The Irish Whiskey Market

Irish Whiskey is whiskey born and raised exclusively on the island of Ireland. The word whiskey itself comes from the Irish Gaelic phrase ‘uisge beatha’ which translates as the ‘water of life’. A large range of whiskeys are produced in Ireland today and the market has seen substantial growth recently which looks to continue in the next few years. It is expected to increase by $1.54 billion from 2021 to 2026 and 34% of this growth is set to be in Europe.

Since the market is seeing such fantastic growth, we have done some digging into just why Irish Whiskey is growing so much..

What is Irish Whiskey?

Irish Whiskey is a cereal grain-based spirit, distilled and matured in Ireland. They are typically a little lighter and spicier to taste with fewer smoky flavours than other whiskies as it’s rarer for peat to be used in the process. A mixture of pot stills and column stills are used along with raw materials of barely, corn, wheat, or rye. It is also a common occurrence for the final liquid to be distilled three times rather than two and will spend a minimum of three years ageing in the barrel.

Tariff-Free Trading

The largest market for Irish Whiskey is the United States, with around five million cases being sold in both 2019 and 2020, accounting for 43% of total Irish Whiskey sales. The tariff-free trading agreement in place with the US is likely a large influence on the popularity of Irish Whiskey in the States, and although there have been bumps along the road, its high popularity has led to organisations such as The Irish Whiskey Association in Washington to intensely lobby to avoid the introduction of tariffs. The majority of Irish Whiskeys (99.9%) remain un-tariffed as Americans love for the spirit continues to grow.

The Rise of Whiskey Cocktails

Whilst many consumers may envisage a gentleman sipping whiskey neat in their drawing room, the versatility of this drink expands much further and few can resist the glitz and glamour of a cocktail. Whiskey based cocktails are becoming increasingly popular in cocktail bars across the globe, from a classic old fashioned to a punchy whiskey sour. This opens growth opportunities, especially within the millennial demographic.

Some contemporary cocktails are better suited to Irish Whiskey’s distinct flavours. A personal favourite of ours, with a strong Irish identity is a True Blue:

• 1/2 ounces Irish whiskey
• 1/2 ounce Apple Brandy
• 1/2 ounce Guinness
• 1/4 ounce Sherry
• 3/4 ounce lemon juice, freshly squeezed
• 3/4 ounce white miso cane syrup
• 1 teaspoon ginger syrup
• 2 dashes Peychaud’s bitters
• Garnish: grated nutmeg

Innovative Premium Products

The depth and diversity of the Irish Whiskey market has grown over the past decade as the number of distilleries grew from dozens to hundreds. A rapid expansion of brands has led to the dynamic culture and new product development we are seeing evolve within the market.

Wood and cask-finishing and choice of grain and malt have allowed brands to branch out and diversify into new, innovative flavour offerings, all with unique and complex taste profiles based on the barrels used and providing the global consumer with increasing choice. Meaning there really is something for everyone in Irish Whiskey.

Working within the Island of Ireland

At Verallia, we have specialist knowledge within premium market spaces. Our dedicated team in Ireland, including our very own Mark Glover have especially honed interest within the Irish Whiskey market.

If you are a Whiskey distillery looking to bring your brand to life through the art of glass packaging, please do not hesitate to get in touch.