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Covid-19 blockades are affecting Irish whiskey sales, while around 400 of the industry’s jobs are at stake, distillers warn.
Irish whiskey doubled annual sales to 137 million bottles, 11.4 million cases, between 2010 and 2019, figures released on Friday show.
However, William Lavelle, executive director of the Irish Whiskey Association, says that government restrictions that have closed duty-free bars and shops around the world threaten sales growth.
“Orders have been canceled and, in some cases, companies have been asked to recover their stocks,” he said.
“The challenges are particularly difficult for many smaller and newer companies.”
In addition, he said that many of the 409 people who work at the distilleries’ visitor centers have government Covid-19 salary support while these attractions are closed.
“Some have been redistributed, others receive wage support, but the situation is changing day by day, our members are trying to keep their workers employed,” he said.
Most of the 1,000 workers employed in whiskey production are still working, according to Mr. Lavelle.
Jameson’s makers, Irish Distillers Group (IDG) and Tullamore Dew owner William Grant, are providing alcohol for hand sanitizers. IDG has joined forces with Mervue Pharmaceuticals to supply disinfectants to the Health Services Executive and other state agencies.
Meanwhile, Mr. Lavelle said that the smaller players are also doing their part. Connacht Whiskey Company has manufactured 80,000 250 ml disinfectant bottles. The company, led by association president David Stapleton, is supplying health and community organizations for free, while selling them at cost to individuals.
Goverment help
The Irish Whiskey Association, which is linked to the industry group Ibec Drinks Ireland, registers the distillers and makes sure they are producing whiskey in accordance with legal guidelines to calm down the national drink.
Mr. Lavelle said the association was finalizing plans to boost sales in key markets, including the US. USA, Canada and Ireland.
Drinks Ireland is seeking help from the Northern Ireland government and executive to pay marketing graduates to help increase whiskey sales in these markets over the next 12 months.
The organization wants both administrations to provide up to 70 percent of the cost.
Mr. Lavelle noted that there was already a precedent for 70 percent support. “That is not a number we just invented, we think it is appropriate,” he said.
He argued that the industry would need to “restart” Irish whiskey sales once the crisis had passed. “It will also provide employment for marketing graduates,” added Mr. Lavelle.
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