Irish Whiskey Association calls for greater government investment in market diversification as Irish exporters look towards Latin America & the Caribbean
The Irish Whiskey Association, the Ibec trade association with responsibility for promotion and protection of the Irish Whiskey category, called for greater government investment in market diversification as Irish exporters look towards new and emerging markets.
Speaking at Latin America and Caribbean Trade Horizons Forum at Croke Park, Director of the Irish Whiskey Association Eoin Ó Catháin welcomed recent moves to open pathways to trade with Latin America and the Caribbean, noting the vast potential of this region of 672 million people.
“Irish Whiskey has experienced significant success in the past 15 years as it has made itself more export oriented. 95% of the Irish Whiskey distilled on the island is sent overseas. At a time when some traditional markets are becoming more turbulent, the calmer waters might well be leading us to Latin America and the Caribbean.”
Irish Whiskey’s export value to Central and South America totals just over €15 million per annum – classifying this region as an emerging market for our premium products, but one that has seen exponential growth (over 225%) over the past five years.
The biggest markets for Irish Whiskey in Latin America are Brazil and Mexico.
The modernisation of the EU-Mexico Free Trade Agreement later this year, along with the provisional application of the EU-Mercosur trade agreement since 1st May, have the potential to unlock these markets for Irish exporters – but greater government support is required.
“The Irish drinks sector has proven its resilience time and again and has often been the first product to open new markets for Irish exports. Our timeless products are a touchstone for Ireland for many people worldwide – and this should be celebrated. With new markets come great opportunity, but there are unique characteristics and intricacies in each market that must be contended with also. It’s essential that our government continues to invest in our exporters and facilitate their work in these new and emerging markets”.
Ó Catháin praised the Department of Foreign Affairs and Trade for hosting this Trade Horizons event today and noted the strong work of the diplomatic corps throughout the region. To establish Irish Whiskey and drinks in the region, however, further investment in market analysis and in resourcing is required.
“Now more than ever, the potential of Latin America and the Caribbean is evident. Free Trade Agreements will open the door, and we know that there is strong interest in Irish Whiskey, spirits and other drink products. We share a warmth and friendliness with the people of Latin America and the Caribbean, and in some countries, we have a strong diaspora– such as Argentina, with the fifth largest Irish diaspora in the world. Our spirits companies are looking towards new markets for success, and I hope to see this enthusiasm for the region supported by the government in the years ahead.”
The total export value of Irish Whiskey was €930 million in 2025, with the USA, Poland, Germany, the UK and India as the top 5 markets for the premium product.
