Belfast Distillery Company celebrates global reach of McConnell’s Irish Whisky

Press Release – 6th December 2021

Belfast Distillery Company will be ending this trading year on a high as it continues to build its global distribution footprint for one of Ireland’s oldest whisky brands across Europe, North America, Asia and Australasia.

Having secured partnerships with multiple international distributors since its revival in 2020, Germany is the latest market to embrace McConnell’s 5 Year Old Blend, the brand’s signature expression. The German distribution deal with Waldemar Behn GmbH was signed off following a successful trip to the German market and McConnell’s attending the Bar Convent Berlin trade show earlier this year. The resulting partnership means the premium spirit is now available to whisky lovers all over Germany. 

John Kelly, Chief Executive Officer at Belfast Distillery Company said that the success of 2021 was achieved in the face of difficult circumstances, particularly in the alcohol sector with Trade Shows and Events being cancelled throughout the year. He said: “McConnell’s brand was Born in Belfast in 1776 and we have been working hard to re-establish McConnell’s in our home market, whilst developing our distribution network internationally. As it says on the label, we are proud to be following in the footsteps of James and John McConnell and we are excited to see McConnell’s Irish Whisky travel from Belfast to Boston, and beyond. We are delighted to secure a distribution agreement with Waldemar Behn, one of Germany’s oldest and most well recognised family-owned companies in the alcohol sector.”

Rudiger Behn, Owner and Managing Director of Waldemar Behn GmbH commented “We have been watching the Irish Whiskey category grow both in Germany and globally and have been keen to find the right partner in this space. McConnell’s Irish Whisky is exactly what we have been looking for – great liquid and packaging which we know will be a success with German consumers. This could be seen by the reaction received at Bar Convent Berlin and we are pleased to welcome McConnell’s into the Waldemar Behn portfolio.”

John continued, “The durability of the McConnell’s brand is testament to the high quality spirit and remarkable packaging that we have to offer our distributor partners and consumers. As one of Ireland’s longest established brands, it doesn’t come as a huge surprise that our whisky is taking its place amongst the Irish whiskey category’s most renowned spirits. We are delighted with the recognition for our product and the reward now coming to the hard working, talented team at Belfast Distillery Company. McConnell’s is undergoing a revival, bringing this Belfast brand to a growing and diverse international whisky market; we are very proud to see it on the global stage at a time when competition is intense in the category.”

As well Germany, other new markets added to the global sales map for McConnell’s in the second half of 2021 include Poland, Austria, Luxembourg, Belgium, China plus Ontario and Alberta in Canada.

For more information on McConnell’s Irish Whisky contact info@belfastdistillery.com

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