U.S. Market Leads Growth
The United States maintained its position as the dominant market for Irish whiskey, accounting for approximately 40% of all exports. U.S.-bound shipments increased by 11% in 2024, while Canadian exports surged by 29%.
However, performance varied across regions. The UK market saw exports plunge by 10%, contrasting with strong growth elsewhere. EU exports rose by 12% through August 2024, with Belgium showing remarkable growth of 67%. Other notable EU performances included Poland (up 17%) and Germany (up 11%), though France experienced a 14% decline.
Emerging Markets For Irish Whiskey Show Promise
Asia emerged as a key growth region, with Indian exports more than doubling and Japanese shipments rising by 35% to €5m. China rebounded strongly with a 60% increase in exports. According to the report, “Other key emerging markets for Irish whiskey were the Philippines and South Korea.”
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Australia established itself as a significant market in the Asia-Pacific region, with exports soaring by 66% to exceed €25m. African markets also showed promise, with total exports rising by 16% to approximately €65m, led by South Africa’s 21% growth.
RTD & Other Spirits
The broader Irish drinks sector saw substantial growth in other categories. Vodka-based ready-to-drink beverages experienced a dramatic threefold increase to €235m, with 90% of exports heading to the U.S. market.
The report notes that “The growth of the new RTD category should continue, although it is very much dependent on US trade policy.”
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READ THE STORYCream liqueur exports grew by 5% to €380m, with the U.S. and Canada accounting for more than 60% of total exports. The category saw particularly strong growth in Spain where sales increased by 41%. UK sales also grew to reach €25 million.
Irish gin recovered from a challenging 2023 with a 23% increase to €20m, though still remaining 9% below 2022 levels. Turkey emerged as a promising market for gin, generating over €2m in exports.
Looking Back At 2024 & Forward To 2025
In the report, Jim O’Toole, Bord Bia Chief Executive, noted: ”Our industry’s ongoing success has been underpinned by our focus on strategic market diversification, investment in sustainable practices, and a commitment to quality and traceability. Farmers, producers and businesses continue to work tirelessly to drive strong, sustainable growth across all sectors – establishing a steadfast and resilient industry that remains a significant driver of the Irish economy.”
On the overall performance of the whiskey category, the Bord Bia report said: “While whiskey put in a good performance, the market remains very competitive. Several factors impacted the whiskey trade in 2024 including slow depletion rates, price pressures, and brand consolidation from both retail and ontrade customers. The overall decline in the Total Beverage Alcohol (TBA) market in export regions remained an issue in 2024 and is expected to continue into 2025. Premiumisation as a trend has slowed due to the squeeze on consumer spending but is expected to return in the medium term (IWSR, 2024).”
Let’s see what 2025 brings for the Irish whiskey category.
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