
Founder @churchofoak @indigoandcloth
Dublin City, Ireland
Joined July 2017
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"Home interest generally turns into a better consumer, a more educated consumer, a more sophisticated consumer, just a consumer that spends more,"
Home distillers rejoice as US Supreme Court considers whether to finally legalise moonshine
bbc.com/news/articles/cv98zn…
Garrett Pitcher retweeted
Premium whiskey, on TRAC(k) 🇮🇪
Irish whiskey exports were worth about €930 million in 2025, close to half of Ireland’s drinks export value. In a category built on provenance, the story on the label is part of what people pay for.
As @garpitcher, co-founder of @ChurchOfOak, put it: “It’s about really good quality data going in.”
That story now has a second reader. Shoppers ask AI assistants which bottle to buy, and agents compare products on their behalf. An AI can’t visit the distillery. It can only check the data.
Church of Oak, a distillery in Co. Kildare, turning its story into a Digital Product Passport:
→ A GS1 Digital Link on the bottle, so one scan opens the product’s data
→ Origin, and quality data recorded on Decentralized Knowledge Graph (DKG)
→ Structured, machine-readable records, so AI agents can verify a claim before they repeat it
→ A tamper-evident record through the years a whiskey matures before it is sold
The spirit ages. The proof doesn’t.
Trust the source.
There are now very few significant interludes of human existence (with the colossal exception of sleep) that have not been penetrated and taken over as work time, consumption time, or marketing time.
– Jonathan Crary
Church of Oak
A very interesting article on place names and their connection with nature. bbc.com/future/article/20260…
“Maybe everything is derivative, you know?”
Breaking News: Lucien Smith, a genre-blurring artist who found overnight fame after his early work fetched eye-popping prices when he was barely out of art school, has died. He was 37. nyti.ms/4iSgBor
Garrett Pitcher retweeted
An interesting read as the deadline looms :
linkedin.com/pulse/french-ma…
Deadline Day ...
One eye on football, the other on the Irish Whiskey Technical File where submissions close Friday 4th. I submitted my own today
linkedin.com/posts/garrett-p…
Check out my latest article: French Maize for Irish Wheat? What if Jameson Chose To? linkedin.com/pulse/french-ma… via @LinkedIn @Bill_Linnane @DavidMarra @thecowmanshow
Not even the word America is ‘American’ or Alaska or Hawaii …
The name Lake Ontario comes from the Wendat word Ontari’io, which, appropriately, means “the lake is beautiful, the lake is big”.
The name is more than 400 years old, predating both the Confederation of Canada and the Declaration of Independence of the United States of America.
We know that America is changing. Their trading relationships, their foreign policies, their national monuments, their hydronyms.
Canadians also know that naming reality means calling it Lake Ontario – then, now and always.
Garrett Pitcher retweeted
Three challenges, one winner 🏆
Marco Penge and Alex Noren take on the Buffalo Trace Distillery Golf Combine.
This is amazing … 🇺🇸
I needed to move a sofa.
I mentioned this to an American. He said, "You know anybody with a truck?"
I did not know anybody with a truck.
He looked at me with real concern. Not pity. Concern. The way you look at a man who has told you he does not have a name.
"You gotta know somebody with a truck."
I asked how one acquires such a person.
He said, "You just do."
This is the third time I have received that answer in this country. It is the answer to everything here. You just do. There is no process. There is only the eventual fact of having.
He said, "Ask Kevin."
I do not know a Kevin. He said Kevin like I should. He said it the way you say a shared uncle.
I met Kevin four days later. Kevin owns a truck. Kevin does not own a truck for himself. Nobody owns a truck for themselves. Kevin owns a truck for a fifteen mile radius.
Inside I said: THIS MAN HAS TAKEN A VOW. HE DID NOT ANNOUNCE IT. HE SIMPLY PURCHASED A BED AND ACCEPTED THE CONSEQUENCES.
Kevin arrived on Saturday. He brought the truck. He also brought a second man.
I had not asked for a second man.
The second man's name is Tony. Tony came because Kevin came. Tony did not know me. Tony did not ask what we were moving. Tony brought gloves.
They moved the sofa in eleven minutes.
I offered them money. Both of them laughed at the same time, which felt rehearsed and was not.
I asked what I owed them.
Kevin said, "Buy the pizza."
That is the price. That is the entire economy. The truck costs one pizza and the pizza is not negotiable and the pizza is also not expensive and everyone knows what size.
Inside I said: THE FEE IS FIXED ACROSS THE ENTIRE NATION AND WAS SET BY NO ONE.
We ate on the floor because the sofa was against the wall and none of us wanted to be the first to sit on it.
Tony told me his daughter plays soccer. I asked if she is good. He said, "She's aggressive."
I still think about that.
Three weeks later, Kevin texted me.
"You free Sunday? Helping Tony move a fridge."
He did not ask if I wanted to. He informed me of a fridge.
Inside I said: I HAVE BEEN CALLED UP. I DID NOT ENLIST. THE PAPERS WERE FILED ON MY BEHALF.
I went. I moved the fridge. I have no truck. I contributed only arms.
Afterward, a man I had never met asked me if I knew anybody with a truck.
I said, "Yeah, I got a guy."
I have a guy.
I am somebody's guy now, too. Tony has told two people about me.
He describes me as "the guy who's strong for his size."
I have never been prouder of a sentence in my life.
game.
“The soul and governance of football are not assets to trade — especially with zero transparency as to who gains financially. None of us are the owners of football. It is not FIFA’s to sell.”
nytimes.com/athletic/7475316…
“The power of data is transparency” 🙌
irishtimes.com/opinion/2026/…
This is the sort of shite I'm talking about...just say no!
irishtimes.com/ireland/2026/…
Three tier system won’t be far behind 🇺🇸
Canadian provinces to introduce DTC alcohol sales
Quebec and Yukon not yet signed agreement but both preparing infrastructure needed to roll out DTC sales and expected to join in “near future”
just-drinks.com/news/canada-…
Check out my latest article: In Defence of the Unoptimised Evening linkedin.com/pulse/defence-u… via @LinkedIn











