High hopes, high spirits: ambitious plans for luxury Irish vodka brand.An Irish vodka is being launched by a former commercial director of the world’s top luxury brand.
Kalak vodka will hit the market in October.
Kalak vodka will hit the market in October. It’s the brainchild of Tipperary man Patrick Shelley, who until recently was commercial director of luxury behemoth LVMH Moet Hennessy in Russia.
It will be primarily targeted at overseas consumers, although it will also be available at home. Mr Shelley aims to emulate the success of Irish whiskeys such as Jameson, which has proved a runaway success for French owner Pernod Ricard, with the premium vodka. It will be priced between €30 and €38 in Europe. Vodka is popular with Irish consumers but at entry-level rather than premium prices.
He has invested €150,000 in the company. Outside investment will be sought from the middle of next year.
“Ireland has a lot of brand equity; people really trust Irish spirits. Our brand is about modern Ireland, mixing the natural beauty and mythology with contemporary design.”