Posted 26 April 2019
Whilst bourbon and Scotch command a larger share of the global spirits market, Irish whiskey is growing at a significantly faster rate – in 2017 sales were up by more than 10% on the previous year. The revivial has seen the number of active distilleries in Ireland grow from just 4 in 2010 to 24 in under a decade with another 20 in various stages of planning. And yet, quite astonishingly insiders still believe that there is yet more expansion to be leveraged – particularly across the Asian markets. However, at the same time, the market seems to be pivoting – away from long established commonly available bottlings to so-called premium and ultra-premium expressions. And then there’s the likes of Proper No. Twelve – a brand built off of the cult of personality.