ChapelGate’s Chosen vs McGregor’s Proper Twelve

It may seem an incongruous pair of whiskeys to compare – but in my opinion – the two offerings above represent the growing maturity, complexity and coming of age of Irish Whiskey.

Chosen from youtube
Photo c/oYouTube

On the one hand you have ChapelGate’s ultra premium exquisitely packaged and presented Chosen,

On the other,  McGregor’s mass market blend Proper Twelve.

2 (1 of 1)-2
Proper Whiskey c/othewhiskeynut

Both have delivered a product that satisfies the demands of their specific target audiences,

And both are excelling within their respective categories.

My blog welcoming the arrival of Proper Twelve to the market stated;

‘Irish Whiskey will never be the same again’

Has certainly been proven true.

Proper No Twelve Conor McGregor
McGregor c/oProperTwelve

For a newly released brand to be seriously challenging the dominance of Jameson – as in an Irish Times article – is truly outstanding. Despite the recent deplorable antics – perhaps even because of? – there seems to be no slowing down of Proper Twelve’s growth trajectory.

It is opening the market to a new generation of Irish Whiskey drinkers around the world and recently expanded into Poland & South Africa.

ChapelGate’s Chosen is also taking Irish Whiskey into new – and to many unthinkable – territory, the ultra premium luxury market. I highly commend founder Louise McGuane for her courage in doing so.

Chosen independent.ie
Louise McGuane launches Chosen c/oindependent.ie

The dedication, careful selection of stock and variety of quality casks at her bonded warehouse in County Clare was outstanding. I chanced a visit over two and a half years ago – even before her first release – which you can read about here.

To chart the growing success of ChapelGate since then – as well as tasting JJ Corry’s fabulous whiskey releases – has been a wonderful journey.

The reaction to Chosen and Proper Twelve has been immense – and divisive.

Both have taken Irish Whiskey out of the narrowly defined one dimensional stereotypes of the past.

They represent a multi dimensional & complex Irish Whiskey scene that can be double distilled, peated, flavourful, rough round the edges, brash & youthful, aged & nuanced all at the same time.

Both dreamed big and played far beyond the boundaries.

Meet the new trendsetters of Irish Whiskey.

Meet Chosen & Proper Twelve.

Putting dreams into action.

Sláinte

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