Five Years in Irish Whiskey: A Report by Matt Healy

Irish whiskey has always been resilient. From the earliest records of “uisce beatha” in the 1300s, through the industry’s boom in the 1800s, its collapse in the 1900s, and its renaissance in the 2010s, the spirit has endured. It survived famines and wars, benefited from the rise of empires, was hampered by protectionism, and played a role in the creation of the Irish state. In the past two decades, its story has been one of rebirth, global expansion, and positive headlines. Today, bottles of Irish whiskey line back bars and shop shelves from Tullamore to Tasmania, Cork to Cape Town, and Belfast to Buenos Aires, with worldwide sales exceeding 15 million cases.

Yet, even amid this success, the industry has not been immune to the volatility of the past five years. Pandemics, tariffs, sanctions and inflation have all tested producers’ ability to adapt and deliver Irish whiskey to shelves worldwide.

Having thrived during the renaissance of the last 15 years, the category now finds itself at a crossroads, facing strong headwinds. Decisions made today by brands and producers will shape the industry’s direction and consumer engagement for years to come. Preservation, adaptation, innovation and stability have never been more crucial.

And Irish whiskey is not alone. All spirits are under pressure as consumers grapple with rising costs, distillers face soaring input prices and tariffs and sanctions complicate access to key markets. To understand where the category is headed, we must first look at how it has navigated the past five years.

A Strong Start to 2019

The industry entered 2019 on a high. Irish whiskey had been the “fastest growing spirits category” for a decade and had just surpassed annual sales of 12 million cases. Media coverage was overwhelmingly positive and both domestic and export sales were rising.

But momentum stalled almost overnight with the arrival of COVID-19. Travel, hospitality and daily life came to a halt. Sales channels collapsed: Global Travel Retail declined by 97%, bars and restaurants closed, on-trade sales fell to zero in many markets (including Ireland) and distillery brand homes ceased operations, completely erasing tourism-driven sales.

Brands quickly pivoted online, using digital platforms to sell and engage with consumers stuck at home. Commercial teams, meanwhile, faced upheaval in international spirits markets.

Tariffs, Brexit and New Openings

Even before COVID struck, uncertainty was building. In late 2019, the US threatened tariffs, while the UK’s Brexit transition introduced new trade procedures. US importers delayed or cancelled orders amid tariff uncertainty. Although tariffs ultimately targeted Irish-made liqueurs and single malt Irish whiskeys from Northern Ireland, 2020 marked the first year of declining Irish whiskey sales in decades, falling by 4%.

The Diageo-owned Roe & Co distillery, located in the former Guinness Power Station, paused distillation in June 2025 due to market oversupply.

But there were silver linings. Irish whiskey largely avoided the 25% US tariffs that severely impacted Scotch exports, making Irish brands more attractive to American importers and retailers. In Europe, Brexit-related paperwork snarls left Scotch shipments delayed and costly, opening shelf space that Irish producers were quick to fill.

The industry capitalised on these openings. In 2021, sales surged past 14 million cases. Growth continued in 2022 (over 15 million) and 2023 (15.6 million).

Pernod Ricard’s Midleton Distillery, home to Jameson, Redbreast, Midleton Very Rare and Powers, paused production in April 2025, resuming three months later.

Shifting Markets

Case growth masked deeper shifts. COVID reshaped consumer behaviour, bringing new drinkers to the category while also pushing many towards familiar brands and lower price points. Cask strength bottlings, fashionable in lockdown, declined. Producers slowed the pace of new releases and focused on accessibility.

The US remained the dominant market, accounting for the majority of sales. But the Russian invasion of Ukraine in 2022 and subsequent sanctions removed Russia - a former top-three destination - from the rankings. Producers turned to new markets, with Nigeria emerging as a success story in West Africa and New Zealand gaining attention as well.

Within Europe, Poland surged ahead. Strong economic growth and the return of many expatriates helped push Poland into the number two spot globally, surpassing Ireland itself.

Top Five Irish Whiskey Markets, 2023

Protection, Tourism, and Education

By 2024, confidence had returned. With over 40 distilleries in operation and more planned, the industry looked to strengthen protections and expand education. The EU’s Geographic Indication safeguarded over 89% of sales, with protections extended to major growth markets such as China, Brazil, and India... crucial in combating counterfeits.

Whiskey tourism rebounded strongly, from zero visitors in 2020 to more than one million in 2024. For those unable to travel, Bord Bia launched The Spirit of Ireland, an immersive training programme created by Susan Boyle. Bringing the sounds, sights, and smells of Irish whiskey to bartenders and consumers across Europe, the US, and China, it deepened global appreciation for the category.

Boann Distillery in the Boyne Valley recently added new grain silos to boost production.

A New Set of Challenges

Stability proved short-lived. In 2025, soaring costs for grain, wood, fuel and energy squeezed producers. The return of trade uncertainty under the second Trump administration added pressure, with tariff threats and declining consumer confidence slowing global sales.

Many major distilleries temporarily mothballed production, citing rising costs and oversupply. Smaller players faced harder choices; some restructured debt, sought new ownership, or entered receivership. Still, it is important to remember that mothballing is part of the industry cycle and need not spell disaster.

Looking Ahead

The coming years will likely bring a recalibration. The era of ultra-premium sourced brands is ending. Producers will need to realign offerings with post-COVID consumer expectations, emphasising value, authenticity and distinctiveness.

Some distilleries may change hands, prices may shift and portfolios may be reshaped. But Ireland’s young distilleries, now releasing 3–5 year old spirits, are well positioned to deliver fresh, differentiated whiskies to an increasingly crowded global market.

Irish whiskey has shown remarkable resilience, suffering only one year of slight decline over the past five. That performance far outpaces many comparable categories. With new flavours, fresh marketing ideas, and a wave of consumers eager to explore, the category is poised not just to survive, but to thrive.

Matt Healy is an Irish whiskey commentator and industry insider, drawing on years of hands-on experience with distilleries, brands, and the global whiskey community.