Irish Whiskey Association launched their On-Trade Handbook

The Irish Whiskey Association launched their On-Trade Handbook, a guide aimed at promoting the place of Irish Whiskey and spirits in Ireland’s pubs, restaurants and other on-trade businesses, at an event on the 20^th January at the Teeling Whiskey Distillery.

Director of the Association, Eoin Ó Catháin, commended the hard work of the membership of the Irish Whiskey Association in putting this handbook and event together. Speaking at the event, Ó Catháin noted:

“The Irish Whiskey sector has experienced exponential growth in the past 15 years, now selling over 15 million cases worldwide every year, with an export value of over €1 billion. Central to this growth is the innovation, diversity, and passion of the sector, as exemplified in the membership of the Irish Whiskey Association. It is equally important that, just as Irish Whiskey distillers bring a product to market, our colleagues and friends in the on-trade can bring Irish Whiskey, in all its versions, to the consumer. We look forward to working with our colleagues to strengthen the on-trade in Ireland, and increasing the profile of Irish Whiskey among a consumer base greatly appreciative of this uniquely Irish premium product”

The launch event featured a panel discussion led by Rob Caldwell, Global Brand Ambassador of Teeling Whiskey Distillery, with commentary from Dave Mulligan, Owner of Bar 1661, Aoife Carrigy, Food and Drink writer with the Irish Independent and Alex Chasko, Master Distiller at Teeling Whiskey Distillery.

Commenting on the evening, Ms Carrigy welcomed the publication of the On-Trade Handbook:

"There is huge room for creativity around whiskey and food pairings as a way to educate and engage both whiskey lovers and the whiskey curious in fresh ways. It’s such an exciting time for Irish whiskey and this handbook is an excellent resource for professionals looking to be part of that journey."

The On-Trade Handbook aims to educate and build greater awareness around Irish Whiskey and celebrate the many innovations which mark it out from other drink categories. Market research undertaken by the Irish Whiskey Association and its members now show that Irish Whiskey is popular among consumers of all age groups, and is enjoyed in many different styles including cocktails. There is also now greater gender balance between those who enjoy Irish Whiskey.

The On-Trade Handbook can be found here and will be launched in the various regions of Ireland throughout the year.