SALES OF IRISH whiskey in the US are growing faster than any other spirit, new research has shown.
There was a 22 per cent increase in sales of Irish whiskey in 2011, the largest of any spirit, according to research by food industry firm Technomic.
The rise in the volume share of Irish whiskey being sold has been attributed largely to men and women born after 1981 – known as millennials.
More than 1,000 brands within 12 spirit categories were surveyed with vodka remaining the largest category – with a 32 per cent share of the market – but Irish whiskey, which falls in the smallest category, recording the largest increase – 22 per cent.
Overall the spirit market in the US grew by 3.5 per cent in 2011 with the fastest growth coming from new brands that entered the market.
According to the New York Daily News, spirits expert and author F Paul Pacult told Imbibe magazine last year that though Irish whiskey is “distinctive and complex” it is also “gentle and amicable” for a whiskey novice to get to grips with.