Irish Ties

Diageo has bought itself an important slice of the Irish whiskey category with its recent purchase of Bushmills from Pernod Ricard for £200m.

The Irish whiskey category has been growing at a rate of +3.8% (CAGR) since 1988, with the US market showing particularly strong growth.

Paul Walsh, chief executive of Diageo told the drinks business, “The acquisition of Bushmills is a particularly exciting opportunity. [Diageo] has grown organically and through targeted acquisitions and the Bushmills purchase continues this strategy.”