The Irish Whiskey Academy

Irish Whiskey Academy

I hold my hands up when ever I conduct or host a tasting, masterclass or seminar and exclaim with the sentence “I confess, I don’t know everything about today’s subject”. Whether that is to be the history of a cocktail, the production of tequila or marketing of a beer, I always have to do my homework, and even then I may still have to refer to my notes to be able to deliver a confident speech or presentation. In my line of work, every day involves some kind of pitch. Even when I was bartending, you have to be confident in selling your products no matter what they are, and that’s exactly what I try to aim towards today. Whether my audience is to be a group of bartenders experiencing pisco for the first time, or thirty wine experts learning about the marketing a product in the modern-day, you have to be prepared for any outcome.

I attend many tastings and masterclasses to learn and experience a wide variety, which hopefully comes across within each article you read on this site. Inevitably I only know and therefore present to you what I take in, with official facts and stories entwined, but the chance to truly understand a category or indeed a specific brand can be rare. I’ve been very lucky since Drinks Enthusiast’s inception in that I have been able to appreciate first hand a variety of brands including Benedictine, Sloane’s, Sibling Distillery, Warner EdwardsAuchentoshan and most recently Grey Goose. All these trips have been an opportunity presented to me and in some cases would be hard for a regular customer to access. One experience is far from this statement, and to the UK, is presented right on the doorstep.

David McCabe of the Irish Whiskey Academy
David McCabe of the Irish Whiskey Academy

Last week, Irish Distillers of Pernod Ricard invited me to explore their relatively new concept within the Old Midleton Distillery, just outside of Cork. Since February 2013, The Irish Whiskey Academy has been offering an insight into the process of grain to bottle, and explain everything in between through modern and traditional techniques. The academy is taught through a classroom of sorts, within the renovated mill manager’s house at the boundary between the old and new Midleton distilleries. Here begins your journey into one of four packages that the academy offer, all presented by the incredibly knowledgeable David McCabe. For myself and the rest of the whiskey enthusiasts who had joined me from across the UK, Ireland and Netherlands, we experienced the ‘Enthusiast’ package (appropriately named I know!) which meant a two day look at everything the academy can offer.

The arrival at the Old Midleton Distillery offers an enticing view that easily transports you back to the 1800’s and sets the tone for the styles of buildings you will explore. In no particular order of itinerary, a tour of the old buildings dives into the workings of the 1800’s and early 1900’s, with the impressive Warehouse A1, one of the first warehouses that matured Cork Distillery whiskey, a must see. Interactive scenes gives you the best insight into the life of a distillery worker with even the likes of the customs office and waterwheel available to explore.

Malted Barley
Malted Barley

The main part of the academy though brings you to a comfortable lecture hall styled room. With movable blackboards offering clear diagrams, David McCabe explains everything from the raw materials used within the distillery, how each material is cultivated, brewed and fermented including the upgrade to modern techniques over the decades and the two main distillation methods used; pot and continuous distillation. Hands on approaches are also used, with the ability to see, smell and taste malted and unmalted barley straight from the fields, to the experiment of distilling water and alcohol within the classroom itself. An explanation into the differences between the variety of expressions created at the new distillery is also offered, so that you are fully aware of how each is created and ultimately shows a different flavour profile.

Staves are also handed out for a better understanding of the maturation techniques that the Irish Distillers use, as well as a look into their use of American and sherry oak barrels and how they came to be an integral part of the brands they create. This becomes even clearer with a demonstration within the cooperage itself, hosted by Master Cooper Ger Buckley. Here, Ger explains his role within the company and the art of creating a barrel through the tools used by previous generations. The insight into the woods used and the methods to repair casks that will ultimately hold whiskey for a number of years really gives an indication of how important the role of a Master Cooper can be.

Warehouse 42
Warehouse 42

This knowledge will also impart your beliefs and flavours into the blending exercise where you are able to blend your very own whiskey for you to take home. Not many places who can give you that kind of opportunity.

Of course, no academy course would be complete without a lesson in the art of truly appreciating the finished product. Held in the lounge area of the academy, itself adorned with old advertising posters, vintage photos and a wall of bottling’s from the Irish Distillers over the years, you can taste the likes of the Jameson range, Paddy’s, Powers, Midleton, Redbreast and both Green and Yellow Spot. To compliment, lunch at the Malt House, Jameson’s own restaurant within the Old Distillery, is a must.

Tasting the range within the Irish Whiskey Academy
Tasting the range within the Irish Whiskey Academy

Although I could write about everything I have learnt from my own two day trip, I feel that It would be more effective to explain within each of the features I have written, so please take a look at my articles of the Irish Distillers portfolio over the coming weeks for a more in-depth look at how each expression is created. In summarising this feature though,
I can’t stress enough that although the academy offers quite literally everything you need to know regarding not just Irish Distillers, but Irish whiskey in general, it’s not just for bartenders or expert whiskey lovers. I can safely say that all grades of knowledge will come away with an idea of what whiskey is all about. The four packages have been created to cater, and whichever you ultimately go for, you will go away with so much more than when you entered.

Get yourself signed up, enjoy yourself and try some fantastic whiskies. The Irish Whiskey Academy should be a high priority for anyone who has even a slight interest in Irish whiskey.

For more information on The Irish Whiskey Academy, please visit their website.

For more photos from my trip, please visit my Facebook page.

© David Marsland and Drinks Enthusiast 2014. Unauthorized use and/or duplication of this material without express and written permission from this blog/sites author and owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to David Marsland and Drinks Enthusiast with appropriate and specific direction to the original content.

New Look And New Whiskies As Powers Goes Back To Its Roots

Powers Signature Release BottleIrish Distillers Pernod Ricard, the world’s leading Irish Whiskey producer, has unveiled a new look and line-up for its popular Powers range, reflecting the company’s vision for Powers as a contemporary, super-premium whiskey, recognised for its flavour, quality and craft.

Changes to the range include the addition of a new Single Pot Still expression, Powers Signature Release, which will be available in Ireland and the USA from September 2013, plus new packaging and a new recipe for its seminal Powers Gold Label.

Powers Signature Release is the second Single Pot Still whiskey to be added to the Powers family, following the release of the ultra-premium Powers John’s Lane Release in May 2011. The new expression bears the hallmark spicy flavours that are typical of the Powers whiskeys, with black pepper, honey, vanilla and berries in abundance. Using the signature Powers pot still distillate, it has been matured mainly in American bourbon barrels with the subtle inclusion of whiskey matured in Spanish Oloroso sherry casks.

Powers Signature Release was introduced to whiskey fans for the first time in the US at WhiskyFest Chicago in April this year and will be on shelf in the USA and Ireland from September.

The new-recipe, new-look Powers Gold Label has taken inspiration from the brand’s history and features a higher strength abv of 43.2% and will be non chill filtered, allowing the spicy pot still character of the whiskey to come to the fore. Being able to release a non chill filtered whiskey at strength lower than the industry norm of 46% is directly related to the proprietary triple distillation process which Powers uses.

The updated packaging reflects the super-premium nature of the whiskey and brings Powers Gold Label in line with the look of the other whiskeys within the Powers family. The new whiskey and packaging format will be available in the USA from September 2013.

Anna Malmhake, CEO at Irish Distillers Pernod Ricard, says: “Powers has been long been regarded by whiskey lovers throughout Ireland and the world as the ‘whiskey drinker’s whiskey’ and recognised for its traditional, full-bodied pot still flavours. With demand for Irish whiskey now stronger than ever, it’s an exciting time of opportunity for the category in general and for Powers in particular. The timing is ideal to harness the tremendous reputation of Powers and to showcase its quality to an ever increasing number of super-premium whiskey drinkers.”

“With whiskey drinkers increasingly prioritising craft and quality in their purchasing decisions, we see excellent growth potential for the super-premium segment of the Irish Whiskey category so we are confident that the new Powers range will be a big hit for discerning whiskey drinkers, as they continue to explore and discover the many great whiskeys that Irish Distillers’ extensive portfolio has to offer.”

The introduction of the new-look Powers range is the latest in a series of innovations from Irish Distillers, owner of the world’s leading Irish whiskey brand, Jameson. May 2011 saw the release of its award winning range of Single Pot Still whiskeys and a subsequent release of numerous other whiskeys reaffirming the company’s commitment to growing the Irish Whiskey category and to improving consumer awareness and understanding of the excellent quality of Irish Whiskeys at all price points.