Quiet Man Irish Whiskey aims fast global growth

The Quiet Man Irish Whiskey in Northern Ireland is gearing up for fast growth in global markets. The award-winning whiskey is already on sale in 27 markets including the US, where it was launched at the start of the year. Plans are now being implemented to launch into other markets as well as strengthening its position in those already established.

Luxco, the St Louis-based alcoholic beverage producer, importer and marketer, and Derry-based Niche Drinks, the company behind the new whiskey, have hired creative digital shop Media Bounty in London to work on their handcrafted Irish whiskey brand as it launches across new markets.

Media Bounty has been retained to develop brand guidelines and a creative toolkit for The Quiet Man which was introduced to the US market earlier this year and for which Niche Drinks is building the first whiskey distillery to open in Derry in almost 200 years.

The new distillery, located at Ebrington Square, a regeneration site in Derry, will create additional employment and boost the local economy. The complex will also feature a visitors' centre tracing the history of distilling in Derry, once the home to Ireland's largest whiskey distillery.

Niche Drinks is a leading producer of Irish cream liqueurs including the award-winning Saint Brendan's.

The Quiet Man was created by Ciaran Mulgrew, managing director and co-owner of Niche Drinks, to honour his father, John Mulgrew, a widely respected publican who knew how to keep a secret.

"In more than 50 years behind the bar, my father saw and heard it all, but like all good bartenders, John Mulgrew was true to the code and told no tales. He was 'The Quiet Man,' or as they say in the pubs of Ireland, 'An Fear Ciuin,'" says Ciaran Mulgrew.

Playing to Mulgrew's principles, the brand's creative strategy introduces and celebrates elements of the code, encouraging drinkers to stay true to how and when they drink it.

The Quiet Man brand manager Laura Bogart, adds: "Media Bounty has created the brand voice and given life to its proposition across a suite of creative assets which combine modern classic with timeless charm. Their work successfully references the legacy and culture of great whiskey making while remaining true to John Mulgrew's modesty and integrity."

Distilled in traditional Irish whiskey pot stills, matured in oak barrels and recasked in first-fill bourbon casks, The Quiet Man is available in two varieties: The Quiet Man Traditional Blended Irish whiskey and The Quiet Man 8-Year single malt Irish whiskey, both bottled at 80 proof and sold in 75cl bottles.

The Quiet Man is available in 27 international markets and was first bottled in June 2015. It was launched in the US in January through a joint venture between Luxco of St Louis, Missouri and Niche Drinks.