Showing Irish spirit
What role do smaller Irish whiskey brands such as Tullamore Dew have to play in a market dominated by Pernod Ricard's Jameson and Diageo's Bushmills?
The key thing about Irish whiskey is that it tends to be smoother than scotch because it's triple distilled, and Tullamore Dew is an even smoother whiskey than its contemporaries so it can be an entry point into the category.
Tullamore is small in the UK, but in other markets it dominates. The key thing for finding new drinkers is that they have tried other Irish whiskeys.
How would you characterise customers' perception of Irish whiskey in the UK, compared to scotch and bourbon?
Consumers that come into Irish whiskey are looking for something a bit different. Scotch can be more complex - with a more peaty and smokey taste. Irish whiskey is a much smaller category and there are fewer brands to choose from, but it's one that's growing very fast.
Would it be fair to say Irish whiskey has been a bit of a neglected category in recent years?
Absolutely. Previously, all Irish whiskey brands were owned and manufactured by one company, Irish Distillers. Now Diageo has Bushmills and Pernod Ricard has Jameson. The investment is coming back. C&C International has Tullamore and it sees the UK as truly an investment market. It hasn't had the brands investment other categories have had but now that the market has opened up.
How can whiskey be made more appealing to younger drinkers?
Tullamore is the easiest to drink from an Irish whiskey point of view. Whiskeys tend to appeal to people who are coming out of their late 20s and into their early 30s, which is really our target market.
Fundamentally Irish whiskey is about mixability. It mixes very well and that is how to get younger consumers to drink it, rather than it simply being thought of as a spirit to drink straight. Mixing with other flavours shows the versatility of Tullamore Dew and Irish whiskey in general.
Your career has involved working in marketing for major food companies, and now a major drinks company. What are the particular challenges involved with promoting spirits and how does it compare with those in food markets?
The key word is education. Some of the brands I worked with earlier in my career have huge consumer penetration, whether it was with baked beans or mayonnaise. People knew what they were and it was a matter of helping them decide what their preferences were.
Something like Tullamore has a relatively lower penetration. Few will have tried Irish whiskey; let alone Tullamore Dew. It's about educating people and that takes time.
What has Irish distilling heritage lost now production has been moved away from its original sites?
Distillation has to happen on the island of Ireland for it to be called Irish whiskey. The expertise and traditions are very much still handed down - for example, our master blender's father blended Tullamore.
The way the Irish market has developed has been very different to the way in which scotch has developed, where they have kept their small, or even family-owned, distilleries. There are now two big distilleries in Ireland and Tullamore is made in one of them, in County Cork.
Ireland decided that keeping it all together was the best way to keep the quality of its whiskey consistent. Also, the distilleries are located in the best places for the raw materials - the water and the malted barley.
The key thing for Irish whiskey is the traditional third distillation, which gives it its smooth taste. Within Ireland, there are still regions where people will only drink their regional brand - so in Tullamore's case that is the midlands.
It's The Publican's round. What are you drinking?
Well, I have to say I do like a nice gin and tonic.
CV
2006 - Maxxium UK, brand manager: Tullamore Dew Irish whiskey plus Carolans and Irish Mist
2004 - Maxxium UK, national accounts manager
2002 - HJH Heinz, trade category manager
2001 - GlaxoSmithKline, customer development manager
1998 - Development manager on (Unilever) Bestfoods' Tesco Account
1996 - McVities sales development manager
