Germany distribution deal for McConnell’s Irish Whisky in Belfast
Belfast Distillery Company is strengthening the international reach of its McConnell’s Irish Whisky brand after agreeing a distribution deal with Waldemar Behn in Germany.
The brand has been revived by Belfast Distillery Company since 2020, and has secured partnerships with multiple international distributors since. It is also developing a distillery at Crumlin Road Gaol in Belfast.
Through Waldemar Behn, Germany is the latest market to introduce McConnell’s 5 Year Old Blend, the brand’s signature expression.
Belfast Distillery Company chief executive John Kelly said: “McConnell’s brand was born in Belfast in 1776 and we have been working hard to re-establish McConnell’s in our home market, while developing our distribution network internationally. As it says on the label, we are proud to be following in the footsteps of James and John McConnell and we are excited to see McConnell’s Irish whisky travel from Belfast to Boston, and beyond. We are delighted to secure a distribution agreement with Waldemar Behn, one of Germany’s oldest and most well recognised family-owned companies in the alcohol sector.”
Rüdiger Behn, owner and managing director of Waldemar Behn, based near Kiel, commented: “We have been watching the Irish whiskey category grow both in Germany and globally and have been keen to find the right partner in this space. McConnell’s Irish Whisky is exactly what we have been looking for – great liquid and packaging which we know will be a success with German consumers. This could be seen by the reaction received at Bar Convent Berlin and we are pleased to welcome McConnell’s into the Waldemar Behn portfolio.”
Other markets added to the global distribution map for McConnell’s in the second half of 2021 include Poland, Austria, Luxembourg, Belgium, China plus Ontario and Alberta in Canada.
