Proud links continue to grow for Irish and US whiskey industries
Helen Mulholland, chair of the Irish Whiskey Association, the first female chair since the association’s establishment in 2014. She is also the first female master blender in Irish whiskey history.
Global volumes of Irish whiskey have continued to grow, with a rise of 2.6% to 15.6 million cases in 2023, according to the Irish Spirits Market Report 2023 by Drinks Ireland.
While the value fell by 14% to €875 million, it was seen as a “short-term decline”, especially when compared with 2022, when the sector reached almost €1bn in value year on year.
The United States continues to be the key export destination for Irish whiskey, accounting for more than one in three bottles of total global sales. Irish spirits continue to lead the way in the ‘premiumisation’ trend, offering consumers high-quality choices and responding to changing trends in alcohol consumption — in which those who choose to drink are drinking less, but better.
“The Irish spirits sector has delivered phenomenal export growth over recent years, and while confronted with challenging international markets at present, has strong ambitions for future growth that will deliver for regional economic development,” said Aengus King, director of Drinks Ireland|Spirits.
“Sustaining businesses during challenging periods so that they continue to deliver to the wider economy in the future requires a supportive enterprise and regulatory environment.”
David Boyd-Armstrong, chair of Drinks Ireland|Spirits and the founder of Rademon Estate Distillery in Co Down, added: “As a distiller, I, like my fellow distillers and spirits producers dotted all over the island, have an ambition for further growth and a hope for the future. Despite the current market conditions, I am encouraged that growth is expected to return in the period ahead.”
The last decade has been wholly positive, he said, with spirits exports in particular lauded as a key all-island economic success story, not just for exports, but for job creation, innovation and investment that have had both positive direct and indirect economic impact. “While still robust, Irish Spirits need support and promotion to build on the progress already made, and this must be underpinned by a fair and balanced regulatory environment.”
Irish Distillers, producer of some of the world’s most well-known and successful Irish whiskeys, announced its full-year results for the 2024 financial year, ending 30 June 2024, with the business experiencing +1% global net sales growth across its portfolio of Irish whiskeys in the financial year.
The continued globalisation of Jameson, the world’s bestselling and most awarded Irish whiskey, achieved +1% net sales globally in the financial year.
Irish Distillers’ prestige portfolio, which comprises Redbreast, Midleton Very Rare, Spot Whiskeys, Method and Madness and Knappogue Castle, experienced global net sales growth of +1% in the financial year.
The growth was driven by Redbreast, the world’s most awarded single pot still whiskey, and Midleton Very Rare, reflecting the continued consumer demand for more premium products in the year.
Nodjame Fouad, CEO, Irish Distillers, said: “Our portfolio of Irish whiskeys achieved net sales growth of +1% in our 2024 financial year, demonstrating an overall resilient performance. The Jameson brand achieved double digit net sales growth in multiple regions around the world.”
In July 2024, the then U.S. Ambassador, Claire Cronin, marked the close ties between the Irish and American whiskey industries with a visit to the Irish Whiskey Association member distillery, the Pearse Lyons Distillery in Dublin.
At the event, she noted the historic links between the US and Ireland, in addition to the new IrishWhiskey360° Passport initiative, which aims to incentivise tourists on trips to Ireland to visit the numerous Irish whiskey distilleries. Tourists from the U.S. form the largest visitor segment for Irish whiskey distilleries.
Other major U.S. companies invested in the Irish whiskey industry are: Beam Suntory, makers of Jim Beam, which owns both Kilbeggan Distilling Company and Cooley Distillery; Brown-Forman, makers of Jack Daniels, which owns Slane Distillery; Sazerac, makers of Southern Comfort and Buffalo Trace, which owns Lough Gill Distillery and the iconic Paddy brand.
“It was great to hear about the historic links between the Irish and American whiskey industries, which are now stronger than ever thanks to investment of US companies in Irish distilleries and the strong demand of American consumers for Irish whiskey,” the Ambassador said.
“I welcome the partnership between the Irish Whiskey Association and Kentucky Distillers’ Association, including on the development of the new Irish Whiskey Passport initiative, and I look forward to more Americans visiting Irish whiskey distilleries and more Irish visiting American whiskey distilleries in the future.”
Conor Farrell, chief commercial officer of Pearse Lyons Brewing and Distilling, stated: “The late Pearse Lyons perfectly embodied that connection between the two countries, being the only man to have received recognition in Ireland and the United States for his outstanding contribution to both the Irish whiskey and Kentucky bourbon industries.”
The Irish Whiskey Association recently appointed Helen Mulholland as its chair, becoming the first female chair since the association’s establishment in 2014.
Having served as vice-chair since 2022 and succeeding former chair James Doherty, managing director of Sliabh Liag Distillers, she will lead the representative body for the all-island Irish whiskey industry for two years.
Mulholland already holds the title of being the first female master blender in Irish whiskey history — a title that she received while working at Bushmills Distillery for nearly 30 years. Now leading Sazerac’s Sligo distillery team, she oversees the global portfolio of Irish whiskeys, including Paddy and Michael Collins, while spearheading innovation in product development.
“Throughout my time in the industry, global volumes of Irish whiskey produced have increased sevenfold, and the number of distilleries on the island of Ireland has grown from three to close to 50 today.
"My priority as chair at the association will be to protect the integrity of the Irish whiskey category, as well as continuing its global promotion. Irish whiskey is a prime example of our all-island economy that brings with it a unique value that should be celebrated, particularly in 2025.”
Given the ever-increasing volume of Irish whiskey going into the US, recent times have seen the trade traffic work in both directions.
Brian Nation formerly the Master Distiller of Jameson, Midleton and Redbreast, moved to the US in 2021, bringing his talents to the O’Shaughnessy Distilling Co and planning the launch of Keeper’s Heart into the Irish market.
A combination of Irish and American whiskey traditions, blending Irish Triple Pot distilled whiskey, Irish grain whiskey with American rye and bourbon, the blend became the most awarded new whiskey brand in 2022, including International Wine and Spirits Challenge Platinum, Critics Challenge International Platinum and PR Award Double Gold honours.
The decision to relocate to the United States was a major life move that impacted on the whole Nation family — but the prospect of working on the creation of Keeper’s Heart from the ground up ultimately decided the move.
Brian lists the opportunity to bring together the best of both Irish and American whiskey-making techniques as amongst the most exciting aspects of creating Keeper’s Heart: “By blending these styles together and also distilling American whiskey in the Irish style of triple copper pot distillation, we are effectively ‘Irish-ising American whiskey and American-ising Irish whiskey’. This innovative approach to whiskey-making has been incredibly rewarding and has provided a unique challenge that has kept me energised and motivated.”
Having given his career so far to the creation and promotion of Irish whiskey, Brian takes obvious pride in seeing a globally recognised product continue to thrive across international markets.
“It is indeed great to see Irish whiskey go from strength to strength each year, and it is also very heartening to see the newer brands from newer distilleries finding their way onto shelves across the world.
"I think the advantage that we have with Keeper’s Heart is that we can contribute and share in the successes of both the Irish and American categories and we can also help drive innovation across both categories. We are very proud of what we are doing and where we all came from and that Irish connection not just for me but for the founders will always play an important role in everything that we do.”
Michael Flatley has launched Flatley Whiskey ‘The Dreamer’ in 2024, his first signature Irish whiskey from a series of special blends.
Crafted in partnership with Ireland’s master blender Noel Sweeney, and distilled at the Great Northern Distillery, this premium five-year-old whiskey embodies the spirit of dreams, passion, and mastery.
As a long-time collector of Irish whiskey, the Flatley family crest adorning each bottle is a nod to Michael’s father, who, like so many Irish, left for the US in 1947 — but whose love for the home country never left him.
Celebrated for his contributions to Irish dance and culture internationally, Michael admitted it had always been his dream to have his own Irish Whiskey and to leave a legacy for the Flatley name.
“For me, Irish whiskey, much like Irish dance, embodies the essence of Ireland — its history, its spirit, and its ability to bring people together in celebration. Irish whiskey was a favourite of my father’s, and it was through his passion that I came to appreciate its complex flavours. So, it’s a very proud moment to launch Flatley Irish Whiskey, as I know he will be smiling down on me.”
Commenting on the reasoning behind the name The Dreamer, he said: “With ‘The Dreamer’, we’re distilling the essence of Irish tradition, the dreams that fuel us and the people that inspire us. It’s a tribute to the undaunted dreamers who shape the world.” T
he label on the bottle reads: ‘Savour the spirit of ambition and the warmth of achieving the extraordinary. Dream boldly, savour deeply.’
Noel Sweeney, one of the most talented Irish Master Blenders and an inductee into the Whisky Magazine Hall of Fame, formerly of Cooley Distillery and Powerscourt Distillery, said: “I was truly honoured to work with Michael on this collaboration. He is one of Ireland’s most prominent and significant ambassadors, enriching our culture through his promotion of Irish dance and music on a truly global scale, and now through whiskey
"This five-year-old triple-cask blend combines grain whiskey and double-distilled malt matured in former bourbon, port, and Pedro Ximenez sherry casks. The whiskey embodies a quintessential Irish Whiskey style with smooth complexity.”
