Industry & Business

The financial year 2013/2014 proved to be another successful one for Irish Distillers Pernod Ricard internationally with the acceleration of the global development of Jameson Irish whiskey brand.

Jameson continues to spearhead the rejuvenation of the Irish whiskey category with the brand reaching its twenty-fifth year of consecutive growth, making it the most dynamic premium spirits segment globally.

Jameson sales volumes reached 4.7 million cases for the 2013/2014 financial year. Volume growth was 9% for the year and value growth was an impressive 12%, confirming the premium nature of the brand. Consistent value growth ahead of volume remains a key objective for Jameson.

In its biggest market, the USA, Jameson’s continued to grow with volume up 9%. The brand also reported growth across its other major markets with volume growth of 8% in South Africa and 4% in Russia.

Of the 130 plus markets in which Jameson is sold around the world, 47 achieved two to three digit growth in FY 13/14.

However, in contrast to international success of Irish Distillers Pernod Ricard are the market results for Ireland. For the 6 months ending June 2014 the total spirits market declined by 11.5% (Nielsen). The continued decline in the on-trade (-6% volume for spirits) and off-trade (-13.9% volume for spirits) combined with the October 2013 excise increase (15.5% on spirits) has had a hugely negative impact on the spirits industry in Ireland and the Irish Distillers portfolio of spirits reflected this trend.

Anna Malmhake (pictured), chairman and chief executive of Irish Distillers Pernod Ricard, comments: “The sustained progress of Jameson within the Pernod Ricard family of brands has been one of the group’s most eminent success stories, growing from 466,000 cases when Irish Distillers joined Pernod Ricard in 1988, to approaching 5 million cases in 2014. Jameson is the No.1 selling Irish whiskey in the world, an Irish export story we should be truly proud of. In addition reaching No.17 in the International Spirits Brands Globally (Impact Ranking – Feb 2014) is a prominent achievement in another successful year for Jameson.

She continues: However in stark contrast to this growth and optimism for our export markets, the outlook for our industry here in Ireland is extremely concerning. The penal excise increases on alcohol accumulated in the last two budgets endanger the export success of indigenous products such as Irish whiskey as well as the 92,000 jobs being supported by the drinks industry in every county throughout Ireland. In fact, Ireland is one of the most expensive places in the world to buy Irish whiskey with the €17.37 tax take on a bottle of Jameson in Ireland working out more than the total price €16.61 of that same bottle in New York. How sustainable is the current international growth of Irish whiskey without a solid local market in which to support home grown brands as well as new market entrants.”