Pat Rigney, The Shed Distillery, Drumshanbo
A new strategy has set out plans by Irish Gin producers and brand owners to maintain market share and grow sales by 2026. The plan sets out a range of goals and actions to drive exports in key markets, develop a vibrant domestic home market, support the viability of Irish Gin distilleries and ensure the quality and standards of Irish Gin are protected.
There are now at least 37 distilleries on the island of Ireland producing Irish Gin, with over 70 brands. The Irish Gin Strategy 2022-2026 from Drinks Ireland|Spirits, the all-island trade body, details how Irish gin and gin has experienced a number of years of very fast growth, where sales soared. Between 2014 and 2020 the category grew by 184%.
While the ‘boom’ has been slowing in recent years, 2020 was the first year where Irish Gin and gin sales declined, as a direct result of the pandemic. As the on-trade reopens, and Global Travel Retail recovers, it’s anticipated that the category will return to pre-pandemic levels over time, and the new strategy details plans to drive strong and sustainable growth in the years ahead.
Currently, Ireland is the dominant market for Irish Gin, but the strategy puts a heavy focus on driving export growth, earmarking the U.K., USA, Germany, Canada and Global Travel Retail as the key targets in the coming years.
Asia - and China specifically - has also been identified as a target market, due to its size, growing stature and value heritage, which Irish distilling has, and innovation which drives much of the Irish Gin category.
Irish Gin is a premium plus product which has been established as a world-leader in terms of quality and authenticity. This has and will be key to positioning the category internationally, according to Drinks Ireland|Spirits.
The strategy also outlines how the sector plans to further grow the category domestically, by highlighting the local nature of Irish Gin products and the important role they play in the economic viability of the hinterlands that their producers and brand owners are based in.
Overall, The Irish Gin Strategy 2022-2026 sets out four goals for the category, with a number of corresponding actions:
Pat Rigney, Managing Director & Founder of The Shed Distillery, which distils every drop of Drumshanbo Gunpowder Irish Gin in County Leitrim said: “We are thrilled to have participated in the development of this new strategy for Irish Gin which raises the standard for the category globally & in Ireland. We currently employ 70 people in Drumshanbo, County Leitrim where we are based at a social enterprise, supporting local jobs & the local rural economy.”
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