The Irish Whiskey Association (IWA) has debuted the Irish Whiskey Way, a new all-island tourism initiative designed to showcase the country’s distilleries and heritage. The website-based trail, which was launched by Minister for Enterprise, Tourism and Employment Peter Burke at the Kilbeggan Distillery Experience, allows visitors to create custom itineraries.
The interactive Irish Whiskey Way website features Ireland’s leading distillery experiences and visitor centers.
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It also provides guides on food pairings developed with Irish chefs, alongside cocktail recipes, to offer a full cultural experience.
Minister Peter Burke launched the initiative in County Westmeath this week.
“I am delighted to launch the Irish Whiskey Way, a unique initiative that celebrates one of Ireland’s most iconic exports while showcasing the rich culture, heritage and hospitality that makes our country and this region so special,” said Burke.
He added: “This journey will not only highlight the craftsmanship behind Irish whiskey but also connect visitors with the vibrant communities, food experiences and stories that define Ireland.”
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The launch event highlighted recent policy changes positively impacting tourism, including Dublin Airport’s relaxed rules for carrying liquids.
In September, the airport increased the limit on liquids in hand luggage from 100ml to two liters.
Michael Clancy, founder of Lough Ree Distillery, told a panel of experts that this change has directly boosted sales. He said the relaxed rules mean travelers are now happy to purchase Irish whiskey products since they can travel with the bottle in their hand luggage.
Such changes, Clancy noted, will be vital for businesses catering to the “high-end, high-spend” consumer in the years ahead.
Eoin Ó Catháin, director of the Irish Whiskey Association, said the trail is a collaborative effort.
“The Irish Whiskey Way is a celebration of our island’s rich distilling heritage, but also an initiative developed by our whiskey distilleries working together to present a unique food and drink trail to the international and domestic visitor,” Ó Catháin stated.
“By connecting people to the places and stories behind our Whiskey, we’re shining a spotlight on the craftsmanship, community and landscapes that define Irish Whiskey.”
He added that the trail will help both long-established and new distilleries enhance their tourism offering, an increasingly important revenue stream for producers.
The launch comes at a time of significant growth for whiskey tourism in Ireland. According to the IWA, more than 1.3 million people visited Irish whiskey distilleries in 2023.
