Danny Boy in tune with Europe
Danny Boy Irish Whiskey, based in Holywood, County Down, has won its first business in mainland Europe. The company has begun supplying its premium blended and 15-year malt whiskey products and cream liqueur to an importer in Tallinn, the capital of Estonia, for bars, restaurants, hotels and retail outlets across the Baltic nation.
The deal followed the company's participation in a recent international food exhibition in London and represents a significant move for the Danny Boy brand into the huge European marketplace.
"Winning business in Estonia is potentially a very important development for us. We took part in the show to help consolidate our position in the US market, which now accounts for 20 per cent of our sales, as well as in the United Kingdom and Ireland," said Peter Lavery, Danny Boy's managing director.
"Our main export focus has been on the US because of the size of the Irish American market there. We launched there last year and now ship our products to customers in an encouraging 18 states including strategically important New York, Massachusetts and Pennsylvania. Some of the best-known bars, including Foleys in New York, now have our whiskey on their shelves.
"Estonia is interesting because it's now part of the European Union and provides a platform for growth in other parts of the Baltic as well as Russia. What appeared to be the influence behind the importer's approach is the large number of Estonians who have worked, or are still working, in Northern Ireland and the Republic of Ireland. Many have developed an identity with and taste for Danny Boy," he added.
Today, Estonia has the highest GDP per person of any country that used to be part of the Soviet Union. It is listed as a High-Income Economy by the World Bank and a High-income OECD member. The country is also ranked highly for press freedom, economic freedom, democracy and political freedom and education.
Six years ago Mr Lavery launched the Danny Boy Collection and trade name. Danny Boy Premium Blend whiskey is a blend of four and five year old grain and malted barley distilled at the Cooley Distillery, near Carlingford in the Republic. Cooley, Ireland's only independent distillery also produces Danny Boy 15-year-old Irish Malt Whiskey and Irish Whiskey Cream Liqueur, launched last October. The products consist of a rare whiskey carefully selected from stock set aside for its outstanding character.
Cooley won "World Distiller of the Year" in 2008. Danny Boy Premium Blend is its first private label partnership new brand since receiving the award.
The Danny Boy Collection is also associated with the Rita Charles Trust charity that helps foster important cross community initiatives in Belfast and throughout Ireland.