Irish whiskey start-up Foxes Bow has released a pouch version in its domestic market.
The namesake brand came into being in 2021, positioned as choosing to “eschew traditional visual codes” in order to give the Irish whisky category “a fresh and dynamic identity”. In keeping with this approach, co-founder Alice Carroll, who previously spent six years with Pernod Ricard in Canada, announced details of the smaller pack size late last week.
Carroll also worked on the Diageo account at Dublin-based PR agency Wilson Hartnell before striking out alone four years ago with her business partner, former financial executive and Irish national Tony Foote.
The pouch pack contains the same liquid as Foxes Bow’s only SKU; a blend of whiskies that have been aged for unspecified periods in ex-bourbon, -oloroso sherry and -rye casks. The 73%-ABV iteration is produced by the Great Northern Distillery in Dundalk in the north-east of the country.
Carrying an SRP of EUR5.99 (US$7) per unit, the pouch versions will go on sale next month in Ireland’s off-premise channel through multiple retailer Aldi as well as online for domestic delivery.
A US announcement is due “in a few weeks”, added Caroll.
