# Retail-Label Irish Whiskeys M&S Has Lanuched Stillness Irish Whiskey With Boann Distillery By Adam Harrie | Written with AI assistance | Published 2026-08-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/Boann-Distillery References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2026/07/boann-creates-irish-whiskey-for-ms/) & [marksandspencer](https://www.marksandspencer.com/food/stillness-irish-whiskey/p/fdp60916355)  [Marks & Spencer](https://www.trendhunter.com/trends/ukiyo-japanese-nashi-pear-gin) introduced Stillness, an own-label Irish whiskey created in partnership with Boann Distillery, featuring a triple-cask blend bottled at 40% ABV. Developed exclusively for [M&S](https://www.trendhunter.com/trends/lowstrength-beer-range) customers, the whiskey is now available across the retailer’s stores in Ireland and the UK. The liquid was created over two years, with M&S product developers visiting Boann’s Lagavooren distillery for on-site blending and tasting sessions. Family-run Boann Distillery draws on more than 60 years of experience in the Irish drinks industry. Stillness offers notes of gentle vanilla, honeyed sweetness and soft oak, followed by a warming finish designed for both sipping and mixing. For consumers, Stillness combines accessible private-label pricing with craft distillery provenance and regional storytelling. The launch reflects a broader retail trend of grocers developing [exclusive spirits that strengthen own-brand ranges](https://www.trendhunter.com/trends/mulligans-stout) while offering shoppers distinctive products unavailable elsewhere. Image Credit: Stillness ## Trend Insights (Trend Hunter) - Score: 8.9/10 - Popularity: 90% | Activity: 93% | Freshness: 85% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Private-label Spirits:** Retailers are elevating own-brand alcohol lines with craft-quality production, creating space for exclusive products that blend value pricing with premium positioning. - **Craft Provenance Branding:** Regional distillery partnerships give mass retailers access to authentic storytelling, localized heritage, and differentiated shelf appeal in crowded spirits categories. - **Exclusive Grocery Alcohol:** Limited-access spirits sold through grocery channels are reshaping how consumers discover premium beverages outside traditional liquor specialists. ### Industries Being Reshaped - **Alcoholic Beverages:** Whiskey producers and distillers are finding new growth through retail collaborations that extend craft credibility into broader consumer markets. - **Grocery Retail:** Supermarkets are using exclusive beverage launches to strengthen private-label portfolios and increase shopper loyalty through products unavailable elsewhere. - **Food and Beverage Branding:** Brand developers are gaining opportunities to merge affordability, provenance, and sensory storytelling into private-label products with premium cues. ## Related on Trend Hunter - [Limited Edition Whisky Releases](https://www.trendhunter.com/trends/malbon-whisky.md) - [Premium Travel Retail Whiskies](https://www.trendhunter.com/trends/label-year-old.md) - [Introductory Irish Whiskey Expressions](https://www.trendhunter.com/trends/connemara-gold.md) - [Premium Organic Spirits Packaging](https://www.trendhunter.com/trends/Eight-Lands.md) - [Label-Led Football Whisky Range](https://www.trendhunter.com/trends/Whisky-Football-Collection.md) - [Poetry-Inspired Whiskey Release](https://www.trendhunter.com/trends/the-lake-isle-of-innisfree.md) - [Haunting Whisky Spirits](https://www.trendhunter.com/trends/the-weeping-spirit.md) - [Island-Rooted Spirits](https://www.trendhunter.com/trends/isle-of-barra.md) - [Small-Batch Single Malts](https://www.trendhunter.com/trends/torabhaig.md)