Irish Whiskey was in a perilous state in 1987.
This revealing book by James Morrissey focuses on the remarkable turn of events culminating in the Pernod-Ricard takeover of Irish Distillers.
The most sobering chapters however expose the dismal performance & inability of Irish Distillers to drive the category forward – the very reasons a speculative takeover war started.
Irish Whiskey was a monopoly in 1987.
Irish Distillers owned all the distilleries – 2, Midleton & Bushmills – & all the brands – 15 – & was losing sales.
Cooley Distillery in County Louth was just being founded & had yet to mature any whiskey.
Irish Distillers main sales in 1987 were the domestic market followed by bulk sales to places like Japan – whose blending practices have a long history of using non-Japanese stock.
Sales in the lucrative American market dwindled down to a low of around 250,000 cases – about the same as Conor MacGregor’s Proper Twelve sold alone in 2021 – yet Irish Distillers marketing strategies were effectively underfunded & ineffective.
Without the takeover of Pernod-Ricard & increased competition from Cooley who knows where Irish Whiskey would have ended up.
Irish Whiskey today is in a far more healthier situation.
New brands, new bottles & new distilleries are being announced on an almost weekly basis.
I welcome each and every single one of them as they collectively strive to rebuild Irish Whiskey.
A read of Hot Whiskey sobers you up as to how grim things were a mere 35 years ago.
All images authors own.
Hot Whiskey available at www.librariesireland.ie