Poitín poised for ‘significant’ growth by 2029

Poitín producers are aiming to increase sales from 5,000 cases in 2018 to 80,000 over the next 10 years, as the industry seeks to premiumise the category.

The Alcohol Beverage Federation of Ireland (ABFI) is shining a light on the revival of the Irish spirit as part of the ABFI Innovation Pulse series.

The ABFI Innovation Pulse was launch last month to highlight innovation, creativity and experimentation in the Irish drinks category.

Poitín producers aim to grow sales in a number of global markets, with an initial focus on Ireland.

Patricia Callan, director of ABFI, said: “The biggest challenge in achieving growth will be bringing Poitín from under-the-shelf to on-the-shelf.
“There are many globally-universal white spirits such as vodka. However not many countries can boast their own indigenous, authentic white spirit. Poitín is ours. It forms an important part of Ireland’s rich heritage of spirit making.

“As consumers become more adventurous, Poitín is perfectly placed for a comeback due to its quality, provenance to Ireland and the amazing story behind it.

“This is certainly something that has been received positively when it comes to Irish whiskey, which is now the fastest growing spirits category in the world.
“As an industry, we are very much committed to preserving the Poitín category and growing it significantly.”

The category has also benefited from the opening of Dublin cocktail venue Bar 1661 last month, which focuses on Irish spirits, particularly Poitín.