IWA eyes Mexico for Irish whiskey growth
The Irish Whiskey Association (IWA), which represents Ireland’s whiskey distilleries, has set its sights on Mexico as a market with “incredible scope for growth”.
The trade body is currently in Mexico representing Ireland at OriGIn, a biennial conference on geographical indications (GIs). Ireland and Mexico both share the recognition for their national spirits, Irish whiskey and Tequila.
Irish whiskey relies heavily on its exports – which hit €1 billion (US$1.04bn) last year – however tense trade relations with its biggest market the US, due to tariffs, have seen producers explore other emerging regions for potential growth.
The IWA views Mexico as a ‘bright opportunity’ with a growing middle class, a population of more than 130 million and the world’s 15th largest economy.
Mexico is also emerging as a cocktail capital, with bars in Mexico City such as Handshake Speakeasy and Tlecan gaining international acclaim. Handshake Speakeasy was recently ranked North America’s best bar and second in the world.
Director of the IWA, Eoin Ó Catháin, said: “There is incredible scope for growth in our drinks exports.”
Continuing, he explained: “In fact, our export value has increased four-fold in the last four years, albeit from a very low base. The IWSR, which tracks alcohol sales and trends worldwide, has identified Mexico as among the markets with the greatest potential.
“Our greatest challenge is increasing awareness for Irish whiskey in this competitive marketplace, but occasions such as the GI conference in Morelia, and our Irish whiskey tasting event in Mexico City, offer the perfect opportunity to do this.”
Promotional tour
On 13 October, the IWA hosted a ‘first-of-its-kind’ whiskey tasting in Mexico City at the residence of the Irish ambassador to Mexico. The event promoted Irish whiskeys currently available in Mexico, such as Jameson, Bushmills and Clonakilty.
It targeted leading bar owners, cocktail makers, importers and distributors, and members of the Irish community in Mexico.
It also marked the first time the IWA has worked with the British and Irish Embassies in a target market to promote Irish whiskey.
Meanwhile, addressing the audience at the OriGIn conference, held in the city of Morelia last week, Ó Catháin highlighted the close links between the two nations, which are celebrating 50 years of diplomatic relations this year.
He said: “The importance of a geographical indication for Irish whiskey and our other spirit GIs cannot be underestimated. This recognition means that our drinks adhere to the highest of qualities, our consumers are assured that they are enjoying a premium product, and that our connection to the island of Ireland remains as strong as ever.
“Of course, this importance is shared in Mexico, where products such as Tequila, mezcal and other spirits are proud to bear this indication also. This shared history and experience makes Mexico perfect partners in strengthening GIs around the world and in promoting spirits drinks.”
Other markets that have emerged as growth drivers for Irish whiskey include India, where exports soared by 57%.
In the September issue of The Spirits Business magazine, we asked whether regional identities could bolster Irish whiskey?
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