In the days of U.S. Prohibition, Irish whiskey sales plummeted. Now, according to an article in the Wall Street Journal, the spirit is making a comeback.

Bourbon, the most popular of the drinks, Scotch whiskey and Irish whiskey, are all increasing in sales, but Irish whiskey sales are up a whopping 131%. The number of cases sold pales in comparison to the other two, but it is indicative of changing tastes.

Some experts attribute the change to just one brand, Jameson.
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“It’s not the Irish-whiskey sector that’s hot, it’s certain brands that are hot,” said Diageo PLC Chief Executive Ivan Menezes.*

Jameson, which has more than 75% of the market share, does attract an unusual demographic. Between 30% and 40% of regular drinkers are women, whereas about 80% of scotch drinkers are men.

"Jameson’s appeal comes from being an easy-to-drink whiskey that “doesn’t take itself too seriously,” said Jean-Christophe Coutures, chief executive of Pernod’s Irish Distillers unit, which also includes other Irish whiskey brands such as Redbreast and Powers." Wall Street Journal, October 21, 2016

Despite some concerns that Irish whiskey as a whole isn't the appeal, there are some newcomers to the game. Teeling Whiskey Co opened the first distillery in Dublin in more than 125 years recently and Kentucky-based Brown-Forman Corp., is building a distillery 30 miles outside of Dublin.

Cheers!

Read the entire article here.