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Campari Extends Irish Mist Into Burgeoning Irish Whiskey Segment

January 22, 2014

Campari America is returning to the Irish whiskey segment, launching a new entry under its existing Irish Mist liqueur brand. Rolling out in March, Irish Mist whiskey will initially be available in Massachusetts, New York, New Jersey, California, Illinois, Michigan and Ohio, priced at around $28.99 a 750-ml. The new offering is a triple-distilled blend of four-year-old whiskies that have been aged in American oak casks.

The launch of Irish Mist whiskey marks a return to the fast-growing Irish whiskey segment for Campari America. The company formerly marketed Tullamore D.E.W. in the U.S., before that brand was acquired by William Grant & Sons from Ireland’s C&C in 2010. Along with Tullamore, William Grant also gained Irish Mist, Frangelico and Carolans from C&C, subsequently selling those three liqueur brands to Campari for €129 million ($175m). Irish Mist liqueur currently sells around 20,000 cases in the U.S., down from around 40,000 ten years ago.

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