sip me I’m IRISH The signature Baileys Martini I’m Irish The Emerald Isle offers a diversity of products—Irish whiskies, creams and beers—to help celebrate St. Patrick’s Day and beyond. BY ARIEL BOORSTIN marketing director, Irish Whiskies, Per- ith all the buzz surrounding St. Patrick’s Day, Irish nod Ricard USA. spirits are obviously front and center during March. In addition, more retailers are iden- tifying consumers who drink Irish whis- W While the month is key for driving sales, these products key as North American whiskey drink- have actually gained considerable traction year-round. ers, and shifting shelf space accordingly. “I truly feel that the Irish whiskey cat- egory is at a tipping point, where growth Irish whiskey distillers have fought tively resilient in the current economic will begin to accelerate at an even faster long and hard for their place in the climate. “Retailers and on-premise op- pace. It is increasingly becoming very American market, triumphantly achiev- erators continue to recognize the signifi- popular with 21-39 year old males,” ing double digit growth over the past five cant growth potential of Irish whiskey. Hartunian continues. Though small in years and an annual percentage growth of They are likewise increasing their aware- volume with respect to other spirit cat- 18.1% between 2008 and 2009. Far and ness of the category, offering support egories, the U.S. is now the largest mar- away the fastest growing spirits category year-round as consumption continues to ket for Irish whiskey, with sales surpass- in the U.S., it has also proven to be rela- trend that way,” says Wayne Hartunian, ing the 1 million case mark in 2009. Barrels of Connemara Peated Key players in the Irish Single Malt whiskey whiskey business Ryan Smith, bar manager at Puck Fair, an Irish bar in New York City, ex- periences the growth of this category firsthand, and it is not just tied to St. Patrick’s Day. “I am ordering a lot more Irish whiskey than ever before. Jameson sales have sky rocketed, and I think that’s across the board. Additionally, as that dominant brand has gained momentum, consumers are also moving to smaller, more obscure Irish whiskies. If something is over exposed, people tend to seek out a product that is a bit more niche, so smaller brands are benefiting as well,” he explains. “Most commonly people order it as a shot, but I also usually try and have at least one house cocktail on the menu that has Irish whiskey in it. At a time when everyone drinks vodka, I’m ordering just as much Irish whiskey, around three cases a week, which is unheard of.” A Growing Thirst Jameson, Bushmills and Tullamore Dew in the U.S. visiting New York, Boston and The brand has also created an array of continue to drive the category, with San Francisco for the holiday.” high profile point of sale materials for St. Jameson accounting for roughly 67% of According to Paul Caffrey of Skyy Patrick’s Day, and Caffrey promises that the category market share nationally. Spirits, brand manager for Tullamore Dew “Irish Mist with Cola, ice and a squeeze of “Many in the bartending community are and Irish Mist, “Tullamore Dew has ex- fresh lime is the perfect way to celebrate very passionate about the Jameson brand. perienced superb depletions growth over St. Patrick’s Day in style.” All signs show that Jameson has the abil- the past 12 months.” With the exciting ity to continue to grow aggressively for launch of Tullamore Dew 10 Year Old several more years in New York and in Single Malt, the legendary Irish whiskey The New Irish the rest of the country,” explains Hartu- is available in even more expressions, Giving these larger brands a run for their nian. Additionally, Jameson continues capitalizing on America’s continuing love money is Cooley Distillery, Ireland’s only to receive strong backing, and for the of all things Irish. In addition to St. Pat- independent whiskey distiller. Named first time ever, the brand has launched rick’s Day activation focusing on the Irish European Distiller of the Year for the sec- a national TV campaign crucial to con- Flag for both on and off-premise, Tullam- ond year running at the 2009 Internation- sumer engagement. ore Dew has designed a “Dew and Brew” al Wine and Spirit Competition Awards, Bushmills, with 400 years of history program, which introduces Tullamore Cooley has focused on developing brands behind it, has chosen to bridge the con- Dew to consumers who enjoy a shot of that stay true to their roots, such as Kilbeg- temporary gap with a new bottle design for whiskey with their beer. gan Irish Whiskey, hailing from the old- Bushmills Original. Debuting this month, Irish Mist touts itself as Ireland’s origi- est distillery in the world. “We also aim to it uses evocative imagery to highlight the nal liqueur, and in late 2009 relaunched create unique Irish whiskey offerings that heritage, authenticity and expertise poured the original recipe with a new bottle, new consumers can discover for themselves, into every bottle of this malted barley-only positioning and new consumer targeting. and help shift the category from being whiskey, something that will impact sales “Most radically, the new pack design de- perceived as solely blended whiskey,” says year–round. St. Patrick’s Day remains a liberately moves the brand closer to the Jack Teeling, managing director. “Our re- significant date for the brand, and Yvonne Irish whiskey category and away from cently rebranded Connemara Irish Whis- Briese, marketing director, explains that specialist liqueurs. This is to reinforce the key is the only Peated Single Malt from “at Bushmills, we continue to put much of whiskey values of the product and to take Ireland and our Greenore Single Grain our support behind St. Patrick’s Day. This advantage of the steady growth of interest Irish Whiskey is the only single grain year, master distiller Colum Egan will be in Irish whiskey in the U.S.,” says Caffrey. whiskey from Ireland.” Creams of the crop in the Irish liqueur industry Dairy Cream Liqueur, are reaching new consumers and influencers who might not normally seek out these products. Ac- cording to David Phelan, founder/creator, “there is a strong interest in the emerg- ing new wave of artisan liqueurs. These brands are the antithesis of the synthetic- flavored, colored, over-sweet liqueurs that are created from cheaper spirits. Its taste and crafted quality make Coole Swan a very appealing step-up from more mass, everyday brands.” Terra Ltd., one of Ireland’s largest in- dependent spirit and liqueur producers, Because this category is so ripe for cream and a blend of other ingredients. possesses the likes of Molly’s Irish Cream growth, new brands like Kellan Irish Typically at 15-20% alcohol by volume, it Liqueur, Maloney’s Irish Cream and Whiskey are taking advantage of an in- can be enjoyed on its own—on the rocks Golden Pastures Irish Cream. “What creasing consumer base. Launched in July or in a shot—but is frequently mixed with we offer the consumer is a true price al- 2009, Kellan competes in the premium im- stronger spirits, such as additional whis- ternative to the market leader at a time ported Irish whiskey category, benefiting key, which complements the Irish whis- when consumers are actively looking for from its overall quality and presentation. key used in brewing. Though the cream such alternatives,” says Carl Keenan, “Also integral to its strategy is that Kel- category has been soft and might suggest Molly’s international marketing direc- lan has an aggressive price point against luxury, during these challenging times the tor. “Leading up to St. Patrick’s Day, our market leaders in its category, retailing at category is seeing growth in the mid-price focus will be on off-trade promotions in- $19.99 everyday,” explains brand manager Irish cream sector, where consumers are cluding samplings, window displays and Amiram Kligman. The Knot Irish Whis- willing to splurge. use of themed POS.” key from William Grant is also a fairly Baileys Irish Cream from Diageo is There is an increasing number of Irish new product to enter the American mar- undoubtedly the category leader, having creams taking on the category’s dominant ket, and at 100 proof still remains impres- become the first and best known Irish brand, including Carolans Irish Cream sively smooth and drinkable. cream in the world since its inception in Liqueur, launched in the late 1970s and Established brands are also capitalizing 1974. Baileys is sold in over 160 markets holding the position as the second largest on the category’s rising following, working and has the largest market share of any selling Irish cream liqueur in the world; to ensure that consumers are offered an cream liqueur, a success which the brand Brady’s Irish Cream Liqueur, made in a ever–growing diversity of options. Pow- attributes to its unique taste and purity of small–batch process from Irish single malt ers has released Powers Special Reserve ingredients. In the year ending in June whiskey and neutral grain spirits; and 12 Year Old Irish Whiskey, and the likes 2009, sales of Baileys Irish Cream were in Brogan’s Irish Cream Liqueur, which of Michael Collins and Clontarf Irish excess of 6.7 million cases. is also offered in mint, vanilla and crème Whiskey have launched single malt ver- Other brands like O’Mara’s Irish caramel incarnations. sions to offer consumers increased variety.