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Irish whiskey Market – Insights

Irish whiskey is one of the oldest and most popular distilled spirit among consumers across the globe. It possesses a unique smooth flavor and appears as pale gold color compared to smoky and earthy flavor of scotch whiskey. The global Irish whiskey market witnessed a decline in 20th century, owing to introduction of blended whiskey around the world. Furthermore, additional factors such as independence war of Ireland in 1920s and trade war with Britain coupled with the alcohol prohibition in the U.S. during 1930s, together hampered the production and exports of various distilleries in Ireland. In the later years of 20th century, global Irish whiskey market witnessed a resurgence, owing to rising number of operating distilleries and new entrants in the alcohol beverage industry.

The global Irish whiskey market was pegged at 95 million liters in 2018, and is expected to exhibit a CAGR of 8.9% over the forecast period (2019-2027), to reach 200 million liters by 2027.

In November 2019, European Union (EU) and China signed a bilateral agreement for protection of European Geographical Indications (GI) in China, along with Chinese Geographical Indications in the EU. Geographical Indication (GI) tag is a sign used for products, which possesses a reputation or qualities due to its specific geographical origin. The deal will allow Irish whiskey manufacturers to take legal actions against liquor producers, who trades fake products in China. This action is expected to encourage Irish whiskey producers to launch new products in the China, which in turn is expected to drive growth of the global Irish whiskey market during the forecast period.

Figure 1. Global Irish Whiskey Market, Volume Share (%) Analysis, By Region, 2018

Irish Whiskey  | Coherent Market Insights

Source: Coherent Market Insights, 2018-19

Furthermore, increasing number of collaborations among leading companies with an aim for increasing their market presence across the globe, is expected to fuel growth of the global Irish whiskey market over the forecast period. For instance, in August 2019, Pernod Ricard, a France-based company and one of the global leaders in alcoholic beverage industry, acquired Castle brands, a U.S.-based liquor manufacturer, which markets premium alcohol beverage brands internationally. As a result of this acquisition, Pernod Ricard took control of the Knappogue Castle Irish Whiskey and Clontarf Irish Whiskey.

In addition, the surge in number of different distribution channels such as outlets in airports and online retailing, in recent times, are expected to fuel demand for alcoholic beverages. Moreover, increasing research and developments by companies for production of distilled spirits, owing to the changes in consumer’s preferences for taste and variants, is expected to boost the global Irish whiskey market growth during the forecast period.

One of the key challenges of the global Irish whiskey market include strict government rules and regulations across the globe. For instance, alcohol consumption is prohibited in many countries, especially the ones with Muslim population as majority such as Saudi Arabia, Libya, Iran, Yemen, Pakistan, and others, which in turn, is expected to be a major restraint to overall growth for global Irish whiskey market. In addition to this, stringent government regulations about the legal age of drinking is expected to hamper the market growth of Irish whiskey. For instance, the permissible legal age of drinking alcohol in Kazakhstan, Mongolia, and some parts of India such as Punjab, Haryana and Delhi is 25.

Figure 2. Global Irish whiskey Market – Opportunity Analysis

Irish Whiskey  | Coherent Market Insights

Source: Coherent Market Insights, 2018-19

Major companies operating in the global Irish whiskey market include Beam Suntory, Brown-Forman, Diageo, Pernod Ricard, William Grant & Sons, and Castle Brands.

The companies operating in the global Irish whiskey market are focused on launching new blends of Irish whiskey. For instance, on 8th February 2020, Kilbeggan Distilling Company, a subsidiary of Beam Suntory, which is one of the world’s leading producers of distilled beverages, launched the limited-edition of Kilbeggan Single Pot Still. This new product is a combination of malted barley and oats, a recipe inspired by traditional Irish whiskeys. This scenario is expected to drive the market growth during the forecast period.

Irish whiskey is a category of distilled spirit, which is prepared by distillation of dried malted barley and unmalted barley. This triple-distilled alcoholic beverage exhibits a smooth, sweet, and soft flavor, which is appealing to the consumers, especially among the younger generation. Furthermore, Irish whiskey has a long and rich heritage, which dates back to 1400s, as one of the first whiskeys.

Market Dynamics

The increasing number of younger population across the globe, is considered as one of major driver for the global Irish whiskey market growth. Moreover, the surge in demand for super-premium and high-end premium whiskey blends is expected to drive global growth of the global Irish whiskey market. For instance, according to the Distilled Spirits Council of the U.S., in 2015, super-premium category of Irish whiskey grew by 54.4%, whereas the high end premium category rose by 13.7%. This trend fostered demand for super-premium and high-end Irish whiskey products in the recent past.

Europe is expected to witness significant growth in the global Irish whiskey market during the forecast period, owing to rising demand for different categories of whiskey among consumers such as scotch, bourbon and Irish whiskey. In addition to this, factors such as surge in population, rise in living standards, significant growth in the disposable income, and social acceptance of public consumption of alcohol, are expected to fuel the growth of global Irish whiskey market over the forecast period.

 Key features of the study:

  • This report provides in-depth analysis of global Irish whiskey and provides market volume (Million Liters) and cumulative annual growth rate (CAGR %) for the forecast period (2019-2027), considering 2018 as the base year
  • It elucidates potential revenue opportunity across different segments and explains attractive investment proposition matrix for this market
  • This study also provides key insights about market drivers, restraints, opportunities, new product launches or approvals, regional outlook, and competitive strategy adopted by leading players
  • It profiles leading players in the global Irish whiskey market based on the following parameters – company overview, financial performance, product portfolio, geographical presence, distribution strategies, key developments and strategies, and future plans
  • Key companies covered as a part of this study include Beam Suntory, Brown-Forman, Diageo, Pernod Ricard, William Grant & Sons, and Castle Brands
  • Insights from this report would allow marketers and management authorities of companies to make informed decision regarding future product launches, technology upgradation, market expansion, and marketing tactics
  • The global Irish whiskey market report caters to various stakeholders in this industry including investors, suppliers, global Irish whiskey manufacturers, distributors, new entrants, and financial analysts
  • Stakeholders would have ease in decision-making through the various strategy matrices used in analyzing the global Irish whiskey market

Detailed Segmentation:

  • Global Irish Whiskey Market, By Product Type:
    • Single Malt
    • Single Grain
    • Pot Still
    • Blended
  • Global Irish Whiskey Market, By Distribution Channel:
    • Specialty Stores
    • Hypermarkets & Supermarkets
    • Duty-free Stores
    • Restaurants & Bars
    • Online
    • Others
  • Global Irish Whiskey Market, By Region:
    • North America
      • U.S.
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Canada
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
    • Latin America
      • Brazil
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Argentina
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Mexico
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Rest of Latin America
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
    • Europe
      • U.K.
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Germany
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Italy
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • France
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Russia
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Rest of Europe
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
    • Asia Pacific
      • China
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • India
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Japan
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • ASEAN
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Rest of Asia Pacific
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
    • Middle East & Africa
      • Africa
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
      • Middle East
        • By Product Type:
          • Single Malt
          • Single Grain
          • Pot Still
          • Blended
        • By Distribution Channel:
          • Specialty Stores
          • Hypermarkets & Supermarkets
          • Duty-free Stores
          • Restaurants & Bars
          • Online
          • Others
  • Company Profiles
    • Beam Suntory *
      • Company Overview
      • Product Portfolio
      • Financial Performance
      • Key Strategies
      • Recent Developments
      • Future Plans
    • Brown-Forman
    • Diageo
    • Pernod Ricard
    • William Grant & Sons
    • Castle Brands

 “*” marked represents similar segmentation in other categories in the respective section.

Table of Contents

  1. Research Objectives and Assumptions
    • Research Objectives
    • Assumptions
    • Abbreviations
  2. Market Purview
    • Report Description
      • Market Definition and Scope
    • Executive Summary
      • Market Snippet, By Product Type
      • Market Snippet, By Distribution Channel
      • Market Snippet, By Region
    • Coherent Opportunity Map (COM)
  3. Market Dynamics, Regulations, and Trends Analysis
    • Market Dynamics
      • Drivers
        • Supply Side Drivers
        • Demand Side Drivers
        • Economic Drivers
      • Restraints
      • Market Opportunities
      • Regulatory Scenario
      • Industry Trend
      • PEST Analysis
      • PORTER’s Analysis
      • New Product Approvals/Launch
      • Promotion and Marketing Initiatives
  4. Global Irish Whiskey Market, By Product Type, 2017 - 2027 (Million Liters)
    • Introduction
      • Market Share Analysis, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, 2019 - 2027
      • Segment Trends
    • Single Malt
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Single Grain
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Pot Still
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Blended
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
  5. Global Irish Whiskey Market, By Distribution Channel, 2017 - 2027 (Million Liters)
    • Introduction
      • Market Share Analysis, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, 2019 - 2027
      • Segment Trends
    • Specialty Stores
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Hypermarkets & Supermarkets
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Restaurants & Bars
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Duty-free Stores
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Online
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
    • Others
      • Introduction
      • Market Size and Forecast, and Y-o-Y Growth, 2019 - 2027, (Million Liters)
  6. Global Irish Whiskey Market, By Region, 2017- 2027 (Million Liters)
    • Introduction
      • Market Share Analysis, By Region, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, By Region, 2019 - 2027
    • North America
      • Market Share Analysis, By Country, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, By Country, 2019 - 2027
        • U.S.
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Canada
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
    • Latin America
      • Market Share Analysis, By Country, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, By Country, 2019 - 2027
        • Brazil
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Argentina
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Mexico
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Rest of Latin America
          • Sub-region/Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
    • Europe
      • Market Share Analysis, By Country, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, By Country, 2019 - 2027
        • Germany
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • France
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • U.K.
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Italy
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Russia
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Rest of Europe
          • Sub-region/Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
    • Asia Pacific
      • Market Share Analysis, By Country, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, By Country, 2019 - 2027
        • China
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          •  Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • India
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Japan
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Australia & New Zealand
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • ASEAN
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Rest of Asia Pacific
          • Sub-region/Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
    • Middle East & Africa
      • Market Share Analysis, By Country/ Sub-region, 2017 and 2027 (%)
      • Y-o-Y Growth Analysis, By Country/ Sub-region, 2019 - 2027
        • Africa
          • Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
        • Middle East & Africa
          • Sub-region/Country Trends
          • Market Size and Forecast, By Product Type, 2017- 2027 (Million Liters)
          • Market Size and Forecast, By Distribution Channel, 2017- 2027 (Million Liters)
  7. Competitive Landscape
    • Heat Map Analysis
    • Market Share Analysis
    • Company Profiles
      • Beam Suntory
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Recent Developments/Updates
        • Future Plans
      • Brown-Forman
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Recent Developments/Updates
        • Future Plans
      • Diageo
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Recent Developments/Updates
        • Future Plans
      • Pernod Ricard
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Recent Developments/Updates
        • Future Plans
      • William Grant & Sons
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Recent Developments/Updates
        • Future Plans
      • Castle Brands
        • Company Overview
        • Product Portfolio
        • Financial Performance
        • Recent Developments/Updates
        • Future Plans
    • References
    • Research Methodology
    • About us and Sales Contact

*Browse 40 market data tables* and 25 figures* on "Global Irish Whiskey Market” – global forecast to 2027

Research Methodology

Coherent Market Insights followsa comprehensive research methodology focused on providing the most precise market analysis. The company leverages a data triangulation model which helps company to gauge the market dynamics and provide accurate estimates. Key components of the research methodologies followed for all our market reports include:

  • Primary Research (Trade Surveys and Experts Interviews)
  • Desk Research
  • Proprietor Data Analytics Model

In addition to this, Coherent Market Insights has access to a wide range of the regional and global reputed paid data bases, which helps the company to figure out the regional and global market trends and dynamics. The company analyses the industry from the 360 Degree Perspective i.e. from the Supply Side and Demand Side which enables us to provide granular details of the entire ecosystem for each study. Finally, a Top-Down approach and Bottom-Up approach is followed to arrive at ultimate research findings.


Data Triangulation Methodology | Coherent Market Insights

Coherent Market Insights desk research is based on a principle set of research techniques:

  • National level desk research: It Includes research analysis of regional players, regional regulatory bodies, regional trade associations, and regional organization.
  • Multinational level desk research: The research team keeps a track of multinational players, global regulatory bodies, global trade associations, and global organization.

Coherent Market Insights has a large amount of in-house repository of industry database. This is leveraged as a burner for initiating a new research study. Key secondary sources include:

  • Governmental bodies, National and international social welfare institutions, and organizations creating economic policies among others.
  • Trade association, National and international media and trade press.
  • Company Annual reports, SEC filings, Corporate Presentations, press release, news, and specification sheet of manufacturers, system integrators, brick and mortar - distributors and retailers, and third party online commerce players.
  • Scientific journals, and other technical magazines and whitepapers.

Market Analysis | Coherent Market Insights

Preliminary Data Mining

The raw data is obtained through the secondary findings, in house repositories, and trade surveys. It is then filtered to ensure that the relevant information including industry dynamics, trends, and outlook is retained for further research process.

Data Standardization

Holistic approach is used to ensure that the granular and uncommon parameters are taken into consideration to ensure accurate results. The information from the paid databases are further combined to the raw data in order to standardize it.

Coherent Statistical model

We arrive at our final research findings through simulation models. Coherent Data Analytics Model is a statistical tool that helps company to forecast market estimates. Few of the parameters considered as a part of the statistical model include:

  • Micro-economic indicators
  • Macro-economic indicators
  • Environmental indicators
  • Socio-political indicators
  • Technology indicators

Data Processing

Once the findings are derived from the statistical model, large volume of data is process to confirm accurate research results. Data analytics and processing tools are adopted to process large chunk of collected informative data. In case, a client customizes the study during the process, the research finding till then are benchmarked, and the process for new research requirement is initiated again.

Data Validation

This is the most crucial stage of the research process. Primary Interviews are conducted to validate the data and analysis. This helps in achieving the following purposes:

  • It provides first-hand information on the market dynamics, outlook, and growth parameters.
  • Industry experts validates the estimates which helps the company to cement the on-going research study.
  • Primary research includes online surveys, face-to face interviews, and telephonic interviews.

The primary research is conducted with the ecosystem players including, but not limited to:

  • Raw Material Suppliers
  • Manufacturers
  • System Integrators
  • Distributors
  • End-users