McGregor’s Proper No. 12 Whiskey Review

As I’m sure you all know, the internet has been set alight by Conor McGregor’s entrance into the Irish whiskey industry with the announcement of his own blended whiskey ‘Proper No. Twelve’. The double champ is one of the most recognisable and followed people on the planet, and As I mentioned in my first article examining McGregor’s new whiskey, he has a greater social media following than any brand in the industry.

He is able to leverage his own brand to sell a consumer product, which is literally targeted at the 40 something million people that follow him across Facebook, Twitter, and Instagram. His market reach is unimaginable. His first social media announcement about the brand garnered nearly two million likes in a matter of hours, which a reach of several times that number. Continue reading “McGregor’s Proper No. 12 Whiskey Review”

Irish Times Bushmills Blunder

IMG_5662

So today I found myself flicking through the Irish Times business section and I was greeted with a quick caption article (see picture above) about how, drinks giant, Diageo had just purchased Bushmills distillery in Northern Ireland for £200million. A bargain basement price considering that they just sold, the same, Bushmills distillery to tequila giants Jose Cuervo at the beginning of the new year for a reported £400million plus majority stake in a mid range tequila brand.

If this article were true Diageo would have just pulled off the world’s quickest £200million profit making scheme the drinks industry may have ever seen!

After some minor digging into the background of this peculiar story I realised that this is in-fact a direct copy and paste article from April 25th 2005. An article published in the Irish Times after the acquisition of Bushmills by Diageo from Pernod Ricard/Irish Distillers.

IMG_5663 IMG_5664 IMG_5665

Further browsing revealed, what appears to be, the intended article for today’s print edition of the Times, posted on their website claiming that Jose Cuervo are now selling $500million in bonds to finance their recent purchase of this famous Irish whiskey distillery.

Congrats to whatever night editor managed to throw together a lovely half article about Bushmills some…. ten years late to the party.

I’m starting to to think I should read the times more often!