In the heart of North Belfast, a city with a rich tapestry of history and culture, the Belfast Distillery Company is scripting a new chapter in the Irish whiskey production. This narrative is not just about distilling spirits; it’s a tale of revival, innovation, and homage to a heritage that dates back centuries. At the forefront of this revival is McConnell’s Irish Whisky, a brand with roots stretching back to 1776, now finding a new lease on life through the vision and dedication of the Belfast Distillery Company.
A Storied Past
McConnell’s Irish Whisky, once a hallmark of Belfast’s bustling spirits industry, faced the challenges of time and changing markets, leading to a period of dormancy. However, the brand’s story was far from over. A group of American investors, recognising the undiscovered potential in this historic brand, set about reviving McConnell’s with a contemporary approach while staying true to its storied past. Their efforts bore fruit in 2020 when McConnell’s was reintroduced to the market, quickly gaining acclaim and a new generation of enthusiasts across the globe.
Embracing Innovation at the Innovation Factory
As part of their journey, the Belfast Distillery Company embraced innovation at every turn. At the start of this journey was their engagement with the Innovation Factory, a dynamic business hub designed to foster growth and innovation among start-ups and established companies alike. The Innovation Factory provided not just a physical space for the Belfast Distillery Company but a collaborative environment where ideas could flourish, and business strategies could be honed.
The use of the Innovation Factory was a strategic choice for the company. It allowed them to tap into a network of business support services, cutting-edge facilities, and a community of like-minded entrepreneurs. The support and resources available at the Innovation Factory played a role in accelerating the company’s growth trajectory.
A New Home in a Historic Setting
The company’s ambition culminated in a ground breaking venture: converting part of the historic Crumlin Road Gaol into a state-of-the-art whiskey distillery and visitor centre. This £22.3 million investment is not just a testament to the company’s growth but a symbol of their commitment to Belfast’s heritage and economic revitalization. The choice of the Crumlin Road Gaol, a building with over 150 years of history, as the site for their distillery is emblematic of the company’s philosophy of blending tradition with innovation.
The planned distillery in the A-Wing of the Gaol, alongside a bar, shop, and visitor centre, aims to attract up to 100,000 visitors annually. This venture is supported by significant investment from Stormont’s Department for Communities and Invest Northern Ireland, highlighting the project’s anticipated contribution to local employment, tourism, and the broader economy.
CEO John Kelly
Looking to the Future
As the Belfast Distillery Company looks to the future, their journey from the revival of McConnell’s Irish Whisky to their innovative use of the Innovation Factory, and the ambitious distillery project at Crumlin Road Gaol, stands as a beacon of entrepreneurial spirit and dedication to heritage. CEO John Kelly’s vision of making the distillery the “home of our brand” is poised to not only elevate McConnell’s on the global stage but also contribute significantly to the resurgence of Irish whiskey as a premier spirit.
The first batch of whiskey from the new distillery, expected in 2027, will mark another milestone in this remarkable journey. With a blend of historical reverence, innovation, and community engagement, the Belfast Distillery Company is not just producing whiskey; they are crafting a legacy that will resonate for generations to come.
As the Belfast Distillery Company continues to write its story, it stands as a shining example of how tradition and innovation can intertwine to create something truly exceptional. Their journey from reviving a historic brand to leveraging the innovative ecosystem of the Innovation Factory, and embarking on a significant investment in Belfast’s cultural heritage, reflects a bold vision for the future of Irish whiskey. This story is not just about a company; it’s about a city, a community, and a spirit that refuses to be forgotten.
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Birds eye view of the Crumlin Road Jail where the distillery is set to open at the end of March 2024
CEO John Kelly and Master Distiller Graeme Millar