Irish Whiskey’s smooth profile makes it particularly appealing to adult consumers who are new to the whiskey category. Alongside approachability, the unique and versatile flavor of Irish Whiskey allows it to be enjoyed neat or in a cocktail. Leading mixologists across the country have showcased the spirit in their innovative and artisan cocktail menus.
The Irish Whiskey category has been on fire in recent years and benefited from drinkers’ desire to “trade up” from Premium to High-End and Super-Premium products. Since 2002, High-End Premium and Super Premium Irish Whiskey grew a staggering 1106 percent and 3385 percent, respectively.
In 2018, nearly 4.7 million 9-liter cases of Irish Whiskey were sold in the United States, generating $1 billion in revenues for distillers.