23-05-2025
Black Emerald: Bringing Irish Whiskey to a new generation
Simon Zebo always had an unerring eye for a spectacular score. Back in his high-flying rugby career with Munster and Ireland, his split-second timing and quicksilver speed ensured his iconic status as a legend of the game.
Having finally hung up his boots in 2024, the ever-enthusiastic Simon has quickly found a new field of dreams for his talents as the face of Black Emerald Whiskey on its journey to conquer the world.
Initially targeting the fastest-growing international Irish whiskey markets of Nigeria and South Africa, Black Emerald is bringing Simon back to many of the same territories he visited as a player.
'This is an amazing time for me to be involved with Black Emerald and going back to places like South Africa, where I have such great memories of my rugby days. It feels very right to be going full circle, and this time as part of the team behind such a tremendous Irish product. It's partly a trip down memory lane from my playing career, and also opening a new chapter in helping to bring a new story of Irish whiskey to the world.'
The connection between Black Emerald and rugby will also be enhanced in 2025 with plans to launch in Australia during the upcoming Lions tour, as well as making its debut in Chicago this November when Ireland play the All Blacks at Soldier Field the stadium where history was made when the boys in green beat the Kiwis for the first time in 2016.
As Simon looks to his new career horizon, the connection to his beloved rugby will never be far away especially with the addition of an old comrade in arms now added to the Black Emerald board. Simon's former Munster and Ireland rugby player, Denis Hurley, is now a member of the whiskey team, joining as Commercial Director. He brings extended experience in the spirits industry already, in particular with West Cork Distillery.
'To have somebody like Denis as part of Black Emerald is just magic. He is a guy I have so many great sporting memories with. We have played together going back to my Cork Con days. He was always fully committed in every game that he played with Munster and Ireland and will no doubt bring that same dedication to this enterprise. Denis has such an extensive knowledge of the industry into the bargain, it really adds to the enjoyment and buzz off being on this business journey we are together on.'
Simon Zebo, Ernest Cantillon, and Finian Sedgwick, founders of Black Emerald are inviting investors to join them. Picture: Taylor Siggins O'Brien
An opportunity to invest in future growth
Black Emerald Irish Whiskey is currently raising funds through the Employment Investment Incentive Scheme (EIIS) offering investors a unique opportunity to be a part of the future of Irish Whiskey and to benefit from 50% tax relief on their investment.
'It really is a great opportunity for investors, and Black Emerald has been developed over the past number of years with exactly that in mind. We have had great support already on the investment side, and this current investment round is a chance to be part of the EIIS scheme looks to be similarly well supported.'
The coming months will see Black Emerald launch on the world stage with close connections to a number of major rugby games. 'The next six months will be huge for Black Emerald, and are a real incentive for EIIS investors to join us on this journey.' Irish whiskey has experienced extraordinary growth over the past two decades, transitioning to becoming one of the fastest-growing spirit categories globally. Between 2000 and 2023, the number of operational distilleries in Ireland increased tenfold from just four to over 40.
Spirit production in Ireland is projected to grow significantly, with an expected increase of 35% by 2028. 'South Africa is the fifth biggest market for Irish whiskey, and Nigeria just went into the top ten last year. These countries are no longer fringe markets, they are now places whose consumers know what they want. Nigeria is the fastest growing market for Irish whiskey, bar none, and joins South Africa in showing tremendous opportunity for a product like ours.' Nigeria will be one of the most populous countries in the world by 2050, and with an emerging middle class.
The stars have aligned for Black Emerald and rugby in 2025
Simon notes that Black Emerald is the result of careful planning and expertise at all points of its development particularly for the growing new generation of Irish whiskey drinkers.
'Black Emerald an exciting new Irish Whiskey for a modern generation and getting that message out there will be helped hugely in how well our launches go over the coming months. It is very much like the stars have aligned with our launch in Australia during the upcoming Lions tour - and will be my first time going there since I played on the last Lions tour to Australia.'
Simon Zebo has always brought the full weight of his ambition and dedication to every enterprise. Picture: Dan Linehan
A similar launch is planned for South Africa in September - another nation with strong rugby connections to Ireland. Capping off what promises to be a hugely successful 2025 will be the November launch in Chicago, coinciding with the Ireland v All Blacks game.
'That match will really attract all the eyes of the rugby world given the incredible memories of 2016 when we beat the All Blacks for the first time. The buzz around that game is already huge, and having the Black Emerald launch be part of all that excitement is a master stroke.' Simon Zebo has always brought the full weight of his ambition and dedication to every enterprise he's been involved with from Munster and Ireland on the sporting field, and now as a key part of the Black Emerald team.
'Being part of Black Emerald feels to me like moving from one hugely motivated rugby team to another dynamic business team that is just as dedicated to success. I'm really enjoying my role in Black Emerald and feel very much at home in this new phase of my career.'
For more information visit Black Emerald.
