You just can’t go wrong with Powers. It is my drink of choice on the rare occasion that I actually get out for the night. It’s easily found in most pubs, is reasonably priced, and – to my palate – packs a bigger punch than it’s more popular sibling, Jameson. I always think of Indian food when I see how the average consumer views whiskey – most people think Indian food is basically varying degrees of ‘curry’. Similarly, many people think all whiskey is basically just Jameson, with minor variations. It’s only once you start to explore either that you realise a whole world, previously hidden to you, was there all along.
Jameson, like many blends, is the tikka masala or korma of the whiskey world – the most common introduction to the field, by virtue of its mellow smoothness and accessibility. Powers is probably the dopiaza of the field – with more pot still whiskey, it carries a little more spice and an extra dimension than the world’s most popular Irish whiskey. Powers is a great next step into the whiskey world, but while I love it’s oldschool styling, the younglings might be put off by something that exhibits some of the visual keys of a tube of Euthymol. So pappa’s got a brand new bag:
Not just a slick new label, but some lovely glasswork, as befitting the elder statesperson of Irish distilling.
Here are the official details:
An Irish Icon Awakes
Introducing the new look Powers Gold Label and Powers Three Swallow Release
With over 200 years of heritage distilled into each bottle, the new look Powers Gold Label is as definitive now as it always was – a pot still style whiskey of superior quality and undisputed heritage since 1791.
While the aesthetic has changed, everything that makes Powers Gold Label the quintessential Irish whiskey has stayed exactly the same. True to the Pot Still style of the original distillery at John’s Lane in Dublin, Powers Gold Label is still triple distilled and matured in specially selected oak casks bursting with the same wonderfully complex and spicy flavor.
Powers reputation for excellence and innovation placed them at the forefront of Irish whiskey. In 1866, John Power and Son began bottling their own whiskey, which was unheard of before in Ireland, as it was usually sold by the cask. A gold label was entrusted on the bottle to signify premium quality and guarantee it had come directly from the John’s Lane Distillery, earning its name Powers Gold Label by loyal customers
The new look Powers Gold Label bottle will be officially unveiled at an exclusive event in Dublin in a specially created pop-up bar on Mercer Street, Dublin 2 on October 6th. The event will also give guests an exclusive preview and tasting of a brand new Powers Single Pot Still Whiskey expression, Powers Three Swallow Release ahead of its official launch later in the year.
As it enters the next phase in its iconic 224 year history, Powers Three Swallow Release, distilled and aged to perfection, is the 21st century embodiment of the traditional pure pot still whiskey style that has made Powers famous the world over.
Powers Gold Label is available in all leading on and off trade outlets, RRP €29.49
The new look carries a lot of the feel of the (incredible) John’s Lane Release:
POWERS Gold Label 700ml
John’s Lane Release
It’s interesting to see Irish Distillers doing things like this – there are going to be a lot of competitors in the market over the next decade, so they are really donning the warpaint. Modernising a classic is a brave move, but shows they are confident that they will reach new consumers rather than alienating an older generation who may not initially recognise their beloved brand of yore. It also builds a strong visual link between the various members of the Powers family – be it entry-point blend, or luxuriant single pot still.
Speaking of old people: I recently got some wonderful agitprop in the post:
Yes, I should have dusted the bottle before I took the photos, but you get the idea – a rock-solid Irish classic has got a well-deserved makeover. Also, this confirms that I am officially in the pocket of Big Whiskey and cannot be trusted. Vote IDL! Impeach Cooley! Etc!
There are things that I miss about being in a newsroom. The flow of insider information, the unprintable story behind the story, the kernels of truth you occasionally stumble across. It is like an addiction – once gone from it, you feel the withdrawal, you realise that you are now on the outside. But that isn’t necessarily the worst place to be, and definitely not in today’s media, where low sales are driving a race to the bottom, with everyone now chasing MailOnline and Buzzfeed’s business models of listicles, flesh, rage-bait and endless repetition.
However, one of the best aspects of journalism is the access it gives you; it places you in a position of extreme privilege – you get into places you shouldn’t, get offered things you don’t need, and generally can live a larger life than your wages would suggest. And this brings me, as almost everything does, to whiskey. Two years ago I was sent to an event in my hometown distillery called The Housewarming. It was being held to celebrate the massive expansion of the local distillery, but beyond that I didn’t know much else. I’m not sure what I expected, but nothing could have prepared me for the scale of it. Walking through the arch into the main courtyard behind the old distillery was like the moment in The Wizard of Oz when everything suddenly blooms into Technicolor, or the first time Aldous Huxley dropped acid; I was, like Adam, seeing all of creation for the first time. After The Housewarming, I was hooked, and have been writing about – and loving – whiskey ever since. And so it was that I was one of only a few journalists to be invited to both the launch of the new micro distillery and celebration of Jameson’s rocketing sales – five million cases plus in 12 months.
The events in the distillery are pretty special – almost everything they do is delivered in epic widescreen, and this was no different. The first part of the evening was the launch of the microdsitillery, which has seen distilling return to the old distillery site for the first time in 40 years. In fact, this year marked a triple celebration for IDL – parent firm Pernod Ricard turned 40, the new Midleton distillery turned 40, and Master Distiller Brian Nation also hit the big four-O (I also turned 40 in August, but since I was on the dole, celebrations were muted).
Over the past couple of years, an old storehouse was renovated and turned into a small scale distillery – but one which was still larger than many of the new independent distilleries being set up around the country in the past 24 months.
After a drinks reception in the courtyard, we were ushered in to hear IDL CEO Anna Malmhake, Tánaiste Joan Burton and ‘micro-distiller’ (note: not an actual term) Karen Cotter speak about the new venture. Anna acted as MC, and Karen spoke first, giving a speech about her path to this point, about the distillery, her mentors and what the future holds. Given her young age – just 24 – it was remarkable to hear her speak with such clarity and self-confidence. It reinforced my view that she will be a very bright star in Irish whiskey.
Then it was the Tánaiste’s turn. Deputy Burton spoke about how her ancestors were coopers, having grown up near Bow Street distillery, and also about how important it is to have gender balance in the workplace – be it at the cabinet table, or in the distilling world. Then it was over to the stills to switch them on, one by one, at which point they lit up in sequence.
Here is some low-grade audio of part of Karen Cotter and Joan Burton’s speeches:
Whilst there I chatted to local politicians Deputy Sandra McLellan of SF, David Stanton of FG and fellow journalist Tomás Clancy of the SBP. It was great to finally meet Tomás, as we both used to be part of the same media group, and also because he is a great ambassador for whiskey. I had seen him speak at Ballymaloe LitFest with Dave Broom and he was great, really knowledgeable without beating you over the head with it. Top guy, and the SBP is a great paper.
I also chatted to Richard Forsyth of the legendary pot still makers Forsyths – the Rolls Royce of post still makers. I had met him at the Spirit Of Speyside gala in May so it was nice to meet him on my home turf. Speyside is incredible – if you ever get a chance to visit there during the whisky festival, do so. You won’t regret it. The festival is one of the rare occasions when you can get a tour of the massive plant in Rothes. As a Scottish engineering firm their main business is oil and gas – which occupies about 300 of their staff, while the distilling operation has 60 or so working in it. There is an impressive drone flyover of the facility to give you an idea of what they do.
During the Spirit of Speyside festival the town also hosts a tattie bogle contest – local businesses create scarecrows and hang them off buildings or in windows. It is goddam terrifying, like something from Tales Of The Unexpected or The League Of Gentlemen.
Also there was Bernard Walsh, head of the IWA and one of the ‘real deal’ distillers in Ireland at the moment. He is the man behind Writer’s Tears, to my mind one of the stand-out Irish whiskeys, not just for its fresh aesthetic and great name, but just because it is a great drink. Bernard’s new pot stills arrived from Rothes last week, so it’s an exciting time for him, the culmination of many years of hard work.
Then it was off to the buses to be ferried down to Warehouse 11, a functioning storage facility that they had transformed into an incredible venue for the evening. About 350 guests filed in, greeted with Jameson whiskey sours, and then on a massive screen we were shown DJ Kormac talking about a commission he was given to create a track from the sounds of the distillery. He talked about his methods as they cut in footage from barley fields, and then he and singer Vivienne Long took to the stage to unveil their track. No wonder he is so skinny with all the frenetic work he does behind his electronics.
Then the screen lifted and we were in the venue proper, with names and tables assigned on a screen. Somehow I managed to locate mine, right up the front near the stage, perfect if i got carried away and wanted to start a moshpit or possibly stage dive onto some marketing people. The meal itself was spectacular, these massive outside events mean you need to set up mobile kitchens in the middle of nowhere and bus in an army of wait staff and chefs. Sometimes this can result in sub standard food, but not in this case; every part of the meal was incredible, really interesting food, beautiful, inspired presentation, and wait staff who were incredibly patient with my increasingly terrible banter: ‘Still or sparkling water sir?’ ‘Sparkling – LIKE MESELF’. I wonder how many times that poor person had to hear that jape in a single night. I was sat next to a member of the Irish Whiskey Association, which much like its Scottish counterpart is mainly involved in protection of intellectual copyright and maintaining the integrity of the Irish Whiskey brand. They make sure that you don’t end up with some low grade hooch from outside the country being passed off as ‘ye olde Oirish whiskey’ as it will devalue the entire category.
Also sat next to me was the Jameson Ambassador to Tokyo, a 23 year old Arts graduate from Wicklow, who possessed the rare (Irish) skill of being able to speak fluent Japanese. He spoke about his work, his projected aims and the brand’s target demographics. It was an amazing insight into a job that seems like it might be akin to being Duffman from The Simpsons, but is actually a lot more sophisticated, nuanced and involves a lot less booze than you would think. He has his work cut out for him – in a fast-paced and somewhat alien cultural landscape (one with a fantastic indigenous whisky scene), trying to attach yourself to the zeitgeist will be akin to catching a bullet between your teeth. But it will still be some incredible adventure for a young man.
Throughout the event there was incredible live music on stage – Lisa Hannigan, an orchestra playing popular classics (and grunge), and a harpist who would give Tony Iommi a run for his money.
After dinner we were treated to three new whiskeys from the distillery, each curated by a master – Master Cooper Ger Buckley’s the Cooper’s Croze, Master Distiller Brian Nation’s Distiller’s Safe and Master Blender Billy Leighton’s Blender’s Dog, three exclusive blends named after the respective tools of the masters’ trades.
We were asked to sample them, discuss and compare, which we duly did. Then the massive screens flared into life, and a short film about the trio began, showing them getting ready in their various domains, which then cut to a live feed of them walking into through the massive doors of Warehouse 11, all conducted to the strains of Arcade Fire. We toasted them, had a dram, and Hermitage Green took the stage, playing into the night.
CEO of Pernod Ricard, Alex Ricard, also spoke at the event. Last year he talked about the definition of craft and what it means. It has become increasingly obvious that craft, artisan and small batch are products of marketing teams and have lost much of their meaning. However, the consumer is getting canny – Templeton Rye was hit with a massive class action lawsuit over claims their whiskey was small batch, when actually it was sourced from a large-scale production facility. So when Midleton created a micro-distillery, they made sure to avoid the computer terminal controls you see in larger facilities, and instead opted for manual controls. The same goes for Ballindalloch in Speyside – they deliberately went for full manual controls to keep a down-home feel to their single estate distillery.
Alex Ricard posed the question – ‘what is craft?’ Is it the centuries that Irish people have been making whiskey, is it the incredibly history of the drink on this island, and at what point does a facility stop being ‘craft’? Is it a question of size and scale, is it to do with technology? Is there less craft in a large plant than in a garage-based operation? How is that so? Can a multi-national own a craft distillery – is it a question of economics? Most modern food and drink operations operate like pharma plants – is there a chilling effect in this system? Would you enjoy your drink more if you thought some chap made it in his shed? Or is it simply a question of aura, of exclusivity, of rareness? As a species we tend to hate the modern age, and yearn for some pre-industrial idyll that never existed; a simpler time when the noble farmer toiled the land before going home to read Chaucer by candlelight and die of natural causes at 40. We are bemused by the trainspotters and their passion for engineering – but not by people who go to art galleries. Modern engineering is a beautiful thing – be it the micro distillery or the bigger sibling that produces much of the world supply of Irish whiskey.
Mr Ricard also spoke about how everyone present on the night had a personal connection to Jameson – they have their pet names for it, their favourite way to drink it, their stories about how they started getting into whiskey. The jaded cynic in me might raise my eyes, but in a way he was right. Like Jameson, I am from Dublin originally, but spent the last 40 years in east Cork. My mother was a 19 year old from Sherriff Street in the north inner city, who grew up close to the old premises of Haig And Haig, and a few doors down from St Laurence O’Toole Church, supposedly built over old whiskey stores, which has led to the crypts still carrying a lingering hint of the angel’s share. She put me up for adoption, and after six weeks I was brought home by my mum and dad. After a brief stint in Kerry, we moved to Midleton, where my dad worked in the bank that lies just downriver from the distillery.
I grew up in a house overlooking the distillery, halfway between there and the new maturation sites in Dungourney. As a kid I swam and fished in the same river that they make all those incredible whiskeys from, and later I went to school just over the wall from the distillery in Midleton College. If you ever visit the Garden Stillhouse, see if you can find the sinkhole nearby, which leads to the underground stream from which the distillery takes some of its water. The stream travels under the wall and into the school grounds, and over the years pupils used to dare each other to travel through the pitch black cave network and up into the distillery – despite the fact that for some of the 50 yards or so you would be chest-deep in ice-cold water. My parents sent me to this expensive, private school – and they worked hard to pay for it. My dad loved whiskey – the first article I wrote for the Irish Examiner was about The Housewarming, but also about my dad, and in it I told this story: When I was about 10, my mother had a massive brain haemorrhage. She was given 24 hours to live. My dad went to the hospital chapel and made a deal with God – he would give up his beloved whiskey if mum pulled through. She duly did, and he hasn’t touched a drop since. She passed away nine years ago now, but he still won’t drink it as he says ‘a deal is a deal’.
It sounds like bunkum, but I like this story because it tells you the kind of guy my dad is. Part of my love of whiskey comes from him, and from suddenly having that strange epiphany when you realise that your dad is a great guy. He grew up in an Ireland that has thankfully almost completely disappeared – his dad used to come home, eat dinner, then go to the pub. His father once told him about the hilarity among his friends when they saw a friend of their’s pushing a buggy. Fathers back then earned the money and that was about it. The kids were women’s work. But my dad was always there for me, as I crashed headlong through life. Despite the fact that I often made terrible choices, he supported me no matter what. Whiskey to me is a symbol of all that is great about him – of being a good father, a good husband, a good human being. It represents the slow joy of growing old, of maturity. It’s about the simple pleasure of a mind-unclenching, blood-warming drink whilst surrounded by your family as they bicker about X Factor or try to figure out what the hell was going on in Age Of Ultron. It’s a celebration of making peace with this world. I have enjoyed constant privilege – from the luck of being a journalist to the childhood I had. I went down Sherriff Street for the first time this summer to see the old family home, to see where at least part of me is from. The area is a ghetto, fenced in by the ugly opulence of the IFSC on one side and, on the other, a canal, which once brought so much wealth and industry to the area, now filled with rubbish. While we were down there a child shot at the car with a BB gun. We didn’t stick around for long. It was a sobering reminder of how lucky I am, in all aspects of my life. I have tasted amazing whiskeys, seen amazing things and met amazing people over the last few years, and the event in Midleton last month was a reminder of all my good fortune – of growing up in the home of Irish whiskey, in a house filled with love and unopened bottles of Jameson, because, as my dad says, a deal is a deal.
Lawson Whiting, Brown-Forman’s chief brands officer, told DI the company’s family structure enabled it to “think long term” in the Irish whiskey category and with sustained investment over “20, 30, or 40 years” build Slane Whiskey in to a “global brand”.
Brown-Forman has experience distributing Irish whiskey in the US, as the former distributor of Bushmills in the market.
Whiting said Brown-Forman had “looked at mothballed distilleries” in Ireland before announcing in June to create its own distillery in the grounds of Slane Castle.
Brown-Forman’s first release will be from bought-in Irish whisky stocks, with Whiting arguing that consumers would not be confused by a change in taste profile when the Slane-produced whiskey is released in a few years. “We will be making lots of different styles of whiskey; consumers love to try other things,” he said.
Hell yeah. Provided ‘other things’ isn’t code for ‘shitty RTDs’. In which case, no. Also, bleurgh.
A nice PR shot of me mincing across the floor at last year’s Irish Whiskey Live with some sheets of paper and zero mates. This year I am going to be there again, but this time I am dragging my brother in law along so I don’t look like a total sad case. That said, I had a ball last year, having the bants with stallholders from far and wide and chatting to other geeks about whisk(e)y. Anyway, this year sounds rocking: Here’s the deets –
The best of Irish and International whiskey will be celebrated as Whiskey Live returns to Dublin for the fifth time on Saturday 24th October in its new city centre location of The Printworks at Dublin Castle, Dublin 2. The move to this new location has allowed the event to grow to accommodate up to 1200 visitors over two sessions 1.30-5.00pm and 6.00-9.30pm. Tickets are limited and available from www.whiskeylivedublin.com.
Whiskey Live Dublin showcases an eclectic collection of whiskeys from around the world, along with great food pairings, cocktails and a range of entertaining master classes to learn more about whiskey. This year also sees the introduction of craft gins and vodkas, reflecting the continuing growth of distilleries and the whiskey industry in Ireland.
Visitors will have the unique opportunity to sample whiskeys, whiskey cask-matured craft beers, whiskey cocktails and other Irish spirits and liqueurs whilst mingling with their producers and distillers. Among the large variety of exhibitors are Nikka Japanese, Wild Beech Leaf Liqueur, Kilbeggan Distillery, Teeling Distillery, Dingle Gin & Vodka, Glendalough, Longueville House Apple Brandy, Single Pot Still Whiskeys of Ireland (Midleton, Redbreast, Powers), Isle of Arran, Saint Patricks Distillery, Walsh Whiskey and Bulleit Bourbon.
Mixologists from Koh Bar, Bull & Castle and Native Blenders will be at hand serving up samples of delicious Irish whiskey cocktails. A selection of Dublin’s best restaurants, including Koh Bar, L Mulligan Grocer and FXBs will present a menu of delicious food pairings to match the excellent whiskeys. Whether you are a whiskey enthusiast, an uninitiated newcomer or just looking for a day out that offers you something different, Whiskey Live is an inspiring experience.
Organiser Ally Alpine of The Celtic Whiskey Shop commenting on the event says; “This year’s line up of exhibitors is the strongest Dublin has ever seen and it really reflects the new investment and energy in the Irish whiskey category. Over recent years there has been significant interest in Irish whiskey globally and this is evident in how this indigenous industry has grown and will flourish over the next decade.”
Tickets for Whiskey Live Dublin are priced at €39.50 plus booking fee with The Celtic Whiskey Shop donating €10 per ticket to Down Syndrome Dublin. Tickets are available via www.whiskeylivedublin.com or from the Celtic Whiskey Shop, 27-28 Dawson Street, Dublin 2, or by phone at 01-675 9744. Visit www.whiskeylivedublin.com for more details
Confirmed exhibitors to date include:
Adam Elmegirab Bitters
Celtic Whiskey Club
Celtic Whiskey Shop
Dingle Gin & Vodka
Gordon & MacPhail
Great Northern Distillery
Irish Whiskey Awards
Irish Whiskey Society
Isle of Arran
Lexington Brewing & Distilling
Longueville House Apple Brandy
Saint Patricks Distillery
Single Pot Still Whiskeys of Ireland (Midleton, Redbreast, Powers)
I interviewed this remarkable young woman last week and it went into print today, but due to space restraints they had to cut it in half. So here it is in full:
The summer of 1975 wasn’t a particularly remarkable one. The somnambulist prog of 10CC’s I’m Not In Love topped the Irish charts, there were lightning storms across the country and in the Munster Final between Cork and Kerry, sparks flew between Páidí O Sé and Dinny Allen. And in an east Cork town, one of the longest surviving distilleries in Ireland stopped producing whiskey. The stills fell silent in Midleton on a Friday afternoon, after 150 years of distilling on the site, and the (largely male) workforce trudged through the gates for the last time. Then, on the following Monday morning, they all showed up for work in the brand new, state of the art distillery to the rear of the old site, and the firm has never looked back since.
The old distillery was turned into one of southern Ireland’s busiest tourist attractions, and the new plant has been the home of Irish whiskey for the last four decades.
But distilling is coming back to the old Midleton distillery, and this time it is not being overseen by the curmudgeonly, cloth-capped chaps of yore, but by a 24-year-old engineering graduate named Karen Cotter. If she has a sense of her importance in the male-dominated history of distilling, she doesn’t show it.
For centuries, the entire whiskey industry has been almost exclusively male – from the barley famers, to the distillers, to the consumers, it was a man’s drink in a man’s world. But this young north Corkwman’s role as the head distiller of the new micro distillery in Midleton is a sign of changing times. She became part of Irish Distillers Limited through their graduate programme, which enables science grads to get a taste for the life of the distiller.
And while chemical engineering might not be a course you would associate with edibles, food and drink play a bigger part than you would think: “Across chemical engineering there would be three mains facets – energy, pharma, and food and drink. I had steered myself away from the biopharma unit because I thought I loved chemistry and then I got to college and realized I didn’t, so when the placement with IDL came up I put my name forward for it.”
But this is no ordinary course – the modern distiller needs to be a scientist and a masterful communicator too – so the application process includes submitting a video. This is Karen’s one:
This blend of an enthusiasm for science and communication skills may explain why seven of the last eight graduates from the programme have been female: “There were plenty of guys at the interview days, but it is a tough interview process – first you have to make a video as to why you should be chosen and after that there is two round of interviews, so I don’t know if it is that girls are more open to doing the video in the first place, and then there is presentations and things like that involved in the process.
“It’s tough – but you can see their thought processes behind it, the job description states that they want someone who is witty, charismatic – they are looking for a personality as well as the education behind it, because you could end up with a role like this where you need to be able to communicate effectively. That’s not to suggest that that is why guys haven’t got through, but the initial idea could put a lot of men off applying.”
But women have another advantage when it comes to distilling: Research released last year by the Federal University of Rio de Janeiro in Brazil revealed why women perform better in scent tests – they have more cells in the part of the brain that controls the ability to smell. It’s believed that this olfactory superpower helps mothers bond with their babies, and also helps them select a mate. It just happens that they are also naturally gifted when it comes to discerning aromas in whiskey. But developing a nose for this spirit, which has one of the most complex flavor profiles in the world, can often pose a challenge for newcomers.
“I’m still working on it; for whiskey it is a very specific set of aromas that you are working with, I’m on the distillery tasting panel – every charge that is bunged, every tanker that goes out, it is nosed by at least two if not three people, and it can’t be released from the site until that has happened, until it has been compared against the standard to see if it is perfect. So that is how I am learning to get into the scents more, where I am now at the stage where I can tell if there is a difference with something, but I’m still working on putting words to the senses.
“Also, if you’re nosing whiskey, it is very subjective, it depends what you’ve been exposed to; fruity notes are one of the things that are synonymous with whiskey, but I don’t like fruit that much, but because I can smell fruit I can still get it, but there are other people who would be more adventurous with their food and they would get different aromas.”
Of course, having Midleton’s Master Distiller Brian Nation to mentor you also helps: “Brian has been the only boss I have ever had, because of the placement and then being taken on under the programme.
“Brian is terrific, he really is. Considering he came from the same background I did, chemical engineering, he knows what areas I would be stronger in and in what areas I might need a little help, and his vast experience through working here over the years.
“He knows everything from the grain intake, to the cask filling, he has an incredible overview – and because of that he will be so helpful with the micro distillery, and even more so when it grows to have the micro brewery as well – he has the full spectrum of experience.
“And there is also Dave Quinn, he is also involved, all those years of experience – they know everything there is to know about distilling.”
The microbrewery means that the wort, a weak beer which is then distilled to make the spirit, can be adjusted via different brewing techniques or even different grains.
But as for recipes, they already have a few up their sleeve: “We are lucky as our archivist Carol Quinn came across a notebook recently and it was John Jameson’s son’s notebook from 1826s, and it details a lot of the recipes they were trying at the time, and the different ratios of the grains, what grains they used, a lot of different parameters that they would have adjusted, trying to find a new blend, so we will be trying some of those recipes to see what we will come out with, or if we can replicated something that they would have made back in the day.
“We obviously won’t know if it exactly the same, and it is a long waiting period (three years ageing minimum) so it’s trial and error now and then we won’t know for a very long time. But as it is such a small batch they will age it for much longer than three years.
“And if it is a success it could be replicated in the main distillery on a larger scale.”
A lost notebook suddenly discovered just in time for a micro-distillery launch? Sounds like marketing bumpf, but Karen swears it is not: “I didn’t believe it either, but our archivist showed it to me, and it is in very good condition despite its age, because the paper back then was made from linen so it lasted much better than our paper today. They obviously don’t use the metric system, so it is hard to differentiate what they are saying, so Brian and I spent a bit of time going through it trying to figure it out. “
And as for Karen’s family, they are proud as (whiskey-based) punch: “They were delighted; dad’s always had an interest in whiskey, and then more as Jameson upped their marketing a few years before I got my placement he had gotten a bit more into it, so he was absolutely delighted.
“Since then I introduced him to more, each year I give him a new bottle, the first it was Black Barrel, then last year it was Jameson Gold Reserve, so I will probably cap it fairly soon as I can’t be spending that much money!
“But they are delighted – it is something so different and they can actually tell their friends what I do – it’s not like an obscure office job, they know exactly what my job entails because I can bring them here and show them. They are very proud – it’s not exactly what they expected I would be doing after college though!”
As for whether they know how important her place in history is – as the first Irish woman in charge of a distillery – they are starting to realize their daughter is a rather big deal: “I don’t think so I haven’t really said much about that, but I think when I was describing the launch they started to wonder ‘what is she at down here at all, I thought she was an engineer, why is she doing interviews and why is she picking out an outfit.’ “
After the gala launch yesterday, attended by the Tánaiste Joan Burton, there will be little doubt that this is a pivotal moment for Karen and her family – and for Irish whiskey itself.
Mad Men, dames and hipsters: The evolution of whiskey’s demographics
Historically whiskey was considered a man’s drink – the fire and heat of a first sip of the hard stuff was seen as being too intense for the gentler sex. The role women played in the early days of whiskey was often in opposition to it via the Temperance movement and driving the subsequent Prohibition act in the US. During the Second World War, Winston Churchill – himself an enthusiastic whiskey drinker – saw the revenue that could be created for the war effort via the Scotch industry. American GIs fell in love with the drink, and kept that love when they went home. Scotch became tied into notions of the heroic male, home from the war after serving his country – Don Draper’s messy personal life is oiled with the golden liquid. But the rise of Irish whiskey in the past decade has a lot to with a subculture that Draper’s era would have despised – hipsters. They took old tropes of Victorian masculinity – bushy moustaches, sailor tattoos, hard liquor – and played with them, making them the iconography of the flaneur and the modern dandy. Scotch was, however, ‘too mainstream’ so the hipsters of Brooklyn and all the other gentrified ghettos of cool around the world took Irish whiskey as their own. We were the underdog – but thanks to them, but not any more: The launch of the micro-distillery in Midleton also coincided with Jameson selling five million cases of Jameson in the past 12 months – a staggering 60 million bottles. Now we are truly the mainstream.