Last updated on April 24, 2014 at 10:53 EDT

Interview: Irish Whiskey Aiming High as Global Firms Invest

September 12, 2013

BROMSGROVE, England, September 12, 2013 /PRNewswire/ –

Irish whiskey can become 10% of global whisk(e)y category sales helped by drinks
firms’ renewed interest in the sub-sector, according to the head of Pernod Ricard’s Irish
Distillers unit
[http://www.just-drinks.com/news/irish-whiskey-aiming-high-as-global-firms-invest_id111467.aspx?utm_source=PR+Interview+Pernod&utm_medium=Online+PR&utm_campaign=Pernod+Interview ]

In an exclusive interview with just-drinks this week
[http://www.just-drinks.com/index.aspx?utm_source=PR+Interview+Pernod&utm_medium=Online+PR&utm_campaign=Pernod+Interview ]
, the division’s CEO, Anna Malmhake, said the sub-category
is currently so small that it would be “ridiculous” for rival firms to “start elbowing one
another”. “If together we can make Irish whiskey over time 10% of the world’s whisk(e)y
market, there’s plenty of room for all of us,” she said.

Irish whiskey currently accounts for 4% of global sales in the whisk(e)y category
[http://www.just-drinks.com/news/irish-whiskey-aiming-high-as-global-firms-invest_id111467.aspx?utm_source=PR+Interview+Pernod&utm_medium=Online+PR&utm_campaign=Pernod+Interview ]
Pernod last week officially unveiled a EUR100m (US$132.6m) upgrade to its Midleton
Distillery, while its competitors, including Beam Inc, which acquired Cooley Distillery in
2011, and Diageo, owner of the Bushmills brand, are both investing in their brands.
William Grant & Sons is also putting its weight behind recent purchase Tullamore Dew.

“The industry is alive, it’s innovating and investing,” said Malmhake.

Meanwhile, Malmhake defended Irish whiskey’s performance in China, admitting that
premium Scotch brands played more into the hands of the country’s consumers wanting
“bling” products.

But, Malmhake added: “People (in China) are getting a bit tired with the most blingy
things and are looking for more craft products. It (China) is a huge market; Irish whiskey
can have a part of it.”

Read the full exclusive interview at just-drinks.com.
[http://www.just-drinks.com/news/irish-whiskey-aiming-high-as-global-firms-invest_id111467.aspx?utm_source=PR+Interview+Pernod&utm_medium=Online+PR&utm_campaign=Pernod+Interview ]


Established in 1999, just-drinks is a leading online resource for the global beverage
industry, publishing around 20 news articles, analysis features and insights every working
day. Under the direction of managing editor Olly Wehring, its experienced team of
journalists, consultants and analysts provide a unique and comprehensive blend of reports
and interpretation of the beverage industry, including key events, trends, interviews and
research [http://bit.ly/KMmMk4 ] that are delivered to over 92,000 business executives per

Via its web site, webinars and in-depth management briefings just-drinks offers
insight into soft drinks, wine, beer, liqueur and whiskies industry developments and
supply-chain trends, brand and corporate strategies, CONSULT research platform, enterprise
technologies such as PLM and ERP. Furthermore, just-drinks supplies news on manufacturing
developments and how the drinking industry retailers perform around the world. For details
of how just-drinks is helping decision makers make decisions, visit


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SOURCE just-drinks.com

Source: PR Newswire