Maverick drinks lands Teeling Irish whiskey distribution deal

Dublin distillery Teeling has named Maverick Drinks as its exclusive UK distributor.

Teeling, which launched in March 2015, joins the rest of Maverick’s portfolio which includes craft spirits brands Ableforth’s gin, Bluecoat Gin, rum label Darkness!, Drinks by the Dram, That Boutique-y Gin Company, That Boutique-y Rum Company, and That Boutique-y Whisky Company.

It will gain access to Maverick’s network of retail and on-trade outlets in the UK.

Teeling is the first distillery to open in Dublin in 125 years. Founders Jack and Stephen Teeling named the business after their own ancestor, who founded a small batch distillery under the family name in 1782.

Under the guidance of Alex Chasko, the company produces around 500,000 litres of spirit per year.

Maverick’s head of development Michael Machron said the Teeling is “exactly the kind of brand we are always looking for.”

“It has everything — great design, extraordinary value, wonderful people, a real link to the community, and delicious, award-winning liquid.”

The news comes as many drinks distributors, producers and retailers are adding more whiskies to their portfolios this year.

The East London Liquor Company launched the UK capital’s first rye whisky in more than 100 years last week.

Irish whiskey producer Waterford Distillery recently appointed a ‘terroir agronomist’ in an effort to raise the company’s understanding of the differences in flavour produced from barley grown in different areas, which will later help the company market its products to consumers.

Meanwhile, Irish celebrities from Conor McGregor to Bono have all made investments in homegrown whiskey.

Earlier this year, a report by market researcher Euromonitor identified innovation in the whisky category as a key trend for consumers in 2018.

While Irish whiskey will continue to grow in popularity, there is also scope for other regional and national spirits to come into the spotlight.

“Whiskies, cognac, English gins and vodkas will be the usual suspects dominating most of the headlines,” said Euromonitor’s Spiros Malandrakis, adding that “niche local specialties will also reach escape velocity beyond their respective domestic markets. Artisanal positioning, rebranding for an international audience, flavour sophistication initiatives and on-trade seeding trials will be the key drivers for expansion.”

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