Neit Whiskey combines Italian flair with Irish production know-how to add a unique touch to the category.
The Emerald Isle has become a force to be reckoned with in the world spirits field. Avid Irish whiskey drinkers around the world are fueling the category. In the last year alone, he has added three new distilleries to Ireland’s burgeoning distilling scene. Now, a new brand, Neit Whiskey, is gearing up to add its own unique touch to the category.
Founded by brothers Francesco and Luca Fracassi, Neato Whiskey quickly caught the attention of Angelica Siciliani Fendi, who joined the brand as an investor and advisor.
“Neit addresses a truly untapped gap in the market,” explains Siciliani Fendi. “I really see, especially in my generation, that there are people who literally don’t know the world of whisky, don’t know the flavor of whisky. And Neit responds to that.
“Many competitors are missing out on many aspects of a specific demographic that could be potential consumers. Because I am a woman, I am a woman who increasingly seeks innovation, unique experiences, luxury experiences and adventure, jet-setters. We fell in love with the mission of bringing this product to , millennials, and young people. Knight really ticks all of those boxes.”
Siciliani Fendi has lived in the UK for the past 10 years, initially moving to study business at King’s College London and then completing a master’s degree in strategic marketing at Imperial College in the capital. Her first foray into the business world was in the beauty industry, and then she ventured into the world of fragrance. “I find it very tied to the whiskey business, and that’s another reason I love Nate,” she says. Currently, she specializes in content creator and coach. Digging deeper into her brand, her influence is clear.
artistic influence
So what is Nate Whiskey? If you visit the website neit.io, you’ll see that it’s far from a “traditional” spirits platform. The artistic influence and inspiration of Siciliani Fendi, the co-founder, and Giuseppe his Stigliano, the investor and co-visionary, jumps off the screen.
At first glance, you could be forgiven for mistaking this place for a fashion house, but that’s not to say that fashion and art aren’t key to Neit’s message.
“Our idea is to create products that are innovative and think outside the box for the category, not only in cutting-edge design, but also in communication and partnerships. ” explains Siciliani Fendi.
Nate is scheduled to make his debut in Italy this month. His two core products are Mellow Spice and Toffee Dream. Mellow Spice is his 12 year old single grain whisky, bottled at 46% alcohol by volume without chill filtration or coloring. The whiskey was aged in bourbon barrels for 10 years, then in Moscatel barrels for an additional two years.
Toffee Dream, on the other hand, is an age-declared blended whiskey aged in bourbon barrels and bottled without cold filtration or caramelization, and is 43% alcohol by volume.
Francesco Fracassi added: “After that, he releases four seasonal drops a year, including Madeira Mystery, a single malt distilled in a pot still, aged for 14 years in bourbon barrels, then finished in Madeira barrels for two years. I did.”
With an Italian founder at the helm, it makes sense that the first market launch would be in Italy. The UK soon followed, and Nate will be taken to other European countries in the near future.
“We want to celebrate the Irish soul and the idea of Italian style,” says Stigliano. “The Irish part, of course, came from working with one of the best distilleries. But we wanted to incorporate an Italian influence.”
Siciliani Fendi added: “The Italian lifestyle, or ‘Dolce Vita’, has forever been envied and with Neit we want to bring that experience to consumers. In Italy, drinking is an experience enjoyed with food and shared with others. We have done cocktail pairing dinners with Nate in the past, and our focus is on the tradition of sharing. Going back: sharing moments, sharing meals, sharing really great experiences, but at the same time modernizing the way we do it.”
Team members recall a dinner event held in Venice, Italy in February. This dinner event was designed to take guests on a sensory journey built around Night Whiskey.
The food and drink pairing included dishes including turnips, lovage and puffed quinoa, paired with Irish Blood & Sand. Nate Irish Whiskey, Cherry Liqueur, Red Vermouth, Pinto et Mes Italian Vermouth, Fresh Orange Juice. The later course was paired with the Neato 1927, made with Neato Irish Whiskey, red vermouth, Punte et Mes, Campari and rhubarb bitters. These events, along with marketing communications, are led by his creative agency Spring Studios, of which Stigliano is global CEO.
“Personally, I like the fact that you can combine whiskey with other ingredients. I always think of fragrances in my mind, how it affects the sense of smell, the taste and We see how smells come together to create something new and wonderful,” says Siciliani Fendi. “He can make such great fresh cocktails with whiskey and pair them well with food.”
This is just the beginning of Neit’s experience plans. As the brand grows, designing experiences and opportunities that build direct memories with our consumer base is essential to Neit’s future. “From the moment you touch the bottle, even that becomes a sensory experience,” enthuses Siciliani Fendi. “There’s beautiful leather around the bottle, and the texture of the glass is beautiful when you look at it and touch it, making it a really fulfilling experience.”
Fendi and its team believe the concept fits well with the ‘drink less, drink more’ philosophy that is being adopted by a growing number of consumers, especially among younger groups of legal drinking age. I believe. They note that as the brand grows, managing its expansion and availability will be a significant challenge for the team, but they feel the team is well-equipped to handle it.
“We have barrels. We could always double the volume, but we just don’t want to do that,” Stigliano explains. “We’re very conscious of taking control of what’s important to the brand, to the stories we want to tell, and to the company. We stand on the shoulders of giants when it comes to distillation and tradition. But we believe we have an interesting story and a great product, and we hope our consumers feel the same way.”
Siciliani Fendi’s expertise in social media can help you grow your brand’s audience. “From a content perspective, we initially felt that talking about alcohol online might be a potential challenge,” she added. “But really, I’ve seen and noticed trend-wise that the world is now really open to content and collaboration with creators and promoting alcohol in a smart way. Masu.”
With strong aesthetics, versatile fluids, and a strong creative team behind the brand, anything is possible with Neit. “I am very lucky to have experienced the Nate revolution early on,” says Siciliani Fendi. “We are very excited to bring consumers closer to this product and the lifestyle we are trying to build, helping Irish whiskey make a comeback among younger generations. We want to make whiskey cool again, just like tequila did a few years ago, by breaking down the walls that have stifled the category. We’re excited about that.”