Irish Whiskey Brands Target Recovery in U.S. Market After Sales Decline

Irish whiskey brands are working to regain momentum in the United States after two years of declining sales. Despite recent setbacks, the category has shown long-term growth, with volumes rising to about 4.9 million cases since 2019, according to Impact Databank. A decade ago, Irish whiskey accounted for less than 3 million cases in the U.S., but the market expanded rapidly, led by Jameson and a new generation of distillers.

Jameson, owned by Pernod Ricard, dominates the U.S. market with a 77% share and nearly 70% globally. Last year, Jameson’s U.S. depletions reached 3.8 million cases. Conor McQuaid, chairman and CEO of Pernod Ricard North America, said the company is focused on rebuilding Jameson’s momentum through increased marketing and new product launches. The “Must be a Jameson” campaign is central to this effort, and Pernod Ricard is also promoting other brands like Black Barrel.

Jameson introduced its Triple Triple variant at $29 late last year. While overall Irish whiskey sales have slipped, Jameson has performed better than the category average, with only a 1% decline in control states through July.

Pernod Ricard is also investing in premium Irish whiskies such as Redbreast and the Spot range. McQuaid highlighted the company’s large stock of aged pot still Irish whiskies as an opportunity to drive premiumization in the U.S. market. Redbreast’s Missouri Oak expression, priced at $200, was recognized among Whisky Advocate’s Top 20 last year.

Other brands are also seeking growth through innovation and premium offerings. Bushmills, part of Proximo Spirits along with Proper No. Twelve, released a 10-year-old Private Reserve Bordeaux Cask at $60 and a new 13-year-old Proper No. Twelve single malt at $60 this May. Lander Otegui, Proximo’s executive vice president of marketing and innovation, described the launch as a major milestone for Proper No. Twelve.

William Grant & Sons’ Tullamore Dew was one of the few major Irish whiskey brands to post positive growth in the U.S. last year, up 3% to 326,000 cases. However, it has faced declines this year along with most of the category.

Some exceptions include Pernod Ricard’s Spot whiskies and Sazerac’s Paddy label, both showing growth in control states so far this year. Bacardi’s Teeling brand has also remained relatively stable and is releasing another limited edition Teeling x Notre Dame Small Batch at $35 as part of its partnership with Notre Dame Athletics.

Sazerac recently introduced Garavogue 20-year-old Irish single malt at $199 from its Hawk’s Rock distillery in County Sligo, expanding its presence in the premium segment.

According to NABCA and Impact Databank data for 2024, Jameson remains far ahead of competitors with nearly 3.8 million cases sold in the U.S., followed by Tullamore Dew at 326,000 cases and Proper No. Twelve at 269,000 cases. Most leading brands have seen volume declines this year except for Paddy (up 13%) and Spot (up 3%).

Irish whiskey continues to be a lucrative sector for spirits companies due to its high average price point—surpassed only by Cognac, Scotch whisky and Tequila in the U.S. market. Industry leaders are betting on new products and premium expressions to attract American consumers and restore growth after recent challenges.