Minister Coveney unveils ambitious vision for Irish Whiskey – exports to double by 2020, double again by 2030, Irish Whiskey writer Stuart McNamara breaks down the news.
Irish Food Minister Simon Coveney has launched the Irish Whiskey Association’s “Vision for Irish Whiskey” at an event in the Old Jameson Distillery, Dublin. The Irish Whiskey Association is the trade association for Irish Whiskey operators on the island of Ireland. The vision document sets out the Irish Whiskey Industry’s ambition for the future and outlines a 5 naar 15 year development strategy to ensure continued growth in the sector. There are 26 new or proposed distilleries across the island of Ireland and annual exports of Irish Whiskey are now valued at over €300m, up 220% since 2003.
Irish Whiskey Association Strategy Document
The Irish Whiskey Association Strategy document is based on a comprehensive survey of the sector and outlines the sectors ambitions:
- To grow global market share by 300% door 2030: from 4% naar 12%
- To grow exports from 6.5m 9-litre cases to 12m 9-litre cases by 2020
- To double exports again to 24m 9-litre cases by 2030
- Grow whiskey tourism from 600,000 visitors to 800,000 in the medium term
- Increase employment by 30%, from 5000 direct and indirect jobs to 6500 door 2025
- Invest over €1bn in the industry between 2010 en 2025
- Increase production by 41% over the same period
In order to meet ambitious growth prospects the Vision for Irish Whiskey outlines five key pillars that will support sustainable growth:
- Adequately resourced infrastructure: including financial support for new entrants and adequate malting capacity.
- Category integrity and promotion: including clear guidelines on the production of Irish whiskey and the promotion of geographic indication (GI) status.
- Sustainable supply and demand: additional capacity to support market growth
- Vibrant tourism offering: an all-island approach to Irish Whiskey tourism.
- Strong home market: creating a sense of pride in the industry at home and abroad.
The Future of Irish Whiskey – Infographic
Minister Coveney said:
“Growth of almost 200% over a decade reflects an industry with ambition, a sense of mission and a deep understanding of individual markets. Irish whiskey brands now represent the fastest growing spirit globally and with investment of €1billion planned over a ten year period. Irish whiskey and those who champion it will be well placed to generate growth, exports and jobs and a very special tourist offering celebrating an all-island heritage. “
“I very much welcome the publication of the Vision for Irish Whiskey today. While unprecedented opportunities exist for growth and expansion in the Irish whiskey sector, scale is always a challenge, so a shared vision is a powerful thing. It is good to see this sector encouraging and mentoring new entrants, funding global brand ambassadors and committing to sustainable growth.”
Bernard Walsh, founder of Walsh Whiskey Distillery and Chairman of the Irish Whisky Association zei: “The Irish whiskey sector is ambitious for its future. The existing players have driven the global renaissance in Irish whiskey with double-digit growth prospects.
The key to our success is to ensure that this growth is sustainable: economically and environmentally. To do this, we are launching a cohesive strategy today that will underpin this growth. The potential is massive.
If we look at our neighbours in Scotland, we see the world-leading Scotch industry exporting over 90 million 9-litre cases annually. There are over 130 Scottish distilleries that bring investment and employment into rural areas. There is no reason why Ireland cannot achieve similar success. We look forward to working with Minister Coveney and other relevant stakeholders going forward to ensure Irish whiskey stays on track to become a true success story for brand Ireland.”
About the Irish Whiskey Association
Formed in March 2014, the Irish Whiskey Association provides a forum for all operators, new and old, to come together to share expertise and cooperate in building the Irish Whiskey category brand in a spirit of “Co-opetition”. It is an all-island organisation open to all operators.
The Irish Whiskey Association’s mission is to:
- Promote the Irish Whiskey category in Ireland and internationally, working with Government agencies and the European Commission.
- Support new market entrants.
- Protect the high standards of Irish Whiskey by ensuring the legal protection offered by the Geographic Indication is applied in Ireland and internationally.
- Ensure public policy supports the sustainable growth of the Irish Whiskey sector.
You can read the full report about the Vision for Irish Whiskey here.
Irish Whiskey Association Members
Members include: Alltech’s Beverage Division Ireland, Brown Forman, Bushmills Distillery Co, Carlow Brewing Company, Castle Brand Spirit Group Ltd, Dingle Distillery, Connacht Whiskey Company, Beam Suntory, Dublin Whiskey Company, Dublin Whiskey Distillery Company, Dúchas Distillery, Echlinville Distillery, First Ireland Spirits Co Ltd, Glendalough Irish Whiskey Ltd, Great Northern Distillery, Hibernia Distillers, Irish Distillers Ltd, Slane Castle Irish Whiskey Ltd, Teeling Whiskey Company, Gruppo Campari/TJ Carolan, Walsh whiskeydistilleerderij, West Cork Distillers, Wild Geese Wines & Spirits Ltd, William Grant & Sons Ltd.