Ireland (February 17, 2022). A growing interest in local brands and the flourishing cocktail market should help operators and suppliers grow sales of Irish whiskey this year, new CGA data shows.
Research from CGA’s On Premise Measurement Service shows that whiskey now accounts for more than one in five (22%) serves of spirits in Ireland. A similar proportion of consumers (21%) drink it out of home—putting it well clear of other popular spirits including rum (15%) and flavoured gin (16%). Among whiskey drinkers, three in four (75%) choose Irish brands.
CGA’s global consumer surveys have identified shifts in preferences towards local drinks during the COVID crisis. It means Irish whiskey now accounts for 83% of all whiskey sales in Ireland—three percentage points higher than a year ago.
CGA’s extensive sales analysis and consumer surveys provide a wealth of insights into the Irish whiskey market, including:
- Two thirds (67%) of drinkers are male, and well over a third (38%) are aged 34 or under
- Nearly half (48%) prefer to drink Irish whiskey neat, while 30% pair it with a bottled mixer
- Whiskey drinkers spend an average of 6% more on out-of-home food and drink than the all-consumer average
- Drinkers are loyal to their favourite brands, with more than two in five (43%) always choosing their favourite.
Sian Brennan, CGA’s client director, Ireland, said: “COVID-19 lockdowns have deepened consumers’ interest in drinks that are made close to home—and in Ireland that puts whiskey at a strong advantage. As pubs and bars build back from the pandemic, there will be some great opportunities to raise whiskey’s profile and diversify its appeal as a standalone drink or as part of a cocktail.”
