Overview: Sláinte Irish Whiskey was launched in 2022 by American actor Liev Schreiber and UK drinks veteran Richard Davies. Currently available in seven US states, the brand is planning nationwide expansion across the United States and a launch in Ireland.
The Full Story
Richard Davies, co-founder of Sláinte Irish Whiskey, notes that the American palate was historically accustomed to Irish whiskey as a substandard product during Prohibition. Davies explains that US producers labeled inferior American whiskey as ‘Irish whiskey’ to sell, creating a perception that persisted even after shipping stopped. This historical context informed the brand’s focus on restoring the reputation of the spirit in the United States.
The brand adopted a cautious and creative approach to market entry, avoiding a scattergun strategy aimed at immediate national saturation. Davies describes this as a “steady wins the race” model, focusing on strategic states rather than chasing false flattery of being in ten or more states immediately. Following an initial online launch in September 2022, Sláinte landed in seven states by February 2023: Texas, Florida, New Jersey, New York, Nevada, California and Massachusetts. The company has raised approximately US$6 million to date in investments, enabling acceleration of production and market penetration.
Growth metrics indicate strong year-on-year performance since the first shelf presence, with case volumes up 125% in 2024 compared with 2023, followed by a 25% growth in 2025. The brand aims to hit 50,000 cases, which Davies states should be achievable in 2028. Distribution strategy involves partnering with small- to mid-size distributors who work closely with producers rather than large entities focused on top 20 brands. Partners include Park Street, GreenLight Distribution, Martignetti Companies, and Allied Beverage Group.
Expansion beyond the US includes a partnership with cruise liner Princess Cruises. The brand is poured on 17 of the Princess’s ships and is part of its Love Line Premium Liquors collection. Davies notes that a cruise ship contract represents a guaranteed volume, allowing for planning based on that amount. Additionally, Sláinte Brands International was created as a full design, creative and sales agency to incubate other brands, with John Paul DeJoria serving as a shareholder in one of the brands being worked with.
Production & Profile
The brand’s signature expression is its Smooth Blend, which is a triple-distilled Irish whiskey aged in Bourbon oak barrels and finished in Sherry casks. The 40% ABV whiskey is crafted, distilled and matured in Ireland at The Great Northern Distillery, which has been the brand’s distilling partner from day one.
Future releases include a ready-to-drink (RTD) product expected towards the end of the year or start of 2027. Davies indicates that Sláinte pairs well with ginger, hinting at a ginger ale profile for the RTD category. Additionally, the brand owns rare casks over in Ireland purchased back in 2020 that are now 25 years old, intended for an exclusive specialist range for Princess’s Duty Free.
Brand & Industry History
Richard Davies began in the industry in 1995, serving as director of the Merlot Brasserie Group. He helped a friend launch the Cheltenham Gin brand and created his own rum, Neptune, which he has since exited. Davies also plans to launch a new gin brand, Posh Gin, in spring 2027. Liev Schreiber is known for his acting credits but serves as a board member and managing partner for Sláinte. The company donates US$1 from every bottle of its Smooth Blend whiskey sold to Blue Check Ukraine, an initiative co-founded by Schreiber.
What This Means
The brand is targeting the cruise market and looking outside the norm for growth through partnerships like Princess Cruises. Davies believes new brands need to look outside the norm for growth, highlighting Sláinte’s partnership with cruise liner Princess Cruises as an example. The company also plans to introduce Sláinte to more markets, including Ireland in 2027 and England next year. Davies is in talks with a partner that wants to take the brand into Europe and South Africa.
Consumer Takeaway
For the drinker, the current offering is the Smooth Blend Irish whiskey, available in seven US states. The bottle contains a triple-distilled Irish whiskey aged in Bourbon oak barrels and finished in Sherry casks at 40% ABV. Future availability will include an RTD product and a specialist range for Princess’s Duty Free featuring a 25-year-old Irish whiskey.
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