New Irish whiskey launched into UK

Uisce-Beatha-Real-Irish-WhiskeyIrish whiskey Uisce Beatha is to be available in the UK after a new distribution deal with leading spirits company Cellar Trends.

It has signed a multi-year exclusive agreement with ROK Drinks, part of consumer goods group ROK Stars, to look after the whiskey that takes its name from the old Gaelic for “water of life” and is pronounced “ish-ka ba-ha”.

Uisce Beatha Real Irish Whiskey is a blend of Irish single malt and grain whiskies which have been matured for at least four years in ex-bourbon American oak casks to deliver a soft, subtle and delicately sweet flavour with a long, malty finish.

It joins Cellar Trends’ extensive portfolio that includes malt whiskies from several regions in Scotland including Bowmore, Auchentoshan and Glen Garioch, and the Japanese whiskies of Yamazaki, Hakushu and Hibiki.

The company has a strategy to expand its portfolio with a number of carefully selected craft brands from other major whisky-producing areas including Ireland.

Martin Watts, managing director and co-founder of Cellar Trends, said: “We pride ourselves on our ability to identify the very best new products in the drinks market and in Uisce Beatha Real Irish Whiskey we have found an absolute winner.

“Beautifully packaged and designed for real on-shelf stand-out, Uisce Beatha is a superior blend of Irish whiskey which we are delighted to represent in the UK market.”

Jonathan Kendrick, chairman of ROK Stars, said: “We are particularly pleased to be working with Cellar Trends to market and distribute Uisce Beatha Real Irish Whiskey across the UK on an exclusive basis as this development is a key part of our rapid deployment of the ROK Drinks portfolio internationally.”

ROK Drinks was co-founded by Kendrick with John Paul DeJoria, who was also the co-founder of Patron Tequila – also part of the Cellar Trends portfolio.

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