From Midleton to Tokyo: Selling Irish whiskey to the Japanese

Eoin Ó Catháin, director of the Irish Whiskey Association, on the meteoric rise of Irish whiskey sales to Japan

Eoin Ó Catháin, director of the Irish Whiskey Association: 'Japan is one of the most interesting and exciting whiskey markets in the world, and I am heartened to see the hard work of Irish whiskey producers pay off.'

MY JOB

Name: Eoin Ó Catháin.

Occupation: Director of the Irish Whiskey Association.

Background: In 2024, more than 200,000 cases of Irish whiskey were exported to Japan, a 163% increase from 2020. The Irish Whiskey Association is the representative trade association of the Irish whiskey sector.

Japan has been identified as a market of interest for Irish agri-food exports, with Irish whiskey having experienced considerable success there in recent years. 

In 2020, there were just 55,000 cases sold in Japan, a figure that had ballooned to more than 200,000 cases in 2024. According to Bord Bia figures, the export value of Irish whiskey to Japan exceeded €5.4m last year, a 163% increase from 2020. 

“Japan is one of the most interesting and exciting whiskey markets in the world, and I am heartened to see the hard work of Irish whiskey producers pay off — they have put many years of effort into developing and strengthening business relationships in Japan,” said Eoin Ó Catháin during his participation in the recent trade mission, organised by the European Commission. 

“Last year saw us sell over 200,000 cases for the very first time and I hope this marks the beginning of a meteoric rise for Irish whiskey in the Land of the Rising Sun.” 

The Irish Whiskey Association was the only Irish Geographical Indication (GI) trade association to attend, among more than 100 EU agri-food export delegates, and marked the biggest mission organised by DG Agriculture ever. 

“Japan is a very exciting country for Irish whiskey, something that many companies are now discovering. There is a huge interest in the product, and a great affinity for Ireland. Given that whiskey has increased from 55,000 cases in 2020 to 200,000 today is quite incredible, and indeed a number of people I spoke with in Japan felt the increase might well be actually far greater than that.”

Japan is now the 14th largest international market for Irish whiskey, and remains the fastest growing spirit category there — at a time when many other categories are facing considerable challenges. This is being spearheaded by the ‘highball’, a whiskey and soda mix preferred by the younger generation. 

Japanese whiskies such as Suntory and Yazamaki dominate the domestic market, representing well over 70% of total whiskey consumption. 

'India is the world’s largest whiskey market, and it saw the fastest growth year-on-year for Irish whiskey export value in 2024, at 107%. This provides a strong basis for further growth,'

Irish whiskey, for the moment, stands at 0.7%, but given the increased focus and investment in market diversification, Mr Ó Catháin is hopeful this will grow in the immediate future: “More and more often, Irish whiskey producers are looking east for greater opportunities, especially given the uncertainty surrounding the US market. 

"I would like to commend the work of Bord Bia and Ireland's Department of Agriculture in promoting these opportunities, and I would ask that every support is given to Irish whiskey producers to ensure our product reaches new markets — and achieves the assured success each of these market promises."

While market diversification for the sector is important and an area the Irish Whiskey Association, Bord Bia and the Irish Government continues to work on, the reality of the trading environment in the most important market for Irish spirits — the USA — is not ignored. 

While Japan is growing exponentially, no market can replace the USA, where 5.4 million cases of Irish whiskey were sold last year. The new trading environment, with its tariffs and uncertainty, unfortunately puts this into question.

He added every effort was being made to conclude a free trade agreement between the EU and India, which is the biggest whiskey market in the world, and the fastest growing market for Irish whiskey. 

“The Indian economy is set to become the third-largest economy in the world within three years. India is also the world’s largest whiskey market, and it saw the fastest growth year-on-year for Irish whiskey export value in 2024, at 107%. This provides a strong basis for further growth.” 

Given the importance of Irish whiskey and other spirits drinks to agri-food exports — and the clear strength of Ireland’s reputation in this emerging market — the Irish government and European Commission must work hard to ensure the same trade conditions are secured for EU and Irish companies as soon as possible. 

“We are heartened to see the renewed focus of the European Commission in India since the start of this year, and remain confident that it will act with the interests of Irish/EU business and consumer at heart.”

Earlier this year, the Irish Whiskey Association celebrated International Irish Whiskey Day by highlighting the sector’s continued success, with exports having surpassed €1bn in 2024. 

'The success of the Irish whiskey sector is due to the innovation, resilience and hard work of our Irish whiskey producers — passionate distillers that are found in almost every county in Ireland.'

The association also published its latest ‘Irish Whiskey in Numbers’ data set, illustrating the industry’s strong performance. The latest figures from Bord Bia and the International Wine and Spirits Record show Irish whiskey sales exceeded 15 million cases last year, reflecting sustained global demand. 

“The success of the Irish whiskey sector is due to the innovation, resilience and hard work of our Irish whiskey producers — passionate distillers that are found in almost every county in Ireland, deeply proud of the heritage of Irish whiskey,” Mr Ó Catháin said. 

“Last year, we celebrated 700 years of Irish whiskey tradition: 700 years since the publication of the Red Book of Ossory, with its instructions for distilling aqua vitae — or uisce beatha — which we know today as whiskey. The ongoing hard work and ingenuity of Irish whiskey producers provides a solid platform for the next 700 years.”

Irish whiskey is largely an international product — with 90% of what it produces exported. As a Geographical Indication product since 1989, Irish whiskey can only be distilled on the island of Ireland and is subject to strict production standards. 

It is currently sold in 113 markets, and continues to make a significant contribution to the Irish economy, with the brewing and distilling sector supporting more than 10,000 jobs, while also driving employment in hospitality, tourism, and agriculture. 

Irish Whiskey 360° was established by the Irish Whiskey Association to promote the distillery tour and visitor experiences available to the domestic and international tourist — attracting more than 800,000 visitors to member distilleries last year.