Born Irish Whiskey is set to reach a national audience this month, entering Tesco in its first major grocery listing and representing a significant step forward for Kirker Greer Spirits.Born Irish Whiskey is a bold new take on Irish whiskey, crafted as a blend of single malt and single grain, matured in alligator char ex-bourbon and rich stout casks, and made dark with infusions of chocolate malt, roasted barley and vanilla. With its defiantly dark character and deliciously smooth taste, Born Irish has already begun to carve out a unique space in the category.
Ryan McFarland, chief commercial & strategy officer at Drinksology Kirker Greer, commented: “Securing this listing with Tesco marks an exciting milestone for Born Irish and for Kirker Greer Spirits, and it’s only the beginning. Being stocked in Tesco gives us the perfect platform to engage UK consumers who are curious to explore the category through a brand that connects both culturally and creatively. Our mission is to grow Irish whiskey by making it more accessible, relevant, and exciting to younger audiences, driven by bold campaigns, immersive activations, and a vibrant serve strategy for both at-home and out-of-home occasions.”
To support its launch into selected Tesco stores and drive category growth, Born Irish Whiskey will roll out a year-round pipeline of activity. The Defiantly Dark, Deliciously Smooth campaign peaked at Halloween, bringing a humour-led twist to Irish whiskey with content that captured authentic first-time reactions from new whiskey drinkers.
The campaign will also run across Meta platforms, targeting UK consumers with bold digital content that highlights the brand’s distinctive colour, style and smooth taste. Looking ahead to St Patrick’s Day, Born Irish will continue to champion alternative comedy and twisted classic cocktails as its core brand pillars. In the on-trade, selected UK and Irish bars and wholesalers will be supported with Born Irish sampling and POS kits to take the campaign through the line.
With this new Tesco listing, Born Irish Whiskey is set to reach more customers than ever before and strengthen its position as one of the most exciting and innovative new entrants in the Irish whiskey category.
Born Irish Whiskey is available in selected Tesco stores and online now.
