Irish Whiskey Sales: A Look at the Top Brands in the US
Despite being a popular choice in bars and homes across the US, Irish whiskey sales experienced a decline in 2023. This marks the second time in two decades that the category has seen a drop in sales, according to Shanken’s Impact Databank. Total sales fell by 8% to 5.1 million cases in 2023, with nine out of the top ten brands experiencing a decrease in volume.
Despite this downturn, spirits companies are optimistic about the future of Irish whiskey, especially in the super-premium category. This segment is experiencing significant growth, with nearly 90% of Irish whiskey brands in the US priced at $25 or higher per 750-milliliter bottle. This shift towards higher-priced offerings is driven by consumer interest in limited-edition releases featuring older age statements and unique cask types. To meet this demand, leading brands are investing in new facilities and products. For instance, Bushmills opened a new distillery last year dedicated to single malt production, signaling their commitment to becoming a dominant force in the single malt Irish whiskey market.
The Rise of Super-Premium Irish Whiskey
The growing popularity of super-premium Irish whiskey can be attributed to several factors. Consumers are increasingly seeking out high-quality, artisanal spirits. They are willing to pay a premium for unique flavors and production methods. The trend towards experiential drinking has also contributed to the rise of super-premium whiskey. Consumers are looking for more than just a drink, they are seeking a sensory journey. This is where the premiumization of Irish whiskey comes into play. By offering limited-edition releases, special cask finishes, and high-quality ingredients, brands are creating a unique and memorable experience for their customers.
Jameson: Still a Leader Despite a Dip in Sales
Jameson, the most popular Irish whiskey brand in the US, continues to hold its position despite experiencing a 9.6% decrease in sales last year. Despite the decline, Jameson still sold 3.9 million cases, which is roughly 400,000 cases more than its pre-pandemic volume.
Proper No. Twelve: The Exception to the Rule
While the majority of top-ranking Irish whiskey brands experienced a drop in sales in 2023, there was one exception: Proper No. Twelve, the brand owned by UFC champion and boxer Conor McGregor. This brand bucked the trend, achieving a 12% increase in sales from 2022 to 2023. This success can be attributed to McGregor’s high profile and the brand’s focus on building a loyal fanbase through marketing and social media campaigns.
The Future of Irish Whiskey in the US
Despite the recent downturn, Irish whiskey remains a vibrant and evolving category in the US. The growing popularity of super-premium brands suggests that consumers are willing to pay more for high-quality, unique spirits. This trend is likely to continue, driving innovation and investment in the category. The future of Irish whiskey in the US is bright, with brands continuing to explore new production techniques, cask finishes, and flavor profiles. This will ensure that there is something for everyone, regardless of their taste or budget.
Top 5 Best-Selling Irish Whiskey Brands in the US
To see which brands are currently dominating the US market, check out the table below, which lists the top five best-selling Irish whiskey brands in the US, according to Shanken’s Impact Databank 2024.
| Rank | Brand | Sales (thousands of 9-liter case depletions) |
|---|---|---|
| 1 | Jameson | 3,900 |
| 2 | Bushmills | 730 |
| 3 | Tullamore D.E.W. | 465 |
| 4 | Powers | 390 |
| 5 | Proper No. Twelve | 385 |
While Jameson remains the undisputed leader in the US market, Bushmills is quickly gaining ground. Bushmills’ recent investment in a new distillery dedicated to single malt production is a clear indication of their ambition to become a leading player in the single malt Irish whiskey market. Tullamore D.E.W., Powers, and Proper No. Twelve are also making strong moves in the US market. As Irish whiskey continues to evolve, we can expect to see new brands and innovations emerge, further shaping the category and captivating the palates of consumers around the world.
It’s Time to Raise a Glass to the Future of Irish Whiskey
With its rich history, diverse range of flavors, and commitment to quality, Irish whiskey is poised for continued success in the US market. The category’s focus on innovation and premiumization is sure to attract new consumers and solidify its place as a beloved spirit in the years to come.
