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Is whiskey big business in the US?

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    Ken Reilly on how one of the nation's fastest growing whiskey is seeing strong sales and growth

  • Duration 5:29
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I do -- -- have a discussion with -- -- the category marketing director from William Grant in sons welcome and you've brought.

You brought some examples.

I was.

If you think Scotch and whiskey.

Whiskey is that with the difference -- Scotch is whisky just like America and there's American whiskey there's Irish whiskey.

Some Patrick's day problem -- better known for Irish whiskey.

We're here today to talk about the business of Irish whiskey on particular.

And total mortgage and you guys -- -- crafted Telemar.

Total more exactly it's a time in the center -- right in the heart of Ireland and your company purchased tell more in August 2010 it was 2010 and then we.

Took over the marketing of the brown the first of January 2000 animal habitat so tell me about these senate that Irish whiskey is -- a fast -- spirit category that's that my Brothers of big Scotch drinker for I've enjoyed -- -- him.

And I I find that I like to smoother quieter I don't know the other way to describe it there's some -- is that like a greedy.

Really get -- when you drink -- it I had an incredible -- not long ago that this assessment went down than anybody well.

I don't know if you like smoothness I would suggest you give Irish whiskey try because that's one of the real reasons why Irish whiskey.

Has really exploded in terms of its growth over particularly the last five years.

We've seen growth overall for the category.

We're back 18%.

-- year on year over those five years -- we're really thrilled that as the fastest growing Irish whiskey brand.

In the world over the last three told -- -- played a major part to bring you a lot of new consumers entire.

-- so -- you cases -- case tells Atlantic level full screen on this about what twenty point 4% you've expanded to 95000 cases sold.

What -- on average these -- would cost you about fifty but.

Succeed I know surprisingly -- Irish whiskey is very very affordable and it's a reason why a lot of consumers who have coming into Brian spirits and -- spirits are coming in.

Through Irish -- not only because of the taste.

But also all of the quality and the price -- do original which is.

What most people would know told we're due for in the US market.

This is in the mid twenties OK -- -- obviously we've got higher mark expressions -- go from there a ten year old land.

Our ten year old single malt and a twelve year old brand -- -- -- -- into the 4050 dollar.

Price range.

All right let me let me ask you this these are that -- -- -- -- single malts.

What's the difference between single month they're double -- -- you can tell I'm an office you know they're drinking yet.

Great questions great question single -- means that it comes from a single the story and that's mainly out of makes -- -- exactly -- and it's made from 100%.

Multitude great -- -- now -- -- -- grain so multi grain would mean that essentially that big grain has had an opportunity to sprouts.

Before it's fighting.

To the overall process -- or do.

And B twelve year old that we have here are actually blends and most Irish whiskey -- blended whisky so.

Much like -- Scotch -- you do have single malts but you also the large blended business.

Where an Irish whiskey it's predominantly of land on the case -- -- more do its uniquely.

-- tripled bland and and by that I mean it's grain whisky.

It's Malta whiskey and then there's a type a whiskey that's unique to Ireland called pot still whiskey -- -- we have those three components are never see triple distilled and single mall on the same level.

You we'd see triple distilled from not a triple lands on the same -- a pet.

Describe each of these may -- which in this -- which is the smoky which is the unique.

I actually great questions again always smooth -- -- -- -- because a real difference between Irish whiskey and Scotch whisky is we do not use turf -- -- in your overall process.

-- -- -- -- -- -- Familiar with the Irish -- -- what kind of flavors would I be granting and on Friday but so that tripled bland from the grain -- you gonna get sweetness a cut on the mall twist you're gonna get some citrus tones -- from the spots the -- pot still whiskey.

Beyond that get a little bit heat that -- let us place what's the best thing to drink his history without -- sweet nice mixer.

Again -- one of the differences I think really on why Irish whiskey overall so approachable why it's growing so fast.

There's so many ways to enjoy it because of the smoothness of the actual liquid so everything from drinking it -- On the rocks are mixed with ginger -- in the case of told -- -- a little bit of clarity apple -- believe it or not I don't know -- those citrus tone yes.

All right so I think I would probably do it straight -- on the rocks.

Because that's highly consistent.

Kind of smooth I don't smoke -- VoIP sometimes there was -- -- -- they go ahead and figure let's that.

Thank you very much mr.

Reilly -- like ten rather right it is and value of real clicking get this anywhere in the states it -- yes.

All the all flying.

Bars and obviously.

Retail stores and please bear in mind for some -- say it's only a week away -- Sunday this year.

And -- best advantage of the recommendation that I get from my brother's birthday I will be buying and I'm not allowed to accepted -- -- -- but I will by which 1 would you recommend eastern cities Scotch drinker opposite end the ten year old single -- a phenomenal way since.

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