Kilbeggan whiskey to receive major push by owners
by Adrian Cusack Updated: Wednesday, 22nd February, 2012 5:00pm
Locke's Distilley in Kilbeggan could see a significant rise in its visitor numbers over the coming years after the new owner of Kilbeggan whiskey outlined ambitious plans to "expand and strengthen" the brand's prominence in Europe and North America.
Late last year the American firm Beam Inc. purchased Cooley Distillery, the producer of Kilbeggan and other Irish whiskies, for $95 million.
In an interview shortly after this deal was announced, Cooley's chairman John Teeling said he expected Beam to spend $9 million on promoting Kilbeggan whiskey in the United States in 2012.
And, earlier this month, Beam confirmed that Kilbeggan would be its flagship Irish whiskey brand.
"By leveraging our portfolio and distribution network, we will expand and strengthen the [Cooley] brands, led by Kilbeggan, in key markets across North America and Europe," said Beam's president and chief executive, Matt Shattock.
Mr Shattock said Beam was "very excited" about its purchase of Cooley, and his comments are thought to bode well for the future growth of the Irish whiskey group.
Irish whiskey has grown in popularity over recent years, and just last week it was announced that revenue from sales of Jameson whiskey grew by 25% during the second half of 2011.
Locke's Distillery, which was established in 1757, is believed to be the oldest licensed distillery in the world. The distillery was dormant for many years but has been developed as year-round tourist attraction. Whiskey production at the site recommenced in 2007, the year in which the distillery celebrated its 250th anniversary.
Beam Inc. is one of the world's largest premium spirits companies, and its stable of brands includes Jim Beam bourbon, Canadian Club whisky, Courvoisier cognac and Teacher's Scotch whisky.
