Irish whiskey is on fire: The category is expected to surge more than 15% in the next year, to a projected 2.8 million 9-liter cases consumed in 2014, according to the Beverage Information Group. And 3 Gingers is riding the wave.
The brand was created in 2011 by Kieran Folliard, who teamed up with the Kilbeggan Distilling Co. in Ireland to produce the whiskey for his Minnesota pubs. Folliard had to sell the pubs to comply with Minnesota liquor laws and began selling and distributing 2 Gingers into parts of Minnesota and surrounding states in January 2012.
Multinational spirits giant Beam bought 2 Gingers in December 2012 and retained Folliard as the brand’s official ambassador. An article in the Minneapolis StarTribune notes that Folliard has been on the road touting his Irish whiskey since February, with stops in Milwaukee, Chicago, New Jersey, New Orleans, Dallas and San Diego. Folliard meets with liquor distributors, bar owners and liquor store employees in each city to explain the 2 Gingers story.
The footprint of 2 Gingers–named in honor of Folliard’s redheaded mother and aunt–has expanded steadily beyond the Midwest: The Irish whiskey last month became available throughout the U.S.
Two Gingers is a 2014 Cheers Rising Star Growth Brand—it grew from 4,0009-liter cases sold in 2012 to 20,000 in 2013. And with Beam’s pending acquisition by the Japanese company Suntory, 2 Gingers is likely to become stronger.
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