PRESTIGE: In two years, the Irish brand has phenomenally spread its wings to 40 countries, including South Africa…

By Len Maseko

Every year, the world witnesses the proliferation of new brands vying for the attention of tipplers of various means and taste.

South Africa is no exception, similarly welcoming a steady flow of international and domestic brands of varied prestige and aura. In April this year, McConnell’s joined a flotilla of Irish whiskies that have already established a significant presence in this country – such as Jameson’s and Bushmills.

As quietly as it breezed into local shores, albeit with not so much fanfare as a low-key entry, McConnell’s Irish Whisky began a charm offensive to the win hearts and minds of local whisky aficionados, extending its courting to the Whisky Live festival in Rosebank last week.

With a history dating back to the late 1700s and 1800s, where it was founded in Belfast by the McConnell family who gave the spirit its name, the brand is currently on a drive to reclaim its place in Irish whisky folklore with renewed vigour.

As part of the drive, it is re-telling with rigour its story which began with the endeavours of McConnell family’s patriarch Hugh McConnell as a grocer and spirit dealer in the 1700s. The story continues that, after his death, wife Eleanor took over the reins of producing the whisky with her sons, James and John, under the company J & J McConnell in 1899.

But two devastating incidents in the early 1900s – a fire which destroyed the family’s warehouse and the prohibition era in the United States – changed the family’s fortunes, hobbling it to its knees and forced the business to shut down in the 1930s.

Nearly a century later, a coterie of American and Irish entrepreneurs came together to revive McConnell’s whisky brand. This was at the height of the pandemic-fuelled global turmoil in 2020. Consequently, Belfast Distillery Company, the venture behind McConnell’s Irish Whisky, was established with a single goal: to restore a brand which had been absent from the local whisky industry for more than a century.

In keeping with the original McConnell’s philosophy, that is to keep the spelling of whisky without ‘e’ unlike other Irish whiskies.  Something of an oddity during those times as the ‘e’ was mainly used to describe whiskies of Irish origin – whereas the Scottish typically spelled their whisky without the ‘e’.

Since its inception in 2020, McConnell’s has experienced something of a staggering growth – all in the space of just over two years, and is now available in 40 countries.

Having arrived in South Africa this year, Belfast Distillery Company CEO John Kelly is confident that their premium brand – a pair of two differently crafted whiskies – will soon establish a strong foothold here.

“We have had an impressive growth globally so far, with our biggest market being the United States, followed by Australia and Ireland,” said Kelly during an interview with Weekly SA Mirror during his visit to the country last week.

Besides expanding the brand, the company is also focusing on creating a unique consumer experience, through a state-of-the-art distillery and visitor centre being built in Belfast city at present.

Their offering currently consists of two expressions – the 5 Year Old and Sherry Cask Finish – both triple-distilled, fine blend, Irish malt and grain whiskies with smooth palates and sumptuously lingering finish.

For its part, the 5 Year Old is distinguishable by its creamy, citrus, fruity and smoky structure, and owes its delicate and subtle sweetness from aging in ex-bourbon casks; and deliciously fine palate from the triple-distilled process. It retails at R495.

Endowed with rich aromas reminiscent of dark chocolate and spice, the Sherry Cask Finish tantalises the palate with dark ripe cherry flavours and undertones of dark chocolate and red apples, which last as long as the irresistible second swig. No doubt the Oloroso sherry cask, in which it is aged, lends the spirit an endearing savouriness and lingering finish.

This being my type of whisky, especially because of its fruity palate, a glass of the dram by the fireside in winter is a tempting proposition. It retails at R650.

Already, the whisky has bagged a few international awards, while building an indelible profile in global spirits markets. And this is happening as – in Kelly’s words – when they’re only getting started.

As we finish the tasting at Whisky Curated Lounge in Bedfordview, Kelly setting out jet to Ireland and yours truly heading to Soweto, I mull over the power of a brand to express the heritage of its provenance through a compelling user experience.

EVENTS

JOZI WINE SHOW

Gauteng wine lovers are expected to flock to the tasting show featuring top wines and spirits brands from the recent Michelangelo International Wine & Spirits Awards tonight and tomorrow.

Southern Sun will host the exclusive showcase, from which guests can anticipate an adventurous journey through an extensive selection of more than 100 premium South African wine and spirits brands at both shows.

Wines to be featured at the tastings were announced at a glittering Michelangelo Awards ceremony at the Cape Sun recently. The awards are renowned for assembling an outstanding panel comprising 18 international judges from 15 countries and six accomplished South African wine judges, using the universally acknowledged 100-point OIV judging system, with judges conducting their assessments ‘blind’, guaranteeing impartiality.

Tickets can be purchased online at Computicket for R350 per person. Each ticket provides bottomless wine tasting, and a light meal.

Wine Street Soirées

The Stellenbosch Street Soirées, the ever-popular series of social events of food, wine and live music jamboree, take place on November 22.

This year’s pop-up series on Drostdy Street will be held on specific days from November to March with the first Soirée happening next month.

The hours of each Soirée is limited to between 18:00 and 20:00. They’re ideal for enjoying pre-dinner drinks with friends ahead of a meal at one of Stellenbosch’s many fine restaurants.

During the event, wine lovers converge for a vibrant sundowner occasion, tasting and snacking. The dates pencilled for the whoopee are November 22, December 6, January 10 and 24, February 7 and 21, and March 6 and 20.   Tickets cost R190 a person.                                                                                             

Tickets only cost R450 per person and R850 for a couple. Only 120 tickets will be sold, so please buy tickets early to avoid disappointment. Each couple will get a bottle of white wine paired with a starter and main course.

DRUMSTRUCK WINE SHOW

Drumstruck, the hit African music & wine tasting experience returns to Silvermist Wine Estate for its second season in Cape Town from tonight.

Drumstruck has been entertaining audiences across the globe since its humble beginnings in Johannesburg in 2002. Producer Warren Lieberman explains that he brought the show back to South Africa after Covid to give locals and tourists access to the transformative and unifying magic of drumming together, while learning something about traditional African music.

The show will run every weekend from November 10 until 31 November 31.

From December 1 until April 2024, the show will run twice daily from Wednesday to Sunday, with shows starting at 11am and 5pm.

The show runs for 110 minutes (50 min wine tasting, 60 min drum show) and SA rates are R350 (Adult wine tasting & show); R200 (Kids U12); R275: (Adult, show only)