The Irishman Whiskey was recently launched into Nigeria’s market. In this interview, Mr. James Kilgannon, Global Brand Ambassador of the brand speaks on why it was launched into Nigeria, Africa’s largest market
1. Why did The Irishman choose Nigeria as its African entry point?
Kilgannon: Nigeria is where culture meets scale. It’s young, energetic, and influential. What happens here often sets the pace for the continent. Starting our African journey in Nigeria made sense, because when you connect here, you connect with Africa.
2. What specific trends in the Nigerian spirits market influenced your decision?
Kilgannon: Nigerians are trading up. They’re choosing premium labels, not only forthe taste, but for the story behind them. That desire for authenticity and heritage is exactly what The Irishman brings.
3. Many international whiskey brands are already present. What makes The Irishman different?
Kilgannon: The Irishman doesn’t chase mass production. It’s small-batch, carefully made, and rooted in tradition. We bring craft and character to the glass. People aren’t only drinking whiskey, they’re drinking history and that’s our edge.
4. Can you walk us through the heritage and story of The Irishman Whiskey?
Kilgannon: The Irishman was born in County Carlow by Bernard and Rosemary Walsh, who wanted to restore Irish whiskey to its premium place in the world. From single malts to aged blends, every bottle tells that story of pride, patience, and craftsmanship. An interesting touch you’ll find on our bottles is the braille inscription on the front label. It wasn’t a marketing decision. Bernard added it as a tribute to his late grandfather, Jack Walsh, giving the brand a personal layer of meaning that goes beyond the liquid itself.
5. Nigeria is known for a vibrant social and nightlife culture. How do you plan to plug into that?
Kilgannon: Nigeria is alive at night whether its Lagos, Abuja, Enugu or Port Harcourt, each city has its rhythm. Our plan is to plug into those spaces where culture happens: tastings, lifestyle collaborations, and experiences that match the aspirations of consumers here. And as we grow across Africa, that same energy will guide us.
6. Beyond premium taste, how important is storytelling in positioning a brand like yours?
Kilgannon: Storytelling is everything. People don’t buy whiskey alone—they buy into the culture behind it. The Irishman carries Irish warmth and tradition, values that connect easily with how Africans, from Nigeria to South Africa to Kenya, celebrate and share.
7. What opportunities does your entry open up for Nigerian distributors and trade partners?
Kilgannon: This is about building, not just selling. We’re giving distributors and retailers access to a brand with global recognition and the commitment to grow the category together. Nigeria leads that effort, but the partnerships we build here will shape our footprint across Africa.
8. If you could describe The Irishman experience in one sentence to Nigerian consumers, what would it be?
Kilgannon: The Irishman is smooth taste, true tradition, and shared celebration with loved ones and an experience made for Nigeria and ready for Africa.
