Craft Spirits
Two Stacks – Extending the reach of Irish whiskey
Innovative Irish whiskey brand Two Stacks made a big step forward in its travel retail expansion drive with a debut at Avolta stores this summer.
Two Stacks’ key expressions The Blenders Cut – Cask Strength and Double-Distilled Peated Malt – entered World Duty Free stores at 26 UK airports.
The partnership, supported by brand representative Sipwell Brands, marks another step in the whiskey maker’s expansion in travel retail, offering travellers complex cask-strength whiskeys and crafted peated malts.
Two Stacks recently updated the bottle design for all its product ranges, which now feature up to 70% recycled glass
Reflecting on the growing consumer interest in craft spirits, Two Stacks Irish Whiskey CEO Shane McCarthy says: “I think ‘craft spirits’ is something not necessarily recognised by the general traveller. However, airport retailers are increasingly offering a wider choice of premium spirits made by passionate brand owners.
“There’s a clear synergy with travellers who are willing to spend on new and improved choices, especially in Irish whiskey.
“It’s an exciting time with experimental and diverse flavour profiles gaining momentum. Consumers will always buy quality and seek authentic luxury products when given the opportunity.”
McCarthy acknowledges that while the brand is often seen as a pioneer in the Irish whiskey category, its focus remains on producing quality products.
Extending the Irish whiskey presence in travel retail: Two Stacks at World Duty Free, Heathrow Airport
He says: “We never set out to be the innovative brand in Irish whiskey; our goal has always been to create products we love to drink ourselves. Sometimes that leads to innovation where there are gaps in the market.”
The company has two product launches in the pipeline for 2025, including an evolution of its Fruit Brandy series and a follow-up to the canned Irish Cream Liqueur 100ml, which is Two Stacks’ hero product for 2024.
McCarthy believes the success of emerging categories depends on close collaboration between brands and retailers. He noted: “Retail partners need to work closely with brand founders, ensuring that it’s not just another numbers game.
“In the highly consolidated travel retail market it’s vital to allow innovation to grow naturally rather than being driven solely by commercial strategies.”
For more on the Two Stacks story, click here to read our exclusive interview.
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The Moodie Davitt eZine
Issue 337 | 11 September 2024
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