Smaller Irish Whiskey Brands Nipping at Jameson’s Heels

Dear Client:Whisk(e)y is the second largest spirits category globally, accounting for 14% of global spirits volume and 22% of total value. Of that, Irish whiskey is the fastest growing segment, though it's still growing off a relatively small base at about 2% of whiskey volumes and 5% of value. Pernod Ricard is by far the dominant player in the Irish whiskey segment--controlling almost 75% of the market--thanks to Jameson. In general, the category is "significantly skewed" to the US (accounting for 42%