie/awards Jacinta Oâ&#x20AC;&#x2122;Rourke, Event Manager jacinta.orourke@ashvillemediagroup.com | 01 432 2201

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PROVIDING SOFT DRINK CHOICE FOR YOUR CUSTOMERS & YOUR BUSINESS

POST SUGAR TAX

Irish On Trade consumers are demanding more quality, innovation, premiumisation and above all choice, to meet their everyday needs. With the arrival of the ‘Sugar Tax’ it is essential that we provide soft drinks that meet consumer’s needs for low and no sugar soft drinks. It is also hugely important that popular category leaders such as Club Orange and 7UP are provided as the treats your customers expect. Choice is the balance that your customers want and your business needs.

A portfolio of great soft drinks for your customers for all occasions

Club Zero, 7up Free, Pepsi Max, Club Slimline Tonic, Cidona and MiWadi all exempt from Sugar tax in the Counterpoint portfolio.

If you have any questions please contact your Counterpoint Account Development Executive or the Customer Care team on 1890 276 468.

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Sugar Tax

Taxing Times “..but in this world nothing can be said to be certain, except death and taxes.” The imortal and oft quoted words of Benjamin Franklin. Well a new tax designed to reduce the former came into effect on 1 May. Prepare for the sugar tax. Donna Ahern reports.

he introduction of the SugarSweetened Drinks Tax on soft drinks came into force in Ireland on the 1 May and the UK on 6 April 2018. This essentially means that beverage manufacturers will now have to pay a levy on the high-sugar drinks they sell. The introduction of the levy means Ireland and the UK have now joined a small handful of nations, including Mexico, France and Norway, which have introduced similar taxes and Ireland will soon follow. The tax will apply to nonalcoholic, water-based and juice-based drinks in ready to consume or concentrated form which have added sugar content. The purpose of the sugar tax is to help tackle obesity by incentivising consumers to opt for healthier drinks while also encouraging the drinks industry to reduce the added sugar content of drinks and deliver healthier products. A number of soft drinks manufacturers have already began to reduce the sugar content ahead of the change and a vast amount of low/no calorie/sugar alternatives to house hold favorite drinks have been introduced to the market over the past few months. The tax will add 30c per litre to sweetened drinks with over eight grams of sugar per 100 millilitres. In practical terms it means that many popular soft drinks will go up by 30c per litre and a can of soft drinks will go up by 10c. In a statement released on 29 March this year, the Department of Finance says that "Ireland has engaged in extensive and constructive discussions with the European Commission to ensure that once commenced, the Sugar-Sweetened Drinks Tax does not infringe EU State aid law". It also outlines that, "the sugar-sweetened drinks tax is the first of its kind to be reviewed by the European Commission and will provide a benchmark for State aid decisions in this area. Key stakeholders have already been informed of this development." OBESITY CHALLENGE The Irish Beverage Council (IBC), the Ibec group that represents soft drinks companies reacted to the introduction of a sugar-sweetened drink tax. Speaking with Licensing World, IBC Director,

Colm Jordan, says: “We’ve been offering lowsugar drinks for 30 years. We will continue to reduce sugar content and increase our no-sugar / low-sugar offering to reflect consumer taste and choice." He adds: "Obesity is a complex societal issue. Where similar taxes were introduced, obesity rates increased. The Department of Health’s own assessment found no conclusive evidence a tax will impact population weight. We are committed to working with Government on solutions that deliver real public health benefits." Jordan concludes: “Taxing one ingredient in some sugary drinks, but not all sugary drinks, will not combat the complex challenge of obesity.” CAUTIOUS OPTIMISM A Euromonitor report published in February this year highlights that Irish soft drinks is still dominated by large multinationals – particularly those with a physical presence in the country. The report indicates that: "Despite some potential challenges the growth prospects for soft drinks over the forecast period remain relatively upbeat. Carbonates is widely expected to be the most the most significantly impacted by the imposition of the sugar tax, but the public debate has widened consumers’ focus to include all drinks containing added sugar." The report states that the soft drinks industry has clearly responded through new product developments. "There is increasing awareness in Ireland of the need for preventative health. This has been reflected in manufacturers’ response to this consumer demand with the products they are bringing out." It highlights that drinks leaders have reformulated their recipes in order to reduce the sugar content, with no comprise on the flavour of Ireland's favorite soft drinks. REFORMULATION PROJECT Last year, Food Drink Ireland (FDI), the Ibec group that represents the sector, presented findings of a Reformulation Project report, compiled by leading food analysts Creme Global, used data on 600 products from 14 of Ireland’s major food and drink companies. Of the 14 participating companies, all of which

are well-known house hold brands include, a number of leading beverage companies such as Britvic Ireland, Lucozade Ribena Suntory Ireland, PepsiCo and Coca Cola Ireland showed that they are active in their reformulation efforts, which is evident in both their marketing campaigns as well as revised packaging messages. The reformulation efforts was closely monitored from between 2005 and 2012. Over the course of the seven years the research was conducted, it became abundantly clear that significant progress had been made. "The Irish beverage market has experienced significant changes in recent years. These changes have primarily evolved around the beverage companies striving to improve the nutritional well-being of consumers," the report highlights. "A primary example of such endeavours by the beverage companies is the development of low/no calorie/sugar alternatives for the majority of leading soft drinks, cordials, squashes, fruit juice drinks and sports drinks." The reformulation project encouraged the soft-drinks industry to go back to the drawing board and rethink their current product ingredient content, under the guidance that less is more. FURTHER DEFERRAL REQUEST Tax advisory giant Deloitte has called on the Government to further delay the introduction of its new sugar tax until July to allow beverage companies time to ready themselves. While it has welcomed the tax, Deloitte said introducing the levy on 1 May didn't allow businesses sufficient time to prepare. Commenting on the deferral of the introduction of the new sugar tax from 6 April 2018 to 1 May 2018, John Stewart, Director, Tax, Deloitte says: "This is still a relatively short period of time for businesses to prepare as guidance on the operation of the tax was only issued on 20 March. This presents businesses with a very short timeline to get to grips with the tax and understand, not alone the rules that apply to the tax, but also the commercial implications for their business." The statement indicates that the Department of Finance has estimated that the sugar tax alone should bring in additional tax of €40 million in a full year.

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Commercial Profile

Choice, innovation AND TRADITION

Counterpoint and Britvic put consumers at the centre of their plans post sugar tax

ounterpoint have deep roots in Ireland and a heritage of invention and innovation. Counterpoint was launched in 2013 and was originally known as Britvic Licensed Wholesale Ltd. Their journey started in 1773 when they invented soda water in Trinity College, Dublin. Ginger ale was invented in Belfast in the 1850s by Doctor Cantrell of Cantrell & Cochrane, the brand they now call Club Ginger Ale. Club Orange, famous for its quality, was invented in the 1930s by expert syrup maker Oliver Grace uniquely using the entire orange, for the Gentleman’s Kildare Street Club in Dublin. In 2017 in order to celebrate the 165th year anniversary of Club Mixers, Club has unveiled a complete relaunch of its iconic range. Club Mixers, now with a new award winning tonic recipe, have been lifting Irish Spirits in great Irish pubs since 1852. Healthier choices Counterpoint and Britvic’s journey to help consumers make healthier choices through reformulation and innovation began five years ago and was based on insights derived from local research into consumer desires to make positive changes to their lifestyles and those of their families to improve their health and wellbeing. With 75% of their total brand portfolio exempt from or below the tax threshold, they are confident that they face into the Sugar Tax from a position of strength. Vast portfolio Today Counterpoint is the No.1 soft drinks wholesaler covering the island of Ireland. Counterpoint is a brand owner and wholesaling company with a broad selection of products across all

drink categories, both soft and alcohol. Their portfolio also includes brand leaders and house hold names such as Ballygowan and 7UP as well as iconic heritage brands such as Cidona and TK. Consistently innovating with low and no sugar options they also produce MiWadi NS and Fruit Shoot options for children. Teisseire syrups is a new quality offering for Ireland. In addition Counterpoint has an extensive portfolio of premium spirits, beers, ciders and wines, which meets the needs of licensed premises. Reformulation Consistently innovating with low and no sugar options Britvic have been reformulating Counterpoint’s portfolio of soft drinks with no compromise on taste or quality. They have expanded variants in many of their ranges, for example, Club Orange will be available in the original full sugar and also in a new Club Zero bottle. Another category leader 7UP has its no sugar alternative 7UP Free. Their increasingly popular no-sugar cola Pepsi Max will be available beside Pepsi and the new award-winning Club Tonic will have its Slimline choice available. Their family favourite, MiWadi, is also available in full, no added sugar and 0% Sugar. Where possible, they ensure consumers have the full range to choose from. Cidona, Ireland’s favourite sparkling apple drink, is in the low added sugar category and as such is exempt from the sugar tax. Soft drinks innovation Over the past year or so, they’ve been inspiring customers with innovation around soft drinks. Our new innovation company WiseHead Productions is

producing premium crafted soft drinks and mixers for adults using distilling techniques for exceptional quality. Their new brands from WiseHead include the exceptional London Essence Co. range of distilled, low calorie mixers and crafted sodas. Their portfolio of traditional and contemporary soft drinks and mixers support their customers’ business and the expectation of consumers by offering choice and new original products so consumers can enjoy added sugar soft drinks as a treat within their balanced diet and lifestyle while on other occasions no or low sugar soft drink options. Award winning To celebrate the 165th year anniversary of Club Mixers last year, Club unveiled a complete relaunch of its iconic range. Club Mixers, now with a new award winning tonic recipe, have been lifting Irish Spirits in great Irish pubs since 1852. Invented in Ireland, the brands rich heritage goes back to Belfast in 1852 when Club invented the worlds first – Ginger Ale, still an integral part of the range. The new Club Tonic recipe is skillfully blended with crisp citrus notes balanced with a distinct fizz. Similarly, the Club Slimline Tonic is based on the original recipe and has a crisp and refreshing taste with fewer calories. Club Soda water is both bubbly and refreshing. The "new improved" Club Tonic, was awarded Superior Taste Award 2017 from the International and Quality Institute.

To contact a member of the Counterpoint team visit: www.counterpointireland.com

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Our unique distilled essences give each expression its exceptional taste. Each is precisely crafted to flatter the spirit of the occasion and create our signature style. All available in 200ml, Classic Tonic available in 125ml. Sugar Tax Exempt - Naturally Light & Low in Calories

T I M E TO R E A P P R A I SE Introducing the new premium light and low calorie mixers collection An entire range below the soft drinks industry levy

londonessenceco.com

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info@wisehead.co.uk

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Commercial Profile

Coca-Cola Zero Sugar driving cola category growth. The zero sugar cola offers a significant opportunity for the on-trade, with new 200ml and 330ml glass packs primed to capture incremental revenue.

oca-Cola Zero Sugar is driving cola category growth, with a 26% increase in value and an additional 7.7million transactions delivered through the brand in 2017 versus the prior year.

While the zero sugar brand accounts for 17% of all cola sales in the grocery channel, it currently delivers just 1% in the on-trade, representing a huge opportunity for growth. To help capture this growth opportunity for its on-trade partners in 2018, Coca-Cola HBC Ireland and Northern Ireland has launched a new 200ml glass pack for mixability, in addition to the 330ml pack for the ‘straightdrinking’ or ‘with food’ occasion. Pack range expansion The expansion in pack range for CocaCola Zero Sugar comes in advance of the introduction of the Government’s tax on sugar-sweetened soft drinks, which is scheduled to come into effect from 1st May 2018. As a direct result of the government tax, the price per litre of Coca-Cola Classic will increase from that date, but the no sugar options in the Coca-Cola range; Coca-Cola Zero Sugar and Diet Coke are not affected by the sugar-sweetened drinks tax. In line with ongoing efforts to respond to consumer’s changing tastes and demands, Coca-Cola is continuing its focus on its ‘Hero Zero’ marketing strategy, which makes low and no sugar variants the easier choice for consumers. These variants, which are tax exempt, will also offer greater value for wholesalers, retailers and consumers from May 2018. Reduced Suger Content Across the island of Ireland, Coca-Cola HBC already sells more low and no-sugar beverages than any other company. Fortythree percent of all cola sold has no sugar and the company envisages that this will increase to greater than 55% by 2020.

In addition to a continued marketing drive behind the no-sugar drink, this ambition will be achieved through the increase in distribution of Coca-Cola Zero Sugar across all licensed outlets with the newer 200ml and 330ml packs. Matthieu Seguin, General Manager, CocaCola HBC Ireland and Northern Ireland explains, “In line with our overall strategy, we are increasing the marketing and availability of Coca-Cola Zero Sugar across licensed outlets. “The introduction of the new 200ml glass pack, in addition to the 330ml pack, comes in advance of the introduction of the Government’s tax on sugar-sweetened soft drinks which will come into effect in May. As a direct result of this tax, the price per litre of Coca-Cola Classic will increase. However, our ‘zero sugar’ colas will be exempt from the soft drinks levy, offering value for both consumers and our retail partners. “We are continuing our reformulation programme to reduce sugar across our portfolio, while retaining the same great taste of our drinks. By May 2018, more than 60% of our sales volume will be made up of drinks will less than 5g sugar/ 100ml and will, therefore, be tax exempt.” Since 2010, Coca-Cola has reduced sugar across its portfolio by approximately 13%. While the recipe for Coca-Cola Classic will remain unchanged, sugar reductions have already been made in most other brands across the Coca-Cola HBC range. Reformulation Following initial reformulation of Fanta Orange in 2017, it will undergo further sugar reduction ahead of May 2018 to bring the sugar content below 5g per 100ml. Furthermore Sprite, which is already a mid-calorie drink, will move to no sugar in Q1 2018. Thanks to these efforts, both Fanta

Orange and Sprite will be exempt from the government’s tax on sugar sweetened soft drinks. As the core Schweppes range continues to deliver growth in the category, all key variants will be reformulated to reduce sugar to less than 5g sugar per 100ml. The new lower sugar recipes for Tonic; Bitter Lemon; Elderflower; and Ginger Ale will ensure that they will be tax exempt and affordable. This work is part of ongoing efforts across the globe to respond to consumer needs and will also help to reduce the impact of the new government tax on sugar-sweetened drinks on retailers and consumers alike. Across the on-trade, the only drinks from the Coca-Cola HBC portfolio that will be applicable for the new tax will be Coca-Cola Classic, Monster Original, Schweppes White Lemonade, and the premium 1783 range from Schweppes. From May 2018, the sale cost of relevant products to our retail and wholesale partners will include the cost of the new Government tax. It will be applied to all products subject to the tax and in line the taxation bands. It will also be reflected in our recommended sale prices (RSP). However, as always, the sale prices of our products are at the discretion of our wholesale and retail partners.

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Barry and Fitzwilliam Irish Distributors for Brewdog. FOR ORDERS CONTACT: sales@BandF.ie | (021) 4320900 or (01) 6671755 www.bandf.ie

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05/12/2017 11:36 12:20 01/05/2018 11:34

Venue In TheProďŹ Mixle

The

Big

Interview The term "Mixology" has become a regular part of bar vocabulary in Ireland. Donna Ahern talks to Ireland AM regular and awardwinning Mixologist Darren Geraghty from The Candlelight Bar about his craft and career to date. 24

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Venue In TheProfile Mix

ubliner Darren Geraghty started his bartending career 17 years ago and he is currently at the helm of the The Candlelight Bar, a modern 1920’s speakeasy-style late piano bar which is based in the penthouse above the Siam Thai restaurant, in the seaside town of Malahide, County Dublin. He started out studying computer programming in college, but soon came to realise a year and half into his course, it wasn’t for him. He started his bar career in Hazel Grove golf club, in the foothills of the Dublin Mountains, Seventeen

years ago. He tells Licensing World that he came to realise that he had a passion for customer service and the creative side of bartending. Darren says, "While there I went to college and studied Bar management in DIT and it was there I was introduced to the bartender’s association of Ireland, and the competitive Mixology circuit. Since then I’ve worked in numerous establishments which have helped me develop and refine my craft." On leaving the golf club he went on to work in the illustrious Clarence Hotel where he won his first ever cocktail competition, The Bols first ever All Ireland Amateur cocktail championship, Darren was promoted to Head Mixologist for the group where he worked for three years. "I won my first major competition and the place to represent Ireland at the world cocktail competition, since then I have been fortunate to repeat this in numerous other competitions, that have brought me all over the world," he says. "All the experience helped build my knowledge and fire my passion to continuously better myself," he adds. A NEW CHALLENGE He left the Clarence to undertake a new challenge, in the city centre in the form of Bar Supervisor and Mixologist at the Baggot Inn, where he won the Patron Master Bartender competition beating out bartenders from all the top cocktail venues in Ireland. This secured him a trip to Mexico and gave him an introduction to his next undertaking a new position opening and launching the Exchequer as Bar Manager and creating the drinks program from the beginning that helped create the brand as a cocktail haven. To finally, leading the Exchequer, to winning “best cocktail experience” for 2012. After three years at the helm he left in search of his next challenge, which he found in Indie Dhaba, which he joined as Bar Manager, where he created drinks that to compliment the Indian street food styling. Darren explains: "While there I went on to win the title of National Champion 2013, in The International “Bols Around The World Bartending Championship as well as the Irish National Finals for both the Beefeater 24 Global Bartending Competition and the Angostura Global Cocktail Challenge. I went on to place in the top three

I've been quite lucky to have been asked to be a regular feature presenter on Ireland Am, creating and presenting my own brand of cocktail stylings..

in both world championships. "Working at Dhaba, gave me a greater understanding of spice and its utilization in mixed drinks, and its place in all the liquids that where at hand in all the bars I ever worked in. And then after nearly two years I was approached to head up a new cocktail bar in Dundrum, a brand-new concept bar, where I've been at the helm of the Candlelight Bar for four years." NEW OPENING With the culmination off all of his experience and gained knowledge helped ready him to undertake his next challenge. During his tenure with the support of the owners he built the brand and bar team. Two years ago they opened a Candlelight at their Malahide Location, creating cocktail destinations on both sides of Dublin city. Darren explains: "Its potent mix of creativity, theatre and use of precise techniques, fresh fruit and juices, home-made liqueurs, syrups, bitters and infusions makes this a true destination!" In the last year Candlelight has secured four awards, two for the ICCA’s Best in Leinster 2016 and 2017, RAI Best Cocktail Experience and Sky Bar Awards Best Restaurant Bar 2017. "Since 2007 I've also worked with numerous spirit brands, companies and venues, consulting on every aspect of bar, drink, cocktail and menu creation, a drinks and events specialist, and im so proud of being able have assisted in launching and guiding some of Irelands most recognizable brands and venues." He says. TV PRESENTATION " Darren is a TV regular and has amassed a lot of experince infront of the camera."I've been quite lucky to have been asked to be a regular feature presenter on Ireland AM,

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Venue In TheProfile Mix

A UNIQUE COCKTAIL RECIPE FOR LICENSING WORLD, COURTESY OF DARREN GERAGHTY

Spring in my Step • 50ml Glendalough Seasonal Spring gin • 25ml Wood sorrel Syrup* • 10ml lemon juice • 5 dashes Cucumber Bitters • 2 dashes Grapefruit bitters • 70ml Sparkling water 1. Build all ingredients in glass, and top with ice, and sparkling water 2. Garnish with strawberry, cucumber, fresh mint, and Grapefruit zest

throughout the year, creating and presenting my own brand of cocktail stylings for the people at home, I love the chance to create pieces and presentations for monthly slots. Covering inspiration from all sorts of topics." "I love to cook, mixology and cooking go hand in hand, the understanding of flavours and balance, similar processes across the board but you cant beat a great steak. I aslo watching good movies, music and partial to a good red wine. Foraging is my new passion, getting out walking looking for what delicious ingredients nature has got to offer for free." DRAWING INSPIRATION In the world of bartenders Darren says that he finds find parallels between himself and the Professor Jerry Thomas, who he says is, "the father of mixology, a larger than life, master of bar showmanship, long dead and buried but still respected for being the first to bring cocktails to publication, creating a resource bartenders still use to this day." He explains: "His connectivity is with quality and the fact that he is a well-known name amongst the cocktail industry is something aspire to. A bartender that inspires me in modern day is Jack McGarry of the Dead Rabbit, all round nice guy, one of the top of his field, owner of one of the best bars in the world and he's Irish, flying the flag. People that represent so well and achieve their dreams inspire me! He's the master of his own destiny, and that’s awesome!" CLASSIC COCKTAILS Darren says picking a favorite cocktail is "like picking a favourite child, all my cocktails are my favorite!" However, he admits that he is a fan of the classics. He says, "I take great inspiration from them, the robust complex natured drinks suit my palate and personality. You cant know where you are going unless you know where you’ve come from. The Manhattan was always one I gravitated to. One of the

Practice, experiment, it doesn’t have to be daunting but be wil ing to learn from the mistakes. Allow your personality shine through the cocktail experiences you create

true Grand-Daddies of all cocktails. Rye whiskey mingled with sweet vermouth, dry vermouth, cherry syrup, aromatic bitters and orange oils served with a maraschino cherry. "His craft he says stems from an understanding and appreciation for the classics and his understanding of the ingredients that he choose to use. He advises."Practice, experiment, it doesn’t have to be daunting but be willing to learn from the mistakes. Allow your personality shine through the cocktail experiences you create. Utilise the amazing selection of Irish ingredients available. Also, keep moving forward but don’t forget to stop and look back from time to time!" So what bar are you likely to see Darren on this nights off? He says, "the one at home! I've a fully kitted out home cocktail bar in my sitting room, the best bar ever!! I tend to spread the love, on the rare occasion im out and about, every need has a fix, every thirst has a bar, I love grabbing a pint in O’Donoghues, but yeah I have a favourite spot to fill every need."

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Come join us on the 20th August 2018 when we will celebrate the 13th year of the Bar of the Year Awards in the Clayton Hotel Burlington Road, Dublin. How often would you get the opportunity to get over 500 key decision makers to taste your product? Book before the end of May and receive two complimentary tickets to the Awards Dinner.

th 20 AUGUST 2018 Clayton Hotel Burlington Road

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To secure one of 5 remaining exhibition stands contact licensingworld.ie/awards Jacinta Oâ&#x20AC;&#x2122;Rourke, Event Manager jacinta.orourke@ashvillemediagroup.com | 01 432 2201

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02/05/2018 11/04/2018 14:17 15:27

NEW

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Smartbox Group, leader in Europe, present in 10 countries, with more than 40,000 partners, will be launching a range of premium themed gift boxes offering a selection of stay, gastronomy, wellness and adventure experiences across Ireland. Contact us directly on 01-6917198 or partnercare@smartbox.com 244899_2L_Smartbox_JM_Licensing World.indd 1

16/03/2018 14:54

CLUB TONIC

Club Tonic & Club Slimline providing the choice consumers want post sugar tax! “New Improved Club Tonic, awarded Superior Taste Award 2017 from the International Taste and Quality Institute”

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27/04/2018 16:21

Venue Proﬁle Good Friday

d Gooreat G Friday

Publicans celebrated as time called on Good Friday ban for the first time in 90 years. Donna Ahern reports

Success

n the 25 January this year publicans celebrated a change in the licensing laws that now allows pubs to sell alcohol in the ROI on Good Friday for the first time isince 1927. The Intoxicating Liquor Bill 2017 passed all stages in the Dáil with allparty support and was enacted in time for Good Friday 2018, which fell on 30 March this year. Publican representative groups, the Licensed Vintners Association (Dublin publicans) and the Vintners Federation of Ireland (Outside Dublin), who had previously described the

Good Friday ban as archaic and discriminatory, welcomed the news. Speaking with Licensing World, LVA, CEO Donall O'Keeffe said: “After campaigning for so many years on this issue, we are delighted that the ban has been lifted and Good Friday is now considered the same as any other Friday." O'Keeffe highlighted that following Good Friday 2018, there has been positive reports from the trade across Dublin as locals and tourists enjoy the option being able to come to the pub for food or drink on Good Friday and across the long weekend.

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Good Friday

"While people have mixed views on the ban lift, we thought taking the opportunity to support groups close to our hearts would preserve the day as a positive.”

He added: "We hope this will continue to have a positive impact for the entire hospitality sector and result in increased future tourism to our capital city.” PAYING TRIBUTES Padraig Cribben, Chief Executive of the VFI, thanked Independent Senator Billy Lawless who proposed the Bill. “Along with the LVA we have been fighting to overturn this archaic law for the past decade,” said Cribben. Padraig also paid tribute to Michael McDowell, Victor Boyhan and Gerard

L-R: Barman, Pat Dempsey, Slattery's Pub. Slattey's first Good Friday customers, three American tourists. Hugh Hourican, Boars Head publican with LVA CEO Donall O’Keeffe enjoying the first pints of Good Friday 2018. Slattery's Pub , Beggars Bush, Dublin 4

Craughwell who co-sponsored the Bill in the Seanad. Senator Gerry Horkan also provided invaluable assistance with the Bill. Donall O’Keeffe, Chief Executive of the LVA, said the decision to allow the sale of alcohol on Good Friday was long overdue. “Removing the ban is simple common sense,” said Donal. “The large number of tourists visiting Ireland at Easter were confused by a law that made Ireland appear out of touch with the with the rest of our European neighbours. “The extra day’s trade at such a busy time of year will be a welcome boost. This change is a win for our customers, our tourists, our suppliers and the wider hospitality sector,” he added. “The fact the Bill received all-party support illustrates there is little opposition to Good Friday trading, as has always been the case for retailers in other sectors.” BAR PROCEEDS TO CHARITY With the new change in licensing laws this year, Slattery’s Pub in Beggars Bush, Dublin 4 decided to mark the occasion by donating all bar proceeds, a total of €8,000, from the day to Our Lady’s Hospice Care, Harold’s Cross and Blackrock, and local 4th Port Dodder Sea Scout Group. The sponsorship ran all day, from when Slattery’s opened at 12.30pm on Good Friday until the bar closed at 12.30am. Speaking about the decision to gift all proceeds, publican Irial Slattery says: “We wanted to do something constructive for the area on our first Good Friday with a drinking licence. While people have mixed views on the ban lift, we thought taking the opportunity to support groups close to our hearts would preserve the day as a positive.” He continues, “We were delighted to see the public’s enthusiasm about the decision, the feedback online was very positive and we received lots of calls asking for comment." With a total of €8,000 was raised on Good Friday, Slattery’s donated €2,000 of this to the 4th Port Dodder Sea Scouts and the remaining €6,000 to Our Lady’s Hospice Care Harold’s Cross and Blackrock.

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Clayton Hotel Burlington Road

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02/05/2018 01/05/2018 14:15 16:23

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27/04/2018 20/02/2018 15:27 15:50

Venues

Sweet Spot the

Chris De Burg and his wife Diane Davison with General Manager Ian Wynne

Donna Ahern talks to Sugar Loaf Lounge, General Manager Ian Wynne about the recently refurbished venue.

The Sugar Loaf Lounge

Gavin Hunt, Sarah Slazenger and Ian Wynne

owerscourt Hotel Resort & Spa has recently completed a €750,000 refurbishment and addition of an outdoor amphitheatre in its 10th Anniversary year. Located on Ireland’s famous Powerscourt Estate, 30 minutes outside Dublin and with spectacular views of the Sugar Loaf Mountain, the Palladianstyle hotel combines breathtaking natural beauty with outstanding amenities and services. Marking its milestone birthday, and completion of the first phase of a multi-phase refurbishment programme, the hotel celebrated with a 10th anniversary party on 1st February 2018. SUGAR LOAF LOUNGE Speaking about the refurbishment within Sugar Loaf Lounge, General Manager Ian Wynne, says: "@The Design was to create three areas, different in purpose and colour, being respectful to the building style, yet modern and inviting in atmosphere, effectively vibrant at the hotel’s entrance and leading through different tones and moods until guests reach Sugar Loaf Lounge

Sonja Mohlich

Avila and Rob Lipsett

with natural colours and tones, linking it to the fabulous natural beauty and views over the garden of Wicklow and the Sugar Loaf Mountain from which the lounge draws its name." While the Sugar Loaf Lounge has been given an injection of colour, the interior still fits perfectly with the theme throughout the hotel with the lounge and lobby’s bold wooden panelling and stone pillars remaining the centre of Powerscourt’s beautiful interior. "The use of luxury bold colours at the entrance adds to the sense of warmth on arrival with blues, browns, back lit Irish stone and relaxed and inviting seating. The second area around the fire places with warm purples and muted silvers, provides intimate areas for people to relax reading papers, sipping tea or enjoying cocktails," he adds. INCREASED CAPACITY Sugar Loaf Lounge itself, with its natural tones and fabrics mirrors nature’s colours and maximises seating all geared around the twenty

foot floor with windows overlooking the new amphitheatre, gardens and Sugar Loaf Mountain. Sugar Loaf Lounge is synonymous with one of the best afternoon teas inXxxxxxxxxxx the country matched with views of some of the very best vistas Ireland has to offer." The lounge has also benefitted from an increased capacity to 120 and a new state of the art sound system completes the refurbishment. "The impact of the refurbishment has maintained Powerscourt’s position as one of the best hotels in Ireland and reflects our owners dedication and commitment to its continued development and success. The increased capacity and new seating configuration, ensures almost everyone enjoys the marvellous views means that Sugar Loaf Lounge has seen a notable increase in covers," says Ian. "Our clientele is as much in house guests as it is people simply enjoying lunch, drinks or of course our famous afternoon tea. Special occasions are a regular in Sugar Loaf Lounge and we play host to a continuous stream of birthdays, anniversaries, engagements and confirmations." BRIGHT FUTURE The hotel also unveiled the now complete outdoor amphitheater. The hotel looks to an exciting year ahead with many more improvements to its first class service and facilities as Ireland’s leading five star hotel. He conludes: "We are as much a local venue to Enniskerry as we are Dublin city. The refurbishment has cemented our reputation and with revenues increasing the future remains very bright."

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In Like GIN Last Post

Irish gin producers aim to treble sales to five million bottles by 2022

rish gin producers want to treble sales by 2022, with the aim to sell five million bottles or 400,000 nine-litre cases around the world, according to the Irish Spirits Association (ISA). The ISA recently launched a five year strategy for Irish gin 2018-2022, which aims to promote the worldwide growth of Irish gin by developing world-leading standards for quality and authenticity. According to the report, 2017 was a breakthrough year for Irish gin. Exports more than trebled and 130,000 cases of Irish gin were sold around the world. In response to this growth, the ISA created an Irish Gin Working Group to ensure further growth.

PRIORITY MARKETS The new strategy identifies the main target markets for Irish gin. While Ireland will remain the most important market, Irish gin producers have identified the UK, Spain, Germany, the USA and Canada as the priority export markets. “The Irish gin industry is ambitious, and our ambitions are increasingly global. Irish gin is already regarded as a world-leader in terms of quality and authenticity. As sales begin to increase at home and abroad, we want to ensure that we can take advantage of this positive growth trajectory by developing world-leading, consumer focused standards, building on Ireland’s reputation for great food and drink," says Pat Rigney, Chair of the Irish gin working group in the ISA and founder of The Shed Distillery in Co. Leitrim. “Export-growth is vital, and we have identified five priority international markets that we wish to target for growth with the support of Government and statutory partners. Export-growth will support job creation through Ireland and help deliver on the Government’s FoodWise 2025 targets.

FOUR KEY GOALS

The strategy also sets out four key goals and a number of actions to deliver on the vision and growth targets for Irish gin. Firstly, the industry wants to develop world-leading standards for Irish gin. This involves creating an Irish Gin Standard for quality and authenticity that will be enforced on a national and international level. The ISA will also work with producers to develop and promote a recognised gold standard logo for Irish distilled gin. Secondly, producers will promote Irish gin worldwide, starting with the five key target markets. This involves working with state organisations to promote Irish gin in trade missions, promotional campaigns, trade fairs and events in these markets. Recently the ISA took part in a successful Government led trade mission to Canada where it promoted Irish gin. Thirdly, the industry aims to help sustain a vibrant home market for gin. As part of this it will work to avoid unnecessary over-regulation, with gin producers identifying the labelling proposals in the Public Health (Alcohol) Bill as a key area of concern. Finally, the industry will support the viability of Irish gin producers. This involves working with state agencies to support the growth of these companies as well as development into new areas such as, for example, the creation of visitor centres. Rigney highlights that the industry has voiced its concerns about "some of the unintended negative implications of the Public Health (Alcohol) Bill." "We are calling for reasonable amendments to the Bill, to ensure that Irish Gin bottle do not have to carry an

extremist health warning taking up one third of the label on what are normally the most attractively-designed spirits bottles," he adds. "We also believe that the labelling requirements in the Bill could deter imports of gin, hamper innovation and growth among Irish gin producers and create a situation in which there is regulatory misalignment between the North and South.”

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27/04/2018 15:59

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27/04/2018 28/03/2018 15:29 12:51

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