New strategy to drive export growth of Irish gin

Gin producers in Northern Ireland are set to benefit from an imaginative strategy to treble sales of the spirit by 2022.

The new strategy, from Irish Spirits Association (ISA), a first for the industry on the island of Ireland, says new products are set to hit the market and will see a surge in popularity of Irish gin.

Northern Ireland now has five successful gin producers, several of which are already exporting to international markets. Boatyard Gin, based at Enniskillen in county Fermanagh, has won business in Switzerland and Denmark for its unique double distilled gin.

And Belfast-based Jawbox has also won significant business in Britain. Shortcross, the first from Rademon Estate Craft Distillery in Crossgar, county Down, is also focused on global sales. Both, for instance, are listed by World Duty Free.

The other Northern Ireland gin producers are Echlinville at Kircubbin in county Down and Belfast 1912.

The Strategy for Irish Gin 2018-2022 identifies the main target markets for Irish gin. While Ireland will remain the most important market, producers have identified the UK, Spain, Germany, the US and Canada as the priority export markets.

The strategy also sets out four key goals and a number of actions to deliver on the vision and growth targets for Irish gin.

It wants to develop an Irish Gin Standard for quality and authenticity, promote Irish gin worldwide, help sustain the home market and support Irish gin producers.

This would involve working with business development bodies in Northern Ireland and the Republic to support growth - as well as development into new areas such as the creation of visitor centres.

Four of the Northern Irish gins, Boatyard, Echlinville, Jawbox and Shortcross already have visitor centres as well as working distilleries.

The ISA says while overall alcohol consumption continues to fall in Ireland, gin has become increasingly popular.

Total gin sales in Ireland grew by 44.3 percent last year. There was also a 40.5 percent increase in on-trade gin sales and a 47.2 percent rise in off-trade gin sales.

Exports more than trebled and 130,000 cases of Irish gin were sold around the world in 2017.

In response to this growth, the ISA created an Irish Gin Working Group to create a strategy for further growth.

Pat Rigney, chair of the Irish gin working group, says: "Irish gin is already regarded as a world-leader in terms of quality and authenticity.

"As sales begin to increase at home and abroad, we want to ensure that we can take advantage of this positive growth trajectory by developing world-leading, consumer focused standards, building on Ireland's reputation for great food and drink.

"Export-growth is vital, and we have identified five priority international markets that we wish to target for growth with the support of Government and statutory partners."