Midleton Craft Collection Whiskey Store opens today in Brown Thomas Dublin
The world’s first Midleton Craft Collection Whiskey Store – a dedicated space housing Irish Distillers’ collection of Irish premium whiskeys in one luxurious boutique – opens in Dublin’s premiere department store, offering connoisseurs and collectors a unique opportunity to explore, taste and purchase some of the finest and most covetable Irish whiskeys available.
Wednesday, June 9, 2021 Today, the world’s first Midleton Craft Collection Whiskey Store opened in Brown Thomas Dublin, drawing much anticipation amongst whiskey connoisseurs and collectors. This luxurious bespoke boutique is home to an exceptional collection of Irish whiskeys, including the first bottle of Midleton Very Rare Silent Distillery Collection Chapter Two to go on sale in Ireland.
Chapter Two is the second release in Ireland’s oldest ever whiskey collection, which launched globally in May. With just 70 bottles of this extremely rare 46-year-old single pot still available, Brown Thomas will be the first stockist in Ireland of this hugely covetable whiskey, priced at €40,000. The bottle will be on display for two weeks in June before being available for purchase.
Also waiting to be discovered in the Midleton Craft Collection Whiskey Store is an extensive range of Irish Distillers’ premium whiskeys, including treasures such as Midleton Very Rare and Dair Ghaelach Knockrath Forest Trees 1-7, Redbreast Irish Whiskey, the experimental Method and Madness collection, renowned single pot still expressions such as Powers John’s Lane, and the beloved Jameson Irish Whiskey.
Prices range from €30 to €40,000. Customers can browse the full Midleton Craft Collection range on the fourth floor of Brown Thomas, experience in-store tastings, and even have their cherished bottles engraved in the store, creating the perfect gift for any devoted whiskey collector or a special keepsake to remember a visit to Dublin.
Polish off your finest crystal tumblers and get ready to indulge in a unique tasting experience.
Irish whiskey is the world’s fastest growing spirits category* seeing unprecedented growth both at home and abroad. Amid the challenges of the pandemic, in 2020 retail sales of Irish whiskey in Ireland grew by +29%**.Irish consumers are exploring their native spirit and becoming passionate and intrigued in the craft, nuance and distinction of the large range of Irish whiskeys now available. In 2020 prestige Irish whiskey (+€50) in the retail sector grew ahead of total spirits and faster than the total whiskey category in Ireland at +70% volume**. Prestige Irish whiskey growth is fuelled by retail sales of expressions such as Midleton Very Rare and Redbreast Irish Whiskey, as Irish consumers trade-up to create luxury at-home drinking experiences.
*IWSR 2020 volume
**Nielsen Total Scantrack excluding Dunnes and Discounter data, 52 weeks to December 27th 2020.
Note to Editor
About Midleton Very Rare Silent Distillery Collection
Midleton Very Rare Silent Distillery Collection Chapter One launched in 2020 with great acclaim and reaffirmed the beginning of a new era for ultra-rare luxury Irish whiskey. Chapter Two is an exceptional 46-year-old single pot still Irish whiskey distilled in 1973 in the signature style of Old Midleton. Created and matured under the guardianship of four celebrated Master Distillers, the whiskey has been enhanced through each changing of hands. Distilled in the world’s largest copper pot still, Chapter Two then enjoyed an exceptional maturation journey.
“Like the distillate itself, the maturation journey of this whiskey is both complex and rare,” says Kevin O’Gorman, the fourth person in 75 years to hold the title of Master Distiller at Midleton Distillery. “The craft of recasking requires incredible attention to detail and constant sensory assessment. When managed successfully, it can produce an exquisite whiskey of great complexity. The benefits of the recasking process are evident in the remarkable vibrancy of this ultra-aged Irish whiskey.
The Silent Distillery Collection is inspired by nature’s elements – water, fire, earth and wood. Chapter Two’s packaging and photography pay homage to the role of the water of the Dungourney river in Irish whiskey history, both as a power source and essential raw material. Each subsequent release will reflect the element which most influenced its creation.
Staying true to its proud Irish heritage and luxury craftsmanship, Midleton Very Rare Silent Distillery Collection Chapter Two has been decanted into handblown and etched crystal decanter bottles, produced by Ireland’s Waterford Crystal, with each of the bottles individually numbered. The bottle comes displayed in a bespoke wooden cabinet handcrafted by Irish designer John Galvin, using wood up to 200 years old from reclaimed oak whiskey vats in addition to ancient Elm and rare Japanese Tamo.
About Irish Distillers
Irish Distillers is Ireland’s leading supplier of spirits and wines, and producer of some of the world’s most well-known and successful Irish whiskeys. Led by Jameson, our brands are driving the global renaissance of Irish whiskey. Jameson is the world’s bestselling Irish whiskey, experiencing 30 years of consecutive growth up to 2019 and hitting sales of 7.6m cases in 2020. Our brands are exported to 130+ markets.
Irish Distillers was formed in 1966, when a merger took place between John Power & Son, John Jameson & Son and Cork Distilleries Company. In 1988 Irish Distillers joined Pernod Ricard, gaining access to unprecedented levels of investment and an extensive global distribution network. Since 2012, we have invested over €400 million to double our production and bottling capacity to meet global demand for our products.
We employ over 600 people across our operations in Cork and Dublin.