Written By: Mike Ginley

 After many years of managing national account teams for some of the largest spirit companies in the world, I started a beverage industry marketing and promotion agency called Next Level Marketing. We work with leading suppliers helping them increase their exposure on-premise, as well as with national accounts operators building their sales and promotional capabilities.

 

 

The Beverage Authority, a monthly, electronic newsletter was created for national account teams 7 years ago with the help of the tremendous talents of Robert Plotkin. It reaches over 10,000 people each month in over 50 countries around the world. Our global reach is thanks, in large part, to the Marriott Hotel chain. Subscriptions are still free at www.beverageauthority.com.

With St. Patrick’s Day around the corner, I thought it would be appropriate to mention that Irish whiskeys have become the fastest growing, barrel-aged spirit in America. According to Adams Liquor Handbook, sales of the classy import continued to climb at a blistering 17.5% in 2007, compared to ostensibly flat growth for Scotch and Canadian whiskeys.

So, what’s the attraction? It may be as simple as Irish whiskeys are exceptionally easy to drink, accessible, highly aromatic and loaded with palate-pleasing flavors. Equally tempting, years of increasing popularity haven’t significantly driven up their price. For a category long existing with nary a pulse, these are heady days.

Ireland’s standards of quality ensure that there is no such thing as a mediocre Irish whiskey. In a market where demand for super-premium spirits is soaring, Irish whiskeys are hot commodities. The strategy is clear, give the people what they want and order more bar stools.

As pubs become one of this country’s favorite watering holes, Irish whiskeys are once again in vogue and ultra-chic. Their chart-busting sales over the past decade portend great things for the category.

2007 IRISH WHISKEY SALES GROWTH

1. JOHN JAMESON (Pernod Ricard USA)
2007 growth – 23%
Jameson 12-year, a blend of malted and unmalted barley whiskeys aged in ex-bourbon barrels and oloroso sherry casks. The sherry-finished whiskeys in the blend give it a slightly sweet, fruity and nutty palate. Jameson 18-year pays homage to their preference for aging whiskeys in oloroso sherry casks. After maturing a minimum of 18-years in the sherry wood, the whiskey is finished for 6-months in American oak.

2. BUSHMILLS (Diageo)
2007 growth – 6%
Black bush, a blend comprised of malted barley whiskeys, triple-distilled in copper pot stills and aged up to 9 years in oloroso sherry oak casks. Full-bodied with a sherry influenced nose, a rich, malty palate, and a silky body.

3. TULLAMORE DEW (Skyy Spirits USA)
2007 growth – 20.8%
Created in 1829, triple-distilled at the Midleton Distillery in cork and aged for a minimum of three years in American oak barrels and ex-sherry casks.

4. JOHN POWER & SONS (Pernod Ricard USA)
2007 growth – 12%
An elegant, unmalted whiskey comprised of approximately 70% pot still whiskies (bestseller in Ireland).

5. REDBREAST PURE POT STILL (Pernod Ricard USA)
2007 growth – 25%
Prestigious whiskey crafted in heavy copper pot stills from malted barley and spring water, then barrel-aged for a minimum of 12 years. Delightfully assertive and smooth as satin, its bouquet is laced with malt and fruit aromas and palate is brimming with the flavors of honey, spice and sherry.