Craft Spirits
Innovation and identity underline The Shed Distillery’s travel retail rise
At The Shed Distillery of PJ Rigney, crafting premium spirits intertwines with Ireland’s cultural tapestry. Located in County Leitrim, the distillery is globally renowned for making artisanal spirits, most notably its flagship Drumshanbo Gunpowder Irish Gin.
In 2023, the distillery renewed its contract with Duty Free Global to represent Drumshanbo Gunpowder Irish Gin in travel retail for a further six years.
The Shed Distillery Global Travel Retail and International Markets Manager Brian Rigney sees a bright future for craft spirits among travelling consumers.
Reflecting on current market dynamics, Rigney observes: “While the drinks industry is going through a reset internationally, the appetite for remarkable, exceptional quality spirit brands persists. Consumers are curious, especially the adventurous, who by their very nature love to travel.
“Economic uncertainty is always marked by consumer caution, which in our industry translates into higher expectations, greater desire to discover new and exciting premium brands that are rooted in authenticity and have their own genuine story.
“Drumshanbo Gunpowder Irish Gin and The Shed Distillery brands are rooted in the ‘Curious Mind of PJ Rigney’ and his quest for travel, curiosity, quality and a sense of excitement and place – Drumshanbo, where his parents met in the late 1950s.” This strong sense of identity is a key factor in the brand’s appeal to travelling consumers.

Drumshanbo Gunpowder Irish Gin is slow-distilled, hand-bottled, sealed and labelled at The Shed Distillery

Recently, Drumshanbo Gunpowder Irish Gin with Sardinian Citrus and Drumshanbo Gunpowder Irish Gin with California Orange were introduced in travel retail before entering wider sales channels.
Rigney says: “Innovation is in the brand DNA of Drumshanbo Gunpowder Irish Gin and all The Shed Distillery brands. We emphasise new brand and bottle edition launches in travel retail on an ongoing basis.
"We have also created one-litre travel-exclusive editions of Drumshanbo Gunpowder Irish Gin with Sardinian Citrus and Drumshanbo Gunpowder Irish Gin with Brazilian Pineapple.”
The distillery has also seen success with a range of 5ml mini editions, which Rigney describes as “extraordinary” noting that “the arresting blue, green and orange glass minis are now available in a fantastic trio pack, which works particularly well in travel retail”.
In celebration of The Shed Distillery’s tenth anniversary, a special-edition ceramic Chinese Year of the Dragon bottle of Drumshanbo Gunpowder Irish Gin was unveiled.
Rigney says: “This launched exclusively in travel retail and caught the eye of the Chinese Premier on his trip to Ireland earlier this year.

The distillery caters to the high demand for gifting in travel retail with gift box editions and exclusive value-added products
“We launched in China in March with the Chinese Ambassador to Ireland receiving this special-edition bottle at the official ceremony at The Shed Distillery in Drumshanbo. The gold-foiled ceramic bottle will only be available in 2024.”
When asked what retail partners can do to support new categories and brands, Rigney stresses the importance of agility and insight. He says: “This is such a fast-paced environment and if you stall for a moment, you’ll miss the opportunity.
“To succeed in such a competitive category and a particularly competitive channel, you must move at incredible pace and have constant insight into consumers. The right partner in travel retail is a partner who cares, has passion and is not afraid of hard work.”

The Shed Distillery’s copper pot and column stills were tailor made by Arnold Holstein in Germany
The Shed Distillery’s partnership with Duty Free Global is a testament to this approach. Rigney says: “The goal at The Shed Distillery has always been to create remarkable brands that can compete with the best in the world. To achieve this, we need partners with a similar mindset and aligned values.
“Our strategic partnership with Duty Free Global has been pivotal for our brand globally. Travel retail has been and will continue to be instrumental in establishing the remarkable global presence of Drumshanbo Gunpowder Irish Gin, Sausage Tree Pure Irish Vodka, and future releases from The Shed Distillery.”
“We place great weight on karma and the right relationships, and this is at the heart of The Shed Distillery – beginning with the team and local community.”

The gold-foiled ceramic bottling is only available this year
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