Bullish on Irish
Growth continues unabated as major players invest in the category.
By Tom Strenk I
rish whiskey continues its phenomenal streak of double-digit growth. For the most recent full-year statistics (2010), there was a whopping 20.9% increase in Irish whiskey sales volume in the U.S., according to the Beverage Information Group. In addi- tion, there was a 29.8% jump in revenues for Irish whiskey during that same period of time, according to the Distilled Spirits Council of the United States. And according to all indicators, Irish has been chugging along a similar strong growth track throughout 2011. Several years ago, when the Irish phenomenon first appeared on the radar, those prodigious increases were usually qualified with the phrase "albeit from a small base." But after five years of year over year development, that base is a lot bigger. In fact, some industry authorities say the fastest-growing spirit has a role in driving overall industry growth. Certainly, Irish whiskey has stimulated the thirst of consumers and increasing investments by the major players. New products, ownership changes and seductive marketing have made the emergent category as exciting as an Irish reel.
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here were a number of significant develop- ments in the category this year. Perhaps the biggest news is the recent debut
of Jameson Black Barrel Select Reserve. This new expression is a blend of pot still and small-batch grain whiskeys, which gets its moniker from maturation in flame-charred bourbon barrels and toasted sherry casks. "Black Barrel is meant to be a trade up from Jameson Original, a way for Jameson drinkers to treat themselves and their friends on spe- cial occasions," pointed out Wayne Hartunian, vice president of whiskies and Cognac at Pernod Ricard USA.
The top-selling Irish whiskey, Jameson has just launched a new expression, Jameson Black Barrel Select Reserve.
Beverage Dynamics • www.beveragedynamics.com • January/February 2012 • 19
