Positive Disruptors
‘Dram in a can’ – How an Irish whiskey aims to disrupt a category
The “world’s first straight whiskey in a can” will make an appearance at the Virtual Travel Retail Expo as Irish company Two Stacks takes a novel approach to the category.
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Two Stacks – the company whose mission is to lead the “new renaissance revival” of Irish whiskey – is set to spotlight a disruptive new product at the Virtual Travel Retail Expo (11-15 October). According to Two Stacks, its innovative ‘Dram in a Can’, which features straight whiskey, has become “hot property”, with sales on course to hit over 500,000 units since launching in March this year. The Irish whiskey specialist will also offer Virtual Travel Retail Expo stand visitors the opportunity to win a coveted box of Time Well Spent whiskies or one of Two Stacks Limited release bottlings through an interactive label design competition. Two Stacks Director Shane McCarthy said: “On the back of our latest listings in Australia and China, we felt that the Moodie Davitt Virtual Travel Retail Expo was a great opportunity to showcase Two Stacks to the duty free industry. “The Expo is a fantastic event and perfect for us to meet the best operators.” He noted that Two Stacks has had “quite a journey” since its inception in 2020, when it set out to revive the tradition of independent bonding, blending and bottling once commonplace across Ireland.
Looking back to the future: The Ireland Craft Beverages team of (from left) Shane McCarthy, Donal McLynn and Liam Brogan
The company has made its mark on the Irish whiskey scene with a series of premium cask strength whiskey releases as well as its core First Cut, Blenders Cut and Smoke and Mirrors. Dram in a Can is Two Stacks’ latest addition. Dubbed as the “world’s first straight whiskey in a can”, it serves the brand’s 43% five-part blend in a 100ml can, with four-packs offered during its US launch at a suggested retail price of US$18.99. At 22g per serve, it is, according to Two Stacks, eight times lighter than the conventional double serve which is featured inflight by many airlines. McCarthy pointed out that the lightweight, environmentally-friendly package is already disrupting the spirits miniature market, both inflight and in retail. “It’s been a pleasant surprise to see the interest in straight whiskey in a can skyrocket since it first launched across the USA in March of this year,” he said. “We have had to expand our production fairly quickly to keep up with requests from distributors all over the world. From the outset we could always see the appeal of Dram in a Can for the travel industry. It just makes sense.” According to McCarthy, Dram in a Can offers a “fresh take for the miniatures category that has not been updated in over 50 years.”
“From the outset we could always see the appeal of Dram in a Can for the travel industry. It just makes sense” – Two Stacks Director Shane McCarthy
McCarthy said Two Stacks is looking forward to sharing its story and passion with Virtual Travel Retail Expo attendees and will encourage all visitors to take part in its design-a-label competition. Visitors will be able to submit an entry each day of the event. The top prize – a Time Well Spent box – was unveiled by Two Stacks earlier this year when it revealed two new expressions. The Time Well Spent whiskies – a 20 Year Old single malt and a 12 Year Old single grain, both cask strength – are presented in 200ml bottles in a gold embossed pack, which includes an exclusive Two Stacks Glencairn glass. Labels feature cask number details. Two Stacks collaborated with local musicians Matt McGinn and Shannon Copeland in the launch. Their new Time Well Spent song is included inside each box, with a QR code giving access to live versions. *Two Stacks Director Shane McCarthy talked to The Moodie Davitt Report earlier this year about how he – along with his two friends and co-founders, Donal McLynn and Liam Brogan – started on the company’s journey in the whiskey market. Click here to read their story. **To set up a meeting with Shane McCarthy at the Virtual Travel Retail Expo please email shane@irelandcraftbeverages.com
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The Moodie Davitt eZine Issue 300 | 05 October 2021
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