EU Commission to co-fund Bord Bia Irish spirits campaign

The EU Commission has announced it will help co-fund Bord Bia's Irish spirits campaign in Japan and India with €3m support assigned to the campaign

The EU Commission has announced €3m to help co-fund Bord Bia's spirits campaign. 

The EU Commission has awarded just €3m in co-funding to support a three-year Bord Bia campaign promoting European Geographical Indication (GI) spirit drinks.

Agriculture minister Martin Heydon and minister of state with responsibility for food promotion Noel Grealish welcomed the announcement of the support under the Simple Promotion Programmes.

The Spirits of Europe campaign will commence in 2027 and will primarily target distributors, wholesalers, on-trade decision makers, and bartenders.

The objective of the campaign is to build and strengthen category awareness, understanding and competitiveness of European GI spirit drinks, particularly the Irish whiskey GI, to drive value-led export growth in Japan and India. The campaign also aims to increase target audiences through trade media, key opinion leaders, and influencers.

Mr Heydon said: “With the ongoing global market uncertainty, it is programmes like this that will support market diversification to these countries which have high growth potential. 

"This programme will help build on the development work that has already been carried out by my department, Bord Bia and the industry as part of a combined process to increase market share in these countries.

 “Along with the efforts of Bord Bia in preparing the submission, I also want to commend the Irish spirit drinks industry for their positive input and collaboration in the co-funding of the national element of this programme,” he added.

Mr Grealish said: “The funding for this programme recognises the opportunities to promote the EU spirit drinks category in both Japan and India. By targeting distributors, wholesalers, on-trade decision makers, and bartenders, the programme will grow their understanding and competitiveness of European GI spirit drinks, which in turn should help increase exports to these areas.” 

Bord Bia chief executive, Jim O’Toole said: “Securing funding for the first time to celebrate Ireland’s expertise in the production of whiskey is something industry should be extremely proud of and celebrate. Promoting spirits overseas with the EU gives Ireland immediate access to key buyers in Japan and in India, where Irish whiskey is currently recognised as the fastest-growing category of spirits.

"Of particular focus will be the building of new relationships between Irish exporters and local importers and distributors in hotels, bars and restaurant chains, while also strengthening the business relationships Irish exporters have already developed with stakeholders in these countries.”