Award Winning Private Brand Whisky

English grocer, Sainsbury’s Dún Léire Aged 8 Years Single Malt, has been named Irish Whiskey of the Year in Jim Murray’s Whisky Bible 2011. It is the first time a supermarket brand has gained top country honors in The Whisky Bible. Produced by the Cooley Distillery for Sainsbury’s Jim Murray said, “this is Cooley at its best and a very astute and masterful piece of whiskey buying.”

Nose 24 points: again followed by some stunning malt. Everything dissolves: you don’t have to do anything but close your eyes and enjoy, indeed: marvel…but it is hard work to stop yourself chewing.

Finish 23.5 points: Dries slightly, but the bitterness threatened on the label fails to materialize…thankfully. The fruit and barley ride off into the sunset in tandem.

Overall Balance & Complexity 24 points: When I read “notes of bitter orange” on the label I feared the worst and expected a sulphurous whiskey. Well maybe there is a molecule or two hanging around, but so minor is it, it is impossible to tell exactly where it comes from. This is one of the great whiskeys from Cooley, ever. And as a supermarket Irish…unsurpassed. One of the surprise packages of world whisky for 2010. Magnificent. 40%

Sainsbury’s Dún Léire Aged 8 Years Single Malt
Awarded 95.5 Points Whisky Bible 2011



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.