Irish Whiskey Sales Rebound in 2021
The numbers are in, and Irish Whiskey is back on its upward sales trend in the US. Figures just released from Impact Databank show Irish Whiskey topping 5 million cases for the calendar year 2021, for the first time ever. Leading the field by a country mile is Jameson whose sales grew almost 14% over 2020, with sales of 48,672,000 bottles in 2021.
Jameson’s mothership, Pernod Ricard, is responsible for 80% of all Irish Whiskey sales in the US thanks mainly to the sizable distribution and popularity of the Jameson family of whiskeys. In addition to Jameson, Redbreast (at #5 - +18.5%) is part of the Pernod Ricard/Irish Distillers portfolio that also includes The Spot Family (+15%), Method & Madness, Midleton, and Powers.
Proper No. Twelve, now majority-owned by Proximo Spirits, showed huge growth in 2021 (+21%) and is now #3 in the Top 5, and is quickly catching Tullamore DEW (+7.6%) in case sales numbers. How Proper No. Twelve’s new owners manage the brand’s growth, in particular, the addition of “premium” brands extensions, which will tell us much about their long-term plans for a brand that is currently at the bottom end of the retail pricing structure, selling in the $18 to $25 range.
#1 Jameson - 48,672,000 bottles or 4,059,000 cases (12 x 750ml) = 13.9% increase ‘21 over ‘20
#2 Tullamore DEW - 3,924,000 bottles or 327,000 cases (12 x 750ml) = 7.6% increase ‘21 over ‘20
#3 Proper No. Twelve - 3,360,000 bottles or 280,000 cases (12 x 750ml) = 21% increase ‘21 over ‘20
#4 Bushmills - 2,340,000 bottles or 195,000 cases (12 x 750ml) = 3% decrease ‘21 over ‘20
#5 Redbreast - 670,000 bottles or 56,000 cases (12 x 750ml) = 13.1% increase ‘21 over ‘20
Sadly, Bushmills, the beloved iconic brand from the Co. Antrim coast (also owned by Proximo Spirits) showed a 3% decline in sales in 2021 over 2020. With its long and storied history, Bushmills needs some TLC from the branding and marketing folks at Proximo as there are a number of brands and producers outside the Top 5 that would happily take some of its market share.
Redbreast (+18.5%) continues to show strong growth, especially given its premium pricing, with Redbreast 12 retailing at $55 to $65 across the US. The growth of the Redbreast family, including the PX release in early 2022 has cemented its place as the leader in the premium Irish Whiskey category.
Outside of the Top 5, there has been significant growth for other Irish Whiskey brands in 2021. Teeling grew 22% and Slane grew 29.5% according to the numbers from Impact Databank, with new entries to the US market in 2021 including Dublin Ink, Drumshanbo, Limavady, and The Busker.
Here’s to 2022. Sláinte!
