The Irish Whiskey Association and Michael Creed T.D. Minister for Agriculture, Food and the Marine today launched the Irish Whiskey Tourism Strategy. The strategy forecasts how Ireland can become the world leader in whiskey tourism by 2030.
In order to met the criteria necessary to achieve this goal a number of recommendations have been laid out most notably to 'Develop an all island whiskey tourism product'.
It also proposes to establish an all-island whiskey-trail in the foreseeable future rolled out in a similar fashion to the Bourbon Trail in Kentucky, which attracts nearly a million tourists every year.
Speaking at the launch, Bernard Walsh, Chairman of the Irish Whiskey Association, and CEO of Walsh Whiskey Distillery said “Irish whiskey is a real success story, we are reaching new markets and new consumers. We have an authentic story to tell and a great opportunity to capitalise on growing sales and to drive more tourists to this country by developing the right environment for whiskey-trail tourists. To do this we want to work with state agencies to put the right supports in place and with Government to create the right policy environment to enable the sector to grow and thrive”.
Due to excise rates Irish whiskey currently costs more to purchase at home than abroad.
Walsh added, “Our current excise rates mean that a bottle of Irish whiskey that costs €42 in Ireland, costs just €27 in the US. This makes no sense in the context of encouraging whiskey tourism. Also, new proposals under the Public Health Alcohol Bill will restrict the new entrants and smaller distillers that are needed to promote sustainability through depth and diversity in the Irish whiskey category and so stymie growth in the sector.”
The Strategy outlines how Ireland can treble visitor numbers by 2025 and to achieve its mission to become the world's whiskey tourism leader by 2030.
© 2016 - Checkout Magazine by Donna Ahern
