Unless you've studied Irish history, the name Clontarf probably doesn't mean very much. In fact, to some it sounds like a Klingon word from one of the Star Trek series (more on that later...).

But Clontarf means a couple of things. First, it's the place in northside Dublin that gave its name to the decisive battle in the Irish-Viking Wars in 1014. Ireland at the time was primarily controlled by a High King (the "Ard Ri") named Brian Boru. He was the first guy to control large parts of the island which historically was divided up among many fractious clans. He reigned over 12 years of relative peace.

But the Vikings still controlled Dublin and other coastal cities. They also had some rebellious Irish allies who were after Boru. So he had a go at them with his forces, including the warrior (I just love this name) Wolf the Quarrelsome. Boru routed them in a bloody conflict. But in the fine Irish tradition of sad endings, he was killed at the conclusion of the battle. The Vikings pretty much left Ireland after that and instead turned their attention to building Iceland's banking system (mostly joking about that part). But without Boru's influence the island reverted to its warring tribal state until the Anglo-Normans dropped by in 1170 to stir the pot.

For what it's worth, the Gaelic spelling of Clontarf is "Cluain Tarbh," meaning Bulls' Meadow. That should give you an idea of the huge disconnect between the spelling and pronunciation of Irish (i.e., don't ever try to pronounce Irish phonetically).

OK, OK, Enough With The History Lesson Already
More to the point of this blog, Clontarf also is the name of Irish whiskeys from Castle Brands, Inc. The company produces a number of spirits including Knappogue Castle Irish whiskey, Celtic Crossing liqueur, Boru vodka and others. Clontarf whiskey comes in three varieties which can be purchased separately or together in a what the company calls the Clontarf Trinity, or three individually labeled 250 ml bottles that nest together to look like a single, standard 750 ml bottle. It's clever looking. Props to them for creating some presence on retail shelves.

     
The Clontarf Classic black label, the Reserve gold label, the Single Malt, the clever packaging for the "Trinity" and the Trinity bottles assembled. As you'll see below in the latest U.S. ad campaign, the Classic is now sporting a new label.

The classic Clontarf black label is a great choice for expanding your whiskey palate beyond the Jameson-Bushmills standard. In fact, I've noticed at tastings that it's usually the more experienced drinkers who pick up its nice combination of tastes and finish. It's not a "wow" kind of whiskey but it is a solid, pleasant drink in the Everyday Tipple category especially for those who have already covered the standards. And it's very reasonably priced.

The Special Reserve first presents as a smoother version of the Black Label though I sometimes find myself missing the more varied flavors in the Classic. Still quite enjoyable.

The Single Malt is OK -- nothing wrong with it at all. Though I have to say that it doesn't do much for me.

Give Me Some Lip
I've mentioned previously how distillers are primarily targeting 25-year-old (ish) males. And so, very definitely, are Castle Brands. Their latest advertising campaign is called "The New Irish" as a counterpoint to the often skewed and clichéd American view of Ireland as a large sheep farm with tumbledown cottages and quaint people in wool sweaters. The ads feature some comely young ladies in three photos titled as plays on Irish Wake, Irish Jig and the "Kiss-Me-I'm-Irish" thing.

   

Their website also has a number of other snazzy graphics, videos and a photo submission page all intended to appeal to an American audience. They've apparently put some thought and budget behind taking on the Jameson and Bushmills giants -- and a general lack of awareness of Irish whiskey -- in the U.S. market.

And the Star Trek Thing?
Oh, right. One of my brothers thought that the name had a Klingon-esque quality to it, especially if spoken brusquely. So we decided that the unofficial act when first drinking Clontarf is to pound your right fist to your chest (or the other if you're a lefty) and say "Clontarf!" loudly while moving your forearm forward in salute. What can I say? We were drinking.

Leave some comments with your own impressions if you give any or all of the Clontarfs a try. The fist-pounding thing is optional.