Avalon Group releases three new Irish spirits

The Avalon Group has released three new spirits on the eve of the annual duty-free and travel retail global summit in Cannes, France. The new spirits are super-premium Irish gin, vodka and honey liqueur, all three of which embody Irish history as celebrated by The Wild Geese whiskey and rum brands.

The new spirits are infused with Irish ingredients and carry distinctive Irish themes. Though super-premium products, they will be sold at “competitive prices”, says André Levy, chairman of Protégé International, the exclusive sales and marketing agency for the Avalon Group. “These products offer the distributor and retailer a unique opportunity that takes advantage of the fastest growing spirits category by giving depth and breadth to the premium Irish spirits category that does not yet exist and that is otherwise limited to just whiskey and Irish Cream.”

The Exiles Irish Gin is the first super premium gin to be produced in Ireland. The spirit is distilled using botanicals that grow in the wild across Ireland and is the only gin in the world containing shamrock, the unique recipe is subject to a patent application.

This is “an artisanal product created under the guidance of an eighth-generation gin-maker, Charles Maxwell. The producer’s family has been distilling gin for over 300 years. This unique spirit is distilled five times for the ultimate purity, resulting in a smooth and floral gin infused with Irish ingredients.

The 41.3%ABV gin is available in a 70cl format at an RRP of €30 Euro, a price that competes with the leading brands in the category. It will launch in Ireland later this year before rolling out globally. 

“Ireland has a long history of making fine aged spirits. The Exiles Irish Gin was forged by nature and the alchemy of the sea. Ireland has generations of exiles longing to return, which ties into the name,” says Levy.

The Wild Geese Honey Liqueur is also claimed to be the first and only super premium honey liqueur produced in Ireland, offering an alternative for traditional whiskey drinkers, and a mild introduction to the spirit for new consumers.

The ingredients are specially selected to complement the taste of The Wild Geese whiskey. “This is an affordable luxury, with a stylish bespoke bee seal as bottle decoration. Ireland is a relatively small island and only produces limited quantities of precious honey, which is an essential ingredient of this spirit,” Levy adds.

Untamed Irish Vodka is, again. claimed to be the first and only super premium vodka produced in Ireland. Made with Irish apples and premium grain, the unique recipe of which is subject to a patent application.

Small batch pot still distillation using Irish apples and no added sugars, flavouring or other additives, it is 100% natural ingredients bottled to 40%ABV.

 “The bespoke vodka bottle features spectacular chrome wings, symbolic of the unbroken Irish spirit and its goal of freedom for everyone,” explains Levy. “Untamed is ideal for both cocktails and as a stand-alone drink due to its smooth flavour.”

All Avalon Group products and packaging are created by Protégé International, each with a specific brief by the creative director to the in-house design team. 

24 October 2014 - Felicity Murray The Drinks Report, editor