US bartenders and liquor stores targeted in new Irish whiskey campaign

Bord Bia campaign is the single largest investment the agency has made to date in the promotion of Irish spirits

The campaign, valued at €750,000. comprises of virtual reality tours of 20 of Ireland’s distilleries.

Ireland's food promotion body Bord Bia has launched its new Spirit of Ireland drinks campaign in the US as part of the Irish Government’s trade mission to North America and Mexico. 

It is the single largest investment Bord Bia has made to date in the promotion of Irish spirits. The educational programme is aimed at US bartenders and liquor stores that sell Irish spirits.