The objective for this display was to provide a vehicle for the retailer to merchandise this fast growing super premium Irish whiskey. The Irish whiskey category has been dominated for years by brands such as Jameson and Bushmills. Brands such as Teeling have come in with a variety of aged products that have become extremely appealing to younger consumers. Teeling needed a piece that spoke to the consumer on the aspects of quality, taste profile, and premium-ness for getting off the shelf in the highly competitive Irish whiskey category was of upmost importance. They desired a merchandiser that would allow the retailer to showcase the entire line of Teeling whiskeys in a small footprint that is eye-catching to those familiar with the aged whiskey category. The target consumer is 25-35 who are willing to try new products. Teeling’s end game is to be as big of a brand as the category leaders.