Krogman’s Magic Cow Irish Whiskey

The role of cattle in subsistence Iron Age Ireland cannot be overstated. With large, open grasslands and a temperate climate, the Celtic culture of the time was perfect for a flourishing of cattle pastoralism. The pre-literate ancient Irish indeed were literally raised on milk, meat, and skins from these life giving animals, and their lives too were measured against the value of the age’s one source of economic worth, a mature milk cow. Not only did they live and subsist on cattle, their life’s worth was measured in the amount of cattle they owned. Legal, religious, and ritualistic activity were also centered on cattle. Butcher marks on the faunal remains at ceremonial sites across the country would seem to indicate the importance of cattle in both sacramental and religious ceremonies, especially those centered on feasting which took place at these religious sites, not their homes.

In the Irish epics we too see cattle playing important roles. The legendary cow Glas Gaibhnenn, stolen by Balor from Cian, whose son with Balor’s daughter was to produce the most important of Irish gods, Lugh, represents the fertility of the land itself, producing profuse amounts of milk. Often the names of famous cattle are reflected in the names of Irish rivers, like the Boyne. Like the anthropomorphic nature of the all too human gods, the creatures who inhabited ancient Ireland’s myths are tied symbolically and ritualistically to the world in which they operated.

Cows of various sorts appear across a variety of Irish myths

Taking these deeply mythological and symbolic elements into consideration, we sought to create a brand of Irish whiskey which reflected a deeper psychological seam in Irish culture. Thus “Krogman’s Magic Cow Irish Whiskey” was born. The three year blended whiskey of 30% malt and 70% grain is finished for a further time in ex-Imperial Milk Stout beer barrels, further reflecting the dairy theme. We borrowed design inspiration of vintage milk ads, many of which focused on the health and vitality of the product, no different in many ways from its Iron Age use.

With Irish whiskey growing exponentially in the last decade, it’s good to take a look at the brand landscape, as well as where the category might evolve and innovate in the coming years. For a long time it was either Jameson or Bushmill’s, with Cooley brands sprinkled in the mix. However as Jameson became a call brand at bars, as easily shootable a Fireball, it didn’t take long for a proverbial rising tide to bring others along. William Grant expanded Tullamore D.E.W. offerings investing millions into grain and malt distilleries and ageing facilities, as well as expanding the brand into traditional finishes and alternate age groupings. The Teelings exited their first project to Beam, and seeded a new one in their own name in the heart of Dublin, employing their experience with a variety of liquid streams, finishes, and first rate marketing to bring a focus back to the fundamentals. Pernod continued honoring the history of single pot/pure pot still Irish whiskey, growing Midleton, Redbreast, and the Spot brands, as well as continuing to push Jameson. And Proximo even found success with the celebrity play, in the form of Connor MacGregor’s Proper 12. These major players all see a bright future for the Irish category. The liquids are somehow more approachable than scotch, and of course there’s an even strong US/Irish cultural affinity.

Inspired by vintage milk ads promoting health, wellness, and an abundantly verdant landscape

So to innovate we chose to use local American craft beer ex-bourbon barrels for finishing. Starting with an imperial milk stout barrel to tie in the Magic cow. We also chose 110 proof or cask strength to further delineate the product in a category which sticks mainly below 90. And finally we are bottling as a single barrel, believing that even though it’s a fully separate category from bourbon, the elements of cask strength and single barrel are understood as quality markers, and may help increase affinity to that target audience.

In summary, Krogman’s Magic Cow aims to pull an elemental and foundational myth from Ireland’s Iron Age and engage with it in the whiskey enthusiasts 21st century vernacular. SRP $24.99-$29.99