Irish whiskey makers cast eye on China

The “monumental” potential of China as a market for Irish whiskey brands will be explored in an EU trade mission this week.

The Irish Whiskey Association is among 72 business delegates on the visit to China, organised by SpiritsEurope, and will be promoting the category and meeting with importers, distributors, marketers and on-trade businesses.

Eoin Ó Catháin, director of the Irish Whiskey Association, said from Beijing: “We have seen unprecedented growth over the past five years in China, but the potential of this market is monumental. The Irish Whiskey Association is honoured to be among the invitees to participate in this mission – and for Irish whiskey to be among the few EU geographical indications (GIs) to enjoy full recognition and protection here.

“The work of the association is mirrored by a number of Irish brands – large and small – who have committed considerable resources and investment in this market. It is important for the vitality of the sector that this investment pays dividends in the years to come.

“We are delighted to have the support of government departments and Bord Bia, who have a strong presence here, in realising this ambition.”

In China, international spirits represent only around 2% of total alcohol consumed, but market share is expected to grow quickly – and with whiskey the fastest growing category within international spirits, it is a good sign for Irish brands.

The value of Irish whiskey exports to China has increased by 247% in the past five years (representing a total of €4,029,293 [US$4.3 million] in 2023), according to Bord Bia’s Export Performance & Prospects Index.

Brands such as Redbreast, Teeling and Dingle showcased their products at the EU pavilion at the Anuga Select China trade fair, an international food and beverage exhibition held in Shenzhen, southern China, held during the trade mission.

‘Enormous opportunity’

Martin Lynch, Asia-Pacific commercial manager for Teeling Whiskey, which has been active in China since 2015, said: “The opportunity to showcase our brand on this DG Agri Trade Mission, with the support of the Irish Whiskey Association, provides the perfect potential to secure increased focus for our sector in this vibrant key market.

“Irish whiskey is still a new and evolving category in Asia and we’re excited to continue the journey by shaping the bright future we see for it in the Chinese market.”

Business acceleration director for Irish Distillers, Simon Fay, highlighted the trade fair’s “vital support” in building awareness for the category, and enabling more consumers to “get to know and love our portfolio”.

The trade mission is focused on EU food and drink products with a GI status in China, for which Irish whiskey was registered in 2019. Ireland is one of only 96 EU GIs recognised in the Chinese market.

Elliot Hughes, managing director of Dingle distillery, added: “China has been a developing market for Dingle for the past two years, however we anticipate it becoming a major market for us, alongside the US and the EU, in a relatively short period of time.

“The EU and China, along with the US, are the world’s three largest trading partners, and China is the third largest agri-food export market for EU-27, after the US and UK.

“The enthusiasm we are seeing for Irish whiskey is fantastic and we’re delighted to get the opportunity to showcase our brand with this EU trade mission – facilitated by the Irish Whiskey Association – allowing us to further develop the brand across the country. The opportunity in China is enormous and we hope to use this trade mission as a springboard for future growth.”

Ireland’s whiskey is currently undergoing a renaissance, but it faces challenges in capitalising on its recent growth.