Born Irish Whiskey has won a new place on the back bar at Mitchells & Butlers’ O’Neill’s pubs, giving the Kirker Greer-owned brand wider exposure in the UK on-trade as it pushes to build recognition beyond specialist whiskey drinkers.

The spirit is now being served in 41 O’Neill’s sites across the UK, where it appears in the menu’s "Irish Picks" and "Premium Shots" sections. The chain is also backing the whiskey with a Born Irish & Cola serve, aimed at making the drink easier to order for both regular whiskey consumers and those trying the category for the first time.

The listing comes amid a run of recent gains for the brand. Tesco has added Born Irish to its UK grocery range, while a distribution deal with Nigab has taken it into Nordic global travel retail. The company has also introduced Born Irish Tops, a more contemporary serve combining whiskey, cola and a stout top, as it looks to position the brand as a modern take on Irish whiskey.

Richard Ryan, co-founder of Drinksology Kirker Greer, said the aim was to challenge older ideas about the category and make it feel more relevant to younger drinkers. He described the O’Neill’s deal as an endorsement of both the liquid and the brand’s potential, adding that the pub chain’s Irish credentials made it a natural fit for Born Irish’s pitch to the market. The whiskey itself is a triple-distilled blend matured in heavily charred ex-Bourbon casks and finished in stout-seasoned casks, with natural malt infusions and vanilla flavours added after maturation.

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