…and bringing a measure of attitude to the Irish whiskey category
2nd February 2018: World-renowned Irish Whiskey Master Distiller, Darryl McNally, of The Dublin Liberties Distillery, part of Quintessential Brands Group, has teamed up with Sean Muldoon and Jack McGarry, fellow Irishmen and co-founders of multi-award-winning New York bar, The Dead Rabbit Grocery & Grog, to create The Dead Rabbit Irish Whiskey, a new limited production super-premium expression set to extend the Irish whiskey category.
The Dead Rabbit Irish Whiskey is Irish through and through, but unique in the way it is made which makes this an Irish Whiskey unlike any other. It brings something totally new to the Irish Whiskey category.
Drawing its inspiration from the notorious Irish street gang in New York City in the mid-1800s, The Dead Rabbit Irish Whiskey is a 44% abv blend of aged Irish single malt and grain whiskeys. The whiskey is first aged in seasoned Kentucky bourbon casks for five years before being finished in half-sized, specially crafted, virgin American oak barrels. The resulting flavour profile is unlike any other Irish Whiskey, with a long, smooth finish with rich vanilla notes, but still retaining an unmistakably Irish character.
The Dead Rabbit Irish Whiskey will make its global launch in New York City this month [February 2018], coinciding with celebrations marking the award-winning Dead Rabbit bar’s five-year anniversary. NYC-based Domaine Select Wine & Spirits is handling the brand’s distribution in the New York market.
Darryl McNally, Master Distiller, of The Dublin Liberties Distillery, says “I’ve worked in the Irish whiskey industry for over 20 years now and I’m intensely proud of how the industry has grown in that time, but I think there’s still so much more potential. I’m really proud of what we’ve created with The Dead Rabbit Irish Whiskey and with it, I’m confident we can help develop the Irish Whiskey category working with Sean and Jack and The Dead Rabbit bar.”
“We’ve been endlessly fascinated by the development of the category and The Dead Rabbit Grocery & Grog holds the largest collection of Irish whiskey in North America. The Dead Rabbit Whiskey has been patiently waiting for five long years and we can’t wait to share it with you all,” say The Dead Rabbit co-founders, Sean Muldoon and Jack McGarry.
Enzo Visone, Chairman of Quintessential Brands Group, comments; “Global consumption of Irish whiskey has increased by more than 10% annually over the last five years, with super premium Irish whiskey growing even faster at 12% and yet the Irish whiskey category still only has a 4% share of the global premium whiskey market currently. Premium Irish whiskey is expected to grow at a faster rate which, combined with an increasing interest in premiumisation and brands with compelling stories, create an ideal opportunity for super premium Irish Whiskey – an opportunity which The Dead Rabbit Irish Whiskey is set to capitalise on.”
The Dead Rabbit Irish Whiskey will be available to the trade in New York and New Jersey in 750ml bottles from February 12th, priced $39.99. The Dead Rabbit Irish Whiskey will be rolled out to other key markets worldwide from March in 700ml bottles, with a recommended price of €40 and distributed by Quintessential Brands.
For additional information, please visit www.DeadRabbitWhiskey.com and follow us on Instagram @DeadRabbitWhiskey and Twitter @DeadRabbitWhisk
 IWSR 2016
ABOUT QUINTESSENTIAL BRANDS
The Quintessential Brands Group delivers a diverse portfolio of quality international spirits with unrivalled heritage and craftsmanship. Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and former investment banker, Warren Scott, The Quintessential Brands Group is made up of the Quintessential Brands Company; G&J Distillers, the world’s oldest gin distiller; Essential Drinks Company, the business-to-business supply division; Marblehead, the UK brand agency; L&L in France, a leading manufacturer of fruit spirits and liqueurs and Quintessential Brands Ireland, which includes First Ireland Spirits and the Dublin Whiskey Company.
Quintessential Brands portfolio includes Greenall’s The Original London Dry Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Oriental Spiced Gin, which are all produced by G&J Distillers. The Dubliner Irish Whiskey, The Dublin Liberties Oak Devil and Copper Alley Irish Whiskies, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. Alizé Passion Liqueurs, Toussaint Coffee Rum Liqueur and Baron Clovignac Cognac. www.quintessentialbrands.com