For about forty years Tullamore was home to the production, bottling and marketing of a world-class product, Irish Mist liqueur. The background to the project to establish a whiskey-based liqueur came from English contacts of the Williams distillery company, B. Daly, and arose out of the scarcity of whiskey in England as the war came to an end in 1945. By late 1947 production of the liqueur compound – a mixture of honey, sugar and whiskey – commenced in Tullamore. Sales were good initially, but with the return of competitors to the market, such as Drambuie, and difficulties with the English shareholders progress slowed.
The good news is that with the support of Creative Ireland and Offaly County Council we are on an excursion to find out what made Irish Mist a product distributed worldwide and using the best designs for packaging. It was all started in Tullamore in 1947 so you can help fill in the gaps. We want to hear from people with memories. We want to record it in book form while there are people who can give first-hand accounts. You have a story to tell and you may have pictures. Please contact John Flanagan, Ardan Heights, Brian Jaffray or Michael Byrne. Why not email us email@example.com or call to Offaly History Centre, Bury Quay, Tullamore. The work on the project has now started so get in early with your contribution of a memory or a picture.
Desmond Williams, a grandson of the founder of the firm was with the product from the start. He concentrated his sales skills on the wealthy Irish in America and by 1953 had established a small market there. It was his famous father-in-law, Oliver St. John Gogarty, who introduced Irish Mist to the U.S. when he personally conveyed four miniatures to a trade agent there in late September 1949, by way of samples of the new product. Later, it was Irish connections such as that with Jim Costello (formerly of Ferbane, Offaly) and owner of a unique bar and restaurant in New York with an avant-garde clientele who gave an order for two cases and was willing to take another eight of a small shipment in 1950.[2Continue reading