In an interesting example of the global whiskey industry looking to overcome some of the challenges brought on by the COVID-19 pandemic, Corry Irish Whiskey recently launched what was said to be the first Irish whiskey made exclusively for, and launched through, an online community. The whiskey – J.J. Corry “The Story” – was created for the 6,500 members of the online group “Stories and Sips.”
Just 200 700ml bottles and 400 50ml bottles were created — all of which sold out within just four hours, according to the brand.
Members of the group “Stories and Sips” were able to follow the creation and production of J.J. Corry “The Story” from cask to glass, through video and live stream updates over a 4-month period. These bottles were shipped to members across the United States, which was documented through a live stream launch and member group tasting via Facebook and YouTube, hosted by Barry Chandler, curator of Stories & Sips.
Chandler said “The Story” is a celebration of our growing Irish whiskey community at Stories & Sips.
“We were thrilled to work with a world-class Irish Whiskey partner in Louise McGuane and the team at J.J. Corry and bring this remarkable whiskey to market in record time and receive such an incredible reception from our community. A wonderful whisky for a wonderful community of whiskey fans,” Chandler said in a prepared statement.
J.J. Corry Irish Whiskey was founded in 2015 by Louse McGuane and is Ireland’s first modern Whiskey Bonder.
“2020 has presented formidable challenges for us as a rising Irish Whiskey brand. We were unable to travel to the USA and tell our story to new customers, so we tapped directly into the highly engaged online American Irish Whiskey community with Stories & Sips,” Founder of J.J. Corry Louise McGuane said. “This allowed us to introduce the J.J. Corry brand from our farm here in Ireland, in real time, to new consumers and enthusiasts all over the USA.
“A project like The Story lets us tell our tale in an intimate, meaningful way and create new J.J. Corry advocates and fans for life. Bespoke blends like The Story are in our DNA as whiskey bonders. In the 1800’s J.J. Corry would have done exactly the same for his high-profile customers from his shop in Kilrush, Ireland we’re just doing it in a modern way and at an international level.”
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The company sources new make spirits from Irish distilleries and matures it in Cooraclare, Co. Clare in a purpose-built bonded rackhouse.
Stories & Sips was founded in 2016 by Chandler. The group hosts weekly podcasts, live streams and events to build community and prompt conversations about whiskey in the United States.
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