Bua, pronounced Boo’ah, is the Gaelic Irish word for Win or Victory. Bua is not about a distillery, or an old Irish family name or a person or a place. Bua Irish whiskey is an underdog’s whiskey and we say to all of you who are striving towards something, fighting for something or working on a dream…You are our idols! We tip our hat to you, the small guys and gals, the hard workers, the never-give-uppers.