Elemental Ambition

When we sat down with Milo Cox, brand ambassador of Element Whiskey, it was clear from the first sip of conversation that this wasn't just about spirits, it was about vision, culture, and carving a new lane in the world of Irish whiskey.

C2C: The name "Element" feels modern. Where did it come from?

Milo: We wanted something contemporary and innovative. Most Irish whiskeys are tied to family names, heritage, and tradition, which is beautiful, but not what we were going for. For us, "Element" is about being in your element. When you're sipping whiskey with friends, you're in that happy place. It's also about how whiskey is created: countless small elements coming together to create something greater than the sum of its parts.

"Heritage is beautiful, but we're about modern craft, whiskey for today's world."

C2C: Tell us about your brother and how this all started.

Milo: Whiskey has always been in the background of our family life. My brother Fionn studied food-making entrepreneurship in college, so this path really fit. He entered the Jameson graduate program, and through that built connections in the whiskey world. Fionn is the "brains" of the business side, while one of our partners is more of the whiskey craftsman.

C2C: You're young, building this in an old industry. What advice would you give other young entrepreneurs?

Milo: Just start. Don't hide behind books or endless planning. Put your idea out there. You'll learn so much faster by actually being in the industry, talking to people, testing ideas. Take risks, because time moves on either way. In Ireland, going against the grain isn't always easy. But in places like Philadelphia, I've been blown away by how welcoming people are. They see a young guy trying, and they want to help.

C2C: Where can people find Element today?

Milo: We're in 14 international markets already. Across mainland Europe, Switzerland, Belgium, France, and on the U.S. East Coast in Massachusetts and Philadelphia. We're also in Nigeria and Kenya. And we're focusing heavily on emerging markets like India, Vietnam, and China. We are now the 4th largest Irish whiskey in Nigeria!

C2C: What sets Element apart from giants like Jameson?

Milo: We're craft. Jameson and Tullamore do an amazing job paving the way and educating new markets. But we're about complexity and boutique style. Our blend combines single malt and single grain Irish whiskeys, matured in bourbon, Oloroso sherry, and American oak casks. The result? Smooth, approachable, with layers of flavor. And then we also do single malts matured in Madeira, Moscatel, and bourbon casks, more fruit-forward and bold.

C2C: What's next for Element?

Milo: Growth and permanence. In the next couple of years, we want to secure our own distillery and expand deeper into the U.S. Our goal is permanent listings in state stores like Pennsylvania, and then growth in New York and Boston. We're small, but scrappy, and that's our strength.

"Element is about being in your element, those happy places when you're sipping whiskey with friends."

Discover Element Whiskey

🥃 Explore the full range and find a bottle near you at elementirishwhiskey.com