Dublin Liberties Distillery Announces Record Sales Growth
The Dublin Liberties Distillery has announced that it achieved record sales growth over the past 12 months, as global sales of its Dubliner and Dublin Liberties Irish Whiskey brands grew by 21% year-on-year during the period from April of 2020 to March of 2021.
Combined sales of both brands for the year topped 900,000 bottles for the first time, taking the total number of bottles sold since their launch in 2017 to over 2.5 million in more than 25 markets.
Volume growth of 69% and 51% was achieved in Germany and Ukraine, respectively, with Dubliner placing amongst the top four selling Irish whiskey brands in Germany, Poland, Russia and Ukraine. Over 350,000 bottles were sold in the key US Irish whiskey market, as sales of Dubliner benefitted from the introduction of new-look bottles and branding.
Domestic sales were also positive, with year-on-year growth of 44% being generated. Both brands were listed in Tesco supermarkets for the first time, while sales at both Dunnes Stores and SuperValu grew by over 50%. Further new listings were secured with the Carryout Off Licence Group.
Dublin Liberties Distillery General Manager Statement
Dublin Liberties Distillery general manager Fergus Murphy stated, "Despite an extremely difficult and fluctuating environment [due to the COVID-19 pandemic], we had a very strong 12 months, with global sales of Dubliner and Dublin Liberties Irish Whiskey showing great resilience. We sold just under 900,000 bottles this year, driven mainly by sales in our key markets of the US, Germany, Ukraine, Ireland and Australia, while we also saw encouraging growth in emerging markets despite the pandemic.
"Since 2017, we have sold over 2.5 million bottles of premium Irish whiskey globally, and expect to continue to break sales records driven by our ambitious 10-year growth plan. There are exciting times ahead for our brands as we look to focus on new international markets and re-imagine brand identities to target a wider spectrum of consumers."
Dublin Liberties Distillery Information
The Dublin Liberties Distillery, which opened its whiskey distillery and visitor experience on Mill Street in Dublin's Liberties area in 2019, is majority owned by Quintessential Brands Group, in partnership with Stock Spirits.
Over the past 18 months, The Dublin Liberties Distillery has appointed a new leadership team to support the growth of its key brands, with Murphy taking over as general manager in November of 2019, and Bronagh Hunt began working in the role of global brands director in November of 2020.
Master distiller Darryl McNally will shortly move to a new consultancy role within the business, as he pursues other opportunities in the global whiskey industry. Since joining The Dublin Liberties Distillery, McNally has trained a team of distillers to continue to produce single malt Irish whiskey.
© 2021 Hospitality Ireland – your source for the latest industry news. Article by Dave Simpson. Click subscribe to sign up for the Hospitality Ireland print edition.