Commerce, community, and creativity are all part of the weave.
Golden, sophisticated, with a dash of mystery Irish Mist occupies a special place in the history of Irish distilling.
Ireland’s legendary liqueur might well be described as the accidental offspring of Tullamore Dew.
First produced in 1947 in response to the urgent need to make economic use of excess stock of whiskey it proved to be an inspired idea by Desmond Williams, grandson of the founder of the Tullamore Dew whiskey company.
The history of Irish Mist involves a secret receipt from a mysterious Austrian distiller, celebrated through the famed ceramic figure made by Coronetti, Cunardo, Italy.
Now a collector’s item the splendid figurine is a replica of an Irish officer in the Austrian army from the 1750s.
Whiskey and honey may well be part of the recipe for the liqueur, but Desmond’s artistic and literary links were key ingredients for the commercial success of Irish Mist.
Deeply rooted in Tullamore’s proud distilling tradition Desmond William set about the task of launching Irish Mist with characteristic imagination, commitment, and impatience.
There must have been a temptation to build on the image of Tullamore Dew, but Desmond set about launching an entirely new creation with a carefully cultivated image, using extravagant design, bright colours, and delicate and distinctive packaging.
He engaged renowned artist Louis Le Brocquy in the design and packaging while his father-in-law Oliver St John Gogarty, opened doors in New York where the former senator, athlete, poet an author was well known in literary and social circles.
Gogarty, who served as the inspiration for Buck Mulligan in James Joyce’s novel Ulysses, brought Irish Mist miniatures to the Big Apple. Serendipity played its part – one of the most significant Avant Garde pubs in New York was owned by two brothers from Ferbane.
Costello’s in the heart of Manhattan was the favourite haunt of many influential journalists and writers including Ernest Hemingway, John McNulty, John Steinbeck and John O’Hara and Tim Costello was widely respected in literary circles.
Tim Costello originally from Main Street, Ferbane was described in a 1966 Esquire profile as a ‘a handsome, silver-haired man who wore his crumpled grey felt hat and his white button-down Brooks Brothers shirts with incomparable style,’ In today’s parlance he would be described as a brand ambassador for Irish Mist.
Was it curiosity or parochial loyalty that tempted me to savour my first glass of Irish Mist in the old Hayes Hotel in Tullamore, served by the incomparable Tommy Reddy? Tommy would have been at home in Costello’s with his love of literature and drama.
There was something special about sipping Irish Mist just a stone’s throw from the very spot where it was produced. Desmond Williams did not approve of Irish Mist with ice but for me it was a wonderful discovery and the first of many encounters with the legendary liquor.
Even today when I see Irish Mist in a bar I am transported back to Tullamore in the Seventies and Eighties. I recall haunts such as the Bridge House, Mrs Flannery’s Folk Club, the Phoenix Arms Hotel, Annie Kelly’s, The Brewery Tap and Hugh Lynch’s.
As the years I backwards span I recall too the many events, such as the Personality of the Year, graciously sponsored by the Irish Mist Liqueur Company.
Offaly History, Offaly County Council and Creative Ireland deserve credit for this initiative in celebrating the history of Irish Mist. History is not of course just about the captains and the kings and while it is appropriate to salute the Williams family, and Desmond in particular, this book rightly examines the role of the workforce, the importance of Irish Mist to Tullamore and to the life of the community.
I will always associate Irish Mist with Bill Jaffray, legendary Managing Director, who in temperament could not have been more different than Desmond Williams yet shared his pride and passion and led a committed workforce at the iconic Bury Quay building which fascinated me as a child.
This book is a fitting memorial to all who contributed to the story of Irish Mist.
Well done to Michael Byrne, Brian Jaffray, John Flanagan and all who contributed to this publication.
Slainté!
Seamus Dooley
Editor writes:
Seamus Dooley provided the above article for the Foreword to the new book and has kindly accepted our invitation to launch Irish Mist: the story of Tullamore’s whiskey liqueur, 1945-1985 (Offaly History, Tullamore, 2023, 275 pp, paperback and hardback). Editors: Michael Byrne and John Flanagan. The price is €20 for the softback and €25 for the hardback.
With contributions from Michael Byrne, John Flanagan, Guy Williams, Brian Jaffray, Ger Scully, Mike Murphy, Gerry Molyneaux, Anne Williams, Camillus Dwane, Frank Nicholson, Una Mullery and Peter Hallgarten.
The launch is at Offaly History Centre, Bury Quay, Tullamore at 8 p.m. on Friday 1 December. All are welcome. The book is 275 pages in soft back with a limited number of hardbacks. The new book was supported by Creative Ireland and Offaly County Council.
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