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Irish Whiskey’s Global Market Share to Rise by 300% by 2030

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Irish Whiskey’s Global Market Share to Rise by 300% by 2030

Irish Whiskey’s Global Market Share to Rise by 300% by 2030
May 14
10:00 2015

The Irish Whiskey Association has launched its ‘Vision for Irish Whiskey’, which sets out the industry’s ambition for the future and outlines a strategy to ensure continued growth in the sector. There are 26 new or proposed distilleries across Ireland and annual exports of Irish whiskey are now valued at over €300 million, up 220% since 2003.

The Irish Whiskey Strategy document is based on a comprehensive survey of the sector and outlines the sector’s ambitions:

* To grow global market share by 300% by 2030: from 4% to 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 by 2025

* Invest over €1 billion between 2010 and 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:

  1. Adequately resourced infrastructure: including financial support for new entrants and adequate malting capacity
  2. Category integrity and promotion: including clear guidelines on the production of Irish whiskey and the promotion of geographic indication (GI) status
  3. Sustainable supply and demand: additional capacity to support market growth
  4. Vibrant tourism offering: an all-island approach to tourism, including the Irish whiskey trail
  5. Strong home market: creating a sense of pride in the industry at home and abroad.

Bernard Walsh, founder of Walsh Whiskey Distillery and Chairman of the Irish Whiskey Association, says: “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 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.”

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