Irish Whiskey Association unveils new trail showcasing Ireland’s distilling heritage
The Irish Whiskey Association has launched the Irish Whiskey Way, a new interactive tourism trail designed to connect visitors with the island’s distilleries, landscapes and food culture. The initiative comes as whiskey tourism continues to grow despite wider sector pressures.
IWA launches nationwide Irish Whiskey Way
The Irish Whiskey Association (IWA) has introduced the Irish Whiskey Way, a new tourism platform designed to bring Ireland’s distilling traditions, scenery and community stories together in a single experience.
Unveiled at the Kilbeggan Distillery Experience in Co. Westmeath, the initiative centres on an interactive website that highlights leading Irish whiskey distillery experiences and visitor centres across the island. Users can build bespoke food-and-drink itineraries, making the platform a tool for both international and domestic travellers.
The site also features food pairing guides created with well-known Irish chefs, as well as cocktail recipes, positioning the trail as a broader cultural experience aligned with Government plans to promote Ireland’s food and drink tourism.
“A unique initiative”
Launching the project, Minister for Enterprise, Tourism and Employment Peter Burke said: “I am delighted to launch the Irish Whiskey Way, a unique initiative that celebrates one of Ireland’s most iconic exports while showcasing the rich culture, heritage and hospitality that makes our country and this region so special. This journey will not only highlight the craftsmanship behind Irish whiskey but also connect visitors with the vibrant communities, food experiences and stories that define Ireland.”
Attendees also heard how recent airport policy changes are supporting tourism. In September, Dublin Airport raised the limit on liquids in hand luggage from 100ml to two litres, removing any cap on the number of items passengers may carry.
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Michael Clancy, Founder of Lough Ree Distillery, told a panel of whiskey and tourism experts that the relaxed rules mean travellers are now more willing to buy Irish whiskey before flying. He noted that such incremental improvements will help distilleries attract the “high-end, high-spend” consumer — a key target for the sector.
Clancy joined CEO of Tourism Ireland Alice Mansergh, Irish Tourism Industry Confederation CEO Eoghan O’Mara Walsh, Fáilte Ireland Hidden Heartlands Head of Operations Paddy Matthews and IWA Director Eoin Ó Catháin for the discussion.
Supporting distilleries across the island
Eoin Ó Catháin said the initiative reflects industry-wide collaboration. “The Irish Whiskey Way is a celebration of our island’s rich distilling heritage, but also an initiative developed by our whiskey distilleries working together to present a unique food and drink trail to the international and domestic visitor.
“The importance of cooperation has never been greater, this year more than ever, and the value of every euro spent in Ireland has never been more appreciated. By connecting people to the places and stories behind our Whiskey, we’re shining a spotlight on the craftsmanship, community and landscapes that define Irish Whiskey.”
He added that the trail will support both long-established and emerging distilleries as they grow tourism — now an increasingly important revenue stream.
Whiskey tourism bucks wider trends
The launch comes despite a difficult year for producers following the US’s introduction of 15% tariffs on Irish whiskey. However, whiskey tourism has continued to expand. In the 12 months to June 2025, more than one million visitors toured Irish whiskey distilleries, delivering a notable boost to local economies. This growth stands in contrast to softer performance seen in other tourism sectors.
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