Dougie built his name before he built this bottle. Founder of 3D Fight Club, owner of DJ Gym Wear, and a man whose reputation was earned in the ring long before it was printed on a label.
Joyce's Irish Whiskey is the next chapter of that same story, carrying the Joyce family history and the Irish Traveller heritage he was raised in. Every decision on this whiskey, from the label to the taste, went through him first.
Under his lead, the brand is set to grow beyond the UK and Ireland into the wider whiskey market, backed by the same following that's built everything else he's put his name to.