Impact Databank: Irish Whiskey Surpasses Six Million Cases In The U.S.
February 22, 2023After the Covid-19 pandemic caused the U.S. market for Irish whiskey to decline in 2020 for the first time in nearly a quarter-century, the category is now back on track. Export shipments from Ireland to the U.S. surpassed six million cases in 2022. According to Impact Databank, Irish whiskey’s growth was exceeded by just one other imported spirit last year—Tequila.
Innovation continues to stoke further growth for Irish whiskey in the U.S., including new RTD offerings last year from market leader Jameson, which launched its 6% abv Lemonade and Ginger & Lime cocktails, carrying an SRP of $15 a four-pack of 12-ounce cans. Jameson’s RTDs reached 176,000 cases in a partial year on the market. Another notable release was Jameson Orange, the Pernod Ricard brand’s first-ever flavored line extension, with an abv of 30%, which jumped out to 215,000 cases. In addition, third-ranked Proper No. Twelve just this month announced Irish Apple, the first flavored offshoot for the Proximo Spirits brand.
Demand is strong not just for Irish whiskey’s new innovations, but also for the category’s premium-priced expressions. Single pot still Irish whiskey has increasingly become an important—and upscale—segment of the category. Last year, Pernod Ricard’s Redbreast brand extended its portfolio with a new American Oak series, which began with a Kentucky Oak edition retailing at $96 a bottle.
With the on-premise sector getting close to returning to pre-pandemic levels, Irish whiskey is gaining steam and back on the upswing. As Irish whiskey recaptures its momentum, volume is projected to surpass Scotch whisky in the U.S. for the first time ever well before the end of this decade, according to Impact Databank.—Juan Banaag
| U.S.—Top Five Irish Whiskey Brands (thousands of 9-liter case depletions) |
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| Rank | Brand | Company | 2021 | 2022 | Percent Change1 |
|---|---|---|---|---|---|
| 1 | Jameson | Pernod Ricard USA | 4,082 | 4,439 | 8.7% |
| 2 | Tullamore Dew | William Grant & Sons USA | 328 | 333 | 1.7% |
| 3 | Proper No. Twelve | Proximo Spirits | 280 | 276 | -1.5% |
| 4 | Bushmills | Proximo Spirits | 195 | 195 | – |
| 5 | Redbreast | Pernod Ricard USA | 56 | 63 | 13.0% |
| Total Top Five2 | 4,941 | 5,306 | 7.4% | ||
| 1 Based on unrounded data. 2 Addition of columns may not agree due to rounding.Source: IMPACT DATABANK © 2023 |
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Tagged : Jameson, Pernod Ricard, Redbreast
