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Irish whiskey exports up 13% in 2024
Exports of Irish whiskey rose by 13% in value last year with growth across all markets except the UK, according to a Bord Bia report.
Irish trade development agency Bord Bia released its Export Performance and Prospects Report 2024-2025, which revealed that Irish whiskey exports in 2024 saw their value reach approximately €1 billion (US$1.03bn).
Following a difficult year in 2023, the value of Irish drink exports increased by 19% to just over €2.1bn last year, with good growth in the ready-to-drink (RTD) and whiskey categories.
Vodka-based RTD beverages achieved a threefold increase year-on-year to €235m (US$242m), up from €55m in 2022. Bord Bia noted that approximately 90% of RTDs were exported to the US with the remaining 10% divided between the UK and EU.
The double-digit gain for Irish whiskey marked a return to growth for the category after a 14% drop in the previous year. The value of Irish whiskey exports surpassed €1bn (US$1.07bn) for the first time in 2022.
All markets delivered growth apart from the UK, where Irish whiskey exports plunged by 10% last year after ‘strong growth’ in 2023.
Exports of Irish whiskey to the US (which accounts for approximately 40% of the category’s exports) rose by 11%, while shipments to Canada grew by around 29%.
Bord Bia said several factors impacted the whiskey industry in 2024 including slow depletion rates, price pressures, and brand consolidation from both retail and on-trade customers.
EU exports of Irish whiskey were up by 12% in the year to August 2024. The top markets were Germany (up by 11%), France (down by 14%), Poland (up by 17%) and Belgium (up by 67%). Bord Bia also highlighted ‘strong performances’ in Italy and the Czech Republic, and ‘good growth’ in Slovenia and Romania.
Total Irish whiskey exports to Africa rose by 16% to around €65m. South Africa grew by 21%, while exports to Nigeria were down slightly due to ‘continuing difficulties with the naira currency and challenging economic conditions’.
Within Asia, exports to India more than doubled while Japan rose by 35% to €5m, making it the continent’s second-biggest Irish whiskey market. Exports to mainland China returned to growth, rocketing by 60%.
The Philippines and South Korea were also named key emerging markets for the category.
Exports of Irish whiskey to Australia soared by around 66% to more than €25m, establishing it as the second most-important market in the Asia-Pacific region, Bord Bia noted.
Cream liqueurs and gin on the up
Looking across the Irish drinks segment, whiskey represented 49% of exports in terms of value share in 2024, while liqueurs made up 18%. Gin and wine each had a 1% share, beer represented a 15% share and cider took a 4% share.
Cream liqueur exports were up by 5% to €380m, but down by 6% on 2022 levels.
Exports to the US and Canada accounted for more than 60% of total cream liqueur exports and grew by 13% and 8% respectively.
In the EU, the category’s performance was mixed with sales down in Germany (down by 4%) and Romania (down by 14%). Sales to the UK grew strongly to reach €25m and soared by 41% in Spain.
Other markets such as the Netherlands and Sweden showed strong growth from lower bases. Central and South America have emerged as future markets, Bord Bia highlighted, led by Chile and Panama. In Asia, exports of cream liqueur to China soared by 30% to reach around €4.5m.
Irish gin exports recovered after a challenging 2023, with exports rising by 23% to €20m. However, it remains 9% below 2022 levels.
Exports of gin to the US grew by around 18%, while Turkey has emerged as a market with strong potential, with exports of more than €2m.
Beer exports rose by 2% to €325m in 2024, exceeding 2022 levels by 9%, while cider was up by 1% to €80m.
India to drive whiskey growth
In its outlook for the country’s drinks sector, Bord Bia noted that global emerging markets such as India, Nigeria and Singapore are expected to grow as more Irish exporters enter the market and consumer awareness of Irish drinks increases in these regions.
“We expect India to continue to grow strongly and help the whiskey market to diversify away from the US,” the report noted, while RTD growth will be dependent on US trade policy.
Bord Bia also expects Australia to continue to perform strongly in 2025, alongside ‘modest’ growth in the global travel retail channel.
The value of Irish spirits exports fell by 9.3% in 2023, a report by Drinks Ireland revealed.
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