The Irish Spirits Association has launched a Strategy for Irish Gin 2018-2022, aiming to promote the worldwide growth of Irish gin over the next five years by developing world-leading standards for quality and authenticity.
Irish gin producers want to treble sales by 2022, with the aim to sell 5 million bottles or 400,000 9-litre cases around the world.
2017 was a breakthrough year for Irish gin, as exports more than trebled and 130,000 cases of Irish gin were sold around the world. In response to this growth, the Irish Spirits Association created an Irish Gin working group to create this strategy for further growth.
The new strategy identifies the main target markets for Irish gin. While Ireland will remain the most important market, Irish Gin producers have identified the UK, Spain, Germany, the USA and Canada as priority export markets.
The strategy also sets out four key goals and a number of actions to deliver on the vision and growth targets for Irish gin.
1) The industry wants to develop world-leading standards for Irish gin. This involves creating an Irish Gin Standard for quality and authenticity that will be enforced on a national and international level.
2) Producers will promote Irish gin worldwide, starting with the five key target markets. This will involve working with state organisations to promote Irish gin in trade missions, promotional campaigns, trade fairs and events in these markets.
3) The industry aims to help sustain a vibrant home market for gin. As part of this, it will work to avoid unnecessary over-regulation, with gin producers identifying the labelling proposals in the Public Health (Alcohol) Bill as a key area of concern.
4) The industry will support the viability of Irish gin producers. This involves working with state agencies to support the growth of these companies as well as development into new areas such as, for example, the creation of visitor centres.
Pat Rigney, chair of the Irish gin working group in the Irish Spirits Association and founder of The Shed Distillery in Co. Leitrim said “The Irish gin industry is ambitious, and our ambitions are increasingly global. Irish gin is already regarded as a world-leader in terms of quality and authenticity. As sales begin to increase at home and abroad, we want to ensure that we can take advantage of this positive growth trajectory by developing world-leading, consumer focused standards, building on Ireland’s reputation for great food and drink.”