Whiskey
Irish Distillers set to launch members’ club in Britain
The Midleton Barrel Club is aimed at attracting new customers and making existing ones more loyal
Irish Distillers is planning to launch its members’ club offering in Britain before the end of the year.
The Midleton Barrel Club, which launched in Ireland in June 2021, provides subscribers with access to exclusive whiskeys and tasting sessions. It is aimed at attracting new customers and making existing ones more loyal to the group’s brands.
“It’s a great way to reach new audiences. Whiskey curious people who might have been beer or wine drinkers, can join us and stay on board for a year-long journey,” John Carroll, marketing manager at Irish Distillers Brand Homes, told the Business Post.
