Irish whiskey sales slowed last year but remain vibrant with expanding expressions on the heels of strong growth over recent years. In a fashion similar to rare single barrel Bourbons and single malt Scotches, upscale Irish whiskies are finding their niche. Whisk(e)y blogs, discussion groups, and awards are driving interest in Irish whiskey distilleries and variants. “Many people appreciate whisk(e)y as a social experience and word-of-mouth is significant,” says Brendan Noble, whisk(e)y buyer at The Whisky Shop in San Francisco. “The Irish whiskey category has grown significantly in the past few years, and sales have increased proportionally.” 

The Whisky Shop carries about 130 Irish whiskey SKUs, up from 40 in 2019. “There are more than two dozen brands, but more small distilleries and blenders frequently come to market,” Noble says. “There’s been a bias that Irish whiskeys are cheaper and easier than Scotch, but there are so many great single pot still and single malt Irish whiskeys out now, even smoky, peated expressions.”

The three top-selling Irish whiskey brands at The Whisky Shop are upscale: Redbreast 12-Year-Old ($75 a 750-ml.), Green Spot ($60), and Writers’ Tears Copper Pot ($55). “Redbreast 12-Year-Old sets the bar for higher-end Irish whiskeys and often wins over Speyside Scotch or Bourbon drinkers,” Noble says.  

The Whisky Shop hosts tastings most Fridays and Saturdays and will feature a selection of Irish whiskies in March as the store typically sees an increase in Irish whiskey sales leading up to St. Patrick’s Day. “More small distillers and blenders are reaching market all the time, with some really impressive products, and the big distilleries have not been slacking,” Noble says. “The category will continue to grow.”

Despite a decrease in Irish whiskey sales in 2023 amid a sluggish economy, the category was still estimated to generate more than $1 billion in sales nationwide. In the 17 control states, the category’s volume slid 2.2% to 1.02 million nine-liter cases, but dollar sales inched up 1.4% to $369.7 million. In New Hampshire, Irish whiskey sales grew 16.1% to $18.26 million last year, according to the New Hampshire Liquor Commission (NHLC). Jameson ($34 a 750-ml.) commanded a 77% category share in New Hampshire last year with sales advancing 21% to $14 million. The Jameson 1.75-liter size ($56) represented 45% of the brand’s overall sales last year. Tullamore D.E.W. ($52 a 1.75 liter) and Redbreast 12-Year-Old ($77 a 750-ml.) are respectively the No. 2 and No. 3 selling Irish whiskey brands in New Hampshire and continue momentum. Bushmills ($23 a 750-ml.) and Proper No. Twelve ($27 a 750-ml.) round out the five top-selling Irish whiskey brands in the state. Together, these five brands account for 90% of the category in New Hampshire. Among the top-five Irish whiskey brands nationwide, Proper No. 12 was the only one to grow, posting a 12% gain to 309,000 cases, according to Impact Databank. 

Newer category offerings that are performing well in The Granite State include Jameson Orange ($29 a 750-ml.), Proper No. Twelve Apple ($27 a 750-ml.), and Dublin Ink Warrior’s Gold Sherry Cask Finished ($40 a 750-ml.). “We’re observing a younger demographic of both men and women gravitating to Irish whiskies,” says NHLC Chairman Joseph Mollica. “We attribute the broad appeal to the approachability of Irish whiskey. Its lighter, milder characteristics are welcoming to those who are newer to the category.”

New Hampshire Liquor & Wine Outlets sell 36 Irish whiskey brands, but the selection is expanding significantly this March with the “Spirit of Ireland” initiative. The campaign will introduce 20 new offerings through a partnership with Bord Bia, the Irish government agency for food and drink. For more than a year, NHLC officials have worked with Bord Bia and Irish distillers to source rare and ultra-premium whiskies with limited to no distribution in the United States. New Hampshire’s stores will be the first retailers in the nation to feature a collection of 20 ultra-premium Irish whiskies, including offerings from Fercullen, The Irishman, Writers’ Tears, Drumshanbo, Waterford, Teeling, West Cork, Clonakilty, and The Whistler. “Our partnership with Bord Bia further sets us apart by expanding our vast selection of Irish whiskies, reinforcing our retail outlets as a destination for more than 12 million customers across North America,” Mollica says.

Customers have the opportunity to sample the selections at a “Spirit of Ireland” event March 7 at the Manchester Country Club in Bedford. Attendees can experience the collection, sip specialty cocktails, converse with distillery representatives, enjoy Irish cuisine, and purchase products at a pop-up New Hampshire Liquor & Wine Outlet. Individuals purchasing three or more bottles will receive a 20% discount on their order.  

While March is traditionally a popular time for Irish whiskey sales, aggressive year-end pricing in New Hampshire has driven high sales during October, November, and December. Irish whiskey is becoming increasingly popular year-round. “We are bullish on Irish whiskey, evident through our strategic partnership with Bord Bia and our commitment to growing the category and expanding offerings to customers,” Mollica says. “We estimate as much as 10% to 15% growth in the category.”