August 4th, 2025: Irish whiskey's eyes on Canada and other news
Ireland eyes the Canadian market, BNIC promotes Cognac in cocktails, Middle East as a target, DISCUS, Australian distillers' tax, Jack Daniel's in Australia, rum on a sailing ship and more...
The Spirits Post is an international press review about the spirits industry brought to you by , an Italian spirits journalist and judge. If this newsletter was forwarded to you by a friend, you can subscribe here to receive it directly in your inbox:
Happy Monday everyone!
Today’s press review seems to tell a story of diversification, with companies and countries looking for new strategies and alternatives to common trade routes in a period of clear disruption in both international relations and consumption patterns.
I hope some of this content will be inspiring for you.
Canadian bars are replacing Bourbon in cocktails
Earlier this year, Trump threatened Canada with his tariff policy, even suggesting that Canada should become the 51st US state. Starting in February, Canadian bars and liquor stores removed Bourbon and other US-made spirits and wines from their shelves as a sign of protest. Michael Collins is now reporting from Canada about how bars are replacing US products in cocktails. You can read his article on USA Today here:
Wait a bluegrass-pickin’ minute: Canadians are making Old-Fashioneds without Kentucky bourbon?
Irish Whiskey sets sights on Canada amidst Bourbon exodus
Did we say “replacing”? As US whiskeys get removed from shelves in Canada, the country is looking for new suppliers for its market. Agriculture Minister Martin Heydon has met with Ontario’s LCBO (Liquor Control Board of Ontario) to discuss future possibilities for Irish whiskey in the province’s shops, bars and restaurants, he told the Sunday Independent.
You can read the article by Fearghal O’Connor here (subscription required):
BNIC launches Cognac cocktail campaign
While the overall export situation is affected by tariffs and the national market seems to lack thirst for Cognac, the BNIC (Bureau national interprofessionnel du Cognac) has launched a new campaign to boost its spirit within cocktail culture.
Séverine Joubert is reporting the news on Sud Ouest:
Charente-Maritime : le cognac tente de se faire une place en long drink
Eyes on the Middle Eastern markets
In this moment of disruption for classic market dynamics, the Middle East might be a significant opportunity for brands looking to diversify their target markets. Nicola Carruthers is writing about this topic on The Spirits Business:
Discus slams EU tariff deal for ignoring spirits
The Distilled Spirits Council of the US (DISCUS) has expressed frustration that wine and spirits will not be included in the first group of exemptions from the 15% EU-US tariff deal. DISCUS’s CEO, Chris Swonger, urged president Trump to quickly resolve this issue, which could impact the livelihoods of 1.7 million workers who depend on the industry. You can read the official press release on DISCUS website here:
Australian distillers’ tax rises
Australian distillers will now be required to pay $105.98/L of pure alcohol to the Australian Taxation Office (ATO). The $1.67 increase is the first to take place amid a two year draught beer tax freeze which has just come into effect and will impact producers and hospitality venues.
You can read the article by Cody Profaca on the Australian newspaper Drinks Trade:
Australian distillers must now pay $105.98/L of pure alcohol to the ATO
Marketing strategies
Jack Daniel’s chose Australia to launch its first ever aged release outside the US
Let’s stay in Australia for a while. You know I rarely select news about new products launches. The only exceptions I make usually have a special reason that makes the news different from others, like world’s first bi-national distilled rum by Luca Gargano:
However, this news about Jack Daniel’s drew my attention. The brand decided to chose the Australian market to launch its first ever aged release outside the United States.
You can read about it in Cody Profaca’s article on Drinks Trade:
Interview: Jack Daniel’s chooses Australia for first ever aged release outside the US
Company news
French Celtic Whisky Distilerie opens shop in Paimpol
One of France’s oldest distilleries, part of the French Maison Villevert spirits group, has opened its first flagship store in Paimpol on the Côtes-d’Armor (Brittany). The move is a positive step to promote brand awareness and direct sales.
You can read the news on La Presse de d’Armor:
Côtes-d'Armor : ce whisky breton fabriqué en bord de mer débarque sur le port de Paimpol
Something to read
Importing rum with a sailing ship in the 21st century
I recently learned about the story of Raphaël and François Mangin-Deville thanks to this short article by TelevisionLoire7:
In 2015, the Mangin brothers founded their company, Les Frères de la Côte, and began travelling to and from the Caribbeans aboard their ship, called Tres Hombres. They buy rum, transport it back to France in the traditional way, and then stock and bottle it under their own label. In ten years, they also opened their warehouses and a laboratory for transforming cocoa beans in Saint Savinien (Charentes Maritime). If you don’t know the story, I highly recommend checking out their website and blog to find out more:
That’s all for today. I will try to find more market and consumption insights to inspire you in the coming days.
See you on Wednesday!