American oak barrels of Jameson whiskey that was produced by Irish Distillers in Midleton in Co Cork Picture: Aidan Crawley/Bloomberg
Maximise Your Options was one of the key principles espoused by Donald Trump almost 40 years ago when he explained his business philosophy in The Art of the Deal.
“I never get too attached to one deal or one approach,” the future US president said. “For starters, I keep a lot of balls in the air, because most deals fall out, no matter how promising they seem at first.” In a challenging environment and navigating the added complications of Trump tariffs, Ireland’s €930m whiskey industry is adapting the Maximise Your Options mantra, as it repositions its offering around the globe.
The global drinks industry is under pressure, with heavyweights like Diageo and Heineken seeking ways to mitigate a softer US market. Irish spirits face similar challenges. This week, Irish Distillers, producers of Jameson, the world’s best selling Irish whiskey, revealed its 2026 results to date, with a global net sales decline of 4%.
Irish Distillers chief Nodjame Fouad acknowledged the ‘soft’ market conditions in the US, but she also gave an insight into a wider focus by the Midleton drinks maker. "As we look ahead, we remain focused on continuing to bring the taste of Jameson and our broader Irish whiskey portfolio to more people around the world,” said Ms Fouad.
Jameson reported double-digit growth in Global Travel Retail, Germany, and Poland, and emerging markets including Mexico, China, and Nigeria. Overall, Jameson saw net sales growth of 9% in markets outside of the US. Facing tougher conditions in the US, the Irish spirits industry is maximising its options.
“Looking at 2023 figures, 49% of our total exports were going to the US. Last year, based on the Bord Bia figures that are released in January, 38% of our exports are now destined for the US," said Eoin Ó Catháin, director of the Irish Whiskey Association, the representative body of the all-island Irish whiskey industry.
“That's not to say that there's been a precipitous drop in exports. Actually, we sold more whiskey last year than we did in any other year ever. It means that as a result of the complications and the tensions that are there that exist in the US market, the industry is pivoting towards others where they might be a bit more further around or where it's a bit easier to trade.”
International Wine and Spirits Record figures show that 16.4m cases – 12 bottles to a case – of Irish whiskey was sold in 2025.
The industry is expanding its horizons, and Asia is a key focus. Japan is renowned as a mature market, with strong profit margins for Irish producers. The most popular method of drinking whiskey in the country is as a ‘Highball’, served with ice and soda water, and Carlow’s Royal Oak Distillery has carved out a hugely successful niche in Japan since it launched its Irish whiskey 'The Busker' there five years ago. Over 1.2m bottles of The Busker are now sold in Japan annually as it becomes the go-to Highball ingredient.
Royal Oak Distillery has now ventured into the ‘ready to drink’ sector in Japan with a Highball ready to drink offering sold in Japanese convenience stores.
China is also a target market for Irish producers. Late last month, Teeling’s Great Northern Distillery signed a long-term cooperation agreement with Tsingtao Brewery, the second largest brewer in China’s vast beer market.
The agreement, finalised in Dublin on July 30, will see Tsingtao introduce a range of Irish whiskeys through its distribution network.
Great Northern Distillery will supply whiskeys from across its range for the Chinese market, as well as developing a range of whiskey labels specifically designed for Asian markets. "This agreement represents a tremendous opportunity to participate in what I believe will be the next great growth market for Irish whiskey,” said Great Northern Distillery chairman John Teeling.
“Over the coming years, perhaps one billion people across Asia will join the middle class. As incomes rise, consumers increasingly seek premium international products and experiences, and Irish whiskey is exceptionally well placed to meet that demand.”
