Bord Bia features the best in Irish Spirits at ProWein 2023

LIWC Posted 27.02.23

Bord Bia - The Irish Food Board is the main organiser for the Irish spirits category featuring at ProWein in Dusseldorf this year. Origin Green verified companies have the opportunity to host a stand and partake in one of the largest trade events of the year.

Lambay Whiskey is a portfolio that brings a unique cognac cask finish to the Irish whiskey category. Our award-winning brands exhibiting at ProWein this year will be the brand's flagship whiskey- Lambay Small Batch Blend, and a blended malt - Lambay Malt Irish, Both of these brands are Gold World Spirits Award winners this year.

Also featuring at the show is the first new release from a trilogy collection called Reserve Cask Series, Lambay Single Malt Batch 01, and the latest prestige release Lambay Single Malt 20 Years Old Castle Prestige Edition which scooped the Masters Luxury Award at the Spirits Business last year.

Managing Director of LIWC Jean-David Costerg sat down with Melita Kiely, Editor of The Spirit Business, and shared some thoughts.

– What we hope to achieve from the show:

At Lambay Irish Whiskey Company, as a small crafted and premium Irish brand, we are always very selective about which trade shows we attend where we present our brands and our company because it requires a lot of resources, time, and manpower for the preparation and execution to make it successful. Therefore, we set 2 clear objectives to define what success looks like:

 1. One is to be present amongst other Irish whiskey brands to show the trade the large offering and variance of Irish whiskey brands in general and the specificities of our brand offering at Lambay Irish Whiskey. Compared to only 5/10 years ago, and driven by global consumer demands, Irish Whiskey is the fastest-growing category between 2010 and 2020 with a total category volume increase of 140%.

2. Our second objective is to take advantage of this event to meet and spend qualitative time with our existing distributors coming from all over the world during an intense 3 days to strengthen our business relationship, present our new product development, follow up, and receive industry updates in markets trends in respective markets for  Lambay Whiskey's development, We look forward to meeting up with new potential business partners to increase our distribution network which should ultimately lead to new orders for our existing and new Lambay Irish Whiskey brand portfolio.

“ProWein exhibition for Lambay Whiskey is very useful, as an SME, to meet up with customers and distributors, and collect feedback from markets where Lambay Whiskey is distributed while introducing our innovations and best practices. It saves us a lot of travel expenses and enables us to connect with distributors that we may not have the chance to see regularly and/or reconnect physically with current customers/distributors post Covid period. The month of March and also the location and the good organization of this fair, are also a factor of success although the cost of participation for SME represents an investment and we do thank for Bord Bia’s support for this event  said Costerg.

National Sales Manager LIWC, Rob Boland will also be in attendance and you will find us at Hall 13 | Stand no. D 30


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