IWA launches ‘landmark’ tourism initiative for Irish whiskey
The Irish Whiskey Way, launched by Irish Whiskey Association (IWA), is described as an ‘all-island tourism trail’.
The Irish Whiskey Way is interactive website that allows users to build their own Irish food and drink trails, spanning both the Republic of Ireland and Northern Ireland.
The platform features the country’s leading whiskey distilleries and visitor experiences, all showcased alongside their distilling traditions, landscapes and community stories.
Additionally, the website includes recommended food pairings from celebrated Irish chefs, as well as cocktail recipes.
Director of the IWA Eoin Ó Catháin called the initiative “a celebration of our island’s rich distilling heritage, but also an initiative developed by our whiskey distilleries working together to present a unique food and drink trail to the international and domestic visitor”.
He added: “The importance of cooperation has never been greater, this year more than ever, and the value of every euro spent in Ireland has never been more appreciated.
“By connecting people to the places and stories behind our whiskey, we’re shining a spotlight on the craftsmanship, community and landscapes that define Irish Whiskey.”
Ó Catháin also noted the initiative as a way for both established and new distilleries to enhance their tourism offerings, which has emerged as an important revenue source for producers.
Earlier this month, the IWA revealed Irish whiskey distilleries had attracted more than one million visitors for the first time since the pandemic.
Together with the IWA, the Irish Whisky Way was officially launched by Peter Burke, Ireland’s minister for enterprise, tourism and employment.
At the official launch, which took place Kilbeggan Distillery Experience in Co Westmeath yesterday (27 November), Burke said: “I am delighted to launch the Irish Whiskey Way, a unique initiative that celebrates one of Ireland’s most iconic exports while showcasing the rich culture, heritage and hospitality that makes our country and this region so special.
“This journey will not only highlight the craftsmanship behind Irish whiskey but also connect visitors with the vibrant communities, food experiences and stories that define Ireland.”
Positive impact of liquid changes at Dublin Airport
New liquid rules introduced by Dublin Airport in September were also celebrated at the launch.
The rules have increased the airport’s liquid limit for hand luggage, which has gone up from an allowance of 100ml to two litres. There is also now no limit on the number of items that can be carried.
The changes mean travellers can carry whiskey bottles in their hand luggage.
At the launch, Michael Clancy – the founder of Lough Ree Distillery – said to a panel that the incremental changes will help the Irish whiskey tourism offering to cater to the “high-end, high-spend” consumer, and will be vital to businesses in the years ahead.
In 2024, Irish whiskey sales surpassed 15 million cases and exports hit €1 billion (US$1.04bn), according to the IWA’s Irish Whiskey in Numbers report.
Irish whiskey sales span 113 markets, with Mexico recently highlighted by the IWA as an export region with ‘bright opportunity’.
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