Ireland aims to ‘lead’ whisk(e)y tourism

The Irish Whiskey Association has launched a strategy to place Ireland as the “world leader” in whisk(e)y tourism by 2030.

Supporting the growth of Irish whiskey distilleries and visitor centres is key

The strategy brings together four key recommendations: to support the growth of Irish whiskey distilleries and visitor centres; to develop an all-Ireland whiskey tourism product; to create an Irish whiskey trail and tourism infrastructure around distilleries; and to develop an embassy network of hotels, restaurants and pubs.

It was created in partnership with Ireland’s minister for agriculture, food and the marine, Michael Creed TD.

According to the Association, whiskey tourism has the potential to grow to 1.9 million visitors every year by 2025, spending an estimated €1.3 billion.

“What we’ve witnessed over the past few years truly is a renaissance in the industry”, said head of the Irish Whiskey Association, Miriam Mooney.

“This strategy sets the conditions for the next step in growth for the industry. In 2013 there were just 4 distilleries in Ireland, today there are 16 in production and 13 in planning in 18 counties across Ireland.”

Chairman of the Irish Whiskey Association, and CEO of Walsh Whiskey Distillery, Bernard Walsh , added: “Irish whiskey is a real success story, we are reaching new markets and new consumers.

“We have an authentic story to tell and a great opportunity to capitalise on growing sales and to drive more tourists to this country by developing the right environment for whiskey-trail tourists.

“To do this we want to work with state agencies to put the right supports in place and with government to create the right policy environment to enable the sector to grow and thrive.

“Our current excise rates mean that a bottle of Irish whiskey that costs €42 in Ireland, costs just €27 in the US. This makes no sense in the context of encouraging whiskey tourism.

“Also, new proposals under the Public Health Alcohol Bill will restrict the new entrants and smaller distillers that are needed to promote sustainability through depth and diversity in the Irish whiskey category and so stymie growth in the sector.”

In July, an Irish campaign group claimed that high alcohol tax in Ireland means it is now cheaper to purchase Irish whiskey in the US than in its native market.