Irish whiskey continues to experience steady growth globally, thanks to new international markets, a heightened focus on luxury, and the category’s ability to innovate.

One such trailblazer is Jack Teeling, Founder and Managing Director of Teeling Whiskey Distillery. Earning recognition at this weeks' World Whiskey Awards 2024, we explore how the brand that – like its iconic phoenix emblem – helped Irish Whiskey rise from the ashes of an old-fashioned, out-of-date reputation and become a powerful global contender.

We discuss this emergence, and what it took for the brand to command its place in the premium, luxury international marketplace with a younger consumer base.

00:00 Introduction and Background

03:30 Starting Teeling Whiskey Company

08:14 Working with Family

10:18 The Rise of Premium Whiskey

12:43 Creating a Youthful Irish Whiskey Brand

17:19 Standing Out on the Shelf

20:43 Packaging and Branding

23:17 Different Collections and Consistency

28:18 Digital Engagement and Packaging

32:52 Bacardi Partnership and Expansion

Want to learn more about Jack & Teeling Whiskey Distillery?

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Teeling Whiskey ⁠website⁠

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