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The owners of Jack Daniel's want to branch into Irish whiskey

The company bought Slane Castle Whiskey from Lord Henry Mountcharles and are building a distillery.

 Lord Henry Mountcharles and Noel Gallagher.
Lord Henry Mountcharles and Noel Gallagher.
Image: PA WIRE

JUST DAYS AFTER hosting one of Ireland’s biggest gigs, Slane Castle Estate has announced a new whiskey distillery is to be built on the 1,500 acre site.

The US distillery Brown-Forman, the same company behind Jack Daniel’s and Southern Comfort, made the announcement yesterday that it had purchased all shares of Slane Castle Irish Whiskey, the venture originally launched by the Conyngham family over 15 years ago.

Opening in 2016 

The $50 million (€44 million) investment will create over 25 jobs at the new distillery and consumer experience which is due to be opened in 2016.

Lord Henry Mountcharles said his family will be a key part of the brand-building model for the new Irish whiskeys due to be on the market in 2017.

We are thrilled at the prospect of working for many years to come with Brown-Forman on developing the trademarks and to welcoming friends to the new distillery, right next door to our ancestral home. We know that Brown-Forman is the perfect partner to take these new Irish whiskeys to the US and other markets across the globe.

Slane Castle Irish Whiskey - A boutique Irish ... Slane Irish Whiskey Source: Slane Castle

 Conyngham family 

His son, Alex, who is also involved in the business, said he was pleased his family could join forces with Brown-Forman.

“Our family has been part of the Slane community for many generations and we are pleased to join forces with Brown-Forman to bring our special part of Ireland to the world.Our commitment to caring for our land, cultivating barley, and our family legacy are consistent with Brown-Forman’s long-term approach to whiskey making, and we believe that this aligned approach will bring great success.”

Brown-Forman Chief Executive Officer Paul Varga said it was very excited about this new venture into Irish Whiskey. 

Slane Castle concert Slane Castle Source: PA WIRE

“Irish whiskey has been one of the fastest growing segments in the global whiskey category over the last few years,” stated Lawson Whiting, executive vice president and chief brands and strategy officer for Brown-Forman Brands.

The news has been welcomed by local politicians and the local TD Helen McEntee, who said it was great to see investment in the Boyne Valley region.

Miriam Mooney of the Irish Whiskey Association said the investment in Slane Castle Irish Whiskey is a very promising development for the Irish Whiskey sector and will bring investment and employment to the Boyne Valley area, as well as positive knock-on effect for hotels, restaurants and tourism in general.

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