Irish Whiskey Finds a Growing Thirst in India

Irish whiskey has emerged as one of the fastest-growing spirits categories in India, with exports surging an exceptional 107 percent in 2024. Now with tariff reform and trade negotiations looming, the category’s producers are in for greater access and faster growth. EOIN Ó Catháin, Director of Irish Whiskey Association (IWA) outlines how innovation, product diversity and changing consumer tastes are driving demand and why India now ranks among the association’s top priority markets.

◼️ BISHAN Kumar

What are the key drivers behind this exceptional growth of Irish whiskey exports to India?

Irish whiskey has a smooth, refined taste that works well in cocktails as well as on the rocks. We have some unique subcategories such as pot still whiskey along with our frequent practice of triple-distillation. We are the fastest-growing premium spirit category in the world, and consumers in India, like those elsewhere, are recognising the innovation and unique nature of our distillers. We have over 100 innovations released every year, so there is much for consumers to discover.

The growth in India has been remarkable and very welcome. This has been pioneered by some household names, but increasingly we notice that Indian consumers are searching for something unique that sets them apart, a demand the Irish whiskey sector is more than happy to provide.

How does India figure in the IWA’s overseas market strategy? What priority does India hold compared with traditional markets like the US, UK and the EU?

The year 2026 is when the Irish whiskey sector, like many other alcoholic beverage categories, is looking to expand into new and emerging markets. With a year-onyear growth, India has become among our top five priority markets as the US, the UK and EU markets remain our traditional strongholds. A few distilleries have decided to focus solely on new markets like Japan, Nigeria, South Africa and India.

A top priority for the IWA and many other EU-based associations, however, will be the removal of tariff barriers in the Indian market, an outcome that would benefit both exporters and consumers. Around 20 percent of IWA members are based in Northern Ireland and under the UK-India FTA, Irish whiskey produced in Northern Ireland will initially benefit from a reduced tariff (75 percent), further decreasing to 40 percent over the next 10 years. The Department of Business and Trade has been particularly mindful of the cross-border reality of Irish whiskey production and have made specific provisions for producers who source ingredients and materials from other countries, citing Northern Ireland producers as an example of exporters who will benefit. However, Irish whiskey distilled in the Republic of Ireland still faces a tariff of 150 percent when exporting to India. Ensuring that preferential rates can be enjoyed by all Irish whiskey producers is a key priority for the IWA.

The Indian economy is set to become the world’s thirdlargest within a few years and is already the largest whiskey market by volume. Given the significant growth in Irish whiskey export value to India in 2024 (107 percent), the market offers a strong basis for further expansion. We will work with the Irish Government and the European Commission to ensure India is prioritised in future trade missions; many members already participate in ProWine Mumbai every year.

Core objectives of IWA

The Irish Whiskey Association represents the category globally and seeks to promote and protect Irish whiskey in every market. We work with our members, from SMEs to multinationals, to promote their portfolios and to liaise with relevant government bodies and agencies at home and abroad.

Could you provide an overview of the Irish whiskey industry today, including the total number of active distilleries, annual production volumes, key product segments and top global markets?

In 2024 we sold over 16.15 million cases (a case generally contains 12 bottles). The number of active distilleries can fluctuate with market conditions, but we generally say there are around 50 distilleries on the island of Ireland. Irish whiskey is largely an export product with about 95 percent of production is exported. The biggest market by export value remains the USA (accounting for 45 percent of total export value), followed by Great Britain, the EU and a range of growing markets including Poland, Germany and India, besides the domestic Irish market. There is a growing demand for pot still expressions and this is very exciting for our members.

Opportunities for future growth include India, Japan, South Africa, Nigeria, Kenya, Korea, Australia, Canada and EU markets. In India, brands such as Jameson, Bushmills, Tullamore Dew, Redbreast, Roe & Co, The Pogues and Teeling are readily available, and there is strong interest from newer distilleries in entering the market.