Triple Dog - August 2024 Irish Whiskey Review

Triple Dog is a blended Irish Whiskey brand launched in the United States in early 2023. Founded in Texas, this new independent brand is geared for the American market.  

How do you set yourself apart as a new entry in a crowded market? You lean heavily on marketing. So many 40% abv sourced independent Irish whiskey brands are based on places, people, or history in Ireland. Triple Dog does none of this but rather highlights its origin story. The brand name is derived from the popular phrase 'triple dog dare' after friends in a Dublin pub expressed bravado about starting a revolutionary whiskey brand. 

'Take the Dare' appears on the Triple Dog bottle, effectively transferring the bold initiative that launched the brand, onto the consumer. The bottle itself is also bold, helping it 'bark' from the shelves of the growing number of other offerings. The unique bottle consists primarily of black glass with only a small portion of the bottom transparent to show the whiskey color. The bottom third is covered by a red label highlighting the dare initiative and standard, required information about the whiskey. 

Other bottle features include the 3 headed dog logo which highlights the triple dog dare aspect rather than the mythical creature Cerberus, monstrous watchdog of the underworld. A final bold touch on the bottle is the inclusion of a spiked dog collar around the neck. A questionable marketing ploy is the indication that the brand was established in 1916. Given its 2023 launch, this historical date is more likely a reference to the original whiskey recipe found in papers owned by the co-founder's grandfather. However, this fact is only known if reading the brand's website. A bigger issue may be the implication on the website of the brand having a distillery rather than transparency that this is sourced from Great Northern Distillery. 

Marketing tactics are often met with a raised eyebrow, particularly for unknown brands of sourced whiskey. For hardcore industry insiders, this may be the case. However, for the general public of novice Irish whiskey drinkers, particularly those in the USA, the bottle presentation likely does its intended job. When trying to grow a new brand and fighting like dogs for shelf space, I've come around to providing a long leash in the name of marketing. More transparency on the website regarding the whiskey's source would benefit the brand in my opinion and likely eliminate any derision from industry insiders. Rather than detract, this could refocus positive attention on the liquid in the unique bottle. 

The whiskey itself is worth the attention. The blend consists of malted barley, unmalted barley, grain, and oats. This last component definitely differentiates the blend from many others in the category. Blends at 40% abv with similar mash bills without the oats would be Tullamore Dew and Paddy's. 

The biggest difference allowing the whiskey to stand out is the maturation in French oak casks. The vast majority of Irish whiskeys are aged in ex-bourbon American oak and/or an ex-sherry barrel. French oak is more subtle than its American counterpart, imparting more delicate flavors like light vanilla, toasted bread, and nutmeg. French oak also tends to be less tannic. 

First impression: impressive oily viscosity on the glass when the whiskey is swirled. On the nose, cloves, cinnamon, and notes of bread are present. The mouthfeel has medium weight with gentle spice. No alcohol burn despite being a fairly young whiskey at just over 4 years. The finish is pleasing but not long with a vanilla and toffee flavor. 

This whiskey would fall into the category of everyday drinker. It won't blow your mind; however, sometimes you just want a pleasant drink. At a $40 price, this blend delivers a different flavor profile than most others due to the inclusion of oats and aging in a more rare wood type. Available in stores in Texas, Idaho, Arizona, Colorado, Florida, and California. If not lucky enough to reside in these states, you can purchase a bottle online from the Triple Dog website for shipping pretty much everywhere else. Whether looking for something a little different, or just a dog lover, grabbing a bottle will make for a 'daring' choice.