McQuaid calls on whiskey to help Irish economy

Increased exports of Irish whiskey can provide a tonic for the country’s crippled economy, according to Conor McQuaid, international commercial director at Irish Distillers.

Speaking to the drinks business following the announcement that Jameson has hit sales of three million cases globally this year, McQuiad said that exports such as whiskey can help bring much-needed money into the country.

“Increasing the volume of export goods can definitely help drive the economic recovery,” said McQuaid. “We can also help return people to work. At Jameson we are trying to increase our warehouse space, which will create jobs both in the short- and long-term.”

He is aware, however, that Irish business faces an exceptionally difficult year ahead in 2011.

The financial rescue package, and its subsequent tax increases and fall in disposable income for all Irish consumers, point towards 12 months of strife for businesses all over Ireland.

McQuaid added: “From a business perspective we hope the rescue package has the intended impact, but there is no doubt we face a difficult time trying to balance keeping people happy and comfortable, and helping our economy back to its feet.

“People are ready to partake in the pain January will bring through tax hikes and the fall in disposable income, but from what we’ve seen so far our Christmas sales have held up ok. It seems people are still prepared to spend at the moment, but we are all expecting a dramatically difficult 12 months next year.”

Perhaps it’s just as well, then, that Jameson is showing growth in international markets. Indeed, of the three million cases sold this year, one million of those came in the US.

“People naturally make the assumption that Jameson, being an Irish whiskey, would be most popular in New York, but in fact we sell more cases in California. If we can extend its popularity to other states across the US then we can achieve even greater sales growth, and that has to be our immediate aim.”

While US sales of Jameson grew by 24%, key markets such as Russia (+8%), South Africa (+7%), France (+7%) and UK (+4%) also enjoyed success.

McQuaid feels that Jameson has a unique opportunity to introduce new drinkers to whiskey due to its taste profile, and this has helped build its consumer base.

“Scotch has done a great job in increasing consumer awareness and market share, but in the Irish whiskey sector we feel our time is now and Jameson can present itself as a whiskey for the new generation of consumers,” he said.

“It’s an ideal way to start your whiskey journey as Jameson is not overly harsh and there’s no ‘burn’, meaning it’s accessible for a wider range of people. That’s how we manage to retain our consumers, and in turn they are telling their friends about it.”

Alan Lodge, 22.12.2010