Selling in record time, the first allocation of Redbreast Tawny Port was one of the fastest sales since the Single Malt Shop launched

Expectations were high for the launch of Redbreast’s Tawny Port edition on Friday, Sept 15th, but even seasoned retailers were fascinated by how quickly it went. Keyboard whiskey warriors were busy hitting refresh when the first allocation hit the shelves. Relative to many other brand launches, it was predicted to be a blink-and-you’ll-miss-it event, with this eagerly awaited bottle taking centre stage on Redbreast fan pages for the days leading up to it. 

Backstage at the Single Malt Shop, the team prepared for what they expected to be a short selling window. “Our allocation was good,” explained Glen Melia, sourcing manager, “but with a strict embargo in place, we couldn’t confirm when our bottles would go live in advance. We were amazed at how quickly it sold.”  

In the end, it only took a couple of social media posts to link fans in and then it was a feverish 90 minutes before the out-of-stock label came into play on the site, frustrating the hopes of many. “We sold to lots of Irish buyers, of course, but it was also great to get bottles out to buyers across Europe and Asia. We have a solid global customer base and they were ready to go the same as everyone closer to home.” 

“Launches like this don’t happen that often,” he says. “There are just a small number of brands that command this kind of attention. The Glenallachie and Midleton Very Rare releases tend to gather a storm in advance. But most bottles take time and marketing to build their presence,” Glen Melia explained. 

“We allowed customers to buy two bottles – so many of our followers are collectors but they want to drink it as well so I think that being able to buy two bottles was appreciated. We feel it can be hard when you get just one bottle of a release like this and then have to struggle with the idea of opening it or not.”

Talk on fan sites is, naturally, around the taste and complexity and whether it stands up to its siblings, like the ever-popular Laustau edition. As bottles are opened, the results will start to filter back but as far as its makers are concerned this is a really important flavour profile for the family. 

Tawny Port comes from the Duoro Valley in Portugal and, like its sibling Ruby Port, is made with red grapes. Unlike ruby port though, Tawny matures in cask and is ready to drink once it’s taken from the wood. It’s incredibly sweet and decadent and therefore pairs well with dessert. It’s a more mellow and lighter-coloured port than ruby. The flavours are nutty and crisp, with a medium to dry profile with lots of dark summer fruits. 

All of this sits well with Redbreasts bourbon and sherry primary maturation, with the tawny cask getting between 14-25 months to work its magic on top of the initial cask types. 

Irish Distillers are playing down the future availability of the Tawny Port edition but all indications, including customer demand, would suggest that more may appear soon. Make sure and follow the Single Malt Shop’s social channels and register for its newsletter to be kept up-to-date.

Meanwhile, Redbreast fans can enjoy the single Malt Shop’s three-bottle sale of Redbreast 12, below, or check out all its Redbreast releases here. 

Irish Distillers are playing down the future availability of the Tawny Port edition but all indications, including customer demand, would suggest that more may appear soon. Make sure and follow the Single Malt Shop’s social channels and register for its newsletter to be kept up-to-date.

Meanwhile, Redbreast fans can enjoy the single Malt Shop’s three-bottle sale of Redbreast 12, below, or check out all its Redbreast releases here.