Irish whiskey has been quietly building momentum in the increasingly important global travel retail channel. But while the category shows promise, the data reveals a story of under-utilised shelf space, uneven brand visibility and regional blind spots - all of which point to the potential for smarter, more targeted strategies to elevate Irish whiskey’s role in the GTR offer.Competitive but fragmentedGlobally, Irish whiskey is present in travel retail through over 100 different expressions across 20 brand owners, yet its shelf presence remains modest.On average, airport stores carry 18 Irish
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- AB InBev
- Bacardi
- Campari Group
- Diageo
- Moët Hennessy
- Pernod Ricard
- Proximo Spirits
- Suntory Global Spirits
- William Grant & Sons
