The Irish Whiskey Association, the representative body for the all-island Irish whiskey industry, recently released figures that show whiskey distilleries around the island of Ireland attracted over 800,000 tourism visitors in the year from June 2023 to June 2024, with the majority coming from overseas.
The Association says the age profile of visitors is now skewing far younger, and there is greater gender balance among enthusiasts for distillery experiences.
Eoin Ó Catháin, director of the Irish Whiskey Association, recently spoke to Hospitality Ireland about some of these trends and about his own interesting and varied career.
Tell us about the IrishWhiskey360° trail?
The IrishWhiskey360° website showcases the various whiskey distilleries and visitor centres available on the island of Ireland.
Any visitor, domestic or international, can visit this website and see which whiskey distillery experience/visitor centre (we currently list 28) best suits their upcoming trip, be it along the Wild Atlantic Way or in Dublin, in Ireland’s Ancient East or the Hidden Heartlands, or in the North of Ireland.
Visitors can pick up a passport at any of these locations and get a stamp to show they have visited a particular distillery. Those that collect all stamps are recognised as 'Irish Whiskey Champions.'
This project was devised during Covid when many of our distilleries were grappling with the 'new normal,' a fall in visitor numbers, extended closures or reduced opening hours, and a general malaise among the public.
The efforts of these whiskey companies, traditionally competitors, it should be noted, to come together and produce something so positive is to be commended.
The coordination and investment into IrishWhiskey360° has continued since then and we are delighted to see the project go from strength to strength.
Recent figures suggest that whiskey is now appealing to a younger demographic, why do you think this is?
I think Irish whiskey, like many other spirit categories around the world, has found favour among younger audiences all over.
There are a number of trends which have contributed to this. Irish whiskey’s profile among these age groups has increased in recent years as the product has become more diverse and innovative; the proliferation of cocktail bars in every city and town; premiumisation – where people drink less, but better – all have raised the profile of spirits drinks and Irish whiskey.
Of course it helps that Irish whiskey has a smooth, rich flavour and taste.
Please tell me a little bit about your own background – where you grew up and studied.
I am originally from Co. Clare, a small village called Kilmihil.
I attended university in the National University of Ireland, Galway (I’m ageing myself here) which is now called the University of Galway.
I qualified as a teacher originally and then participated in a graduate programme which allowed me to teach in Ottawa, Canada at a university there.
I ended up working at the Embassy of Ireland to Canada and that sparked an interest in diplomacy, international relations, politics, etc.
Eventually, I decided to go back to University College Dublin to get an MA in Media and International Conflict.
Where did you first acquire your love for whiskey?
Irish whiskey to me has always been a symbol of Irish excellence.
I appreciate that because it is a geographical indication, Irish whiskey will always be Irish.
What do you enjoy most about your current role?
The role is truly diverse. We deal with international trade, domestic policy, tourism, education and so much more.
I love working with the people of the industry.
What challenges does the industry face?
We have been lucky to see a meteoric rise of our product in recent years.
However, post-pandemic, certain economic challenges remain such as the cost-of-living, inflation, consumer confidence, etc.
It is important that we have strong cooperation between industry partners and colleagues, and strong support from government and policy/decision-makers, going forward.
What has been your best professional decision so far?
No one decision or motto stands out, but I have always been served well by trusting my gut instinct.
What do you like to do when you are not working?
Travelling, reading, and swimming in the sea.
Living in Dublin is great because there is always something to do.
What are your plans for the future?
I am looking forward to celebrating my one-year anniversary in the role as director of the Irish Whiskey Association.
I have been pleased with the positive interactions we have had with policy-makers and the positive coverage our sector has received in recent months.
I think it will be important to continue to build on this.
What is your favourite whiskey?
I can never choose just one but know that it is certainly an Irish whiskey!
