Tuesday, January 30, 2007

That's The Spirit(s)

Liam Neeson gave a tremendous performance. Chicago's own Aidan Quinn wasn't half bad, either, and who could forget Stephen Rea as the 'man in the castle' who worked undercover for the rebels. Brilliant movie, Michael Collins, and what a story it told. Isn't there always great emotional conflict in any civil war epic? Brother against brother, friends divided, against a backdrop of hardship...and always, the presence of death.

Cheer up and raise a glass, to toast to the memory of Michael Collins and famous Cork Flying Columns, the rebels who fought against their British overlords and finally tore Ireland free from English rule. The Shinners, however, may keep their glasses on the table. We all know about the Treaty that left the six northern counties to their fate. It's in the movie, if you care to rent it and watch it all again.

What to toast with? Here in America, you can sip a bit of the Big Fella. Yes, it's true, and you've all been tippling the deck to such an extent that Cooley Distillery would like to thank you. People in Cork didn't care for the name when it was announced. Good reason to promote sales in the States, where the name of Michael Collins does not hold such deep emotional meaning. So, thank you, American drinkers, for buying up and enjoying thirty thousand cases of Michael Collins whiskey. Cooley Distillery, and owner John Teeling, saw profits rise 20% thanks to Michael Collins Irish Whiskey, and your elbow-bending efforts.

If you were to buy a bottle in Ireland, you could expect to pay fifty euro, which makes it a pricey brew. And you can't mistake it, either. There's a picture of Mick himself on the bottle, with a replica of his signature. Sort of like he's recommending it, isn't it?

Until Michael Collins Irish Whiskey took off, Dr. Teeling was reeling (couldn't resist, sorry). There he was, starting up a drinks company and having to face the likes of Pernod-Ricard and their Jameson brand. Sure it was a struggle, until he introduced the new brand. Next thing he knew, sales rose 10%. What else to do but expand at the County Louth home base, and enter another market. If you're in South Africa on business, you won't need to drink an off-brand, not when you'd like a bit of Mick and water.

Dr. Teeling recognizes the difficulties he faces, with one of the smaller distilleries and tough competition. How much longer until we see a Countess Markiewicz light blend for the ladies, or a James Connelley brand for the working man? Padraig Pearse Irish Whiskey for the cerebral intellectual? What about a communion wine named for Bishop Eamonn Casey? If the bottom line is to continue to grow, Cooley Distillery will have to expand, and isn't it better to go with what's been working?

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