Vision for Irish whiskey

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• Newer entrants have garnered interest from international spirits groups, such as the pairing of Walsh Whiskey in Carlow with Ilva Saronno. • Several new independent operators have entered the market. For the newly interested spirit consumer, this combination of global and niche brands will provide ample reason to remain and explore within the resurgent Irish whiskey category. New entrants are investing and at present there are twenty new or proposed distilleries in development. Building a distillery, maturing stock and creating a successful brand mean the financial demands on a new entrant are significant. The industry is very supportive of new market entrants and wants to ensure that every available support is made available – including funding, technical expertise and marketing support. For this reason, the industry has formed the Irish Whiskey Association to bring all companies involved together to shape the future of the sector and to ensure that the new entrants are supported in contributing to the growth of the category. This strategy document sets out the industry’s ambition for the future, in particular to: • Continue its double-digit growth sustainably, moving away from the boom-bust cycles of years past • Grow exports to 12m 9-litre cases by 2020, and to double them again to 24m 9-litre cases by 2030 • Grow global market share from 4% to 12% by 2030 • Grow tourism from 600,000 visitors per annum to more than 800,000 in the medium term • Increase employment from 750 direct in 2014 to 975 direct by 2025 10
The Association has identified five pillars on which a successful industry can be built: PILLAR 1. Adequately resourced infrastructure 2. Category Integrity and promotion 3. Sustainable supply and demand 4. Vibrant tourism offering 5. Strong home market ELEMENTS • Financial support for new entrants at all three development stages (distillery, inventory and brand) which at least matches Scottish incentives • Develop third level programmes in brewing and distilling, and designate Irish whiskey research funding • Mentoring of new entrants through Irish Whiskey Association • Clean water and sustainably farmed cereals. • Adequate malting capacity • Access to competitively priced energy and investment support for energy efficient distillery processes • Ready supply of competitively priced quality raw materials and dry goods • Retain geographic indication (GI) status with appropriate verification process. • Revise and strengthen Irish Whiskey Act • Formation of Irish Whiskey Association • Clear guidelines on production of Irish whiskey • Active monitoring and pursuit of transgressors • Secure EU funding to promote the category • Additional capacity essential to support market growth • Over-supply detrimental to quality and value • Active bonders market key to encouraging new entrants • Additional quality offerings key to retaining new consumers • Irish Whiskey Trail • All-island approach to tourism • Government representatives should promote Irish whiskey at home and abroad • Irish whiskey bars with knowledgeable bar staff • Responsible advertising and marketing • Excise rates that are closer to European averages Given Ireland’s climate, availability of quality raw materials, distilling heritage and proven spirits brand building expertise, the fundamentals exist to develop a vibrant sustainable Irish whiskey category for the future. Learning from the mistakes of the past, steady and sustainable growth can be maintained. By focusing on these key areas, and by using an all-island approach, the industry and Government can secure the ongoing success of the Irish whiskey category well into the future, with resulting jobs and contribution to the economy. 11
Page 1 and 2: Vision for Irish whiskey A strategy
Page 3 and 4: Foreword for the strategic vision f
Page 5 and 6: Contents About the Irish Whiskey As
Page 7 and 8: Welcome The Irish whiskey sector is
Page 9 and 10: Executive summary Irish whiskey has
Page 11: In 2014, more than 6.7 million 9-li
Page 15 and 16: Economic impact and ambition for th
Page 17 and 18: Exports of Irish whiskey Exports fr
Page 19 and 20: Markets for Irish whiskey When it c
Page 21 and 22: Table 1: Export differentials Scotc
Page 23 and 24: Investment over the period 2010 to
Page 25 and 26: Pillar 1: Adequately resourced infr
Page 27 and 28: Availability of skilled graduates I
Page 29 and 30: next ten years as whiskey stocks ar
Page 31 and 32: Pillar 2: Category integrity and pr
Page 33 and 34: 31
Page 35 and 36: Pillar 3: Sustainable supply and de
Page 37 and 38: Case study: The evolution of Irish
Page 39 and 40: Case study: Building a successful I
Page 41 and 42: Pillar 4: Vibrant tourism offering
Page 43 and 44: Pillar 5: Strong home market • Go
Page 45 and 46: Case study: The importance of ‘Br
Page 47 and 48: Appendix 1: A short history A short
Page 49 and 50: Notes 47
Page 52: Irish Whiskey Association, 84/86 Lo

Vision for Irish whiskey

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