Irish Distillers to drive sales of Redbreast
Jameson owner Irish Distillers plans to more than quadruple the sale of its premium Redbreast brand within the next 10 to 15 years.
The Irish whiskey category is enjoying a well-documented renaissance but global drinks giant Pernod Ricard, Irish Distillers' parent company, has singled out Redbreast as one of its "global speciality brands".
Irish Distillers strategy and innovation chief Brendan Buckley said the move will be huge for the growth of the brand.
"That means a lot to us, because the way Pernod Ricard is structured it's a decentralised organisation," he said.
"It now basically mandates all of our affiliates around the world to put some energy and investment behind these speciality brands.
"This means that the door is open for Redbreast in many markets around the world, whereas previously we had to work hard to get on the agenda with our affiliates," Mr Buckley added.
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