Jean-Claude Van Damme: Hollywood actor in Belfast for whiskey launch
The 'Muscles from Brussels' unveils his new brand Old Oak on his 63rd birthday
Hollywood actor Jean-Claude Van Damme celebrated his 63rd birthday today (Wednesday) by launching his own Irish Whiskey brand in Northern Ireland.
The Martial Arts expert known as the 'Muscles from Brussels' was in Belfast to unveil 'Old Oak'.
Known for his incredible martial arts skills and charismatic on-screen presence, Van Damme has been a global icon in the world of cinema for decades.
But now the actor has taken on a different role as businessman, becoming a partner in a product he loves.
A craft premium whiskey, Old Oak is sourced from carefully selected whiskey stock and currently finished using a carefully managed process in a craft distillery outside Belfast using what is believed to be some of the purest water in Ireland coming straight from a 300 foot deep well located on site.
The martial arts action hero, dubbed the "Muscles from Brussels", discovered Old Oak whiskey at a chance meeting with a friend and business colleague.
Jean-Claude Van Damme, said: “I was looking for my own brand of whiskey, possibly an American bourbon and then one of my close friends and business associates asked, ‘why an American whiskey when you can go back to the roots of whiskey and find an Irish one?’
“He then introduced me to the Old Oak whiskey label which had yet to be launched and had been put together by some Whiskey aficionados in Ireland.”
Jean -Claude quickly resonated with the idea of being part of an Irish whiskey, connecting with its rich history and legacy.
“It was also the perfect opportunity to combine two things with which I feel a close affinity …whiskey and its rich heritage and the charisma and warmth of Ireland and its people.”
After further tasting Old Oak whiskey he realised that this was the right whiskey for him.
“I loved its aroma and the smoothness on the palate compared to the heavier whiskies I had tasted from different parts of the world,” he added.
The name Old Oak originates from the beautiful region of county Derry in the north of Ireland known as “Oak Leaf County”.
County Derry native, Kevin Carson and his Old Oak co-Director and co- shareholder Ian Rowlands, felt strongly that an Irish whiskey should represent and connect with the name of the County while paying tribute to the long tradition and history of Irish whiskey making in the north of Ireland.
“The Irish whiskey distilling process is not just a craft, but an art form steeped in history and heritage that speaks of a time when things were simpler, and traditions were kept alive,” they say.
“This partnership with Jean-Claude Van Damme is an excellent fit for all parties. His interest in premium whiskey led him to discover Old Oak and what he has found with us is not just a brand, but an emotional connection that goes beyond the taste and aroma.
“Jean-Claude embodies the very essence of our brand with his unwavering strength, exceptional character, and unparalleled precision. His relentless pursuit of perfection and attention to detail make him the quintessential representation of our brand.”
Irish Whiskey has soared in popularity in recent years especially in the USA where sales have grown tenfold since 2002 with projections for a further 16 per cent this year.
“The strong Irish American identity in the USA has supported the return of Irish whiskey as their whiskey of choice,” says Kevin, “but the global demand for whisky generally is also expected to continue to grow especially in India and the Far East where we have already attracted interest.”
In 2022 India replaced France as the world’s biggest buyer of whisky with a staggering 60% increase in export sales compared to 2021.
“We are confident that this general increase in demand for whisky worldwide will in turn see a further boost in demand for Irish whiskey as consumers seek a greater choice. Old Oak is ideally positioned to take advantage of this, especially as our craft premium product gives consumers a premium drink which is not as expensive as the older aged whiskies.”