Irish whiskey exports recorded their first annual decline after years of record growth in 2025, falling 5% to €930 million following a peak of over €1 billion in 2024. The drop left overall Irish drinks exports growing a modest 2% to €2 billion, highlighting the sector’s exposure to US market pressures despite broader category resilience.
Irish whiskey, still the anchor category at 45% of total drinks exports, felt the full impact in its largest market. A 15% import tariff introduced in August 2025, a 12% depreciation of the US dollar against the euro, pre-tariff inventory build-up, and softer consumer sell-through combined to drive a roughly 10% decline in shipments during the key March-to-August window. The US proportion of overall drinks exports fell from 41% to 38%, marking the onset of an accelerating structural rebalancing.
The picture across categories was markedly divergent. Irish cream liqueurs surged 10% to €430 million, cementing its role as the second-largest driver amid continued premiumisation in North America (over 63% of value) and emerging regions. Beer rebounded 7% to €350 million, with strong double-digit growth in France (+32%), Germany (+19%), and the US (+14%). Spirits-based ready-to-drink (RTD) products delivered the most explosive story, rising from €55 million in 2022 to €220 million — nearly fourfold — with 90% headed to the US, establishing RTD as a vital modern counterweight to traditional whiskey volatility.
Gin fell 14% due to brand rationalisation and pricing headwinds, while cider held roughly flat above €75 million, still UK-dominant.
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Geographic diversification emerged as the clearest hedge. Established markets (US, UK, EU) remain core, but emerging regions posted outsized gains: Asia +17% (India and Japan leading), Africa +62% (Nigeria +40%, South Africa +30%). These are no longer side stories; they reflect a deliberate strategic shift away from transatlantic over-reliance.
Bord Bia frames 2026 as a transition year, with near-term caution around US tariff persistence and inventory normalisation, tempered by positive early indicators: better sell-through, falling stocks, and stronger Gen Z entry into spirits and RTD. High-potential markets — India, Nigeria, South Africa, Japan, China — are set to accelerate further.
The 2025 experience offers a stark lesson for the global drinks industry: in times of trade friction, currency shifts, and consumer caution, resilience no longer hinges on a single flagship category. True durability demands active portfolio innovation — premium liqueurs to high-velocity RTD — and relentless geographic expansion. Irish drinks exporters have absorbed the pain of disruption while proving their agility. The scale and consistency of this pivot will determine whether the sector can return to sustained growth.
