Launch of Foxes Bow in US coincides with nationwide roll-out of emerging whiskey brand with Tesco in Ireland.
Emerging Irish whiskey brand Foxes Bow will soon grace stores in America after the young firm signed on with MHW as its importer in the US and with Green Light Distributors in Texas.
The deals come just as grocery giant Tesco has agreed to stock the nascent whiskey brand in 80 stores across Ireland.
“Both of these partners fully understand and back what we’re trying to do, and are both disruptors of the status quo in their own right. So we’re absolutely thrilled they chose to work with us”
Created by Limerick natives Alice Carroll and Tony Foote, Foxes Bow Whiskey is a blended Irish whiskey aged in Bourbon barrels and finished in Oloroso and Rye casks. The inclusion of rye casks in the whiskey’s finish lends a floral bouquet to the whiskey’s nose, while providing an interesting lingering spice to the palette. Beginning with a burst of fruity sherry flavours, followed by a wave of spice and perfectly finished with a lingering velvety vanilla sweetness.
In June the business surpassed €514,000 in a crowdfunding campaign on Crowdcube.
Since its launch in November 2021, Foxes Bow has already shown positive momentum. It partnered with Bord Bia to conduct a consumer study that found Foxes Bow Whiskey appealed to 91% of US consumers. It was one of the top volume performers of 2021 via Irish Malts and according to the company it sold out in O’Briens four weeks in a row post-launch.
The business began exporting last year with its first order shipped to Germany at the end of March.
Co-founder Alice Carroll said that the importing deal with MHW and the distribution deal with Green Light Distributors are significant because of the competitive nature of the US market for new entrants.
“Both of these partners fully understand and back what we’re trying to do, and are both disruptors of the status quo in their own right. So we’re absolutely thrilled they chose to work with us.”
Carroll said that the roll-out with grocery giant Tesco in Ireland happened after the grocer was attracted to the brand because of its eye-catching design and disruptive approach.
“We’ve been told by so many how competitive a listing with them is, but Tesco have really gotten behind us because they believe in what we were doing in the whiskey space! We feel so unbelievably lucky to stocked in 80 of their stores across the country and growing with the Tesco team,” Carroll said.
Main image at top: Foxes Bow founders Tony Foote and Alice Carroll