Sam Butler: Spirited call from whiskey sector to ensure global growth continues
Northern Ireland distilleries and producers of spirits continue to succeed in international markets and in major global competitions in increasingly difficult conditions for the whiskey sector in particular.
The successes continue as the industry across the island of Ireland presses the Irish government, in particular, for greater support to ensure the future growth of whiskey distilling here.
Strategic priorities discussed at the recent council meeting of the Irish Whiskey Association (IWA), the Dublin-based body that represents the industry in the Irish Republic and Northern Ireland, urged the Dublin administration to pressure the US administration of president Donald Trump for a “return to zero-for-zero trade arrangements” and a reversal of tariffs which have impacted Irish whiskey adversely over the past year.
Scotland’s Scotch whiskey industry, the country’s biggest exporter, benefited from action by Trump to lift tariffs.
The IWA has also urged the development of other and new markets for whiskey. Diversification would ensure “further growth of the sector in new and emerging markets”. Maintaining the high standard of premium products was also described as “essential”.
Finally, it urged the Irish and UK governments to reduce “the regulatory burden on our businesses and exporters”.
A good example of a small distillery which is pushing successfully into new global markets is Wild Atlantic in Castlederg, Co Tyrone, which is active in the US, Canada and parts of Europe with its IslandMen premium whiskey.
IslandMen, launched in December 2024 by brothers-in-law Brian Ash and Jim Nash, the distillery founders, was the first whiskey distilled in the North West in around a century.
The distillery is benefiting from being listed recently with the LCBO (Liquor Control Board of Ontario) - the second biggest buyer of spirits in the world. A recent marketing trip to Canada was in support of this important listing. Wild Atlantic also distils award-winning gins and vodka.
Jim says: “I've recently returned from a highly productive visit to the United States, where it was fantastic to spend time with our distribution partners and customers across Pennsylvania, Maryland, Delaware, and New Jersey.
“The continued success of our IslandMen Irish whiskey, gin, and vodka portfolio in these key markets is incredibly encouraging. Consumer demand continues to grow, and we're seeing strong momentum as more people discover the quality, authenticity, and heritage behind our IslandMen brands. The commitment and hard work of our partners on the ground are helping us build a solid and sustainable presence throughout the region.
“Back in Europe, we're equally pleased with the progress being made in Germany, where sales continue to increase and brand awareness is steadily strengthening. Germany remains an important strategic market for us, and it's rewarding to see the positive response from both trade customers and consumers.
“Looking ahead, we're particularly excited about another major milestone – IslandMen Blended Irish Whiskey has secured a listing with the LCBO in Ontario, Canada, with availability expected later this year. The LCBO is one of the world's largest buyers and retailers of beverage alcohol, and this listing represents a significant opportunity to introduce our whiskey to a wider audience in one of the most important premium spirits markets globally.
“As we continue to expand internationally, it's gratifying to see our brands gaining recognition across multiple markets. None of this would be possible without the support of our customers, distributors, retail partners, and the dedicated team behind the scenes who work tirelessly to drive growth every day.
“The journey continues, and we're excited about what lies ahead for IslandMen and the wider Wild Atlantic Distillery family,” he adds.
Another good example of a whiskey producer which is diversifying markets is Newry-based Two Stacks, a specialist in blending and bonding. The small company, a pioneer of the unique and highly innovative ‘Dram in a Can’ whiskey, has just announced that it has strengthened its market in Finland. It has also penetrated the whiskey market in India.
Managing director and one of the three founding directors, Shane McCarthy described the Finland investment as “big news for Two Stacks and Irish whiskey”.
The Newry business is building on a partnership in Finland with specialist spirit distributor Spivi Finland.
Shane explains: “At Two Stacks, we’ve endeavoured to experience Irish whiskey a little differently, with a willingness to challenge convention. From premium bonded releases to creating new moments through ‘Dram In A Can’, we’re building a modern Irish whiskey culture that travels globally.
“And with that same intention, we are we incredibly excited to have Jarkko Nikkanen join as our Two Stacks Evangelist in Finland. Jarkko brings exceptional knowledge, energy and credibility to help grow the category and introduce more people to what premium Irish whiskey can be.
“Huge thanks to the Spivi Scandinavia Holding team for believing in the vision, unique tastings, education sessions and launches ahead,” adds Shane.