Imported Whisky
Irish whiskey sold
4.7 million 9-liter cases
in the U . S . last year . are not told how to distill . Pot still . Column still . The choice is ours . And we are not told what barrel types we can use . New wood . Used wood . Wine barrels . Rum barrels . The choice is ours . That makes Canadian whisky diverse . Isn ’ t that Canada ?”
Dr . Livermore hastens to add that Canadian whisky is much more than just different variations of rye :
“ Often , I ask this question in master classes : what is the main ingredient to the dish curry chicken ? Surprisingly , a lot of people will say , ‘ curry ’. But the fact remains is that chicken is the main ingredient . Similarly , to Canadian whisky , corn is traditionally the main ingredient .”
“ To further explain , Canadian Whisky is the opposite of bourbon ,” Dr . Livermore continues . “ We ferment corn , rye , wheat and barley separately . We distill them separately . We age them separately . We put the ingredients together at the end based on grain type , distillation method , barrel type or age . This is a recipe . Because of tradition , and because of our climate , the early whisky barons found that they could grow rye in the Canada . Rye is hearty . It can grow in sandy , rocky , or swampy soils . It won ’ t grow past 25 degrees Celsius [ 77 degrees Fahrenheit ]. Early Canadian life did not have much of their lands cultivated , so the whisky producers would import U . S . corn for most of their grain , but they would also utilize all the land they had and found that rye could grow in our environment . Rye was the spice to our whisky , just like barley is the spice to Irish whisky and Scotch whisky .” The end result is a category that has become as diverse as ever . “ Canadian Whisky is enjoyed by consumers across a wide range of demographics and regions ,” explains Adam Wilkins , associate brand manager for Sazerac Company ’ s Canadian whiskies .“ Its perception as an affordable , smooth , highly mixable whisky makes it an every-day choice for lots of consumers .”
“ Meanwhile ,” he adds , “ consumers are also beginning to embrace more upscale and unique Canadian whiskies , like our Caribou Crossing , which offers a completely new take on the category . Whether you prefer a smooth and mellow whisky , or a spicy high-octane whisky , there is likely a Canadian whisky out there that meets your taste profile .”
Wilkins foresees continued innovation from the Canadian category .
“ We are ourselves conducting lots of experiments in the realm of aging , finishing and blending , in hopes of bringing compelling new products to life in the years to come that consumers will find compelling ,” he says .“ Consumers are certainly beginning to take notice of the category , and the host of fantastic products that have been developed in recent years . As more consumers move into the whiskey space , there will continue to be greater and greater appreciation for what ’ s emerging out of Canada .”
IRISH WHISKEY EXPLODES Irish whiskey is still red hot .
The category sold 4.47 million 9-liter cases in the U . S . last year , which represented a 10 % gain over 2017 . Altogether that generated $ 1 billion in revenue for distillers , according to DISCUS — a 12 % jump from the year prior . The number of Irish distilleries has doubled between 2014-2016 , and now totals nearly 30 .
What ’ s behind this growth ? As with whiskey elsewhere , a primary driver is innovation .
“ If you asked us this question [ about innovation ] six years ago , it would be a simpler answer compiled of sherry casks or perhaps some wine casks ,” says Tony Carroll , global brand ambassador of Knappogue Castle Irish Whiskey . “ But nowadays it ’ s become a lot more open-minded and experimental .”
“ We now see Irish whiskey finished in Japanese Mizunara casks , Bordeaux / Pichon Baron Casks and Virgin Hungarian Oak , etcetera ,” Carroll adds .“ This of course leads to variety and curiosity for the consumer , which is a winning strategy for whiskey producers . It also allows the consumer to develop their whiskey palates and become a more confident , knowledgeable participant .”
In turn , this innovation trend has helped fuel the premiumization of Irish whiskey . Consumers have not hesitated to open their wallets for these pricier whiskeys that deliver on top-notch quality .
“ In the last 15 years , the quality of Irish whiskey products has increased exponentially ,” says Dan Liguori , VP and GM at Mark Anthony Crafted Spirits . The company ’ s portfolio includes the premium Irish whiskey brand Glendalough .“ That ’ s what the consumer is looking for now : quality . That ’ s elevated a category that was perhaps thought of as a commodity before , and now is premiumized .”
The Glendalough lineup includes their 13-year-old single malt finished in Japanese Mizunara casks , which retails for between $ 80- $ 100 . The distillery also sources Irish wood for casks from the nearby Wicklow forest .“ The authenticity and terroir we have in the Wicklow forest — it ’ s great to use sherry and Japanese Mizunara with Irish whiskey , but we do also have something innovative our own backyard ,” explains Liguori .
As Irish whiskey reaches heights last seen before Prohibition , and new distilleries increasingly open up , one can wonder : is there enough room in the market for all these producers ? Or will Irish whiskey become oversaturated ?
The brands do not believe so . Rather , they see opportunity for greater growth .
“ Ultra-premium is a huge market we could tap into ,” says Sabine Sheehan , global brand ambassador for Lambay Irish whiskey .
22 Beverage Dynamics • July / August 2019 www . beveragedynamics . com