Black Emerald Whiskey - A celebration of modern Ireland and its traditions

"Whiskey has always been about connection, about bringing new friends and old friends together"

Wed, 26 Nov, 2025 - 09:28

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With Christmas just around the corner, it seems a perfect time to consider an investment in a product as warming and convivial as it is potentially profitable.

Black Emerald whiskey offers investors the chance to avail of a 50% tax relief through the EIIS scheme.

With the closing date fast approaching on December 15th, the chance to back this already acclaimed product is a gift that will keep on giving for canny investors.

Founded by lifelong publican Ernest Cantillon, Munster and Ireland rugby player Simon Zebo, and whiskey industry veteran Finian Sedgewick, the brand is built on a simple idea: No One Drinks Alone.

“For me, it’s always been about hospitality, creating spaces where people feel welcome,” Ernest explains.

“That’s what Irish pubs and Irish drinks brands have always stood for. With Black Emerald, we wanted to bottle that same spirit and share it with the world. It’s a celebration of modern Ireland, rooted in our traditions but alive to what’s next, bringing people together over a whiskey that feels both familiar and new.”

With Christmas just around the corner, it seems a perfect time to consider an investment in a product as warming and convivial as it is potentially profitable.

Having already launched during the Lions tour of Australia and in the US at the recent All Blacks V Ireland game in Chicago, the reaction so far has been extremely positive.

“These events are very much about meeting distributors and customers, making contact with people and customers. Of course, Simon is a great ambassador for us, given his own incredible career as an international rugby player. But Simon made it very clear from the start that he wanted to be more than just a figurehead; he wanted to be involved in every aspect connected to Black Emerald. He is very much the team player, just as he was during his playing days with Munster and Ireland.”

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Simon’s interest in whiskey was learned from a young age, watching his father, whose large collection was part of his social life: “My whiskey journey started when I was a young boy. My father used to be an avid whiskey collector, having his friends over to share a drop and a dram since I can remember. But for him, it was never about the bottles themselves; it was about the people gathered around them.

"Whiskey has always been about connection, about bringing new friends and old friends together. Black Emerald is our way of carrying that tradition forward, while also representing the Ireland of today: modern, confident, and looking to the future.”

With his rugby-playing days now in the rear-view mirror, Simon still lives for the thrill of working in a team environment, this time with Ernest and Finian on their shared quest to make Black Emerald a global success.

“It is funny how it all comes full circle, and to be a part of the team with Ernest, Finian, and the wider Black Emerald team is something I’m very grateful for. To be naturally immersed in this industry has been a brilliant transition. Obviously, having been part of rugby teams for so long, to come into retirement and find myself part of another team is the dream scenario. I’m full throttle towards this project.”

Looking to concentrate their energies on capturing a healthy slice of the booming whiskey markets of Nigeria and South Africa, the Black Emerald trio have done their homework on choosing territories ripe for their product.

Nigeria, with a population of more than 215 million people, is one of the fastest-growing markets for Irish spirits.

Market intelligence suggests that the main driver of growth will be the urban, young population, 45% of whom are now living in cities, with increased purchasing power driven by better education and improved employment options.

This provides an excellent opportunity for Irish spirits like Black Emerald to target a growing middle-class consumer base that is actively seeking and engaging with premium brands.

Indeed, Black Emerald has received fulsome support from a veteran Irish entrepreneur with long-established experience of trading right across Africa.

John Teeling, Chairman at Great Northern Distillery, where the whiskey is sourced, adds: “I believe in single grain for one overwhelming reason, it reflects the modern tastes of younger drinkers. Corn distils a sweeter spirit than barley. An aged grain is very smooth, mellow and easy to drink. If cocktails are your choice, they mix well and take a finish. To me, it is the future.”

For Finian Sedgewick, being part of the Black Emerald story is giving people a new narrative on a product that has always been Irish at its core.

“We're custodians of the brand now, and people are going to have their own interactions with Black Emerald and the memories they're going to create. We feel there's a lot of room internationally for Irish whiskey to get back to people, craic, and the simplicity of a good whiskey in a bottle.”