Marketing Uncategorized

Intrepid partners with Michter’s

The independently-held Dublin-based Intrepid Spirits has agreed to import and distribute Michter’s American whiskey.

Michter’s is one of the leading American whiskey brands and the top-trending American whiskey according to Drinks International’s Annual Brands Report.

Michter’s is the first partner brand to be taken on by Intrepid which owns and distributes four expressions of Egan’s Irish Whiskey (with two more SKUs being added this year), Mad March Hare Irish Poitín and Cocalero.

“We’ve been big fans of Michter’s for some time and after meeting with their team we were determined to work together to bring their amazing portfolio of whiskeys to Ireland,” commented Intrepid Spirits’ Chief Executive John Ralph, “Michter’s has a heritage and quality of product that can’t be matched and we know that they will be a huge success in Ireland where the interest in American Whiskey is really starting to gain momentum.”

Intrepid held a soft launch for the brand at Whiskey Live at Dublin Castle last November and will be hosting an invite-only masterclass next week to officially launch the brand nationwide with members of the Michter’s team.

A tasting is also planned in L Mulligan Whiskey Shop.

“With its rich whiskey tradition, cutting-edge gastronomy and vibrant economy, Ireland presents an excellent opportunity to introduce Michter’s,” said Michter’s Vice President Matt Magliocco, speaking ahead of the official Irish launch.

Led by a team of industry veterans, Intrepid Spirits has been making waves overseas and while it may not yet be a household name in Ireland it’s a significant exporter  with a global network of distribution offices in Dublin, San Francisco, Chicago, Medellin and Shanghai. Intrepid’s also responsible for the most successful release of a foreign spirits brand in Japan in the last 20 years in the botanical spirit Cocalero, said John Ralph, adding, “In driving the growth of Michter’s in Ireland we hope to add further strength to our growing portfolio of premium spirits”.

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