Executive Summary
We Are Ireland's first and ONLY Modern Whiskey Bonder. Since our launch in 2017 we have become one of the most collectible and best know of the new Indie/Craft Irish Whiskey producers. We source high quality casks from distilleries and wineries all over the world. We then source rare Irish Whiskey from new & old distilleries around Ireland. We match cask to spirit and mature those casks in our purpose built Rackhouse on our family Farm on the West Coast of Ireland. When ready we blend them to create unique multi-award winning whiskies in our Bonder’s Blending Room the only one of its kind in Ireland.
Our award winning portfolio
Our portfolio is curated to ensure each product has a specific commercial and/or brand building role to play. The core portfolio consists of The Hanson SRP $50, The Gael, SRP$80, The Flintlock Single Malt $120.
To facilitate the acquisition of qualitative distribution points we occasionally do bespoke Bonder’s Blends with key accounts. This is our version of a barrel pick and it allows us to build relationships with accounts and is normally a 22-60 case sale in account. These small bottlings have garnered us collectible status among whiskeyphiles. The normally retail for $100+
Our model also allows us to play in the Ultra Premium space with our first release in that space The Chosen selling out before it hit the market. It retailed at $8000 and garnered us world-wide attention.
the hanson
Named after J.J. Corry’s son in law who was a gauger in the 1800’s a job which involved ensuring that whiskey bonders like J.J. were paying appropriate taxes. The Hanson launched in June of this year and functions as a cocktail mixer/volume play.
The Gael
Names after a bicycle invented by J.J. Corry, who was also the social secretary of the local cycling club .Our first release J.J. Corry The Gael is a super premium blending Irish Whiskey.It retails for $75-$80/£75 or 80. The product has garnered multiple awards since its October 2017 launch, including a Gold Medal in the Irish Whiskey Awards, A Medal in the World Whiskies Awards and consistently scores over 90 points in reviews.
the flintlock Winner: irish single malt: irish whiskey awards 2018
A Single Malt named after a Flintlock Pistol we found whilst renovating our 16th century barn on-site. This whiskey won the Irish Whiskey Awards, Best Irish Single Malt award, we were the first ever Indie producer to win this award.
The Dead Rabbit NYC
distribution strategy
We target International markets with educated Irish Whiskey Consumers. Our focus in on the USA but we have launched in Ireland, Germany, UK, Luxembourg, Belgium, Thailand, France Japan & The Middle East. We are meticulous about account segmentation at the retail level, we target high-end accounts first for brand building purposes. Our portfolio is available in trend leading accounts such as The Whiskey Exchange London &The Dead Rabbit New York.
staffing
Led by Louise McGuane a 20 year drinks industry veteran; we are Ireland’s only solo-Female Founded Irish Whiskey Company. Our staff are sales focused and we have full time sales people based in New York and London, in addition to a domestic irish sales/onsite logistics manager in Ireland. As we grow our export markets we will deploy additional staff to work with in-market distributors.
our Unique heritage business model 'whiskey bonding'
Whiskey bonding was once commonplace in Ireland but it totally died out in the 1930's. As a business model it has two key advantages.
1. It is lower cap-ex and lower risk than the traditional distillery model. Our investment is not tied up in eequipment. We simply invest in whiskey which is an appreciable asset. We create additional value for that asset at retail. Our working capital is used for brand building and working whiskey acquisition.
2. It gives us a unique story-telling & brand building edige. We are the worlds's ONLY Irish Whiskey Bonder
