The Irish Whiskey Way: Relaunched and Better Than Ever
The Irish Whiskey Way began its life as Irish Whiskey 360 – a website/network devised by the Irish Whiskey Association in 2018. Originally envisaged as a “one-stop-shop” for the Irish Whiskey enthusiast, this website was developed to showcase the product from grain to glass.
A few years on, however, and a rethink of the Irish Whiskey 360 brand was deemed necessary.
Irish Whiskey producers had come through a very tough pandemic and faced some sharp economic headwinds, including crushing inflation, rises in the cost of living and in doing business, along with the constant need to respond to changing consumer demand. The requirements of keeping this multi-faceted website going – from resources to costs – was too high.
Through consultation with the membership of the Irish Whiskey Association – distillers based on the island of Ireland, from SME to multi-national company – it was decided to focus on one of the more successful elements: whiskey tourism.
The Irish Whiskey Association met with Tourism Ireland in 2023; and held a bilateral with the Kentucky Distillers’ Association in 2024, where representatives from the Kentucky Bourbon Trail met with those tasked with promoting and marketing the island of Ireland. The Kentucky Bourbon Trail welcomes close to 3 million visitors per annum and connects 60 distilleries throughout a state roughly the same size of Ireland. In 2024, when discussions on developing the Irish Whiskey Way began, we had just welcomed over 800,000 visitors.
Why We Went Back to Our Roots
Irish Whiskey 360 made sense when the idea was first conceived, but in a time where decision making regarding spending has greatly reduced, and the seconds-per-screen are even more limited, it was advised to have a name “that does what it says on the tin”. Therefore, the Irish Whiskey Way was born!
Ireland is globally synonymous with hospitality, consistently ranking as a main destination for international travellers. Recent data shows over 6 million visitors graced our shores, with the Irish Tourism Industry Confederation (ITIC) estimating the sector’s contribution at nearly €9 billion, supporting 225,000 jobs. The strength of the industry is even more relevant to the communities which house Irish Whiskey and Irish Spirits distilleries – often in rural areas where employment close to home is more limited. 87% of Irish Whiskey Way participants are located outside the main urban areas of Dublin, Belfast and Cork.
This theme was central to our marketing and imagery – working with the same team that designed the Wild Atlantic Way, our imagery relies heavily on our agricultural roots, features iconic photos of our distilling heritage on each page and represents the often-remote but always truly-Irish locations where our products are distilled.
We made the conscious decision to avoid branded imagery and instead focus on the community aspect of this food and drink trail. The Irish Whiskey Way is an incredible example of competitors coming together to promote a sector – a “one for all, and all for one” approach not often seen in these challenging times.
The Irish Whiskey Way knew that it had to develop its link with government and state agencies in order to succeed. We liaised directly with the Department of Tourism, and emphasised the importance of whiskey tourism throughout the country. We were able to show clearly our cooperation as a sector but also impress upon the department the importance of responsible marketing and tourism – our members limit the drinks-per-customer, and provide particular accommodations for the designated drivers who are essential to keeping rural distilleries going. Again, we cooperated with the Kentucky Distillers’ Association on this, and we plan to introduce a charter for our participating visitor centres to reflect this sense of responsibility.
Turbulent Times call for Creative Measures
We know that Irish tourism is entering a challenging period. Visitor numbers dipping by 6% due to rising costs and capacity constraints, the industry is looking for new ways to innovate. In our engagement with Tourism Ireland, we showed a commitment to growing our visitor numbers by working together.
In 2025, we reached over 1 million visitors to Irish Whiskey Way participants. While general tourism faces headwinds, Irish drinks tourism is booming. The Guinness Storehouse remains a Dublin icon with well over a million visitors every year, but with our data revealing a 20% increase in visitor numbers in the year previous, bucking the trend, we were able to show we were holding our own.
With Tourism Ireland and Fáilte Ireland, we have found effective and enthusiastic partners who are committed to ensuring the culturally curious visitor in Ireland will enjoy learning about our distilling heritage. To celebrate 700 years of Irish Whiskey Tradition (and the publication of the medieval manuscript the Red Book of Ossory wherein one finds the first recipe for uisce beatha, or whiskey), Tourism Ireland published the video below, racking up close to 4 million views and investing over €125,000. Fáilte Ireland are developing their Dublin by Dusk initiative which encourages the night-time economy and in which we are involved from inception. this video
A Global Standard, Born in Ireland
And so, the Irish Whiskey Way was ready to be launched. Just as visitors flock to the Kentucky Bourbon Trail, the vineyards of Bordeaux, or the Tequila regions of Mexico, the Irish Whiskey Way was designed to offer a deep dive into the heritage, culture, and craftsmanship of our island.
We were delighted to host Minister Peter Burke at the historic Kilbeggan Distillery for this launch, showcasing the Irish Whiskey Way as a digital and physical roadmap for discovery. It categorizes the island's best experiences into five iconic tourism regions:
- Dublin
- Northern Ireland
- The Wild Atlantic Way
- Ireland’s Hidden Heartlands
- Ireland’s Ancient East
Our cooperation also extends to each of these regions – at the launch of our Irish Whiskey Way in Ireland’s Hidden Heartlands, head of this initiative Paddy Mathews confirmed that the biggest privately-owned tourist attractions in this region are in fact distilleries, mentioning Kilbeggan Distillery and the Shed Distillery in Drumshambo (who welcome close to 150,000 visitors per annum between them). The cooperation at a local level is essential to our success.
Why the Domestic Market Matters
While the USA remains our largest international market, Ireland is now our second-largest source of distillery visitors. Our success at home is essential to our growth abroad. As the quality of whiskey reaches new heights, Irish consumers are increasingly choosing to learn and spend more on authentic, home-grown experiences. Whether you are a seasoned whiskey enthusiast or have never tasted a dram in your life, these 27 distilleries offer more than a drink. They offer a connection to our identity.
Your Journey Along the Way
The "Way" isn't just a list of distilleries; it’s a portal into different eras of Irish life.
- In Dublin’s Liberties: Walk the streets where most of the world’s whiskey was distilled 120 years ago, now home to the revivalist spirits of Teeling, Roe & Co, and Pearse Lyons.
- In County Antrim: Visit Bushmills, the world’s oldest licensed distillery, where the copper stills have seen centuries of change.
- In County Cork: Discover the grit and determination of Midleton, where the fortunes of the entire industry were once forged.
- In County Clare: Step back into the 1920s at Bunratty Folk Park to see the art of whiskey bonding with J.J. Corry Whiskey Bonders.
And this is to name but a few.
As we celebrate all things Irish this March, don't just toast to tradition, walk through it. With 27 world-class distilleries waiting to be explored, the only question is: where will your "Way" begin?
The Way Awaits You.
By Eoin O'Cathain, Director of Irish Whiskey, Ibec.
