Distillers urges sponsor rethink

Irish Distillers’ CEO Anna Malmhake has called on the Government not to restrict alcohol firms from sponsoring major events.

Ms Malmhake was speaking on the back of a strong set of full-year results from Irish Distillers’ parent, Pernod Ricard — which included a good showing for Jameson — and referring to recent talk of heavy restrictions being introduced on alcohol brand sponsorship.

In May, Minister of State Roisin Shortall pledged to phase out, “over a reasonable period of time”, alcohol sponsorship, particularly of sports events.

Ms Malmhake said that while Irish drinks companies are faring well in export markets, “the outlook for our industry, here in Ireland, is concerning”. And she said that, through sponsorships and its own attractions, such as the Old Jameson Distillery in Dublin and Cork’s Jameson Experience, her company is playing a key role in the export-led recovery of the Irish economy.

Irish Distillers’ main brands are Jameson, Power’s Whiskey, and Cork Dry Gin. Jameson is the only one of those ranked inside Pernod Ricard’s top 14 brands, which make up 60% of its annual sales; and the brand saw its global sales rise 15% to nearly 4m cases, in the 12 months to the end of June.

Overall combined sales of spirits in the Irish on-trade fell by 7% in the year to end June.