Irish whiskey is adapting its measure to challenging times
Irish whiskey exports were 5% lower in 2025 at €930m. Exports to Canada grew by around 25%.
These are challenging times for Irish whiskey exports – but with some better news on the home front.
While Bord Bia’s recent Performance and Prospects report showed that 2025 was another exceptional year with the export value of Irish drinks exceeding €2bn for the second year running, the introduction of a 15% tariff on exports to the USA - its biggest market - remains a challenge for the sector.
Irish whiskey exports were 5% lower in 2025 at €930m. Exports to Canada grew by around 25%. Eoin Ó Catháin, director of the Irish Whiskey Association (IWA), the Ibec group representing the sector, said: “Irish drinks exporters have shown resilience in the face of evolving consumer preferences and changes in the trading environment across key markets.”
The 15% tariff on exports to the US remains a challenge: “We hope that 2026 will see renewed efforts to return to the 'zero-for-zero' trading arrangement with the US, for the benefit of transatlantic trade for both American and Irish whiskey producers.” The US remains the biggest overall market, with over 5.47m cases recorded in 2024, representing one of every three bottles sold in the world.
Outside of the US, Irish whiskey is growing rapidly in other markets – particularly Japan and India, which are up 124% and 120% respectively over the past three years. “Despite challenges, there is still significant opportunity for the Irish whiskey category to grow, given it only accounts for 12% of the global whiskey market,” O’Cathain added.
New research published last month by Drinks Ireland underlined the vital role the drinks industry plays in sustaining rural and regional economies. Among the highlights are: 73% agreed that local breweries and distilleries make a positive contribution to their communities, while 80% said these producers provide important employment at a local or regional level. 81% consider Irish breweries and distilleries to be important to the national tourism offering, while 67% believe having a drink plays an important role in bringing people together - a sentiment that speaks to the longstanding role pubs and hospitality venues play in Irish social life.
The rise of non-alcohol options continues to accelerate the ongoing trend towards moderation. According to the Drinks Ireland Beer Market Report, non‑alcohol beer sales grew by 25% in 2024, while production increased by 77%, driven by strong consumer demand and ongoing investment in innovation and brewing capacity. Drinks Ireland Chair and founder of The Shed Distillery in Drumshanbo, Pat Rigney, said the findings confirm what those in the industry have been seeing for years, which is a real and measurable shift in how people across Ireland are approaching alcohol.
“They are valuing moderation and are adopting a ‘less but better’ mindset. People are drinking more consciously and placing greater value on quality, craft and the overall experience rather than quantity alone. This shift doesn’t just signal healthier behaviours; it also highlights the growing importance of the small local producers and hospitality businesses who are so often at the heart of delivering that quality for locals and tourists alike. The general public is proud of the wider industry and consumers are giving the sector and the Government a mandate to protect these businesses.”
In an initiative that should attract significant attention over the coming tourist year, the recently launched Irish Whiskey Way aims to “weave Ireland’s distilling traditions, landscapes and community stories into a single, immersive whiskey trail.”
It showcases leading Irish whiskey distillery experiences and visitor centres, allowing tourists build their own food and drink trail across the island. The trail will help both long-established and new distilleries enhance their tourism offering, an increasingly important revenue stream to Irish whiskey producers. In the 12 months to June 2025, over 1m visitors toured Irish whiskey distilleries, contributing significantly to local economies.
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