Gen Z is bringing Irish whiskey to the forefront. The popular spirit is now one of the fastest growing categories in the US, with sales booming. 🥃 IrishWhiskey
. Irish single malts are finally getting the recognition they deserve as drinkers turn to new expressions from distilleries like Bushmills instead of their usual bottle of scotch, and single pot still whiskey is getting a boost from brands like, which Irish Distillers said is now the most popular in that distinctly Irish category with over 100,000 cases sold.
According to Irish Whiskey Association director William Lavelle, millennials and Gen Z are avid consumers of the category, which he calls “the global ‘spirit du jour’ for younger generations, including across the U.S.” He also credits e-commerce sales throughout the course of the pandemic as a major source of growth. “Irish whiskey has benefitted from the growing global demand for premium, higher-priced Irish whiskey,” he said, “in line with consumers drinking less, but drinking better.
So yes, you are still going to find plenty of people ordering a shot of Jameson to go along with a beer at their local dive bar. But you’ll also see Irish whiskey being used more frequently as a cocktail ingredient, and a wider variety of bottles on the back bar at high-end bars and restaurants. After all, there were only four distilleries making Irish whiskey in 2010 , and now there are more than 40 that are producing, sourcing, and blending whiskey.
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