‘It embodies the essence of Ireland,’ says Flatley as he launches whiskey

Dancer names new spirit ‘The Dreamer’ in bid to break into booming market

Michael Flatley has launched his own Irish whiskey brand called The Dreamer in a bid to capture a slice of the booming global market for the drink.

Irish whiskey is the fastest-growing product on the multibillion-euro global spirits market, with dozens of new distilleries opening to cater for the booming demand.

The Chicago-born dancer – the first American to win the World Irish Dancing Championships – shot to global fame with Riverdance in 1994, which he helped to choreograph, and then his own smash-hit shows, Lord of the Dance, Feet of Flames and Celtic Tiger.

He has been an avid fan of Irish whiskey and even had a special whiskey room included in his lavish €30m refurbishment of Castlehyde House in north Cork.

“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,” he said.

“Irish whiskey was a favourite of my father’s. It was through his passion that I came to appreciate its complex flavours. So, it is a very proud moment to launch Flatley Irish Whiskey, as I know he will be smiling down on me.”

The dancer said the decision to name his own whiskey “The Dreamer” was quite easy.

“With The Dreamer, we are distilling the essence of Irish tradition, the dreams that fuel us and the people that inspire us,” he said.

It is hoped his whiskey brand will be a major hit on the Irish and North American markets where he is well known.

“I brought in the very best team for Flatley Irish Whiskey, led by chief executive Jim Clerkin, renowned in the international drinks industry, master blender, Noel Sweeney and Pierrick Bouquet, who is the genius behind some of the most successful wine and spirits brands internationally,” he said.

“They all understood my vision, my desire to craft a whiskey that would be remembered from the first sip and could be enjoyed by all.

“The result is an exquisite blend that is rare and bold and I’m very proud of it. It’s a tribute to the undaunted dreamers who shape the world.”

The label on The Dreamer reads: “Savour the spirit of ambition and the warmth of achieving the extraordinary. Dream boldly, savour deeply.”

The whiskey is crafted and distilled at the Great Northern Distillery in Co Louth. It is a five year-aged whiskey and will retail at €45, aimed at the premium market segment.

Flatley said it had been his dream to have his own whiskey brand since he directed the development of a special whiskey room at his Castlehyde mansion, which also had a special climate-controlled wine cellar.

Castlehyde’s whiskey room hosted many celebrities over the years, including Prince Albert of Monaco, Maureen O’Hara, George Hamilton, Cliff Richard and members of The Chieftains.

Fittingly, the first tasting of The Dreamer took place in Castlehyde’s whiskey room.

Flatley said the crest on the new whiskey label is a nod to his late father, Michael Sr, who emigrated from Ireland to Chicago and built a hugely successful construction business.

His passion for Irish music and culture led his children to become deeply involved in traditional music and dance – with Michael winning the World Irish Dancing Championships as well as becoming a Golden Gloves boxer and an award-winning flautist.

Master whiskey blender Noel Sweeney – an inductee into the Whisky Magazine Hall of Fame and formerly of Cooley Distillery and Powerscourt Distillery – created the new blend with the direct input of Mr Flatley.

“I was truly honoured to work with Michael on this collaboration,” Mr Sweeney said.

“He is one of Ireland’s most prominent and significant ambassadors, enriching our culture through his promotion of Irish dance and music on a truly global scale, and now through whiskey.

“This five-year-old triple-cask blend combines grain whiskey and doubled-is-tilled malt matured in former bourbon, port, and Pedro Ximenez sherry casks.

“The whiskey embodies a quintessential Irish whiskey style with smooth complexity.”

Flatley Irish Whiskey has now signed a distribution deal with the country’s leading premium spirits distributor, Dalcassian Wines and Spirits, who are stocking bars, hotels, and independent stores throughout Ireland.

SuperValu is also already stocking the whiskey in more than 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 later this summer.

In March it was revealed Flatley had filed with the US Alcohol and Tobacco Tax and Trade Bureau (TTB) for the label.

The launch comes as a major boost for the dancer who, in January of last year, revealed he was to undergo surgery for an aggressive form of cancer. He was treated for a malignant melanoma.

The star – who turns 66 in July – said he was “optimistic” about the future given his successful surgery and treatment.

The dancer is the latest in a long line of celebrities to launch their own alcohol brand, with Conor McGregor’s Proper No Twelve whiskey arguably the most well known.

Flatley bought the almost derelict Castlehyde estate in Fermoy, Co Cork, in 2001 for €3m and spent over €27m revamping the property.