March April 2024 Issue of Drinks Industry Ireland

drinks INDUSTRY IRELAND

Lora Hemy, head distiller of Roe & Co unveils her love of Ireland’s rich whiskey heritage

Off-Licence of the Year uncovered

Richard Molloy speaks about his family’s successful off-licence chain

Ten green bottles

We take a look at the movers and shakers in the bottled beer category

MAIN STORY

20 Distilling in Dublin:

Lory Hemy, head distiller of Diageo’s Roe & Co Distillery speaks to Fionnuala Carolan about her love of the industry and the many women who have inspired her throughout her career

Head of

Account

NEWS & ANALYSIS

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5 News Bites: What’s up and what’s down this month

6 News: LVA and VFI warn against effect of Living Wage costs to hospitality sector; Increased cost of business grant scheme applications now open; Drinkaware reveals insights into women’s drinking habits

12 Little Rascals getting big: Celebrating ten years in business, Rascals Brewing looks back on the highs and lows of the decade and looks ahead to new challenges

14 Off Licence of the Year: Richard Molloy tells Drinks Industry Ireland about the fascinating history of Molloys Liquor Stores

16 A day in the life: Aaron Mulligan of Diplomatico Rum tells us about a typical day for him in the Irish drinks industry

18 Last orders: Independent marketing analyst Tom Harper has compiled a study on the long-term decline in pub numbers over the past 20 years in Ireland

30 Vermouth from Valentia: Anna and Orla Snook O’Carroll tell. Fionnuala Carolan about how they realised their dreams on this west Kerry island

40 Social diary: Check out who’s been out and about this month!

Embracing International Women’s Day

International Women’s Day has become quite a thing in recent years. For some reason, unknown to even myself, I used to find International Women’s Day a bit grating if I’m totally honest. It seemed like nothing more than a corporate day designed to offer lip service to women in male dominated sectors. The day itself seemed to consist of women attending business lunches to listen to other women entrepreneurs/ leaders tell them how they have managed to do it all and have it all.

However, this year I got over that and realised the many positive initiatives that come about because of this day and how it offers a platform to women in industries where they are currently underrepresented. Take for example our main interview this month with head distiller for Roe & Co, Lora Hemy (page 20). She is at the top of her game and easily lists off many female mentors from the industry. Yet she says that working in whiskey is still perceived to be a male dominated industry and women working in this industry for years often go under the radar.

It was also great to see Irish Women in Whiskey launching on International Women’s Day and to recently meet two fantastic women, couple Anna and Orla Snook O’Carroll who have launched Ireland’s first vermouth and are already winning awards and are on the cusp of launching Valentia Island Vermouth in the US. See our interview on page 30.

Meanwhile we have Compass Group Ireland unveiling an industry-first specially designed maternity chef jacket to support female colleagues throughout pregnancy, marking a significant step towards workplace inclusivity – often an awkward time for female colleagues to navigate.

And to top it off Molson Coors has announced a new Irish Equal Parent Leave Policy which will entitle all new parents to up to 52 weeks of leave regardless of gender. This is great for women but also for families in general. It’s really brilliant to see all these initiatives come to fruition this month and to realise that they have been launched because a day was put in the calendar to focus on women in the workplace, thus creating an industry that is starting to feel a little more equal and a little more welcoming to women with every passing year.

Fionnuala Carolan Editor

fionnualacarolan@mediateam.ie Twitter: @drinksind_ie

I am delighted to feature all these great women and initiatives in this issue of Drinks Industry Ireland and I hope you enjoy reading about them and maybe even feel a little bit inspired by what they are doing.

If you would like to contact me with any news, views or suggestions for features, I would be delighted to hear from you.

Slainte, Fionnuala.

Quotes of the month

“I think traditionally, the way that whiskey has been marketed and communicated would suggest that it’s a very male dominated business. And certainly, there are more men working in some areas of the industry than others but women have been working in the whiskey industry, not just in Ireland but globally for centuries”

“Unfortunately it has become more difficult with the costs of inflation over the past few years and even the cost of glass bottles and the suppliers are putting up costs and sometimes the customer might not realise all the cost increases we are dealing with”

GOOD MONTH

The Glyde Inn wins Best Gastro Pub

The Glyde Inn, County Louth was awarded best gastro pub at the recent regional Restaurant Awards which took place at the Lyrath Hotel in Kilkenny on Wednesday, 13 March. All Ireland winners will be revealed at the All Ireland Restaurant Association of Ireland Awards at the Clayton Hotel on Burlington Road, Dublin 4 in May.

WomeninIrishWhiskey launches on International Women’s Day

The representative organisation Women in Irish Whiskey was officially launched as a nonprofit organisation at an event held on Friday, 8 March at Roe & Co Distillery, in Dublin’s An Irish Whiskey Association ‘Sustainability Roadmap’ published in 2022 indicated that the gender split across the Irish whiskey industry is 63% male, 37% female.

BAD MONTH

No reduction in insurance premiums despite reforms

Small businesses struggle with paying living wage

“Combining excise and VAT, almost 28 percent of the price of a pint of cider is tax. We have the third highest cider excise rate across the EU, and Drinks Ireland | Cider continues to press government to align these rates with European averages”

New research shows that the vast majority of Irish businesses and voluntary organisations have not seen any reduction in insurance premiums despite massive reforms. The Alliance survey carried out in February 2024 received responses from 690 organisations across a range of sectors. Its main findings were that 87% have had either no reduction or experienced a premium increase in the last two years.

The VFI has joined the ‘Save Jobs’ campaign in response to the growing threat to small businesses arising from increased labour costs. Pat Crotty, VFI chief executive, says: “The sheer number of labour cost interventions over the past few months is placing our members under enormous strain.”

Ireland’s DRS sees over two million containers returned in first month

During February, Ireland’s Deposit Return Scheme witnessed 705,000 transactions, culminating in the return of more than two million drinks containers to participating shops and supermarkets nationwide. Re-turn, the operator of the DRS, recorded Thursday, 29 February as the most active day in February with just under 201,000 drinks containers returned. There are now 2,202 reverse vending machines (RVMs) and more than 150 manual return points across 1,380 deposit return locations across Ireland.

Small decline in Irish whiskey sales for Irish Distillers

Irish Distillers has experienced a -1% drop in sales across its portfolio of Irish whiskeys in the six months to the end of December 2023. The company said that Jameson whiskey net sales remained steady globally in the first half of the financial year and the results show a resilient performance overall.

Lora Hemy, head distiller, Roe & Co

Richard Molloy, managing director of Molloys chain of off-licences and pubs

Jennifer Wallace, Drinks Ireland | Cider

Paul & Anne O Neill from The Glyde Inn, County Louth

Heather Clancy and AnneMarie Kelly, founders of Women in Irish Whiskey, with Helen Mulholland, master blender, Lough Gill Distillery (middle)

LVA and VFI warn against effect of Living Wage costs to hospitality sector

The Licensed Vintners Association (LVA) has said the government’s assessment on changes to employment conditions shows that the introduction of the ‘Living Wage’ must be slowed down and the Vintners’ Federation of Ireland (VFI) believes that government must address runaway costs that are threatening small businesses in the hospitality sector.

The LVA believes that the government should instead commit to a five year timeframe from this year for the introduction of the Living Wage, i.e. 2024-29, so as to allow labour intensive, low margin sectors like hospitality to have time to adapt to the increased costs.

Donall O’Keeffe, chief executive officer, LVA, said: “We believe that these government imposed costs of employment represent too much, too fast for the hospitality sector. Small businesses can’t be expected to accommodate a rise in employment costs of this level in the next three years. The government’s own study says they could reach as high as 36.7% by 2026, a figure which doesn’t even include Employers’ PRSI. That simply isn’t sustainable for hospitality or small businesses.”

O’Keefe suggests a more gradual

transition to a ‘Living Wage,’ proposing a phased implementation over the next five years starting from 2024, as opposed to the current twoyear plan to allow small businesses sufficient time to adapt.

Also responding to the publication of the government report The VFI says that small businesses are bearing the brunt of a government policy to introduce a living wage. According

to Pat Crotty, VFI chief executive: “Our members can’t absorb such a dramatic increase in their cost base to the point that many will be forced to close.

“We’re calling on government to introduce a more realistic timeframe for the introduction of the living wage, as 2026 is too soon for publicans who are fighting to survive,” said Crotty.

Increased cost of business grant scheme applications now open

The Increased Cost of Business (ICOB) Scheme aims to provide financial relief to qualifying businesses affected by increased commercial rates. The scheme aims to help mitigate the impact of increased commercial rates. Local authorities have begun sending out letters that contain the login details for the ICOB Grant Scheme registration website and the deadline for applications is 1 May 2024.

Eligibility criteria includes commercially trading businesses operating from a rateable property.

Also businesses must have been trading as of 1 February 2024, with an intention to continue for at least three months. Rates account must be up to date, with compliance regarding tax obligations and possessing a valid Tax Registration Number. For businesses with a 2023 Commercial Rate bill under €10,000, the ICOB grant amounts to 50% of the bill and businesses with a 2023 Commercial Rate bill between €10,000 and €30,000 qualify for a fixed grant of €5,000. You can access the registration website through ICOB registration website.

Pat Crotty, VFI chief executive says that their members can’t absorb such a dramatic increase in their cost base to the point that many will be forced to close

5th Generation Giffard family

MCM Spirits & Liqueurs (MCM Brands) begins exciting new partnership with Maison Giffard

The Giffard company, an independent and family-owned business for over 138 years, produces liqueurs, crèmes de fruits, cocktail syrups and fruit purees. The liqueur-maker from Angers, France crafts its products with tradition and authenticity to preserve their natural quality, while making innovation and respect for the environment its core values.

“Giffard is already well established and a bartender favourite in the Irish market. MCM Spirits is delighted to be distributing such a globally respected brand, as part of our growing portfolio. Since taking on the brand, we have already grown the distribution across all regions. North & South. We look forward to continuing to build the brand and introducing innovative products such as their latest range of nonalcoholic liqueurs. This year is also the 27th anniversary of the Giffard West Cup Cocktail Competition. A global cocktail competition that will see bartenders from 18 countries representing their country in a grand global final.

We will be holding 4 Irish regional heats in April: Dublin (Bar 1661), Galway (Hyde Bar), Cork (Cask) & Belfast (Rattlebag). With the 4 heat winners facing off in the all-Ireland final again in Zozimus Bar, Dublin. The overall winner will represent Ireland in the grand final in France in September. The winning prize is a return flight ticket for two, anywhere in the world, to discover another cocktail culture.” - Paul Flynn, Sales & Marketing Manager, MCM Spirits & Liqueurs Ltd.

Giffard unveils its latest innovations.

Cafe de Honduras Premium Liqueur: a premium liqueur made from Arabica single origin Honduras coffee.

Giffard has selected Honduras Lenca coffee, a pure-origin Arabica, organic and fair-trade coffee harvested in the mountainous regions of Honduras. Embracing solid trends; Espresso Martini cocktail, premium coffee universe.

Alcohol Free Liqueurs: Inspired by its range of liqueurs and the shrub technique. Giffard has developed a new range in which fruits and plants are macerated in wine vinegar instead of alcohol. The range comes in 4 flavours (Grapefruit, Pineapple, Elderflower, Ginger).

Giffard is distributed in Ireland by MCM Spirits & Liqueurs For more information contact: paul@mcmspirits.com

C&C Group expands with new London distribution depot

C&C Group has announced its new London distribution depot, Orbital West, in Heathrow.

According to the owners of Bulmers Ireland brands, the move to the

113,600 sq. ft facility, which is 40% bigger than the previous London depot, forms a key part of C&C’s extensive network of depots across the UK and Ireland.

Molson Coors launches equal parent leave policy in Ireland

Molson Coors Beverage Company, the brewer of Coors, Carling and Madrí Excepcional has announced a new Irish Equal Parent Leave Policy which will entitle all new parents to up to 52 weeks of leave regardless of gender or path to parenthood.

All new parents will be offered up to 52 weeks of leave, 26 of which are fully paid, and a further 12 weeks fully paid for neonatal care, if needed. In addition, new parents will qualify for up to 10 paid days, known as ‘keeping in touch days’, as well as paid antenatal appointments.

New parents that choose to take more than 26 weeks leave will qualify for a phased return to work for the first four weeks, working 80% of their hours while receiving 100% of their pay.

Molson Coors Beverage Company

employs more than 2,200 people across the UK and Ireland including at the Franciscan Well Brewery in Cork. By introducing the new policy to enhance parental leave for all employees irrespective of gender, it is aiming to kick-out the ‘secondary carer’ label often given to those that can’t take more time away from the workplace.

Laura Lee, managing director, Ireland at Molson Coors Beverage Company, said: “At its most simple and powerful level, Equal Parent Leave recognises that parents should be able to choose how to care for their young children. One parent taking on the lion’s share of caring for children may be the right thing to do for many families, but we want it to be a choice – a positive choice that

C&C Group, producers of Bulmers, Tennent’s, and Magners already has manufacturing facilities in County Tipperary and Glasgow, Scotland.

The move to Orbital West significantly contributes to the Group’s wider carbon reduction programme and sustainability agenda. Orbital West brings greater efficiencies to C&C’s distribution service in London and its surrounding areas and provides a premium wine service, with a dedicated picking team, and an enhanced racking system designed specifically to support Bibendum’s premium wine proposition.

Andrea Pozzi, chief operating officer, C&C Group, said: “The opening of Orbital West is an important milestone for our distribution platform in the UK. Our new depot is crucial for our growth plans, allowing us to streamline our operations through advanced technology which will enable us to service our customers in and around London more effectively.”

isn’t based on gender stereotypes or having to decide who is the primary or secondary carer.”

The new policy is the latest step in Molson Coors’ ambition to become a more inclusive employer, following its decision last year to scrap CVs for certain roles to encourage a more diverse range of applicants.

The new C&C distribution centre in Heathrow looks to enhance operational effectiveness and environmental responsibility

Laura Lee, managing director, Ireland at Molson Coors Beverage Company, says they are always looking at ways to drive for more gender diversity in the business

Gen Z’s monthly dining and drinking expenditure averages €122

Gen Z consumers are some of the most frequent visitors to Ireland’s pubs, bars and restaurants. However, younger adults have been affected more by the costof-living crisis than older consumers. Gen Z spends an average of €122 a month on eating and drinking out, €20 less than Ireland’s average of €144.

With their spending under pressure, they need to be engaged with the right combination of value, range and visual appeal.

These are among the insights from CGA by NIQ’s latest Opus research into people’s engagement with the on-trade, which helps suppliers unlock extra spend and build brand loyalty. The survey shows a third (33%) of adults aged 18-24 go out for a drink at least once a week, nine percentage points more

than the 24% average among all consumers. With disposable incomes under pressure, suppliers and venues need to offer all guests good value for money, but there are many more ways to attract Gen Z. Three in 10 (30%) of these consumers say

the range of drinks is an important consideration, 11 percentage points more than average. While 25% are attracted by drinks promotions, an overindexing of nine percentage points. Young adults are also more likely to be attracted by music, and less likely to be influenced by factors like the quality of food and service.

CGA’s Opus research also reveals that nearly half (47%) of Gen Z drink cocktails while out, and nearly as many (44%) choose spirits and one in seven (14%) Gen Z adults say they are more likely to buy a drink because of its ‘Instagrammability’ than they were a year ago, more than double the average of 6%. The same proportion (14%) are also now more likely to pick a brand because it’s trendy.

Drinkaware reveals insights into women’s drinking habits

Drinkaware, the national, independent charity working to prevent and reduce alcohol misuse, is sharing insights from its latest research into women’s drinking patterns, motivations, and behaviours. The Drinkaware Barometer 2023 shows in detail, the trends emerging among women in Ireland regarding their alcohol consumption.

In Ireland, men demonstrate higher rates of harmful drinking behaviours compared to women. Specifically, 63% of men drink at least once weekly, while the figure stands at 55% for women. Additionally, binge drinking in the last 30 days is more prevalent among male drinkers, with nearly one in three engaging in this behaviour, compared to just under one in five female drinkers. The frequency of

binge drinking is notably higher among men, with 64% consuming six or more standard drinks on at least one occasion in the last 30 days, compared to 47% of women.

The 2023 Drinkaware Barometer highlights concerning trends in

harmful drinking among women, particularly since the Covid-19 pandemic. The incidence of binge drinking among women has risen by 12 points since the onset of Covid, increasing from 35% in 2020 to 47% in 2023.

Drinkaware stresses the importance of open, honest conversations about alcohol consumption among all drinkers and their social circles.

Dearbhla O’Brien, chief executive officer, Drinkaware, said:

“Qualitative research shows that for many women, drinking alcohol is perceived to reduce loneliness and isolation. At the same time, competing responsibilities (working, caring, and domestic duties) lead to many people feeling invisible and unacknowledged.” n

Drinkaware is encouraging everyone to have open and honest conversations about alcohol consumption

Gen Z adults say they are more likely to buy a drink because of its ‘Instagrammability’. Photo by Helena Lopes via Pexels

Elevating the art of rum crafting

Diplomático, renowned for its premium rums, continues to captivate discerning palates with its unique flavours. Nestled at the foothills of the Andes Mountains in

Attention all mixologists!

This year is the 27th anniversary of the Giffard West Cup Cocktail Competition, hosted by industry-leading, familyowned liqueur company, Giffard. West Cup is a global competition that will see bartenders from 18 countries representing their country in the grand final in Angers, France in September.

The winning prize is a return flight ticket for two, anywhere in the world, to discover another cocktail culture. Around 1,200 bartenders applied to compete in the 2022 competition. On that occasion, the Irish winner was David Richard Coe. He then travelled to France to represent Ireland in the grand final.

This year there will be four regional heats held in April: Dublin (Bar 1661), Galway (Hyde Bar), Cork (Cask) & Belfast (Rattlebag). With the four heat winners facing off in the allIreland final again in Dublin.

This year’s chosen theme is “The Art of Balance.” Candidates will be asked to create a cocktail that reflects

Export expansion for Outcast

Outcast Brands, the parent company of Irish spirit brands

Two Shores Rum and Blood Monkey Gin, is redoubling its focus on export expansion. Within its domestic market in Ireland, where the focus is on HORECA and premium offlicence listings, the brands’ impressive awards over the last three years includes Ireland’s most awarded rum and gold taste medals for their gins, is seen as pivotal to appealing to overseas opportunities. The global growth for both premium spirits and rum in particular see Outcast Brands well positioned to enter new markets. Currently available in 15 markets across North America, Europe and Asia. Learn more at @twoshoresrum and @bloodmonkeygin.

Venezuela, the distillery where Diplomático rum is born enjoys an ideal location due to climate and access to premium raw materials.

Diplomático Rum was first created and launched in 1989. Today Diplomático’s award-winning rums are crafted by Maestros Roneros, who use their expertise in combining modern and traditional distillation methods to produce exceptional rums. Lovers of super premium rums will enjoy tasting the Tradition Range - Reserva Exclusiva, Planas and Mantuano - the result of a unique rum-making tradition that includes versatile and characterful rum blends, to be sipped or mixed in elegant cocktails.

Diplomatico is widely available in the on-trade and offtrade and can be found in SuperValu, Tesco and various independent or specialist off-licences nationwide.

what makes their life as balanced as their cocktail creation. Giffard is distributed in Ireland by MCM Spirits & Liqueurs Ltd E: www.mcmbrands.ie. If you would like to enter please contact steve@mcmspirits.com.

Over the last three years

Outcast has received gold taste medals for their gins

Diplomático’s award-winning rums are crafted by Maestros Roneros

Giffard ‘West Cup’ Cocktail Competition is returning to Ireland

Powerscourt Distillery’s whiskeys clean up at World Whiskies Awards

Powerscourt Distillery, the renowned “Home of Fercullen” Irish Whiskey on the historic Powerscourt Estate received six prestigious medals for excellence in taste across six Irish whiskey categories at the esteemed World Whiskies Awards held in London last month. This solidifies the distillery’s standing as a world-class whiskey producer.

John Cashman, head of brand and NPD said, “The World Whiskies Awards is a premier celebration of the very best in all recognised styles of whiskey. To win six medals from six entries across various Irish whiskey categories at this prestigious event is an incredible accomplishment for Powerscourt Distillery. These awards not only honour the hard work, dedication, and quality of our entire team but

Powerscourt Distillery claimed medals across a diverse range of categories for the Fercullen brand

also showcase the best of our home, county Wicklow. Powerscourt Distillery is now firmly established among the world’s elite whiskey producers, and we eagerly anticipate continuing to share the Spirit of Wicklow with a global audience.”

Roe & Co launches Solera Single Malt Irish Whiskey

Roe & Co Irish Whiskey announced the launch of its latest expression, Roe & Co Solera Single Malt Irish Whiskey. A vibrant, permanent addition to the Roe & Co family, that uses the solera method, which incorporates fractional finishing of whiskey across a range of ages and cask types, including the first ever casks produced at the Roe & Co Distillery.

Speaking about the launch, head distiller Lora Hemy, said: “With this expression we’re looking at how we layer complex depths of flavour and texture in new and interesting ways. It is exciting to take a different approach and gather inspiration directly from the world of mixed drinks, with a process forward approach to whiskey. This release showcases the balance between the distillery impact

on spirit character and the impact of wood, with a process that allows both to shine.

The non-chill filtered Roe & Co Solera Single Malt first edition is a beautifully complex Irish Whiskey and is bottled at 46% ABV, it will be available in key outlets nationwide, and via the Roe & Co Distillery for €85 from February 2024. The product will be available in Dublin Airport from March 2024 with additional markets to follow as more whiskey becomes available. For more information, visit www.roeandcowhiskey.com

Roe & Co Solera Single Malt first edition will be available in key outlets nationwide, and via the Roe & Co Distillery for €85

Formula 1: A record-breaking 24 races in 2024

For the first time ever, the FIA Formula 1 Championship will feature an impressive 24 races from 21 countries in 2024 with lights out in Bahrain on 2 March. Last year the opening Bahrain Grand Prix attracted almost 1 million viewers in pubs and bars, one of the highest ever for Formula 1.

This season is set to feature 24 races, one more race than the previous year, with the return of the Chinese Grand Prix for the first time since 2019.

With more than two thirds of sport viewers agreeing that it is a good idea for pubs and bars to show Formula 1**, this season is sure to be an exciting one for sports fans.

Additionally, a new edition to this season is that three races in 2024 will take place on a Saturday rather than a Sunday, in Bahrain, Saudi Arabia and Las Vegas. This

is great news for venues as the opening Grand Prix in Bahrain aligns nicely with Saturday night football to encourage sports viewers to stay in for longer.

All race weekends will be exclusively live on Sky Sports F1 and available to watch in Ultra HD. James Tweddle, director of Hospitality, Sky Business said: “We are very excited about the upcoming 2024 Formula 1 season. With out of home viewing figures being smashed year on year for Formula 1, alongside a record-breaking season of 24 races, this provides a great opportunity to get fans staying in venue longer and spending more.” n

Sources:

* Ipsos Out of Home Viewing Panel

**Ipsos OOH Viewing Panel April 23

More than two thirds of sport viewers agree that it is a good idea for pubs and bars to show Formula 1

Cheeky little Rascals

Rascals Brewing will be 10 years old this year. It’s a milestone for any SME but especially in a sector which has had its fair share of challenges over the past few years, such as the pandemic, rising production costs and the Public Health Alcohol Bill. Founders Emma Devlin and Cathal O’Donoghue speak to Drinks Industry Ireland about reaching this milestone and where they see the brand in another decade

Rascals was founded and is owned by husband and wife operation Emma Devlin and Cathal O’Donoghue. They met and fell in love over an IPA in New Zealand, came back to Ireland and gave up the day jobs to pursue their dream of owning a brewery. Emma is the general manager and Cathal is the production manager. To mark the ten year milestone, Rascals is undergoing a brand refresh and moving up to 440ml-sized cans with a new design and core range of beers from this month.

How did Rascals come into being?

We met in New Zealand in 2009 and the craft beer scene was very strong there and much more developed than back home. We started home brewing while in Wellington. When we moved home in 2011 we continued homebrewing and in the back of our minds we felt there was potential for a business. We won a number of homebrew competitions and this gave us the confidence to give it a go. We invested our savings into a second-hand brewery and set up in a warehouse in Rathcoole in 2014. We chose Rascals as a fun name for the brand. It represents us and the beers we like to brew. We also feel that people can relate to the cheeky fun tone.

Who is your target audience and how do you engage with them?

Our target audience is probably best described as being in two categories. On one hand, we have a very loyal and highly engaged beer enthusiast audience, here in Ireland. They’re very active on social media and perhaps - to use a tech term - they’re like early adopters. They’re not distinct by gender or age; they’re simply passionate about beer! They’re a very important customer base because they’ll be straight on to our new beers and they’ll very often give an honest review. Craft beer drinkers are fiercely loyal to the sector, but

quite promiscuous within the sector! So it’s our job to make sure our limited edition beers are making the right impression especially with this cohort.

Our ‘other audience’, so to speak, would be men and women typically between the ages of 21 - 45, but of course we have fans and followers outside of these age brackets find our beer accessible and good value.

We engage with our customers primarily through social media, it has to be said, as well as digital marketing such as our newsletter. Our social channels are active, engaging and - very importantly - we don’t take ourselves too seriously.

Congrats on your ten year anniversary! What are the biggest milestones and obstacles you have faced?

The biggest milestone would have to be opening the new brewery, pizza restaurant and bar, in Inchicore in November 2018. Prior to that we were a much smaller brewery in an industrial estate on the outskirts of Dublin. Opening our venue in Dublin 8 was an absolutely huge move for the company. We increased our staff count significantly, we effectively opened a second business with the restaurant, and we found ourselves with a much larger brewing facility and a very

Emma Devlin and Cathal O’Donoghue, owners of Rascals

urgent need to grow accounts and start filling all those tanks!

The biggest obstacle was without doubt the pandemic. It was a terrifying time really, for everyone obviously, but small businesses were absolutely shaken to their core. Many found themselves not able to continue in business. Thankfully we have a great team, in the office and the brewery and the restaurant. Survival isn’t always about being strong or weak: often it’s about adapting to change. Within a few days of all the hospitality businesses shutting their doors - on the eve of St. Patrick’s Day 2020 - we had put together a plan with our marketing manager, restaurant manager, our then sales manager, and of course the brewing team. We had to become online retailers overnight and adapt our restaurant to a takeaway outlet. It was the quick thinking and agility of the team - not to mention no small amount of creativity and ingenuity - which literally kept us going and saw us through the worst days of it.

What collaborations have you been involved with over the ten years?

We’ve collaborated with some of our favourite breweries and some of the world’s best breweries! The brewing community is very open and keen to learn from one another. We’ve worked with The Garden Brewery from Croatia, Lervig from Norway, Yeastie Boys from New Zealand, Sudden Death Brewing from Germany, Neon Raptor from the UK, we’ve also collaborated with Bullhouse Brewing and Boundary Brewing from Belfast, Hopefully Brewing from Waterford, Kinnegar from Donegal, and we also produced barrel-aged beers with The Dublin Liberties Distillery.

Perhaps our most successful collaboration, and one which grabbed a lot of attention upon its release, is the Rock Shandy Pale Ale collaboration with Club. The beer became a bit of a phenomenon when we first released it in August 2021. Demand was so huge that some off-licences were only allowing one can per customer! In some ways that beer really put us on the map. We definitely reached a whole new audience with it and social media and word of mouth played a huge part. For instance, a short video of the cans is our most viewed video ever, with over 140,000 plays on TikTok.

You are currently undergoing a brand refresh? What was the reason for this and can you explain what the refresh entails?

We’re 10 years in business this year, which is no small milestone. It felt like the perfect opportunity to do something bold and new. We also felt a need to move to 440ml sized cans. It’s where the market is and it’s what consumers want. Go into most o ff -licences and supermarkets and you’ll see 440ml cans. Our distributors, Grand Cru Beers, were very encouraging and positive about the move to 440ml so we’re very confident it’s the way to go.

The refresh involves a new logo design, a new can design, and two new core beers to the core beer range. That’s probably quite a simplistic way of putting it, because there’s been a huge amount of research and work gone into the whole exercise, especially by our in-house designer Triona. Together with our marketing manager Joe, they created a whole new brand identity with a clear set of values and consistency in everything we do. Everyone in Rascals is clear about our values, our mission, our target audience, and why we do what we do.

You are currently entering the export market. Why is now the time to push the business in this direction?

Any time is a good time to try to grow export markets! It’s something we simply haven’t been able to properly

devote time and resources to until now. For the past couple of months we’ve been laying the groundwork and building relationships, especially in Italy and the Netherlands. We know that these markets like our beer and they want our beer. All the feedback has been positive and it really comes down to the age-old guiding principles of sales, whether it’s domestic or international: building and maintaining good relationships. So while we’re steadily building our profile in Italy and the Netherlands, we’ll next turn to France and see how we get on there.

It’s a big help that we have just been awarded gold and silver medals, for our Happy Days session pale ale and Yankee white IPA respectively, at the prestigious European Beer Challenge 2024.

Where do you see the brand in another ten years’ time?

We want to be the number one local beer in Dublin, the go-to craft beer on tap. Our sights are set on that, undoubtedly. Naturally we would hope to extend that presence across the country. Getting taps is a massive challenge but we know our beer is good. In ten years from now we would also hope, and expect, to have matured our export market share significantly. Apart from that, maybe a new yacht and a helipad on the roof of Rascals HQ? Sure, why not! n

Cheers to that!

Molloys Off-licence Clondalkin, Dublin was named the NOffLA Off-licence of the Year 2024. Fionnuala Carolan spoke to Richard Molloy, managing director of Molloys chain of off-licences and pubs about the history of this family business and their delight at the recognition the award brings to their hard-working staff

When I spoke to Richard Molloy he was just back from Prowein in Düsseldorf, a must-attend German wine fair for those in the trade who want to source their own products and build relationships with suppliers. “We bring in a good portion of our own wines to the shops so we go every year and we have meetings lined up to meet our suppliers and we try to find new suppliers,” he explains. “We try to go direct and source things ourselves and it’s a lot more work but it helps us cut out the middle man and pass on the savings to the customers.”

“We try to offer really good value and people would often say to us that they want a bottle of wine for over €20 but we will say, “well this bottle is €15 but it’s really good and it would be €20 in another off-licence”. Genuinely if we get a better price, we give it back to the customers,” he says.

Richard is the general manager of Molloys which includes seven offlicences and two pubs around Dublin and he is the third generation Molloy to run the family business. The off-licences are located in Clondalkin, Ballyfermot, Clonsilla, Finglas, The Liberties, Tallaght and Leopardstown Valley.

It all began when his grandad bought a pub in Tallaght in 1933 and they proudly marked their 90th anniversary in business last year. They still own that pub which is called The Foxes Covert named so because the family that Richard’s grandad bought it from were called Fox. And they still retain

the image of the fox in the Molloys logo. The other pub is situated in the Gallops in Leopardstown.

“My granddad died when my Dad was only 14 and my Dad worked in the business from then,” he explains. “He eventually started opening more pubs around Dublin and there were 13 pubs at the height of it.”

The off-licence was not a known concept in Ireland back in the late 60s or early 70s but they started to hear of offlicences opening in England and the strange concept of people bringing alcohol home with them.

“He decided to open a hatch on the side of the pub in Tallaght. And people were very interested in that. Then gradually we started opening offlicences beside each pub. Then it became bigger and bigger and the cost of running pubs increased so we started to close a few of the pubs and have some standalone off-licences instead,” he explains.

Richard fondly recalls working in the business as a kid. “It was the best paid job ever as I used to wheel the trolley out for customers to their cars and then they’d give you a few coins. I worked there during college too. I always presumed I’d go into the business as I love the industry.”

After school he studied business and law but happily came on board as soon as college was finished. “My Dad is still involved and he checks the figures and it’s always good to hear what his opinions are and get his expertise,” says Richard.

Molloys Liquor Store, Clondalkin was awarded NOffLA National Off-Licence of the Year

Kevin Molloy, owner and his son Richard Molloy, managing director of Molloys

Minimum Unit Pricing

While off-licences seemed like the easier way to sell alcohol for a while trends are changing again and the off-licence business is becoming a difficult sector with costs going up across the board.

“Unfortunately it’s become more difficult with the costs of inflation over the past few years and even the cost of glass bottles and the suppliers are putting up costs and sometimes the customer might not realise all the cost increases we are dealing with,” says Richard.

Minimum unit pricing was designed to protect the smaller operator against the might of the multiples who were selling alcohol as a loss leader. However the benefits of this are being eroded by inflation and huge excise costs on alcohol.

“With inflation, MUP is becoming a bit less and less protective of the price of things. As the costs go up we have to cover those costs so we have to become stronger in other ways,” says Richard.

Training and revamps

With around 200 staff between the off-licences and pubs, a lot of emphasis is put on training and retaining staff. Maureen O’Hara is Molloy’s wine expert and she conducts internal training with all the shops every year and then throughout the year she carries out tastings in the stores on any new products. The staff also go on WSET courses each year.

Also highlighting this point was NOffLA chairman, Cathal McHugh on the night of the awards who said “We’ve had Minimum Unit Pricing in place for over two years now, which stops alcohol from being sold at dangerously low costs, meaning that Ireland’s excise scheme is no longer justifiable on the basis of public health. And, with the State already receiving record tax revenues, it is time for the government to alleviate the persistent cost pressures on firms by bringing excise rates in line with European levels.”

Richard says that in light of this the customer service element of the independent off-licence has to be their unique selling point. “If you go into a supermarket offlicence area there isn’t anyone there that you can talk to about wines or a recommendation for a gift or ask what kind of style you like. Our range would be much broader than a supermarkets too,” he states.

Molloys have been championing craft beer for a number of years and their Liberties store is particularly strong in this area so they were delighted to also be awarded the Guinness Beer Specialist of the Year 2024 at this year’s awards.

“Wine is complicated at the different levels. We try to nurture the staff’s interest to keep them involved,” explains Richard. “There is a huge amount of knowledge to learn in the three main categories for beer, wine and spirits. We try to visit local breweries and we visited Whiplash Brewery there last year. We also did a collaboration with Teeling’s last year for the 90th anniversary and one with Rascals Beer. We build relationships with these people as well. They know our staff and there is a camaraderie there within the industry so it’s important to form these relationships,” he says.

Pushing the business forward even more they recently completed a revamp on the shop in Tallaght and designed a blueprint that they intend to roll out throughout all the stores over the next few years. “We wanted to show what an off-licence of the future should look like. One of the things we focused on was a wine rating system that simplifies the wine buying process. Our wine expert rates all of our wines and then we have a rating colour coded system ranging from excellent to good, very good etc. The customer can come in and feel confident when choosing, as wine can be complicated but we want to make it fun and accessible,” explains Richard.

Clondalkin store

Molloys has won the Off-licence of the Year Award previously for the shop in the Liberties but this year is all about Molloy’s Clondalkin and Richard believes that a lot of this is down to the store’s manager Hazel Fitzgibbon.

“We were delighted to win it but it’s really Hazel and the team in Clondalkin that deserve the praise as they are the ones facing the customers and keeping them coming back. Hazel started working in the pub in Tallaght originally so she’s with us 20 odd years and has great experience from being customer facing in the pub and she took that into the shop and makes it work in the retail environment. Hazel knows customers by name and there is a real local feeling to that store,” he says.

The Liberties store won its award during Covid and the awards night was online so he says that it was nice this time around that himself and his staff were all there in person. “It was definitely a nice moment for me and the staff. We were surprised as it’s very difficult to win it,” admits Richard. “We’ve been in it for years and it’s a great way to benchmark you on how you’re doing.”

Giving credit to the staff, he says that working in an offlicence involves long unsociable hours so that when they receive an award it really means a lot. “When everyone else is going in to buy their drinks to go to a party or relax at home, our staff are there working away. When they get an award, especially when it’s from the likes of NOffLa and you are being compared to all the best in the business, it’s a big deal for us.” n

Molloys Liquor Store, Clondalkin, NOffLa National OffLicence of the Year. Receiving their award are Sean Collins, assistant manager, Molloys Clondalkin, Luke McGovern, sales assistant, Richard Molloy, MD, Sabrina Ellis, sales assistant and Hazel Fitzgibbon, store manager

Maureen O’Hara is the resident wine expert for Molloys. She trains the staff on how to appreciate and sell wine

A day in the life!

Aaron Mulligan, brand ambassador for Diplomatico Rum from Edward Dillon tells Drinks Industry Ireland about his typical day in the Irish drinks industry

What time do you get up on a week day?

Mornings usually begin in our house around 7am… if we are lucky. Usually, my daughter Robyn makes an appearance before then!

Typical breakfast?

I wouldn’t dream of starting my morning without a freshly brewed coffee. This ritual gives me a moment to set myself up for a busy day ahead. While I don’t have a traditional breakfast, I make up for it by enjoying small bites on the go throughout the morning.

Do you commute or work from home?

Technically I commute, because as a brand ambassador, you are likely to be anywhere in the country! It’s such a great way to get to know cities and towns that you may not have had an opportunity to go to yet, meeting some amazing people along the way all while flying the flag for the brands I get to represent.

How long have you been in your current job?

I’m just shy of two years with Edward Dillon officially. However, I have had the pleasure of working with them throughout my bartending days!

What does a typical day at work include?

What’s exciting about this role is that every day is di fferent. You need to

Aaron Mulligan has been working with Edward Dillon for nearly two years

Mulligan’s typical day includes training and development of staff and creating cocktail recipes

be adaptable and reactive to change! For me, preparation is key. I start with a quick overview of emails and dedicate some time to admin before hitting the road.

A typical day could include a meeting with an account to explore opportunities to develop their cocktail menus, training and development of staff, activating brand events or even hosting bartenders at the Slane Whiskey Distillery. While each day may vary, the essence of the role revolves around collaboration, brand development and key relationship building. The pace is what really keeps me engaged and motivated!

Who is your favourite politician and why?

Growing up in the hospitality industry, there has always been an unwritten rule in every bar that ‘you mustn’t speak about politics or religion’ and that’s something that has always really stuck with me throughout my career.

Who is the most annoying celebrity in your opinion?

I’m not a huge fan of Ryan Reynolds but I have to say it is extremely annoying just how Goddamn handsome the man is.

What is the best ad (apart from the brand’s you represent)

The Nike ad from the early 2000’s… The cage tournament one! I still can remember skipping every second step while running down the stairs when

I heard the iconic Elvis song, ‘’A little less conversation’’

Worst ad on television?

Cadbury’s Crunchie ad (I’m so Excited!!!) once I hear that song coming on the telly I know its going to be playing in my head rent-free for the next few days.

What is your favourite drink?

I am an equal opportunist when it comes to drinks. It changes depending on the atmosphere and occasion.

If I have to pick one, I do love a Diplomático Reserve Exclusiva Rum Manhattan. (Follow ask.ed on Insta for tips and tricks on how to make your own at home).

If you had to pick three famous people to have a drink with, who would they be?

Firstly, I would like to be the one making the drinks and I would love to serve Roy Keane, Gordon Ramsey and Dave Chappelle.

Favourite no/low brand on the market?

A bottle of any crisp cold 0.0 larger usually does the trick.

Favourite pub in Ireland and abroad?

My favourite pub will always be ‘The Wee House ‘ in my hometown of Dundalk. It’s nostalgic for me because it’s where I pulled my first pint! It’s a traditional Irish pub with great history,

great memories and great drinks. Abroad, one of my favourites has to be Jerry Thomas in Rome. It has some of the finest cocktails in the world and exceptional hospitality. Definitely one to check out but only if you know the password!

Best pub for grub?

A hooley night in Ireand’s highest pub Johnny Foxes can’t be missed and you just can’t beat the traditional fish and chips they serve up there!

Achievement you are most proud of?

Personally, I am most proud of my family and becoming a dad. To date as a brand ambassador, my greatest achievement has been hosting the first ever Jack Daniels National Air Guitar championships which saw over 100 bartenders attend. Competitors battled it out for a chance to represent Ireland at the World Air Guitar Champion, which took place in Oulu Finland. An achievement I am looking forward to building on this year, by turning the volume up a notch, is taking the Jack Daniels AG Championships on the road to a city near you which will see two Irish champions compete in Oulu and embrace their inner rockstar on the main stage.

Favourite saying?

‘I can’t means I won’t’. It’s something my dad used to say to me and it reminds me to at least try. n

Mulligan hosted the first ever Jack Daniel’s National Air Guitar Championships

What is driving long term pub decline?

Between 1988 and 2022, the number of pubs in Ireland has declined by 22%. Independent marketing analyst and modeller Tom Harper has compiled a study on the long-term decline in pub numbers to statistically assess what factors are driving this decline and how important each of these factors are for pub numbers in the long term

The pub time series

A long-term time series of the number of pubs in the Republic of Ireland was developed using best available sources. This time series is shown below in Chart One. This is a pub only data set, and excludes licenced hotels, clubs or night club only outlets. The time series shows that there were 8,565 pubs in Ireland 1988, in 2022 there were 6,680 pubs, a decline of 22%. The decline is most dramatic in the years after 2005. The number of pubs per person in Ireland increased from 412 people per pub in 1988 to 763 in 2022.

The Irish pub model

Once the pub time series is developed, it becomes the “independent variable” – what we are modelling. Next, we need to collect variables that we feel influence pub openings or closings. These variables are called “dependent variables” and are variables that influence pub numbers in the long run. Econometric analysis tests how important each of these “drivers” are of pubs numbers over the long term.

For this model, time series are collected for price, economic impacts, changing social/cultural behaviour and what can be defined as external “shocks” to the market. The dependent variables used in this model are:

• Alcohol Price Inflation – this is the CSO general CPI and the CSO’s Alcohol and Tobacco CPI series. The latter is divided by the former and included as one indexed variable. This represents price perceptions in a relative

Over time, consumers perceived going to the pub as too expensive and either reduced frequency or time spent in pubs which led to pubs closing their doors

way – how much more inflation exists in pubs compared to the general economy.

• In terms of economic impacts, the number of people signing on to the Live Register was used – this represents economic “good times versus bad times.”

• For changes in cultural attitudes to drinking, a proxy binary variable was included to represent changing social habits and customs in regards to pub usage.

• Population changes were tested in the model using the CSO time series for net migration.

• External shocks were included based on the dates of the activity, (smoking ban in 2004, random breath tests in 2006, Covid in 2020).

Chart One

Chart One

Chart Two Model forecast to 2023

Once the best possible model is defined, we can check its accuracy statistically with the R2, which in this model is 94% (100% being a perfect fit). A model fit of 94% gives us confidence that we can make decisions based on the model output.

The outputs

The final model equation produces coefficients (or weights) attached to each of the variables. The larger these “weights” the more influence that variable has on the number of pubs in the time series. The price inflation variable has the largest weight and therefore the most influence on pubs over the years. After price inflation, the economy (employment) and cultural change are the next largest influencers. Lastly, external shocks have a small impact.

As the decline in pub numbers started around 2005, we might isolate the 2005 to 2022 period and illustrate how we moved between these two periods. In 2005, there were 8,495 pubs, while in 2022 the number has declined to 6,680, a reduction of 1,815 pubs. Attributing the weights to the pub numbers, the model estimates that most of the pub closures between 2005 and 2022 were caused by the alcohol price inflation variable. Over time, consumers perceived going to the pub as too expensive and either reduced frequency or time spent in pubs. This in turn led to pubs closing their doors. Other factors influencing pub numbers were the economy and changing social or cultural behaviour. External shocks had a small impact as well –Covid and the introduction of random breath testing in 2006.

The price impacts

As the alcohol price inflation variable has the most impact on pub closings, it is worth looking further into this variable. To restate, the variable is the relative price of alcohol and tobacco price divided by the general consumer price index (CPI), both CSO published time series. This index represents consumers comparing alcohol prices to the general level of inflation. Significantly, in 2009, the price series for alcohol and tobacco started to increase more than the general CPI. Consumers noticed this higher level of inflation for alcohol and reacted to it by decreased pub usage over time. After

the financial crisis in 2008, the Irish economy experienced deflation. The alcohol and tobacco index, however, did not decline in these years. In fact, the alcohol/tobacco price index has been increasing more than the general CPI up through 2022. These persistent price rises over the long term have had a large negative impact on the number of pubs operating in Ireland, according to the model.

Forecast to 2030

The econometric model produces an equation of all the variables’ impact on pub numbers. This equation can be used to forecast into the future. We can forecast to 2030 leaving all variables constant except the price variable. If we assume that prices continue to rise higher than the general inflation rate by 3% per year, the model shows that pub numbers will decline to 6,598 by 2030, a further reduction in pub numbers of 82, see Chart Two.

Need to address price inflation

This long-term econometric model shows a number of factors and their importance in pub number decline. Alcohol price inflation being the largest driver of this decline. If alcohol prices continue to rise more than general prices up to 2030, the model estimates that 82 more pubs will close. Stakeholders who wish to stem the tide in pub decline might look to this price issue and take action to address the chronic alcohol price inflation. The government can help here, reducing tax rates on alcohol can be done quickly and if deep enough, can help to stop some of the 82 pubs that will close over the next six years. n

Tom Harper

ABOUT THE AUTHOR

Tom Harper is an independent marketing analyst and modeller. Harper works with existing client data sets to gain actionable insights. He has over 35 years’ experience working in media and retail data analytics. Harper can be contacted through LinkedIn.

A woman’s spirit

March hosts International Women’s Day and to mark the occasion

Fionnuala Carolan spoke to one woman who is pioneering innovation in the whiskey industry. Roe and Co’s head distiller

Lora Hemy speaks about her journey with Roe & Co and the many women in the drinks industry who inspire her every day

Located in the heart of Dublin 8, the Roe & Co Distillery, which opened in 2019, is a superb addition to this part of the city sitting across the street from its parent company, Diageo at St James Gate. Roe & Co is a contemporary Irish whiskey firmly positioned at the premium end of the whiskey category.

I speak to Lora Hemy the morning after attending the launch of Roe & Co Solera Single Malt in Dublin’s Roe & Co Distillery where we were served sumptuous whiskey cocktails and delicious food from the head chef of Variety Jones restaurant, Keelan Higgs. It was a great night and a momentous one for Hemy who has just come to the end of a year-long construction project in the distillery and the launch of Solera. This also coincided with a long build project on her new home in Dublin 8. “The Solera project was quite a logistically challenging one,” explains Hemy.

Roe & Co Distillery in Dublin 8

Lora Hemy, head distiller, Roe & Co

“And then this week life events kind of coincided with important work events so it’s been a bit of a ride to keep the pace up,” she said.

It’s hard to tell because she oozes energy and enthusiasm and seems genuinely excited about the launch and really passionate about the Solera project. She came to Dublin nearly six years ago in order to develop the Roe & Co Distillery. At the time she was working for a whiskey company in the UK when she got the call about what she describes as “this pretty magical role.”

“Coming through St James’s gate for the first time surrounded by all this fantastic heritage and the Dublin 8 area, I kind of fell in love with it. So I’ve been here ever since,” she says.

Speaking about the Roe & Co job she says that most people might be lucky enough to do one project like this in their lifetime, but actually lots of people are not. “I sort of realised that when I was talking to colleagues that had been in the industry for 30/40 years that had never been part of a distillery commissioning. I feel very lucky to have seen it evolve over time. And I think that’s where the idea for Solera first took seed. When we were building the distillery we thought about how do we reflect the changes in this place over time in a way that creates legacy for everybody that’s ever been involved in the project? The Solera system seems like the right way to do that,” she believes.

For those not familiar with it, Solera is a process for aging liquids such as wine and brandy, by fractional blending in such a way that the finished product is a mixture of ages. Solera means “on the ground” in Spanish, and it refers to the lower level of the set of barrels used in the process; the liquid is traditionally transferred from barrel to barrel, top to bottom, the oldest mixtures being in the barrel right “on the ground”.

Hemy explains the arduous process that was needed to create this whiskey. “The process of filling the Solera took approximately a year and because of the nature of the process, you have to fill it incrementally. You can’t just fill all of the criaderas and leave them,” she says. “You have to transit the whiskey to every single criadera level for it to be a true Solera system. And that takes time. So you’ve got this sort of constant, very intensive filling and un-filling process to maintain the integrity of the Solera.”

Perfumist, DJ and distiller

Aside from being a distiller, Hemy has a unique skillset including distillation, fermentation, sensory exploration, aroma and new product development. She describes herself as a distiller, a perfumist, a chemist and a DJ. During her career she has had multiple positions in both large scale and smaller craft distilleries, leading both distilling operations and distillery plant development.

Hemy’s first whiskey job was at Dalmore Distillery in Scotland in 2013 close to where she comes from and she admits that Scotch was her first love. “Before that I was an enthusiast,” she says. “I came to whiskey as a career a wee bit later in life. My background is actually sound engineering. I have a Fine Art degree and I studied painting initially. I was really interested in the senses and perfume, audio sounds, visuals, how these sensory elements can affect how you feel and how you perceive the world. So that’s what brought me to whiskey because it’s all a very similar chemistry, and this seems like a fantastic place to apply that because it’s at the heart of what whiskey is to me - it’s a universal sensory language.”

She has worked with a lot of building projects in the UK working for corporates as well as smaller craft distilleries including Aber Falls distillery based in North Wales. “I’ve got background and experience in the build side of distillation but also a lot in terms of equity and product development and creation and blending,” she explains.

She says she has been as much inspired by winemakers as she has been by bartenders and chefs. “What I love about Roe & Co is that when we actually combine all of those elements, they’re all very much how we envision the

Lora Hemy with head chef of Variety Jones, Keelin Higgs who catered the launch of Solera Singe Malt

Lora Hemy talking to guests at the launch of Roe & Co Solera Single Malt Irish Whiskey

future of Irish whiskey. The greatest place in the world to do that is Dublin because we have such a rich culinary heritage here, as well as our historic connotations with brewing and distilling that don’t exist anywhere else in the world.”

Traditionally a male orientated career

Hemy agrees when I suggest that whiskey might be typically considered a male centric category but feels like this is more a stereotype than a reality.

“I think traditionally, the way that whiskey has been marketed and communicated would suggest that it’s a very male dominated business. And certainly, there are I think, more men working in some areas of the industry than others but women have been working in the whiskey industry, not just in Ireland but globally for centuries. I think we need to get better at talking about what we do as women. And what I hope is that we continue to make the industry a welcoming place for women to work and a place where women can thrive in their careers.”

She names a number of women in

the industry that she has learned from and admires and have also mentored her along her journey.

“I’ve been lucky to have a lot of people that I would consider to be incredible mentors. And, obviously, here in Ireland, we’re very lucky to have the likes of Helen Mulholland who’s inspiring to so many people and comes with so much experience. I’ve been lucky enough to work with Caroline Martin and lots of legends from the world of blending. But also on the brand and commercial side, somebody like Grainne Wafer (Diageo’s global director) is enormously inspiring to me as is Jennifer English, (Bailey’s global brand director) and lots of people within our business that have been particularly supportive.”

Targeted to a younger audience

There is such a wide and diverse range of whiskeys on the market and because Roe & Co is a relatively new brand, you imagine it might appeal more to a young audience than an experienced whiskey drinker but Hemy says that it’s a brand for people who

are interested in exploring and learning about whiskey.

“I think what we tried to do with Roe & Co is make it inclusive and appealing to as many folks as possible. We hope that we’re a brand for people that enjoy the exploratory nature of whiskey and that’s what excites me about it. The fact that all of these experiences are there to be enjoyed, and it’s got to be delicious, and exciting and enticing. For me, that means everybody is welcome.”

Whiskey cocktails are said to be a gateway for novice whiskey drinkers to get used to the taste on the palate. What does Hemy think is the best way to enjoy whiskey?

“I think enjoy whiskey and explore the most agreeable way to drink it to your own palate. There are so many ways to enjoy whiskey and that sort of makes it fun. So it would be pretty miserable if I said just drink it in a glass with a piece of ice or a drop of water. I like drinking whiskey like that too sometimes, but I also love Manhattan’s and making Old Fashioneds. I think cocktails are a fantastic way of exploring whiskey and I always say don’t be frightened to try new things.” n

Irish vodka makes its mark

There is an abundance of innovation in the vodka category at present and Irish vodka is making a name for itself on the international market. Drinks Industry Ireland looks at the main players making waves in this ever-growing market

America’s original craft vodka

Not all vodka is created equal. In 1995, sixth-generation Texan Bert “Tito” Beveridge obtained the first legal permit to distill in Texas and created Tito’s Handmade Vodka on a plot of land in rural Austin where he built a small shack, rigged a pot still with spare parts and batch distilled his corn-based, naturally gluten-free vodka. Today, Tito’s is not only popular in the US, it’s also one of the fastest-growing vodka brands in Ireland, but it’s still produced and bottled on the very same land in Texas where the whole thing started. Tito’s isn’t only focused on creating great vodka, the company is also highly

committed to community causes, charitable organisations, and disaster relief efforts across the world, through the brand’s “Love, Tito’s” program, including pet welfare efforts. In Ireland, Tito’s is represented by Comans Beverages Ltd. For a perfect, easy-toprepare drink, enjoy a Tito’s Lemonade, just add Tito’s Handmade Vodka and lemonade to a glass with ice.

For the refined tastes of urban consumers

Stoli, a beacon of vodka craftsmanship, has been setting the standard in the global spirits market from its proud Latvian roots. This premium spirit is crafted with meticulous attention to

detail, using only the finest ingredients to achieve an unmatched quality and smoothness that discerning urban consumer’s demand.

A brand that marries innovation with a deep respect for heritage and tradition, Stoli caters to the sophisticated palate while remaining approachable and versatile. Whether enjoyed neat to savour its exceptional smoothness or mixed into a cocktail to elevate the experience, Stoli promises a vodka that not only understands but celebrates the motivations and lifestyles of its consumers.

country winners. On 20 February, i-Stil 38 was announced by the competition’s judges as the best vodka in the world. To take the number one prize in Ireland was already a great achievement for a brand that only started two years ago. But to beat massive spirit markets like the USA and Japan, is totally unprecedented for an independent Irish vodka.

For those in the hospitality and restaurant sector looking to elevate their vodka offerings, Stoli presents an opportunity to cater to the refined tastes of urban consumers. Its blend of tradition, innovation, and exceptional quality makes Stoli a preferred choice for establishments aiming to offer something truly special.

Interested parties are encouraged to reach out to genius@drinksgenius.ie for more information on how to incorporate Stoli into their selections and provide their customers with an unmatched vodka experience.

Introducing the world’s best vodka

After winning best Irish Vodka at The World Drinks Awards, i-Stil 38 was automatically placed to compete in the global final against 20 other

It marks a major milestone for the Irish spirits industry as our whiskeys have been highly regarded for centuries, but now a modern Irish vodka has picked up the top global prize in one of the world’s most prestigious beverage competitions. It’s also the first time that a clear

Tito’s is one of the fastest-growing vodka brands in Ireland

i-Stil

Stoli caters to the sophisticated palate while remaining approachable and versatile

Irish spirit made predominantly with Irish grains has picked up a global award. i-Stil 38 is crafted in West Cork and distilled with a blend of 80% malted and unmalted Munster barley for its body and bold flavour and international grain spirits to provide a light smoothness. This proprietary blend is what gives i-Stil 38 such a unique and impactful taste and mouthfeel.

Such recognition from The World Drinks Awards, is testimony to the effort and dedication of i-Stil 38’s founders, led by managing director Shane Davey of Sugarloaf Beverages.

“This award is a dream come true for our team. Being crowned as the best vodka in the world can open up so many doors as it now places us amongst some of the most wellknown spirit brands on the planet. I am also tremendously proud to represent Ireland at such a high level, it’s fantastic to see an Irish clear spirit getting such praise.”

Pippa O’Connor Ormond, i-Stil 38’s creative director and partner in the brand added, “It’s brilliant to see all the hard work that has gone into i-Stil 38 pay off so well. From a production perspective, I’m thrilled to see our classic vodka win the world’s best neutral vodka and on top of that, our whole portfolio won world’s best range design. This means we are picking up top accolades not just for our liquid, but for our look and style too.”

Not just a pretty face

Crystal Head Vodka Original is made from a locally sourced Canadian corn varietal called peaches & cream and is distilled four times. It is silky smooth with a hint of sweetness and vanilla.

CHV Aurora is made from English winter wheat and distilled five times. A bold, crisp, dry vodka with nuance and complexity.

CHV ONYX is the Blue Weber Agave

expression, sourced from a single farm in Uzeta and is distilled three times. There are subtle hints of agave, green grass, citrus and white pepper.

Each expression is filtered through activated charcoal and quartz crystals called Herkimer diamonds, these filtrations impart a minerality and an unmistakable smoothness which is quintessentially Crystal Head. They use pristine water from St John’s, Newfoundland to bring each of the ABVs to 40%.

Each expression is certified zero additive. All of the character comes from the quality of raw material and the quality of process. They are definitely not just a pretty face.

Crystal Head Vodka is distributed in Ireland by MCM Spirits & Liqueurs Ltd www.mcmbrands.ie

A rebel spirit

Distilled by Clonakilty Distillery in a traditional copper pot still, Minke Irish Vodka boasts a signature creamy smoothness that has captured the attention of mixologists worldwide.

What sets Minke Irish Vodka apart, is its unique base spirit derived from whey, a byproduct of milk produced on the founder’s family farm. This uncommon approach yields a velvety mouthfeel that gently coats the palate, distinguishing it from traditional grainbased vodkas. It’s no wonder Minke was named the World’s Best Varietal Vodka at the World Vodka Awards last year.

Mixologists will appreciate its versatility as it harmonises beautifully with both classic and contemporary cocktail recipes. The luxuriously smooth vodka can also be simply enjoyed over ice with a splash of tonic

and a wedge of lime.

Inspired by the grace and majesty of the Minke Whale, which roams freely in the Atlantic off the coast of Clonakilty, this vodka embodies elegance.

It takes something of a maverick spirit, to turn the idea of building a craft distillery, into a reality.

A rebel spirit, you might say. And you’ll find that spirit in Clonakilty. An ancient, rocky coastline of jagged headlands, where 3,000 miles of ocean finally collide with land.

Out here, people do things their own way. People like the Scully family. Farming this same land for nine successive generations. Taking the considered view that Irish spirits could be improved, by harnessing natural elements in a unique and more sustainable way. So they set about doing just that.

A celebration of tradition and innovation

Belvedere Vodka, celebrated as the trailblazer of super-premium vodka, proudly upholds a storied legacy of Polish vodka-making tradition spanning 600 years. Nestled within a quaint and intimate distillery, it holds the distinction of being one of the world’s longest-operating facilities, meticulously producing top-tier vodka since its establishment in 1910.

Belvedere Pure (RRP €46) pays homage to this illustrious 600-year Polish vodka-making heritage by skillfully crafting Polish rye into an extraordinary vodka of unparallelled taste and character.

For those who prefer a flavoured vodka, Belvedere Organic Infusions (RRP €51) combines certified organic fruits and botanicals, expertly woven together to create layered but balanced flavour profiles.

Belvedere Vodka is available from independent off-licences including O’Briens, Molloys, Next Door, Joyce’s, World Wide Wines & The Wine Centre. n

Minke Irish Vodka’s base spirit is derived from whey, a byproduct of milk produced on the founder’s family farm

Each expression is filtered through activated charcoal and quartz crystals called Herkimer diamonds

Pippa O’Connor Ormond’s Irish premium vodka wins top international award beating 20 other nations

AMERICA’S favourite vodka for a reason

The big apple

According to Drinks Ireland, cider remains Ireland’s third most popular alcohol beverage behind beer and wine, and an important component of Ireland’s drinks market. Over the past decade it has contributed over half a billion euro in excise to the exchequer so it is an extremely valuable and fast-growing sector

Thieving the number one spot

In 2015, Orchard Thieves cider burst onto the scene to shake up the cider category, coming in as a challenger brand to the market leader. Since the launch, Orchard Thieves has enjoyed amazing success, including thieving the number one spot as the biggest draught cider in Ireland.*

In recent years, research** has shown that younger consumers now have a varied preference around taste and levels of sweetness, especially when it comes to cider. The company wanted to bring bold new news to the cider category and create an

option that appealed to a broad range of consumers, be it current or even lapsed cider drinkers.

The new line extension, Orchard Thieves Wild is a less sweet, more natural tasting 4% apple cider with a crisp refreshing finish. It has dramatically reduced sugar content (2.2g per 100ml), less calories and no artificial sweeteners. Developed specifically for the Irish market with Irish consumers having fed into every step of the journey from recipe to design. Extensive research has validated that the high-quality taste and product design will drive purchase intent*** with younger consumers ahead of current cider brands in market.

In trade, Orchard Thieves Wild will be served from draught in a new branded stemmed pint glass, the first of its kind in the cider category. The launch will be supported by a disruptive marketing campaign which includes media support, sampling plan and PR.

Orchard Thieves Wild will be available in pint format nationwide and will also be available in 4 x 500ml can in supermarkets and off-licences.

The Irish cider market

Jennifer Wallace, from Drinks Ireland | Cider says that cider is an important component of Ireland’s drinks market

Drinks Ireland’s Jennifer Wallace

* Source: *Source: “CGA OPM data to January 2024’

**Source: MCCP Qualitative Research March 2022: Understanding Gen Z, the Cider Category and Orchard

***Source: Metrix Lab Quantitative Research; 325 Respondents 50:50 Male: Female 20-35 years old P3M & lapsed cider drinkers

On the rise!

Kopparberg continues to make waves in the on-trade market with impressive performance metrics showcasing its dominance and popularity among cider enthusiasts. According to recent data, Kopparberg has solidified its position as the second-largest packaged cider brand, boasting a remarkable 12.9% market share. What’s even more remarkable is the substantial increase of +2.7 percentage points within the last 52 weeks, indicating a strong upward trajectory in consumer preference and demand.

Kopparberg holds 12.9% market share

Drinks Ireland recently published Pride of Place – policy priorities for the growth of the Irish drinks industry 2025-2030. Our Irish cider producing members are proud of the communities they support across Ireland, as well as the support they give to farmers, whose apples they buy. They are proud too of the brands they make, and the choice and variety this offers consumers. With this pride of place comes confidence in the future. Drinks Ireland | Cider is confident that, with the right support and policies from government, the Irish cider industry can continue to grow and thrive.

Market overview

The most recent data available shows sales of over 55 million litres of cider in 2022 using approximately 50,000 tonnes of apples. Like other alcohol variants, cider makes a significant contribution to the exchequer with around €52 million worth of excise duty collected in 2022. While over the past decade it has contributed over half a billion euro in excise receipts alone to the exchequer. In 2023, Irish cider exports experienced strong growth, increasing by 11 percent to

Orchard Thieves Wild Apple Cider will launch nationwide this April

GET SUMMER READY WITH KOPPARBERG

reach €80 million. The UK is by far the key export market for the category, accounting for 90 percent of overall exports. At home, cider remains Ireland’s third most popular alcohol beverage behind beer and wine, and an important component of Ireland’s drinks market.

The industry is embracing sustainability, from innovative cider production practices to advancing the circular economy. But there is a need for greater levels of grant support for sustainability investments. The high excise levels are also a major concern for cider producers like the rest of the alcohol drinks sector. Combining excise and VAT, almost 28 percent of the price of a pint of cider is tax. We have the third highest cider excise rate across the EU, and Drinks Ireland | Cider continues to press government to align these rates with European averages.

Welcoming cider excise relief scheme

In 2023, Drinks Ireland | Cider welcomed the introduction of a 50 percent relief from Alcohol Products Tax (APT) for cider and perry produced by qualifying small producers. This has already shown clear benefits for our craft

Look on the lighter side of life

Following on from an exciting winter for Bulmers which saw the activation of Christmas in the on and off-trade, Bulmers has reactivated the Floaty Little Devils campaign for Bulmers Light.

cider producers, enabling them to invest in distribution, innovation, and expansion. We believe that this relief should also be extended to qualifying craft producers of products such as fruit-flavoured ciders or intermediate products linked to the category. This move would encourage new entrants into cider making and would support establishing small-scale cideries as they develop.

The Irish cider industry is resilient and adaptable, and with the right support, it can continue to flourish and contribute to the vibrant landscape of Ireland’s beverage sector. Craft cider producers play a pivotal role in the category, contributing to the diversity and innovation that enrich the Irish drinks offering and contribute to rural economic growth. This entrepreneurial spirit should be encouraged. Drinks Ireland | Cider will continue to support its members in the growth of the cider sector, both nationally and internationally.

E: jenniferwallace@ibec.ie

L: https://www.linkedin.com/company/drinks-ireland/

communicated its surprisingly lowcalorie content. However, we also wanted the idea to express the fact that Bulmers Light is in every way, a proper pint of Bulmers. Floaty Little Devils delivers all the key elements of the Bulmers brand story but does it with a light twist. A twist that is fun and engaging. We’re delighted with the work”.

Bulmers has reactivated the Floaty Little Devils campaign for Bulmers Light

Bulmers Light apples are floaty little devils, due to their lower calorie content. They are elusive little blighters that are a nightmare to harvest. Bulmers has a whole team of catchers on hand to collect the Bulmers Light apples. “You’ve got to keep a watchful eye on them! You see, they’re floaty little devils. We’d go as far as to say that Bulmers Light is lightness itself. Fermented from our 17 varieties of apples all sourced from the island of Ireland, they’re got that unmistakable Bulmers refreshment but a fraction of the calories. That’s right, just 84 calories per 300ml. Floaty and flavoursome, that’s Bulmers Light!” says the Bulmer’s team.

According to Karl Donnelly, Bulmers Ireland marketing director,” We asked Goosebump for a way to talk about Bulmers Light that

Bulmers Light encourages consumers to look on the lighter side of life with this campaign that highlights the brand’s low calorie and great taste credentials whilst bringing Bulmers Light’s unique sense of humour to life.

Zero fuss, full on taste

Armagh Cider Company proudly unveiled its latest creation, Armagh Cider Zero, during the esteemed Opera and Orchards event held at the Market Place Theatre in Armagh. This innovative beverage offers a blend of the company’s award-winning cider, sparkling Co Armagh spring water and freshly pressed apple juice, resulting in a bright, sparkling, nonalcoholic cider with a light, elegant, and crisp flavour profile.

“We are thrilled with the positive feedback we’ve received from those who had the opportunity to enjoy a complimentary glass of Armagh Cider Zero,” said Helen Troughton, owner and director of Armagh Cider Company. “We produced Zero as a result of consumer demand, as the

industry anticipates that non-alcoholic drinks will soar in popularity this year and beyond. Irish consumers are seeking more balance in their drinking and are availing themselves of the growing range of alternatives now available.”

She continued, “Armagh is wellknown for its PGI status for the bramley apple, and Armagh Cider Company proudly carries on this heritage and provenance. As the first commercial cider producer in Northern Ireland, making award winning cider since 2006, we are dedicated to crafting high-quality beverages that reflect the rich apple-growing tradition of our region. We had tested the market with a low alcohol cider a few years ago, but it seems we were ahead of our time!”

For enquiries regarding becoming a stockist of Armagh Cider Zero or further information, please contact esther@armaghcider.com n

Armagh Cider Company introduced Armagh Cider Zero at the Opera and Orchards Event

Island life

Anna and Orla Snook O’Carroll are the creators of Ór Valentia Island –the first ever Irish-made vermouth. Fionnuala Carolan spoke to the couple about how they utilised the beautiful natural habitat of this Kerry island to create their unique product and hears of their ambitious export plans for the brand

While the rest of the country was busy baking banana bread during the Covid lockdowns, Orla and Anna Snook O’ Carroll were experimenting with tinctures on their kitchen table on Valentia Island, creating a product that would soon demand the attention of the drinks world. Fresh from their win of Best Irish drink at the Food Writer’s Guild Awards, their infectious enthusiasm makes you understand how this creative pair dared to dream and then made that dream a reality.

Orla and Anna have combined their experience in the hospitality business and the art world to create Ór. For those not too familiar with vermouth, it is not a spirit but a fortified wine, flavoured with various botanicals. It would typically be associated with Italy and the south of France and now for the first time, Ireland.

A pivotal moment in their life was when Anna attended a vermouth tasting in the UK some years ago, sparking an idea that also resonated strongly with Orla. “I just fell hook, line and sinker in love with it. I came back to Orla and said this is insane, you have to try it,” explains Anna. “And from that point on we started on a journey of trying as much vermouth as possible and learning as much as possible. And I think quite early on we were like this is what we want to do.”

Anna is originally from Bristol while Orla - who grew up in Co Wicklow - had strong roots in Kerry due to her father growing up there. The two met while in art college in Bristol and previously worked in immersive theatre and fine dining events. “We were always toeing this line between art and food,” says Orla. When they moved to Kerry about five years ago, their creative juices went into overdrive.

“I’ve been coming to Kerry since I was six weeks old,” explains Orla. “It felt natural to go back there. We moved into the tiniest little cottage and it literally is just like the

Ór is bottled in nearby Cahirsiveen

Anna and Orla Snook O’Carroll outside their home on Valentia Island in Co Kerry

On Valentia Island, the couple began to explore the island’s rich tapestry of flora and botanicals, experimenting in their kitchen and developing their vermouth.

house scooped us up. Our lives have changed exponentially for the better for living there. It is absolutely phenomenal.”

Orla had learned about foraging from her beekeeping Dad, picking up knowledge of plants as a child. On Valentia Island, the couple began to explore the island’s rich tapestry of flora and botanicals, experimenting in their kitchen and developing their vermouth. “Throw everything up in the air in a moment in time and see what lands,” was their philosophy says Orla.

The base of this vermouth is Spanish white wine sourced from the Rueda Valley, made with the verdejo grape. Then use locally foraged Valentia Island plants and herbs including gorse which is an indigenous local ingredient that gives coconut and vanilla flavours. The name Ór comes from the golden colour that the gorse infuses into the vermouth.

SuperValu Food Academy

A major moment for the business was when they were accepted into The SuperValu Food Academy offering them the guidance they needed at the time they needed it. “It really hand-held us through that first bit that can be very scary,” says Anna. “As long as you tick all the boxes of creating the brand, get the labelling right, they guarantee you will be stocked in a certain amount of SuperValus within the locality. So that really got us on the ladder. It gives you a bit more kudos. They really were a great support.”

And with this initial bit of help they have seen a great interest in the product from across the hospitality sector. “We feel incredibly lucky about the sort of butterfly effect there is in getting the product into high-end places, like five star hotels and Michelin star restaurants,” says Anna.

Next phase

The product is bottled in Cahersiveen, which is only a stone’s throw from Valentia as there wasn’t anywhere in Valentia for a production facility, explains Orla.

With a clear long-term plan for the brand they are looking to spread their wings quite early and are currently working towards launching Ór into the States later this year.

Is this not a daunting prospect I wondered? “I think we’re very aware that Ireland has been really good to us. And we have a lot more to do here too but there’s five million people in Ireland and say in the state of Texas alone, there’s 25 million. That’s a lot of scope. You can now make an all-

So we are bringing that information to the US and using it as a unique selling point and targeting all those Irish bars,” explains Orla.

Acknowledging the great support they have received first from the people of Valentia and then from the people who take a punt and buy their product, they take nothing for granted. “It’s great when people say I want to try what you are making.They’ve heard about us and they know about the fact that it’s the only Irish vermouth. And so they pick it up, and they take a risk and buy it. And the meaningful thing for us is that they took a chance on us. It costs €35 so it’s a premium product and a lot of money and they’ve taken that risk. And then they say do you know what? That was delicious. I will get that again for a present. This is how we think it will grow,” explains Orla.

The dream and the long term plan is also to open a visitor centre on Valentia where people can come along and make their own vermouths. With the current trajectory of the brand this could happen sooner than later. And who could think of a nicer way to spend a day making vermouth in the company of this charming couple on beautiful Valentia Island. n

Ireland Manhattan, an all Irish Martini, all Irish Negroni and you could not do that before.

The couple met while in art college in Bristol and previously worked in immersive theatre and fine dining events

Photo credit: Joeleen Cronin

Little mix

Due to the growing mixer market and continual product innovation, consumers have plenty of options in terms of flavour and pairing. The new focus is on quality and health following the rise in the popularity of consumers drinking less but better quality drinks, and the long-term trend of lighter, lower sugar drinks. Drinks Industry Ireland looks at how brands have been broadening their offerings to include healthier choices and more choice

A pop of flavour

As Ireland’s number one mixer, Schweppes continues to bring bubbles into consumers lives through its unique effervescence and sparkling campaigns. Schweppes is bringing a pop of flavour to you this spring with Schweppes Pink Soda and Slimline Elderflower Tonic Water. Pink Soda is the latest addition to the range. Subtle, citrussy and aromatic, it pairs perfectly with gin, vodka or rosé wine and your favourite garnish. And best yet, enjoy your pink drink guilt-free as Schweppes Pink Soda is 20 calories per 100ml.

This Spring Schweppes will run a high reach media campaign to drive awareness and encourage trial from March through to the summer months spanning OOH and social

Schweppes Elderflower Slimline Tonic Water is the perfect pairing with vodka or gin adding floral freshness to your drink with no added sugar and only two calories per 100ml. Prepare to sparkle with excitement with the delicious taste sensation of the refreshing drinks that Schweppes is known for.

This Spring Schweppes will run a high reach media campaign to drive awareness and encourage trial from March through to the summer months spanning across OOH and social. OOH plan will drive sales in grocery and support the on-trade. Schweppes social plan will run across Facebook and Instagram. The Schweppes flavours will be supported all spring long through a newly developed ‘suggested serve’ booklet providing venues inspiration to create serves linked to all Schweppes varieties. The Schweppes sales team will also work in partnership with outlets to activate the brand on menus, highlighting mixability opportunities and suggested serves. Schweppes Pink Soda and Elderflower Slimline Tonic Water provide an opportunity to further grow Schweppes within the on-trade, driving brand relevance with the return of the spring social occasion in pubs, bars and restaurants.

This summer, Schweppes believes there’s nothing like saying yes to the thrill of getting out, mingling, and loosening up with others! The Schweppes Born Social Bar at Electric Picnic and All Together Now is the

perfect spot to unwind with friends and soak up the thrill of being out between headliners. With a host of exciting acts and DJs, Schweppes will be serving up a great line-up of music to festival goers, while its mixologists stir up daring cocktail combinations.

Mix with the best

In 2013, Fever-Tree was introduced to the Irish market via Richmond Marketing and has since become Ireland’s number one premium mixer brand. Throughout the past 10 years, we’ve seen a market wide shift towards premiumisation with FeverTree pioneering the premium mixer category, bringing choice, quality, and excitement back into the previously overlooked space.

Since launching in Ireland, Fever-Tree has continued to diversify its portfolio to meet the ever-evolving needs of the

Fever-Tree now offers one of the market’s most expansive mixer ranges

MIXERS

Irish consumer. For the brand, it’s all about putting quality back into both the on-trade and at home occasion with one simple premise - if ¾ of your drink is the mixer, mix with the best.

Fever-Tree now offers one of the market’s most expansive mixer ranges encompassing flavoured tonics, Ginger Ale, Ginger Beer, Soda Water, Mexican Lime Soda Water and most recently, Pink Grapefruit Soda, which is made using naturally sourced ingredients to achieve the perfectly balanced, bitter-yet-sweet flavour with fresh and floral notes.

From old school classics to modern twists, Fever-Tree’s award-winning range of mixers will enhance the taste of any long drink or cocktail.

For more information, please visit www.fever-tree.com

Lighter taste

At the forefront of this evolving category and lighter drinking movement is London Essence, producing elegantly distilled mixers designed to accentuate the finest spirits. Each expression is delicately light at under 20kcal per 100ml, low in sugar at under 4g per 100ml and is crafted without the use of artificial sweeteners, thanks to its unique use of distilled essences.

Brian Greer, marketing manager at Britvic Ireland said: “Following the long-term trend towards sugar reduction across the world, and being consumers of premium drinks ourselves, we found that many “premium” options focused on natural credentials but were also very high in sugar. It’s important to deliver light,

London Essence is crafted without the use of artificial sweeteners, due to its use of distilled essences

natural options that also have great taste to ensure overall enjoyment.”

With that in mind, the brand took inspiration from its heritage in creating distilled essences which capture the flavour of the finest ingredients to deliver aromatic signature notes and great taste, with only a dusting of sugar.

Greer adds: “A sign of a sophisticated mixer is when they can be enjoyed in any form – with or without a spirit –to satisfy all drinking occasions and preferences. Therefore, not only do we have a fantastic range of tonics and gingers, but also a delicious selection of crafted soda’s includes our Pink Grapefruit and Roasted Pineapple which we launched last year. We are also overwhelmed with recent industry recognition that a selection of leading bartenders – from the best bars in the world – made their selections for the best mixers and voted London Essence as @drinksinternational number 2 top trending mixer brand and the number 4 bestselling mixer brand”

The London Essence range is designed to bring out the best in gins, vodkas and dark spirits through mixer varieties including Original Indian Tonic Water, Grapefruit & Rosemary Tonic, Blood Orange & Elderflower Tonic, Pomelo and Pink Peppercorn Tonic Water as well as a delicate Ginger Ale and a Spiced Ginger Beer. Crafted soda range includes Pink Grapefruit, White Peach & Jasmine and Roasted Pineapple.

The best of Ireland

Fast growing premium Irish drinks brand Poachers Drinks extended its range last year from seven to nine to include two award winning new sodas - Grapefruit Soda with Achill Island Sea Salt and Lemon Soda with farm grown Irish mint.

The Guaranteed Irish ™ company who make their entire range of premium drinks and sodas in Ireland continues to highlight the best Irish ingredients in all of their products.

‘Our new Sodas are absolutely delicious on their own or as the perfect complement to any premium tequila’ says founder Brendan Colbert. “We also have some very exciting international spirits partnerships to be announced in the coming months in that context”

The Irish company continues its strong upwards trajectory in 2024 with its soon to launch modern Irish retail proposition “We are super excited to be delivering our products for the retail customer in Ireland and internationally.. It will be a dynamic shift for the business” n

Poacher’s continues to highlight the best Irish ingredients in all of their products

Poachers make their entire range of premium drinks and sodas in Ireland

Poachers Drinks extended its range last year from seven to nine

Fever-Tree’s award-winning range of mixers will enhance the taste of any long drink or cocktail

Beer O’Clock

Beer remains Ireland’s favourite drink, and its share of the drinks market increased from 40.2% in 2021 to 43.5% in 2022. There is

huge innovation in bottled beer and especially in the non-alcoholic bottled beer range. Drinks Industry Ireland takes a look at the products that are

One of the main trends we are seeing in the bottled beer market is the rise in non-alcoholic versions of established branded beers. According to Drinks Ireland, Ireland is one of the fastest growing alcohol-free markets globally. A lot of research an innovation has gone into creating the same taste that people already like yet stripping out the alcohol, which is a time consuming and costly process. This is in response to the rising trend of mindful drinking and offers consumers more choice on a night out or indeed when socialising at home.

Aside from this there are some great Irish bottled beers entering the market as well as a great representation from the world beer category. With summer in our sights and plenty of brand activation happening for bottled beer brands, it’s time to stock up on a good range to make sure you can cater for trending tastes.

driving the bottled beer category

Serving up the taste of summer 2024

Peroni Nastro Azzurro, the number-6 brand in on-trade packaged lager* is invigorating the sunshine beer category with a brand-new, refreshingly light lager, Peroni Nastro Azzurro Stile Capri.

The latest innovation from Peroni Nastro Azzurro features a subtle spritz of Italian lemon and lower bitterness to deliver exceptional quality and taste credentials for summer 2024.

Aimed at a younger on-trade consumer searching for great refreshment from the

Peroni Nastro Azzurro

Stile Capri offers lower bitterness and lower 4.2% (ABV) than the original Peroni Nastro Azzurro

category, Peroni Nastro Azzurro Stile Capri offers lower bitterness and lower 4.2% (ABV) than the original Peroni Nastro Azzurro, with exceptional quality and taste credentials and a refreshing citrus edge.

Inspired by the taste and scent of Capri, an island in Italy’s Bay of Naples, the new brand from Peroni Nastro Azzurro offers a subtle and lightly aromatic flavour, with a refreshing citrus edge. As we approach another spring and summer season, Peroni Nastro Azzurro Stile Capri offers the ideal choice for casual gatherings and informal occasions. Peroni Nastro Azzurro Stile Capri is the must stock of the summer.

Peroni Nastro Azzurro will support the launch of Peroni Nastro Azzurro Stile Capri further in 2024 in media and in both the on-trade and off-trade channels with the objective of building awareness and trial for the new product innovation.

* : CGA ROI ONT Lager Data, MAT To The End Of December 2023 >>

New owner for Dungarvan Brewing Company

Dungarvan Brewing Company, a beloved brewery in west Waterford recently announced the new ownership of the brewery as Tom Dauber, a passionate beer enthusiast and experienced business executive. As the new steward, the company feels that Tom is committed to preserving the brewery’s rich legacy while strategically positioning it for future success in an ever-evolving market. Tom is deeply dedicated to upholding the traditions and recipes that have made Dungarvan Brewing Company a success for more than a decade, and his commitment to preserving the brewery’s heritage will be carefully balanced with a forward-thinking approach to embrace changing market trends and consumer preferences.

“I am honoured to be entrusted with the stewardship of Dungarvan Brewing Company, my goal is to ensure that this brewery remains a cherished part of the community and continues to thrive for many years to come.” said Tom. To achieve his vision Tom plans to collaborate closely with the staff to develop future growth plans, with an immediate start on increasing staffing and output at the brewery, and bringing his financial and operational expertise to the business to improve efficiencies and develop the existing market and reach of the beers. Tom’s

combination of a profound passion for beer and a strong business acumen will bring Dungarvan Brewing Company beers to new audiences in a highly competitive market, making great beer accessible to even more people and continuing the brewery’s legacy while embracing a bright and exciting future. Dungarvan Brewing Company’s team and its new steward are delighted to embark on this exciting journey together and begin working towards a strong and successful future for Dungarvan beers.

Perfectly balanced taste

Brewed to the same recipe since 1873 the green bottle and red star is an instant welcome from an old friend. Their master brewers spent years exploring, brewing, and tasting before they finally created a recipe that deserves the Heineken® mark. The result is a perfectly balanced taste with a refreshing, soft malty body.

Heineken® and Heineken ® 0.0 bottled beers are fan favourites when it comes to choosing a fresh, and high-quality beer. Each ice-cold, crisp sip will deliver that richly satisfying flavour with subtle fruity notes. A tradition of taste that has lived on for over a century and a half thanks to the quality of the ingredients and the meticulous attention to the brewing process.

Sunny day drinking occasions are on the way and one third of consumers are predicting that they will increase their visits to hospitality venues this year*. Heineken 0.0 holds 10% of the bottled beer market. For those occasions, it would be wise to have Heineken® and Heineken® 0.0 readily available. Heineken is a lager

with world-class taste, brewed by beer lovers for beer lovers.

*CGA OPUS Ireland 2023, sample: 2,500

*CGA data, January 2024 delivery, MAT, Total On Trade, Sector

Big investment in bottling at Kinnegar Brewing

Since their arrival in the marketplace in 2012, Kinnegar’s colourful 500ml bottles have brightened the shelves of all good independent off licences. Despite the increasing popularity of canned beers, the Letterkenny brewery’s bottled range has continued to grow in popularity.

Rather than abandon bottles, Kinnegar has invested heavily in them

“The majority of independent breweries have gone exclusively to can at this stage”, explains Kinnegar’s MD and head brewer, Rick LeVert. “We’ve invested heavily in our canning line but have never abandoned bottles. We’ve analysed things closely over the past two years and believe there’s a continuing and important market for bottled beers. Rather than abandon bottles, we’re investing heavily in them and hope to increase our bottled output significantly.”

After 10 years of service the brewery’s 6-head Meheen filler was decommissioned in early February and been replaced by a hugely more efficient and less labour-intensive GAI 4531 FE filler

Heineken 0.0 holds nearly 10% of the bottled beer market

Tom Dauber is the new owner of Dungarvan Brewing Company

A REFRESHING CITRUS EDGE

4.2% lager

After 10 years of service the brewery’s faithful 6-head Meheen filler was decommissioned in early February. It has been replaced by a hugely more efficient and less labour-intensive GAI 4531 FE filler, opening up the future for this important component of Kinnegar’s range.

“Greater automation, speed and filling quality are the big advantages, but there are also important sustainability gains”, Rick stresses. “Up until now we were locked in to our original bottle — a lovely bottle but intended for washing and re-filling in the German returnable bottle market. The GAI allows us to switch to the lighter weight “one way” version of this bottle which is intended for recycling rather than refilling, and therefore more sustainable in the Irish system.”

Kinnegar is distributed by Grand Cru Beers, www.grandcrubeers.ie.

Greater choice for discerning customers

Madrí Excepcional Bottled Beer means greater choice for discerning patrons and proprietors alike.

According to Molson Coors’ Shane O’Sullivan, sales director: “The Irish pub scene is part of the fabric of Irish culture and Irish heritage. It is a place where people go to socialise, unwind

and celebrate life’s milestones. Central to the Irish pub or bar experience is the selection of beverages on offer. Whilst draught beer has long been a staple of Irish pubs and bars, the growing array of bottled beer has created a whole new range of opportunities for both discerning patrons and proprietors alike.

“Bottled beer obviously offers greater versality to on-trade proprietors, but it also delivers greater diversity to consumers looking to explore a wider range of options, from local craft beers to world beers.

“This on trade growth in bottled beers has coincided with the rise of the world beer category. The category has tripled in size in Ireland since 2019, and Molson Coors’ brand Madrí Excepcional is now the fastest growing brand in the category (MAT data, June 2023).

O’Sullivan continued: “Due to this remarkable growth, Madrí Excepcional has quickly become an ever-present consumer favourite on supermarket shelves across the country. During the same period, Madrí Excepcional has also experienced 14% on-trade growth, compared to 3% growth within the wider on trade category as a whole (CGA; MAT December 2023 vs LY, Draught Volume HL).

“As the Irish pub experience continues to evolve, we are excited by the opportunity of bottled beers and we look forward to supporting our on-trade customers as they look to innovate and diversify their product offering,” said O’Sullivan.

Zero alcohol, same great taste

Introducing Corona Cero, Corona’s new non-alcoholic beer, designed to offer Irish consumers a balanced choice. Brewed with 100% natural ingredients, Corona Cero delivers the same crisp and refreshing taste as

Sales of zero-alcohol beer were up 25% last year, with the market share for non-alcoholic beer quadrupling in just five years

Corona Extra, but without the alcohol, aligning with consumers’ evolving tastes and preferences.

With the introduction of Corona Cero, Corona continues to innovate and adapt to changing consumer preferences. Sales of zero-alcohol beer were up 25% last year, with the market share for non-alcoholic beer quadrupling in just five years – showcasing the nation’s desire for more choice.

Whether out with friends, at a family gathering, or simply enjoying a quiet evening at home, Corona Cero is the perfect choice for consumers who want to enjoy the social aspects of drinking without compromising their wellness goals.

Corona, a leader in the bottled beer category with over 30% market share, has timed the launch of Corona Cero well. It caters to the rising trend of mindful drinking and is poised to become a staple for those seeking more variety in their beverages.

With Corona Cero’s perfectly balanced, 100% natural flavour, consumers can savour the refreshing taste they’ve come to love from Corona but without the alcohol. Corona Cero is available in stockists nationwide. Please enjoy Corona responsibly. n

The world beer category has tripled in size in Ireland since 2019

Innovations in training and development

Shane McLave, managing director of Excel Recruitment

Following Excel Recruitment’s fourth consecutive win as the innovative supplier at the Virgin Media Gold Medal Awards, we sat down with the company’s managing director, Shane McLave to discover the secrets behind Excel’s success and gain insights into the world of recruitment, training, and beyond

Congratulations on winning Ireland’s Innovative Supplier. How does Excel Recruitment continue to innovate in the field of recruitment and training?

Thank you! At Excel Recruitment, innovation is at the core of everything we do. We are constantly committed to pushing boundaries and pioneering new ways to serve our clients and candidates. Central to our innovative approach is our diverse team composition. Our internal recruiters hail from a variety of backgrounds, including chefs, front-of-house professionals, and bar staff. This unique blend of experiences equips us to offer a broad spectrum of essential training and tailored advice.

Drawing from firsthand experience, our Future Proof Training wing of our business not only supplies our clients with qualified candidates but also provides essential upskilling opportunities. This service is particularly vital amidst the current candidate shortage, where training is more crucial than ever before. We are currently in the process of revamping our online training platform which is set to launch later this year. This update will bolster our capacity to provide comprehensive training solutions, meeting the evolving needs of the hospitality industry and beyond.

Can you tell us more about your Future Proof Training solutions? What can clients and candidates expect from this service?

Our Future Proof platform provides a comprehensive array of courses, available both online and in-person, delivering fully certified training across hospitality, retail, healthcare, and warehouse sectors. With a focus on empowering individuals to enhance their skills, broaden their knowledge, and expand their career opportunities.

We offer group rates and on-site training options tailored for businesses, as well as specialised programs for schools and colleges aimed at nurturing skill development among students. For instance, our highly popular one-day barista course, facilitated by our Barista Training Academy, has recently transitioned into a mobile service. This additional offering complements our existing in-house training, enabling us to deliver sessions directly to groups, schools, or businesses, enhancing accessibility and efficiently meeting market demands.

How do you see these innovations shaping the future of recruitment and training in the hospitality sector?

Our innovations in recruitment and training are helping to reshape the hospitality sector in significant ways. By offering specialised training programs, we’re not only helping individuals enhance their skills and advance their careers but also assisting businesses in meeting their staffing requirements more effectively. For example, in response to the current talent shortage within the hospitality industry, we have introduced a one-day training course specifically designed to upskill individuals in various aspects of bartending. This comprehensive program covers fundamental skills such as pouring the perfect pint, changing kegs, crafting shots and cocktails, and managing cashless and cash systems in the workplace. Through hands-on training and demonstrations, participants acquire the essential knowledge and practical expertise needed to thrive in the hospitality sector.

Given our extensive involvement in supplying event staff for festivals, concerts, sports events, and more, we also offer to upskill the staff we provide to ensure they possess the necessary capabilities to excel in their roles. This commitment makes Excel an all-encompassing service provider for both clients and candidates.

As the sector continues to evolve, we remain committed to staying at the forefront of these changes, ensuring that we provide the highest quality recruitment and training solutions to our clients and candidates alike.

What advice do you have for individuals looking to enter or advance their careers in the hospitality industry?

My advice would be to never stop learning and exploring new opportunities. The hospitality sector is incredibly dynamic, with endless possibilities for growth and development. Whether it’s through specialised training programs like those offered by Excel Recruitment or through hands-on experience in different roles, continuously expanding your skills and knowledge will set you apart in this competitive field. Additionally, networking and building relationships within the industry can open doors to exciting opportunities and career advancement. So, stay curious, stay proactive, and always be ready to seize the next opportunity that comes your way. If you’re looking to upskill or discuss our hospitality recruitment solutions, get in touch with our team today at info@excelrecruitment.com n

Irish Food Writers’ Guild Awards 2024

Held at Suesey Street, Dublin 2

27 February 2024

Held at BAR 1661, Dublin 7 6 February

Clive Bright, Paula McIntyreShamim De Brún, Ali DunworthEsther O’Moore Donohoe & Emer McLysaght

Jeanne Quigley, Caroline Hennessy

Kian & Mary Louët Feisser & Carissa Casey

Margaret Jeffares, Peter Ward, Georgina Campbell

Grainne Carberry, Mary Regan, Helen Regan

Corinna Hardgrave, Orla & Anna Snook O’Carroll, Michelle Darmody

John Healy, Mary Ward, Mark Dunne

Darren Cave, Jillian Vose and Sean Muldoon (Outwalker Whiskey)

Dean Phelan, Dave Taylor, Brendan Hayley, Jillian Vose, Dave Mulligan, Sean Muldoon

Youlee Choi, Annie Rattigan, Jillian Vose, Jessica Shiel

O’Driscolls Irish Whiskey sponsors

Leopardstown Chase at Dublin Racing Festival

Held at Leopardstown Race Course, Dublin 3 February

Women in Irish Whiskey

Held at Roe & Co Distillery, in Dublin’s The Liberties 8 March

Charlotte Gardiner, Sean Gardiner, Michael Stafford, Sarah Gardiner (Stafford), Annabelle Gardiner, Diana O’Dea (Stafford), John O’Dea and Henry de Bromhead

Ivan Yates

Kevin Doyle and Michael Stafford

Jasmine Gerhardt (Miss Ireland 2023) and Ashishah Akorede (Miss Universe 2023)

Carleen Madigan, Irish Whiskey Association, Hayley Milner, global marketing manager at Roe & Co Irish Whiskey, Heather Clancy and Anne-Marie Kelly, co-founders of Women in Irish Whiskey, Helen Mulholland, master blender, Lough Gill Distillery, and Vanessa McMahon, general manager, The Great Northern Distillery. Photo: Johnny Mallin

Carleen Madigan, Irish Whiskey Association, AnneMarie Kelly and Heather Clancy, founders of Women in Irish Whiskey, and Olena Nazarenko, Irish Whiskey Association. Photo: Johnny Mallin

CGA: The five key dates to make money

Businesses can secure high sales on key occasions in Ireland’s pubs in 2024, according to CGA and NIQ’s Opus research and they reveal how to best achieve this.

Consumers remain eager to enjoy national holidays and family occasions in bars and restaurants in the Republic and Northern Ireland, and a treat mentality means they are ready to spend. However, with the cost of living crisis and high inflation putting pressure on disposable incomes, it’s crucial to understand who and when to target, and which categories work best on these occasions. Here are five of the key days for the diary in 2024.

1 St Patrick’s Day

This remains Ireland’s biggest single occasion, and Opus shows two in five (40%) consumers visit the pub to celebrate it. This number rises to 49% among those aged 18 to 34, who also over-index for drinking spirits and visiting high-tempo, drink-led outlets. There’s a great chance to capture sales and establish brand loyalty in this valuable age group - throughout the day but especially later in the evening.

2 Mother’s Day

Outside of St Patrick’s Day, it is the family led occasion Mother’s Day that is most popular. Well over a quarter (29%) typically visit the pub for this occasion, while 59% say being with family is a top priority in general. It’s another big day for spirits, with Mother’s Day consumers over-indexing for cocktails by 11 percentage points, and a vital moment to engage less frequent users of bars and restaurants.

Anyone for a side of snail coleslaw?

A total of 7,732 complaints and queries were handled by the Food Safety Authority of Ireland’s (FSAI) Advice Line in 2023. The FSAI stated that there were 4,395 complaints from consumers, with 31.9% of complaints relating to poor hygiene standards. Overall, the 4,395 complaints in 2023 saw an 8.3% increase compared with 4,058 complaints in 2022, which continues an overall upwards trend over the past decade.

Poor hygiene standards were most frequently reported in 2023 which included complaints about staff not having hair covered during food preparation; toilets being dirty; food unprotected from contamination; overflowing bins and rodents spotted.

The second most frequently reported category related to unfit food. Unfit food includes contamination with a foreign object. Commonly reported foreign objects in food included: plastic; hair; insects; glass; stones and wood. Some examples of this are insects found in instant noodles; a snail found in coleslaw; a dead mouse found in

3 New Year’s Eve

December is the top month for Ireland’s pubs and bars, and the most popular day of all is New Year’s Eve, when 29% of consumers typically go out. Christmas Eve isn’t far behind on 25%, and CGA’s Ireland Christmas Report shows there are smaller spikes on St Stephen’s Day and Christmas Day.

4 Easter weekend

Easter can’t match Christmas for on premise sales, but with 21% of consumers visiting over the weekend, this is another important occasion to encourage brand trial and trade-upsespecially if the weather is good.

5 Bank holidays

Bank holidays deliver welcome boosts to sales through the spring and summer months. They tend to attract more frequent pub users who are ready to treat themselves, and nearly half (48%) of bank holiday drinkers say they are likely to pay extra for a better quality drink.

Compass Ireland launches maternity chef jacket

a shard

a

bread; metal shaving in takeaway noodles and a metal pin in a prepacked salad.

Now, who’s hungry for dinner?

In celebration of International Women’s Day, Compass Group Ireland unveiled an industry-first specially designed maternity chef jacket to support female colleagues throughout pregnancy and beyond, marking a significant step towards workplace inclusivity and employee well-being n

St Patrick’s Day remains Ireland’s biggest single occasion, and Opus shows two in five consumers visit the pub to celebrate it

a punnet of strawberries; stone found in black pudding; mould in prepacked rice bag; a piece of bone found in a chocolate bar; worms in frozen dumplings; pieces of plastic inside a pepper; part of a latex glove found in bag of spinach;

of glass in

loaf of

Examples of things found in food include insects found in noodles, a snail found in coleslaw and a dead mouse found in a punnet of strawberries