Powerscourt Distillery Scores a hat trick in the Icons of Irish Whiskey Awards
(The Whisky Magazine)
High Spirits at Powerscourt as two new European distributors
for Fercullen Irish Whiskey are appointed.
February 4th 2021
At their virtual Awards this evening, Powerscourt Distillery’s Master Distiller Noel Sweeney was awarded the Irish Icons of Whiskey Master Distiller and Blender for 2021. The Icons of Whisky Awards are a celebration of the years of hard work that goes into every bottle. From the distillers themselves and brand ambassadors to visitor centre managers, bars, bartenders and the industry’s communicators – a great deal of craftsmanship, skill and knowledge are imparted at each stage of the process.
This honour follows hot on the heels of his recent award for his outstanding contributions to the Irish whiskey industry at the Irish Whiskey Association’s Chairman’s Awards in November 2020.
Despite the considerable challenges facing the tourism and hospitality sector ensuing from COVID, the Powerscourt Distillery team have been focusing on the fundamentals. Delivering great customer experiences with their tours and tastings and building brand awareness and engagement with their consumers through digital innovation. These valiant efforts have been recognised with an Icons of Whiskey Visitor Centre Attraction of the year a highly commended award and Icons of Whiskey Campaign Innovator of the year another highly commended award for the hugely successful “Grains of Wisdom” a digital webinar initiated by the Marketing team from early April through to June 2020.
The good news continues for the brand going from strength to strength as two new European Distributors were announced this week. In France, BBC Spirits are the national importer and distributor for that market. BBC Spirits are a major importer in France and Greater Europe of luxury spirits from Europe/ Japan/ The Caribbean Islands/ USA and Mexico. Fercullen Irish Whiskey will also launch with Munros in Belgium, importers and distributors of craft spirits from independent distributors nationally in market. The Fercullen range of Irish Whiskeys will be in both markets in time for St Patrick’s day.
Noel Sweeney has been at the forefront of innovation in Irish whiskey for over 30 years and 2020 was no different. From the relaunching of the flagship Fercullen 8YO to exclusive trade partner collaborations of single cask releases – Fercullen 13YO Single Grain with James Fox, Fercullen 18YO Muscatel finish single cask release with German distribution partner Mareike Spitzer of Irish Whiskey.de, to the sell-out success of the limited edition release of Fercullen Five Elements in November. The Five Elements 18YO Single Malt release showcases the skills acquired and honed over many years to distill and blend exceptional Irish Whiskey.
Passionate about his craft he is a founder member of the Irish Whiskey Association and was involved in the drafting of the Irish Whiskey G.I. Technical File. His recent appointment as the Chairperson of the Irish Whiskey Association Technical Committee will allow Noel to continue to contribute to the development and enhancement of Irish whiskey technical file and recognises his expertise in Irish Whiskey.
For further details on POWERSCOURT DISTILLERY, please contact:
Ryan Stapleton (Trade enquiries) – Regional Sales Manager – [email protected] +353 (0)85 872 2375
Caroline Gardiner – Head of Marketing – [email protected] +353 (0)87 918 6689