Inbox - January 31, 2014

Welcome to this week's Inbox.  For those that have recently discovered us, Inbox is our weekly round up of whisky news and PR material that has found its way in to our email inbox. It was created as we cannot write full articles or do justice to every piece received. It features items from around the world of whisky and is published by us each Friday.

Within Inbox we aim to write a few lines detailing each press release/piece of news/PR event that we have received and provide links, where possible, for you to find out further information.  The whisky world and PR departments are slowly waking up as we approach February.  Sorry there was no Inbox last week, but nothing captured our interest.  Here are a couple of bits for this week ...

________

Jim Beam - Time to 'Make History'

The huge American bourbon brand has announced a partnership with actress Mila Kunis, who will star in the brand's first ever global marketing campaign.  The campaign is entitled Make History and will cover various formats including TV, social media and retail material.  The campaign has been created by FutureWorks, a collaboration of three independent design agencies from Hamburg, New York and Sydney.

Kunis (pictured above with Jim Beam Master Distiller Fred Noe) will be the face of the campaign and feature heavily.  The UK premiere of the TV advert will be on March 17 and Make History will be rolled out across worldwide markets in the following months.


Teeling Whiskey Co - New distillery

The Teeling Whiskey Company's plan to revolutionise the Irish whiskey industry has gained further pace with the announcement that they are to open a new distillery.  The distillery will be housed in The Liberties building on Newmarket Square in Dublin, and will be the first new whiskey distillery in for 125 years.  the plans are at an advanced stage and production is expected to begin later this year.  The annual production capacity will be 500,000 litres.

The project is set to cost €10 million and will see The Liberties totally renovated to include the Teeling Whiskey Distillery and a visitor centre, which will open in early 2015 and is expected to become a major tourist destination.  The distillery will be home to three copper pot stills and will hark back to the Teeling ancestral Dublin distilling roots.  It will create 30 new jobs in Dublin.

Jack Teeling, Founder and Managing Director of the TWC commented: “This project will bring distilling back to an area of Dublin long associated with world class whiskey which at one stage had 37 different operational distilleries. Dublin whiskey was at the forefront of the last golden age of Irish whiskey. It is unquestionable that there has been significant growth in the Irish whiskey market worldwide, particularly in the US, and we want to be the leaders in creating a bright new future for Irish and Dublin whiskey. The new distillery will guarantee future supply and ensure we control the distilling process from grain to bottle.”