When people think of whisky, the first thing that comes to mind may be the Scotch whisky that has been in the spotlight, or the Japanese whisky that has recently caught fire.
Indeed, Irish whisky can be said to be a relatively niche presence compared to these popular whisky products.
However, if you underestimate its strength because of this, or even dismiss it, you are very wrong. As a classic alcoholic beverage with a history of nearly 900 years, Irish whisky is succumbing more and more consumers to its charm with its unique brewing process and unique traditional flavors.
In recent years, the market performance of Irish whisky has been remarkable. According to the International Wine and Spirits Research Institute (ISWR), Irish whiskey is currently one of the fastest growing spirits in the world, with global sales of 10.6 million cases in 2018 and a staggering 11.4 million cases in 2019, an increase of 7.5% over the previous year. The Irish Whisky Association (IWA) predicts that global sales of Irish whisky will exceed 12 million cases in 2020, doubling from a decade ago.
Of the 140 countries and territories, the United States is the largest export market for Irish whisky. In 2018, IRISH whisky sales in the US were around £90 million, accounting for 43% of total global whisky sales. In addition, in 2019, due to the impact of tax adjustments, the sales of Irish whisky in the local area increased by nearly 10%, pressing down on Scotch whisky, American whisky and other similar categories. In australia, Mexico, Norway and other countries, irish whiskey sales are also rising.
It can be seen that today's Irish whisky is growing at an alarming rate in the global market. Some people even predict that in the future, Irish whisky will catch up with Scotch whisky and become the first in the industry. We will wait and see how this classic drink, which carries the spirit of Irish craftsmanship, will perform in the future.
First, the traditional process to create classic products
Over the past few hundred years, in order to ensure the quality and taste of Irish whisky, manufacturers have strictly followed the brewing methods handed down from ancient times. Depending on the ingredients and preparation methods, Irish whisky can be divided into the following four main types.
1. Irish single pure wheat whisky
Bushmill Ten Years Single Plain Wheat Whisky
Irish single pure malt whisky is made from barley malt and distilled three times. Compared to Irish whiskies, which are generally distilled only twice, one more distillation makes Irish whisky taste softer. For example, Bushmills' ten-year single-wheat whisky combines a slightly spicy fruity and dark chocolate flavors to be a classic.
2. Irish single grain whisky
Irish single grain whiskies are made from corn and wheat-based grains, and the distillation process is done through continuous column stills. At present, Irish single grain whisky is the most popular among consumers, Greenore and Teeling. The former has a soft vanilla flavor with hints of caramel and menthol, while the latter has hints of honey and dried fruit mixed with a hint of floral.
3. Irish single pot distilled whisky
Single pot distilled whisky, which we often call pure pot distilled whisky, is a unique product of Irish whisky. It is made from 60% ungentured barley and 40% sprouted barley, which is distilled three times. There is no shortage of excellent Irish single pot whisky products on the market today. For example, Green Spot's pure pot whisky is based on toffee, with apples and pears added to give it a sweet taste and a touch of freshness.
4. Irish blended whisky
As the name suggests, Irish Blend whisky is a blend of different types of whisky, which is favored by countless consumers for its perfect blend of different whiskey flavors. Famous brands of Irish blend whisky include Jameson, Bushmills, Tullamore Dew and more.
Second, after the rise and fall and then rise again
Many people think that whisky originated in Scotland, but in fact, the Irish invented whisky as early as the 12th century. The word Whiskey is derived from the Irish word Uisce beatha, which means water of life.
Around 1000 AD, a group of monks brought back distillation techniques from the Mediterranean and applied them to the production of alcoholic drinks.
The industrial production of Irish whisky began in the early 17th century. In 1608, Irish whisky was officially licensed for distillation, and distilleries large and small were gradually established. By the late 17th century, there were more than 1,200 distilleries of various sizes in Ireland. In 1832, all five major distilleries in England were located in Dublin, and the local wine industry was in a good situation.
With the booming whisky industry, its market size has also grown. By the end of the 17th century, Irish whisky had become famous overseas, and its products were exported to the United States and the West Indies in large quantities, of which pure pot distilled whiskies were widely acclaimed around the world. By the 19th century, the development of Irish whisky had reached its peak, accounting for one-half of the world's total whisky production, making it the world's best-selling whisky product.
However, the glory of Irish whisky did not last forever. In the middle of the last century, the originally prosperous Irish whiskey suffered Waterloo, and a large number of distilleries closed down, and the entire industry was in danger.
And all of this is mainly due to the introduction of The Coffey distiller in the whisky industry.
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Traditional Irish whisky producers rejected the new technology, believing that it would improve productivity but spoil the taste of whisky. This has caused Irish whisky to be hit hard in the market competition, and a large number of distilleries have closed their doors.
The ensuing Irish war and the British trade war, as well as the implementation of the Prohibition Act in the United States, made the already unoptimistic situation of Irish distilleries even worse.
In 1972, there were only two distilleries left in Ireland, the Old Bushmills Distillery and the New Mildton Distillery struggling.
However, Irish whisky did not falter through this blow. Over the past two decades, Irish whisky has been revived step by step towards a renaissance.
In 1987, the Curry distillery was established, which greatly promoted the development of the local whisky industry; in 1988, the famous Pernod Ricard acquired the Irish distillery and spent a lot of time and energy on promoting its products, especially The Beauty Alcohol Whisky, on a global scale.
These two events can be said to be important milestones in the revival of Irish whisky. Since then, the number of distilleries in Ireland has gradually increased from two in the trough to 18 now, with 16 under construction. Today, Irish whisky is developing rapidly and has the potential to regain its former glory.
Third, thick accumulation and thin hair create a bright future
With the recovery and growth of the Irish whisky industry, its reputation in the circle has gradually rebounded. In recent years, Irish whisky has become more and more important to consumers. Many well-known brands, such as Jameson, Tullamore Dew, Teeling and so on, have long become hot products in the whisky market.
Among the countless Irish whiskey brands, the most popular among consumers is Jameson. A 240-year-old classic, Jameson combines the spicy, freshness of vanilla and nutty aromas of whisky, and the supple taste created by three distills has conquered countless whisky lovers around the world. In 2019, its sales exceeded 8 million cases for the first time, making it the highest-selling Irish whisky brand in the world.
The rise of Irish whisky is not just about product sales. In recent years, Irish whisky has also performed well in major competitions, winning many awards.
At the 2018 International Wine & Spirits Competition (ISWC), Tullamore Dew's single malt whisky won the jury with its multiple tastes of roasted apples and dried fruits. This is the first time irish whisky has received this accolade since 2009. At the 2019 Global Whisky Awards (WWA), the title of Global Single Whisky was won by Teeling's 24-year-old whisky.
From what was once a rare curiosity to what the world is now, even the Irish Whiskey Association (IWA) can't help but declare: this is undoubtedly an exciting moment. The fastest growing spirits product in the world today is Irish whiskey. “
As Irish whisky becomes more popular, brands are also interested in gradually high-ending their products. For example, midleton, a well-known Irish whisky brand, released a whisky called The Mileton Very Rare Silent Distillery chapter one in February. Claiming to be the oldest whisky in the world, the product sells for 35,000 euros and is limited to 48 bottles worldwide.
The deep heritage and rapid rise of Irish whisky are destined to have a good performance in the future market. Many people in the industry have indicated that they are very optimistic about the development prospects of this industry.
William Ravier, president of the Irish Whisky Association, said last year that Irish whisky sales are expected to continue to grow in the future. "The U.S. has been a major sales market for Irish whisky over the past few years. Recently, the rise of the Central and Eastern European market has had little impact on the growing trend of Irish whisky sales in the United States, but in South Africa, Australia and the rest of Europe, the growth momentum of our product sales remains very strong. In addition, sales of Irish whisky are also on the rise in non-traditional markets such as Asia, sub-Saharan Africa and Latin America. ”
Overall, the current sales situation of Irish whisky in the global market is very good, and its future development is unlimited. It is believed that one day, Irish whisky, which adheres to traditional craftsmanship and has gone through hundreds of years of rise and fall, will be able to regain its former glory and become the real "king" of whisky.