The Irish Whiskey Affiliation (IWA), which represents Eire’s whiskey distilleries, has set its sights on Mexico as a market with “unbelievable scope for progress”.
The commerce physique is at the moment in Mexico representing Eire at OriGIn, a biennial convention on geographical indications (GIs). Eire and Mexico each share the popularity for his or her nationwide spirits, Irish whiskey and Tequila.
Irish whiskey depends closely on its exports – which hit €1 billion (US$1.04bn) final 12 months – nevertheless tense commerce relations with its greatest market the US, on account of tariffs, have seen producers discover different rising areas for potential progress.
The IWA views Mexico as a ‘brilliant alternative’ with a rising center class, a inhabitants of greater than 130 million and the world’s fifteenth largest financial system.
Mexico can also be rising as a cocktail capital, with bars in Mexico Metropolis resembling Handshake Speakeasy and Tlecan gaining worldwide acclaim. Handshake Speakeasy was not too long ago ranked North America’s greatest bar and second on the planet.
Director of the IWA, Eoin Ó Catháin, stated: “There may be unbelievable scope for progress in our drinks exports.”
Persevering with, he defined: “In reality, our export worth has elevated four-fold within the final 4 years, albeit from a really low base. The IWSR, which tracks alcohol gross sales and traits worldwide, has recognized Mexico as among the many markets with the best potential.
“Our biggest problem is rising consciousness for Irish whiskey on this aggressive market, however events such because the GI convention in Morelia, and our Irish whiskey tasting occasion in Mexico Metropolis, supply the proper alternative to do that.”
Promotional tour
On 13 October, the IWA hosted a ‘first-of-its-kind’ whiskey tasting in Mexico Metropolis on the residence of the Irish ambassador to Mexico. The occasion promoted Irish whiskeys at the moment out there in Mexico, resembling Jameson, Bushmills and Clonakilty.
It focused main bar house owners, cocktail makers, importers and distributors, and members of the Irish group in Mexico.
It additionally marked the primary time the IWA has labored with the British and Irish Embassies in a goal market to advertise Irish whiskey.
In the meantime, addressing the viewers on the OriGIn convention, held within the metropolis of Morelia final week, Ó Catháin highlighted the shut hyperlinks between the 2 nations, that are celebrating 50 years of diplomatic relations this 12 months.
He stated: “The significance of a geographical indication for Irish whiskey and our different spirit GIs can’t be underestimated. This recognition signifies that our drinks adhere to the best of qualities, our shoppers are assured that they’re having fun with a premium product, and that our connection to the island of Eire stays as robust as ever.
“After all, this significance is shared in Mexico, the place merchandise resembling Tequila, mezcal and different spirits are proud to bear this indication additionally. This shared historical past and expertise makes Mexico good companions in strengthening GIs around the globe and in selling spirits drinks.”
Different markets which have emerged as progress drivers for Irish whiskey embrace India, the place exports soared by 57%.
Within the September situation of The Spirits Enterprise journal, we requested whether or not regional identities may bolster Irish whiskey?
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