THE IRISH ADVANTAGE

By Maia Merrill Gosselin
After a long winter, March finally brings the promise of warmer weather — along with March Madness and St. Patrick’s Day. It’s also the time of year when consumers’ attention turns to Irish whiskey. The category remains a seasonal anchor, spanning classic, mainstay pours to modern cocktails and delivering both familiarity and flexibility behind the bar and on the shelf. That blend of heritage and versatility mirrors how today’s consumers are choosing to celebrate: trusted flavors with a contemporary edge. As buyers plan spring resets and holiday promotions, understanding what’s moving — and what keeps selling after the decorations come down — is key to turning short-term spikes into sustained growth. But there is also a shift in how people are making selections. Price, although certainly important, is not the sole driver. Factors such as authenticity, mindfulness, comfort, and renewed interest in the classics, are all influencing purchasing decisions. As a result, Irish whiskey brands are adapting to find ways to innovate and stand out.

MARCH MOMENTUM
Local operators say the holiday has expanded well beyond a single day, with promotions and events stretching across weeks to capture early demand. Irvin “Swirvy” Rivas, is the On-Premise Specialist for Cobblestone Brands which has Clontarf and Knappogue Irish whiskies in its portfolio. He states, “More brands are participating/competing for menu/event sponsorship. Restaurants and venues are getting creative every year, and it seems as though people are into celebrating St. Patrick’s Day for more than just one day. Some places like An Sibin in Cambridge have begun packaging Rugby match viewings as events leading up to St. Patrick’s Day and some liquor stores have begun gearing up for special tastings of Irish whiskey just to prime the consumer leading up to the day. Overall, I expect this year to double the turnout of last year. Especially with so much happening in the world, unity will play a crucial role this year and plenty of whiskey to go with it.”

IRISH SPIRITS SURGING
Exports of Irish whiskey rose by 13% in value last year. And while US exports fell by 3.5% (largely due to tariffs), the category’s popularity here continues to grow as consumers are very interested in tasting, learning about, and buying Irish whiskey. Peter Cooney, Director and USA Market Lead, Boann Irish Whiskey, says, “While the Irish whiskey category is experiencing short-term volume pressure, that trend mirrors what we’re seeing across total whiskey, which is down slightly overall. Irish whiskey is holding up better than the broader whiskey category, and consumer interest remains strong — particularly at the super premium end.”

So what’s is driving interest here in the U.S.? Swirvy notes, “It’s simply not the same anymore; Irish whiskey has unique differences that make it a better choice in many situations. It’s possible that Connor McGregor and Proper Twelve gave it a jump start but that’s only one possibility. The other, I believe, is pure taste. If someone wants to discover the world of Irish whiskey, they will experience a different side of the brown spirit. Not everyone enjoys the flavor profile of a Scotch or even a bourbon. They are looking for something with different character; something that doesn’t involve the obvious peaty finish or sweet barrel aging notes. That’s how Irish whiskey shines bright once again, with a unique and first-class flavor profile. This is why the category is surging right now.”

In addition to exploring new avenues of brown spirits, customers are interested in different styles within a category. Irish whiskies offer that. Cooney adds, “The category has expanded beyond entry-level offerings into more authentic, production-driven styles ­­— particularly Single Pot Still Irish Whiskey, which is Ireland’s native whiskey style and a key focus for Boann. Consumers are also responding to transparency around ingredients, maturation, cask finishing, and third-party validation from respected media outlets and awards competitions, which continues to elevate the category’s reputation.”

Julio’s Liquors in Westborough, is a destination store widely known for its vast selection of whiskies from around the globe and with a large and loyal following. Owner Ryan Maloney says, “Ultimately, choice is always about taste, and what taste is in your budget. Irish products punching above price point are doing better. Customers are looking for something new, different flavors. We’ve been doing great with Glendalough for years. Their double barrel under $30 does very well day to day. While higher ticket items are not doing as well, we are still fighting for limited editions which always sell quickly.”

He adds, “We just had Brian Nation (former Master Distiller for Irish Distillers now with O’Shaughnessy Distilling Co.) here. He’s in Minnesota mixing Irish and American whiskey techniques together. Keeper’s Heart American Pot Still Whiskey is an American pot still done in the Irish tradition. It’s four years old, tastes fantastic, and sells under $50. I’m seeing people warm up to mixed categories.”. Made from malted and unmalted barley and triple distilled in the traditional Irish pot still style, Keeper’s Heart is then matured for four years in virgin American oak. Ryan adds, “Overall, Irish whiskey has been a strong contender for several reasons: pricing is right; barrel finishes, Irish whiskey lends itself better to showing barrel characteristics which means experimentations work better. Finishing whiskey is hot right now and Irish has been one of the fore leaders for this type of innovation at affordable prices.”

AN EDUCATED DRINKER
Today’s consumer is buying much more selectively. “Less but better” is the mantra. They will spend money on their chosen spirit but it’s not just about what’s the most popular. Peter Cooney with Boann states, “Today’s Irish whiskey consumer is well informed. Much of that education comes from bartenders and retailers, as well as tastings, brand events, and trusted industry media and whiskey influencers. Massachusetts has been a steady, healthy market for Boann. Over the past year, Boann has built consistent volume and distribution in the state. Our core consumer in MA is a premium whiskey drinker, who’s curious and engaged, often discovering the brand through a bar or specialty retailer. Greater Boston is our strongest presence, particularly in accounts that emphasize education and promote craft spirits.”

Swirvy with Cobblestone Brands says, “From my experience at tastings or even during my time as a bartender, people who drink whiskey have a taste for the spirit. Many defer to a brand while others explore the category. Regardless, I find whiskey drinkers, especially in the Irish category, asking questions: Where it’s from, how it’s made and almost always following up with a ‘what does it compare to?’ Our base is educated enough to make a justified decision on brands. This is why liquor store tastings, (Liquor Junction, Kappy’s, Blanchards) are how the average consumer gets their information. Every time they try a new whiskey, they learn a little bit more about the spirit. Of course, certain places like Citizen in Fenway are known for their whiskey selection, so this and similar establishments are options for consumers to get extra information on their favorite whiskey. But for brands such as Knappogue or Clontarf, their stories are rich with history that haven’t been told recently so when the people come tasting our Irish portfolio, they’re in for a ride!”

At Julio’s Liquors, there is almost always some sort of innovation happening, whether it’s a seminar, a tasting, or possibly even a tour. Owner Ryan Maloney also hosts podcasts featuring a range of industry professionals. He says, “We hope they’re watching our Facebook page and YouTube channel. We create a lot of ways for people to engage and learn. Point of purchase tasting is crucial so they know what it’s going to taste like. They know enough to get themselves in trouble! There’s constant education. More people know back of house than ever before: who the distiller is, who the brand manager is, what the back story is. And that’s all from social media.”

COCKTAIL CURIOSITY
For many years, Irish whiskey was consumed primarily as a shot, a Boiler Maker, a Jameson & Ginger, and of course, in the Irish Coffee. Tastes have evolved. Cooney with Boann comments, “We’re seeing strong interest in Irish whiskey served on the rocks, as consumers increasingly want to let the spirit shine. A simple on the rocks serve allows the flavor, texture, and cask influence to open without masking the whiskey, which is especially important for production-driven styles like Single Pot Still. Beyond that, classic cocktails continue to be key drivers. Irish whiskey performs particularly well in Old Fashioneds, Whiskey Sours, and lighter highballs. These cocktails highlight the spirit’s natural balance and approachability, making it easy for bartenders to feature and for consumers to purchase again.”

Of course, a classic is still a classic and the beloved Irish Coffee isn’t going anywhere. Swirvy comments, “The Irish Coffee definitely lends a hand to menu placements or sale drivers, depending on location. There is also the Green Tea shot that’s causing Jameson sales to continue on a steady path. Truthfully it lives in a Hot Toddy very well and it makes a killer Old Fashioned, but I believe there are still so many opportunities to discover it.” Keep an eye out for frozen Irish Coffees to hit the scene this summer…

BEYOND THE ST. PATRICK’S DAY BUMP
For retailers and bars, the extended window of March is translating not just into volume, but into more selective, premium-minded purchasing. Boann’s Peter Cooney says, “St. Patrick’s Day remains an important sales moment, but consumer behavior has evolved. While volume is still strong, there is more interest in higher-quality Irish spirits, both on-premise and at retail. For Boann, we anticipate increased interest from consumers looking for something more authentic and premium than traditional St. Patrick’s Day offerings – especially bottles that feel celebratory but rooted in real Irish whiskey heritage.”

St. Patrick’s Day may be the spark, but it’s hardly the finish line. Irish whiskey continues to deliver the kind of heritage, mixability, and trade-up potential that keeps bottles moving long after the last parade winds down. Whether it’s a classic pour, a cocktail feature, or a premium trade-up, the style fits seamlessly into both holiday celebrations and everyday menus. The real opportunity lies in keeping momentum going long after March. Stocked thoughtfully and positioned with purpose, Irish whiskey isn’t just a seasonal play — it’s a year-round workhorse with staying power.

RTD DOMINATION: IRISH COFFEE IN A CAN
If there’s one area hotter than anything else, it’s RTD cocktails. The category saw 16.4% sales growth last year. Irished Up, with Cobblestone Brands, is a cold brew Irish coffee made with single malt Irish whiskey and Columbian coffee. And it has landed in Massachusetts. Swirvy says, “It’s definitely coming to liquor store near you. So far everyone has really enjoyed this. Taste alone, it’s a perfect marriage of real coffee, real spirit creating a really quality flavor. I believe most of this success comes with the relation with the actual cocktail. Imagine making your own perfect Irish coffee, then imagine doing that every time you open a can of Irished Up. People who have drunk an Irish coffee before know exactly what they’re looking for. The other side of the success comes with very very little help from the Espresso Martini. We are in an era where people are going nuts for Espresso Martini but it’s actually a caffeine spike. So what Irished Up offers is an experience to a real coffee beverage. So far, it’s been successful in delivering the message.”