Vision for Irish whiskey

In 2014, more than 6.7 million 9-litre cases of
Irish whiskey were exported from Ireland to
over 100 countries and the category enjoyed the
position of being the fastest growing premium
spirits category globally over the previous five
years (see figure 2). Global market share of the
premium whiskey sector has grown to ca. 4%.
The Irish whiskey category has focused on
building brands with global consumer appeal,
offering an alternative to Scotch and Bourbon
whiskies. Irish whiskey is no longer about
playing to the stereotype of the “fighting Irish” or
as a way to spice up Irish Coffee. Irish whiskey
has carved out its own niche in the global spirits
market, relying on the traditional craft of Irish
distilling and authentic heritage, underpinned
by high-quality whiskey with a distinctive taste
and broad appeal. Super and ultra-premium Irish
Figure 2: 2013 figures
whiskeys are amongst the most highly rated and
scored whisk(e)ys each year (see appendix 1).
Today the industry is responsible for more than
750 direct jobs with annual exports exceeding
€350m p.a. In excess of 600,000 people visit the
five existing whiskey visitor centres already on
the island annually.
The category’s double-digit growth is underpinned
by a healthy mix of multinational and independent
operations on the island:
• Four of the top ten spirits multinationals in
the world have a stake in Irish whiskey –
Pernod Ricard (Jameson, Powers, Paddys,
etc), Beam Suntory (Cooley and Kilbeggan),
Gruppo Campari (Irish Mist Whiskey) and
William Grant & Sons (Tullamore DEW)
2013 VOLUME (C/E 000’S) % GROWTH V. LY % CAGR 08-13 % CAGR 03-13
VODKA
96,655
2.4%
3.4%
6.0%
SCOTCH WHISKY
89,003
-0.5%
1.5%
2.3%
RUM
50,161
3.0%
2.2%
2.8%
AMERICAN WHISKY
44,180
7.0%
4.0%
3.4%
NON COFFEE/CREAM LIQUEURS
31,170
1.8%
0.7%
1.0%
BITTERS
25,475
4.8%
3.7%
4.4%
TEQUILA
24,051
3.8%
3.1%
5.1%
GIN
19,035
3.1%
1.5%
1.0%
BRANDY NON COGNAC
19,024
-2.5%
-0.5%
-0.6%
COFFEE/CREAM LIQUEURS
13,860
-1.1%
-0.6%
0.8%
COGNAC
12,362
-3.0%
1.3%
2.1%
ANISEED
11,469
-0.9%
-2.5%
-2.2%
OTHER WHITE SPIRITS
7,786
-2.3%
-0.5%
-2.1%
JAPANESE WHISKY
7,682
2.4%
5.6%
0.0%
IRISH WHISKEY
6,860
10.7%
9.6%
8.9%
SPANISH WHISKY
913
-1.2%
-6.7%
-6.4%
OTHER WHISKY
182
9.7%
-3.8%
-4.7%
INDIAN WHISKY
3
GRAND TOTAL
459,871
2.0%
2.1%
2.8%
Source: IWSR2013 – Spirits/Western Style Spirits/International Spirits – Excluding Flavoured Whisky
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