Irish Whiskey Forges Ahead

High-end extensions, exclusive tasting events, and special promotions help consumers discover this time-honored Celtic spirit at retail.

The Ohio Division of Liquor Control hosts “Irish Cask and Craft” events (display pictured) at stores throughout the state in partnership with Ireland’s food trade organization Bord Bia.
The Ohio Division of Liquor Control hosts “Irish Cask and Craft” events (display pictured) at stores throughout the state in partnership with Ireland’s food trade organization Bord Bia.

An Irish whiskey renaissance continues across the United States with an abundance of single pot offerings aged in rare or unique barrels and a high level of support from retailers around the country. 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 for a total of about $147,000. 

In 2025, OHLQ will host “Irish Cask and Craft” events at Joseph’s Beverage Center in Toledo, Proof Liquor Company in Strongsville, and Giant Eagle Market District in Hilliard. Irish distilleries represented at the events include Jameson, Bushmills, Midleton, and Ahascragh. “We look forward to another successful year,” says OHLQ director of brand and marketing strategy Kristen Castle.

Retailers note an increased curiosity for Irish whiskey from consumers. “People are more interested in Irish whiskies,” says David Tabibian, owner of the single-unit Royal Wines and Spirits in San Jose, California. “The category and sales are growing. The advanced selection is contributing to a boost in sales. Irish whiskies tend to be crowd pleasers. The spirit’s taste profile sits right in the middle and pleases everybody’s palate.” 

Last year, Irish whiskey volume in the United States rose 0.6% to 4.8 million cases while value added 1.8% to approximately $1.16 billion, according to the Distilled Spirits Council. These gains are due to the growing popularity of super-premium expressions and come on the heels of a 2023 decrease. At Royal Wines and Spirits, Irish whiskey sales jumped about 2.5% last year and currently comprise about 10% of the store’s spirits revenue. “Irish whiskey has always been a strong category for us,” Tabibian says. “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.”

Royal Wines and Spirits carries about 75 Irish whiskey SKUS. “We have everyday Irish whiskey drinkers who tend to pick Jameson ($30 a 750-ml.), Bushmills ($25), or Teeling ($25),” Tabibian says. “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 them or a gift.”

While Jameson (pictured) is a top-seller, the New Hampshire Liquor Commission is also highlighting super-premium Irish whiskey offerings from distilleries like Boann, Powerscourt, and Clonakilty.
While Jameson (pictured) is a top-seller, the New Hampshire Liquor Commission is also highlighting super-premium Irish whiskey offerings from distilleries like Boann, Powerscourt, and Clonakilty.

New England, meanwhile, boasts a rich Irish culture and heritage that drives Irish whiskey sales. “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.”

New Hampshire Liquor & Wine Outlets stock 50 Irish whiskey brands and 130 SKUs. Top-sellers include Jameson ($33 a 750-ml.), Tullamore Dew ($33), Redbreast ($70), Bushmills ($23), Green Spot ($60), and Proper No. Twelve ($23). 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. In fiscal 2024, sales among “Spirit of Ireland” brands—led by The Whistler ($32-$200 a 750-ml.) from Boann Distillery—were up 44% compared to the previous fiscal year.

For 2025, NHLC and Bord Bia are releasing two dozen hand-selected whiskies from Clonakilty Distillery, Powerscourt Distillery, and Boann Distillery. These products will debut at the “Spirit of Ireland” event on March 6th at the Manchester Country Club in Bedford, New Hampshire. “NHLC remains confident in the Irish whiskey category,” Mollica says.