Datamonitor said Irish whiskey is predicted to grow at a rate of 9.4 per cent year-on-year over the five years to 2014 in the US compared to just 2 per cent for the overall whisky market and 0.2 per cent for Scotch whisky.
The research firm said Irish whiskey has successfully appealed to ‘pre-committal’ young men in the US thanks to its smooth taste, affordability, and image as a prestigious and affordable European drink.
“Irish whiskey has successfully set itself apart from the general market which has traditionally been dominated by older drinkers,” said Datamonitor analyst Vicky McCrorie. “Irish whiskey is an example of a European brand trading on the fact that it’s different to what is already on offer in an established market like the US. It has therefore become recession proof.”
McCrorie picked out Jameson as an example of an Irish whiskey brand that has built up a strong following. Datamonitor said the brand has pursued a strong marketing and advertising campaign involving an annual comedy tour and good TV advertising.