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.
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.
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.
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.
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.