After a long run of growth, Irish whiskey has taken a step back in the U.S. the past two years, with Impact Databank estimating category depletions down 4% to 4.91 million 9-liter cases for 2024. That includes a 4% dip to 3.7 million cases for category leader Jameson, although brand owner Pernod Ricard said the label’s underlying sell-out volume improved in the final three months of the year and is expected to continue trending higher in 2025.
Retailers say they continue to see ample interest in Irish whiskey, and they’re intent on leveraging the St. Patrick’s Day holiday to bolster category momentum. “Irish whiskey has always been a strong category for us,” says David Tabibian, owner of the single-unit Royal Wines and Spirits in San Jose, California, which saw category sales climb 2.5% last year. “Pricewise, it appeals to different demographics—young adults, middle-aged, and older customers—because of the nature of the spirit. It’s drinkable and attracts people.
“We have everyday Irish whiskey drinkers who tend to pick Jameson ($30 a 750-ml.), Bushmills ($25), or Teeling ($25),” Tabibian continues. “Crafty Irish whiskey drinkers are interested in Redbreast ($75-$900), Red Spot 15-Year-Old Single Pot ($300), Green Spot ($60), and Midleton ($450), whether it’s for themselves or a gift.”
Last year, Ireland’s food trade organization Bord Bia teamed up with the Ohio Division of Liquor Control (OHLQ) to host “Irish Cask and Craft” events at three Ohio stores—Chateau Wine & Spirits in Columbus, Jungle Jim’s International Market in Cincinnati, and Giant Eagle in Cleveland. More than 1,900 bottles were sold at the three events, and the initiative is going on again this year, notes OHLQ director of brand and marketing strategy Kristen Castle.
“Recently, we’ve noticed a growing trend of younger men and women being drawn to Irish whiskies,” says Joseph Mollica, chairman of the New Hampshire Liquor Commission (NHLC). “With its lighter, smoother characteristics, Irish whiskey is an approachable choice for those who are newer to the category.” Irish whiskey sales increased 16.1% at New Hampshire Liquor & Wine Outlets to $18.3 million in fiscal 2023, but they leveled off in 2024.
Last year, NHLC partnered with Bord Bia to offer a collection of 20 rare and ultra-premium Irish whiskies at its “Spirit of Ireland” event, where customers could sample the whiskies, speak with distillery representatives, and save on purchases. “In-store tastings and educational events for our customers also take place in the weeks leading up to St. Patrick’s Day,” Mollica notes. “We remain confident in the Irish whiskey category.”
