For the Irish whiskey industry, both the number and the range of liquids available have never been better, but cautious optimism is a universal theme for those in the trade. Not so long ago – indeed, still in living memory for some – brands in Ireland enjoyed great success only for it to be followed by huge losses. Irish whiskey was a global powerhouse in the early 1900s but within six decades was decimated to only a couple of distilleries. More recently, though, its rebirth has been nothing short of phenomenal. There are now more than 40 distilleries in operation across the island of Ireland, worldwide sales have exceeded 14 million cases, and to meet forecast demand 3.5 million casks are resting, waiting for their moment to shine.
Even with such staggering figures, that 20th-century downfall might well be the reason why Irish producers rarely take anything for granted. The Irish Whiskey Association (IWA) and its members have been quick to react to outside forces and relentless in safeguarding future growth. When lockdown measures kicked in during the Covid-19 pandemic, the pivot to e-commerce became essential to survival, but it is now thriving with some online retailers shipping to dozens of countries. As sadly demonstrated in the past 18 months in eastern Europe, geopolitical events can bring huge disruption to existing trade, so market diversification is key. Irish whiskey has recorded double- and triple-digit growth in emerging markets such as Australia and Africa. And to help the industry play its part in tackling global environmental and ecological issues, the IWA launched the Irish Whiskey Sustainable Together roadmap last year. It includes comprehensive initiatives on reducing water use, energy efficiency, and tree planting, as well as goals to deliver a more positive impact for
