Lord of the whiskey

A long-time collector of whiskey, Michael Flatley has decided to launch his own brand. We speak to him about his new venture, The Dreamer and how he plans to bring it stateside in the next few months

The Dreamer is the first release in a series of special blends. Created by Michael Flatley and crafted in partnership with esteemed master blender Noel Sweeney and distilled at the Great Northern Distillery, this premium 5-year-old whiskey is priced at €45 and is available in stores, bars, and hotels throughout the island of Ireland, distributed by Dalcassian, and online at flatleywhiskey.com.

Tell us about your business in less than 100 words?

I launched Flatley Whiskey earlier this year – it’s been a lifelong dream. “The Dreamer” is the first in the series – a rare and bold 5-year-old blend. This isn’t a celebrity-endorsed brand but my own business, and I’ve been deeply involved in all steps of the process. I assembled the best team, led by CEO Jim Clerkin, renowned in the international drinks industry, master blender Noel Sweeney, and Pierrick Bouquet, the genius behind successful wine and spirits brands. They understood my vision to craft a memorable and affordable whiskey that could be enjoyed by all from the first sip.

What was the motivation to start your own whiskey business?

I’m a long-time collector of Irish whiskey. It was through my father’s passion that I came to appreciate its complex flavours. So, the whiskey is for my father and my father’s father, and one day it will be for my son. I first came up with the idea for Flatley Irish Whiskey when we began the restoration of our home ‘Castlehyde’ in Cork and installed a whiskey room. That has housed barrels of my earlier private blend for more than 25 years.
A lot of tastings have taken place there since then with royalty and celebrities alike, and so it evolved from that.

Where are you based?

The whiskey is distilled at the Great Northern Distillery and bottled in my hometown of Cork, where its story began. Our offices are located in both Dublin and the US, and I personally divide my time between Ireland, the US, and Monaco. We’re launching in the States in late September and expect it to become a significant market for the brand.

How many employees do you have?

Flatley Whiskey is a start-up brand so we’re keeping it to a minimum for now – our CEO, COO, CFO, their support teams and brand ambassadors. We also have the support of distilling and bottling companies, marketing agencies in key countries, and our drinks distribution partners like Dalcassian in Ireland.

Who is your target market?

Our target market includes anyone who enjoys Irish whiskey and values exquisite taste and premium quality at an excellent price point. Its smoothness appeals to a broad audience, including my wife and many of her friends. To attract a wider and younger whiskey consumer, we’ve also developed a variety of signature cocktails.

How do you market your product?

For me, Irish whiskey, much like Irish dance, embodies the essence of Ireland—its history, its spirit, and its ability to bring people together in celebration – that’s our core messaging. Right now we’re mainly concentrating on social media, digital, PR, tasting events and signings. We also hosted a big party in Dublin’s Mansion House to launch in the Irish market.

Tell us why your product is unique?

With ‘The Dreamer’, we’re distilling the essence of Irish tradition, the dreams that fuel us and the people that inspire us. This five-year-old triple-cask blend combines grain whiskey and double-distilled malt matured in former bourbon, port, and Pedro Ximenez sherry casks. The whiskey embodies a quintessential Irish Whiskey style with smooth complexity. People who have sampled it have been really surprised at the depth of flavour for its price point.

What is a typical day in your life like?

No two days are the same. I could be attending events, doing a media day, producing a show, working on my documentary or spending time with my wife and son – it’s important to find quality time for family.

What is the most stressful thing about starting a new business?

There is always a certain fear of the unknown when you embark on something new but for me, that is part of the excitement. Assembling such an experienced and expert team took a lot of the stress out of the project, as I felt they really understood my vision and we all collaborated well together. Our label says “Savour the spirit of ambition and the warmth of achieving the extraordinary. Dream boldly, savour deeply.”

What has been the best moment since starting the business?

The day I saw my first bottle at the bottling facility in Cork. It was an incredible moment after years of planning. The other highlight was our launch event in the Round Room at Mansion House in Dublin. It was a great party, attended by the drinks industry professionals, media, colleagues, friends and family.

What is the five year plan for the business?

Flatley Whiskey has signed a distribution deal in Ireland with the country’s leading premium spirits distributor Dalcassian Wines and Spirits who are continuing to get listings at bars, hotels, supermarkets and independent stores throughout Ireland North and South. SuperValu is already stocking the whiskey in over 175 stores across the country. It will be launched internationally over the next few years, with an initial release in the United States planned for late September.
For more see www.flatleywhiskey.com Follow the journey on Instagram and Facebook @FlatleyWhiskey