Green Wave Rising: our Irish whiskey sales keep trending upwards

Irish whiskey is selling better than ever – in Ireland and abroad, says Glen Melia, Sourcing Manager at the Single Malt Shop

“The last 12 months have signalled a definite shift towards Irish whiskey brands for our customers,” says Glen Melia, sourcing manager with the Single Malt Shop, based in Dublin. “We ship to lots of countries and it’s been great to witness a steady growth in demand for Irish whiskey everywhere. It’s kept us all busy, sourcing bottles from new whiskey makers and keeping the better-known headline bottles like Redbreast and Midleton in stock.”  

It’s four years since the specialist whiskey retailer opened its online store, offering rare and collectable releases from the world of Scottish, Irish, Japanese, American and world whisky. It’s a complicated endeavour that has quickly grown to a customer base in 31 countries and counting. 

“The brands that are making sales are really interesting for us. When we look at the data and see where individual bottles are going – Australia, Germany, South Korea, the UK – we can see how our reach has grown. But it’s the choices customers make that drive trends – and the growth of customers within Ireland itself.”

Headline bottles

It’s no surprise that famous, long-standing Irish whiskey makers are popular among the retailer’s customers, he says. “Writers Tears is one of our top sellers in Japan, for example, alongside equally famous Scotch brands like Johnny Walker. These leaders open up markets, but then customers in that market start asking about lesser-known brands and we try to service that.”

Sourcing and marketing brands from smaller distilleries is fascinating, he says. “Our customers are seeking out new brands with a story to tell. Yes, they want to see that new distilleries come armed with industry awards that recognise the quality of the whiskey being released, but they want to engage with brands that are doing something new also.”  

To match that demand, the Single Malt Shop has steadily increased its shelf space for new or lesser-known Irish whiskey brands. “Bottles from distilleries like Hinch in Co Down, for example, are doing really well for us. The Irishman, too, from Walsh Whiskey. This is a terrific brand with a back story and range of bottles that seems to matter to people.” 

The West Cork Distillers range (pictured above) is a repeat order for many overseas customers, he explains, while in the UK, in particular, The Irishman and Tyrconnell are brands that are doing well.   

“Roe & Co seems to have caught the attention of whiskey fans, too. Its owner, Diageo, is a big operator but it’s the revival of a once-silent distillery brand that appears to have sparked interest.”

Home advantage

It’s not just overseas sales. Growth of the Irish subscriber base for Irish whiskey is just as healthy, he says, and the company’s shipping and delivery has proved popular. “The Irish whiskey fan is incredibly well-informed about the market. They want quality, but they value competitive pricing and reliable shipping, too. We compete on price, and our shipping and delivery in Ireland and overseas is highly efficient, something we will constantly develop. Irish whiskey buyers return to us for that reason, and we need to keep that front of mind.”   

Naturally, the Irish customer wants a big range of choices too, he explains, and the team at the Single Malt Shop are constantly working to strengthen that. “We aim to source the more recognisable names that people shop for regularly, but then work with the newer producers to list their best bottles and introduce them to our customers. It’s about balancing both.”

Click here to view more Irish whiskey releases on the Single Malt Shop shelves