November 29, 2025: IWA launches Irish Whiskey Way and other news
Irish whiskey tourism, UK alcohol duty, Single Malt Scotch Whisky, Campari and rum, Cognac, diversifying agave products, French whisky and more...
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Hello everyone!
As I'm traveling to Milan to attend the 20th edition of the Whisky Festival, I tried to start this selection of news with this spirit category.
As always, there is a mix of good and bad news, but I hope you find it interesting.
Can't wait to see all of my industry friends at the Festival in just a couple of hours!
Notice: I’m posting with my mobile for the first time, hope everything goes smoothly 🤞
IWA launches the Irish Whiskey Way
After the success of the Wild Atlantic Way in bringing tourists along Ireland's shores, the Irish Whiskey Association (IWA) has now launched the Irish Whiskey Way to guide spirits tourists across the country. It is an interactive website (Irishwhiskeyway.ie) designed to help users build their own Irish food and drink trails.
You can read the official press release on IWA website:
In uncertain times for international trade, tourism is an important resource for the Irish whiskey industry. The IWA has recently announced that visitors surpassed 1 million in the year to June 2025, marking a 23% increase compared to the previous year.
You can read the official news on the IWA website:
Irish Whiskey distilleries welcome more than 1 million visitors
RPI inflation increase to alcohol duty to puts further pressure on Scotch whisky industry
The UK Government has announced a Retail Price Index (RPI) increase to alcohol duty. The Government states this decision "balances the important contribution of alcohol producers and the hospitality sector to our culture and economy, with the duty’s role in reducing alcohol harm." You can read the official announcement on the UK Govt website:
The Scotch Whisky Association has reacted sharply, pointing out that this measure will put "additional pressure on a sector suffering job losses, stalled investment and business closures."
You can read the official press release on their website here:
Chancellor Rachel Reeves announced an RPI inflation increase to alcohol duty
How is Single Malt Scotch whisky doing regionally around the world?
While we know that Single Malt Scotch whisky exports have declined dramatically since the surge in 2022, it is interesting to have a look at how the category is performing regionally across different areas of the globe. Asia appears to be the area with the fastest decline.
Martin Purvis and Duncan McFadzean analysed the situation in their Substack blog, Commercial Spirits Intelligence (subscription required):
Nova Scotia to sell its last US alcohol stocks for charity
After removing US whiskey from the shelves in March, the Canadian province Nova Scotia has now decided to sell its remaining stocks of US wines and spirits and donate the proceeds to charity. The stockpile is estimated to be worth around US$ 14 million.
News by Rupert Hohwieler in The Spirits Business:
Campari sees potential in premium (Jamaican) rum
While looking to offload some of its amaro brands (November 24 press review here), Campari views premium and ultra-premium rum as “major growth opportunities” for the category.
Rupert Hohwieler interviewed the managing director of Campari Group’s rum portfolio, Raul Gonzalez, for The Spirits Business:
Cognac: an interview with French Ministry of Agriculture
Annie Genevard, the French Minister of Agriculture, spoke to Vitisphère about the current situation in Congnac and the next steps to help the industry. A new €130 million vine pulling plan is set to start in 2026, alongside other measures, including loans.
You can read this and many other topics in Alexandre Abellan's interview in Vitisphère:
Diversifying agave products to control overproduction
Between 2015 and 2022 Mexican producers expanded their agave plantations, thanks to a higher price per kilo of the plant. Hectares reached 60,000 in 2024 but the price per kilo plunged to 1-3 pesos. The Mexican Government is advising producers about how agave-derived products can be diversified away from mezcal by producing agave syrup, inuline and agave silage for livestock feed.
You can read the article here on the Mexical Government website here:
Something to read
French whisky, an extensive feature
With aound 200 producers, but only 2 million bottles per year (less than 1% of the country’s total category consumption), French whisky remains a niche, positioning in the premium segment. However, national consumers are beginning to appreciate it, even ad producers work hard to build their brands.
I recommend you read this feature by Nicola Carruthers in The Spirits Business:
You will find opinions by David Roussier (Distillerie Warenghem, Armorik), Matthieu Acar (La Maison du Whisky), Jean‐Sébastien Robicquet (Maison Villevert), and Frédéric Revol (Hautes Glaces).
That's all for today!
I'd better focus on tasting now ;)
Have a lovely (spirits) weekend!
Cheers
Irish whiskey is such a great kept secret. I believe if you slow down and check it out, you will find some of the best distilleries and whiskeys in the world in Ireland.