In 2021, the amount of Irish whisky exported to China will reach 4.8 million euros, an increase of 30% over 2020. Many whisky brands entered the Chinese market and found partners. At the same time, more and more Chinese consumers began to contact Irish whisky.

Taste a cup of good wine and know a culture!

On August 5, 2022, the Irish Whisky Investment and Promotion Roadshow jointly hosted by the Irish Trade and Science Bureau and the Irish Food Bureau was held in the Irish Embassy. Ms. Yang Tingting of Anson International was invited to attend. At the same time, Irish whisky brands Sliabh Liag, Listoke, PortMagee, Kinahans and Teeling participated in the promotion and tasting, and shared the story behind Irish whisky with many consumers.

Three Irish whisky brands participated in the investment roadshow, namely, Sliabh Liag, Listoke and PortMagee. At present, Listoke has entered the Chinese market. It is famous for its gin. Its 1777 gin has been rated as the best gin in Ireland, the best gin in Europe, etc. The numerous soft drinks and spirits produced by Sliabh Liag, who also won whisky medals, have attracted whisky fans all over the world with extremely modern and subversive designs and mysterious legendary brand inspiration. PortMagee mainly produces small quantities of Irish whisky, and its classic 9-year PortMagee whisky is full of Caribbean flavor.

Mr. Gareth Hargadon

Ms. Yang Tingting of Anson International and Counsellor Gareth Hargadon

The story behind every glass of Irish whisky

In recent years, whisky has gradually become the "favorite" of many people. And the birthplace of whisky is Ireland. This "Emerald Green Island" in western Europe is engraved with the unique history of whisky. Ireland is located in the temperate marine climate zone, which is very suitable for cultivating brewing barley. The long growing season also means the production of high-quality brewing barley. In addition, the abundant precipitation ensures the supply of purified water, which is one of the important raw materials for whisky brewing.

As early as the 6th century AD, the Irish brewed the first barrel of whisky; In the 19th century, Irish whisky entered the "golden age", with an annual output of 12 million boxes. Up to now, Irish whisky has spread in more than 140 bars and restaurants around the world, bringing consumers around the world a mellow, rich and innovative whisky experience.

"The reason why Irish whisky has made great achievements after 15 centuries of development is inseparable from its high-quality raw materials for brewing, exquisite brewing technology, strict whisky laws and regulations, and innovation that keeps pace with the times." At the event, Mr. Hao Yu, senior marketing consultant of the Commercial Department of the Irish Embassy, told the reporter of Huaxia Wine News. Different from the spelling in other countries, Irish whisky is "Whiskey" rather than "Whisky". The "e" represents "Excellent", which also represents the original intention of Irish whisky to uphold high standards and high quality.

It is understood that the Irish government has issued a number of bills, plan details, etc. to ensure the high quality and sustainable development of Irish whisky.

As early as the 1980s, Ireland has made clear the whisky standard at the legal level, stipulating that only when it is produced and aged in wooden barrels on the island of Ireland for at least three years and one day can it be called "Irish whisky". This name is also PGI certified, providing international consumers with the quality assurance of Irish whisky.

PGI certification refers to the certification of the European Union's geographical indication protection system. This label shows that the quality and product characteristics of Irish whisky are closely related to Ireland, and only whiskies whose production, processing and/or production processes are conducted in Ireland can be called "Ireland Whisky".

In addition, Irish whisky has also been officially recognized by the Free Trade Agreement (FTA) of the European Union and protected by relevant laws. Together with cream liqueur, it has officially passed the official certification of the European Union and China in November 2020, which undoubtedly strengthens the high quality and uniqueness of Irish whisky in the Chinese market.

The unique geographical environment has made Irish whisky, and sustainable development has been the persistence of Irish liquor industry for many years. Most whisky distilleries in Ireland have joined the "Origin Green" project, which is the first food and beverage project in Ireland and the first and only national level such project in the world, with the main purpose of sustainable development, environmental protection and benefiting consumers and future generations. At present, many companies are also trying to apply for certification.

Traditional and innovative, tasting diversified Irish whisky

Whether it is single malt whisky, grain whisky, pot distilled whisky, or mixed whisky, Irish whisky is in full bloom not only because of the "heaven sent" good raw materials, but also because of the persistence of many winemakers for many years.

The most wonderful part of Irish whisky is its traditional brewing technology. Irish whisky is distilled in a single pot, with different distillation processes and unique liquor making raw materials, which makes the whisky diversified in texture and rich in aroma. For example, triple distilled Irish whisky tastes smoother and sweeter than Scotch whisky; On the contrary, double distilled Irish whisky will be more full-bodied in taste.

On the basis of inheriting the traditional technology, Ireland is also constantly innovating to enrich the whisky category, such as choosing different materials of wood as the oak barrel for brewing, giving whisky different flavor. Traditional whisky will use European oak or white oak, but Irish whisky will use any wood, such as chestnut wood, mulberry wood, cherry wood, to give Irish whisky greater flexibility. Mr. Hao Yu said: "Due to the diversity of aging casks, no other whisky can form different flavors by switching different types of casks like Irish whisky, which brings about different strength, complexity and uniqueness of the liquor body."

These high-quality Irish whiskies, brewed with high-quality raw materials, traditional techniques and innovative techniques, are flowing from the 6th century to the present, and are also flowing from Ireland to the world. As John Quinn, the global brand ambassador of Irish whisky, said, "Now is the most exciting moment of Irish whisky."

Increase by 30%, Ireland's whisky exports to China are strong

In recent years, with the rise of domestic whisky consumers, especially young consumers, the market share of whisky continues to expand. Irish whisky suppliers also saw the huge potential of the Chinese market and entered the Chinese market in succession.

Mr. Hao Yu said: "In 2021, the amount of Irish whisky exported to China will reach 4.8 million euros, an increase of 30% over 2020. Many whisky brands have entered the Chinese market and found partners. At the same time, more and more Chinese consumers are beginning to contact Irish whisky and are excited about the unique taste of this category."

"Irish whisky will become the fastest growing whisky category in China from 2019 to 2024, and there are signs that this growth trend will continue. Our activities today show the ambition of Irish brands to achieve success in the world and China. We hope that Chinese enterprises can cooperate with Irish whisky manufacturers in enterprise management to further promote the development of Irish whisky in China." Hao Yu said.

More Irish Whisky, looking forward to meeting you

During this activity, Teeling and Kinahans, as representative brands of Irish whisky, also attended the event, taking everyone to experience the wonderful taste of Irish whisky.

The whisky produced by Dilin, which has a history of more than 200 years of brewing, is always unique. Its whisky is famous for its excellent quality, and it is also outstanding in international competitions. Relying on the accumulated heritage and the craftsmanship spirit of exquisite craftsmanship, Dilin has won more than 250 awards worldwide, step by step stepping onto the top of the world whisky field.

Since its establishment in 1779, the Golden Hans brand has been at the forefront of whisky brewing history and is known as the "pioneer of Irish whisky". As early as the 19th century, King Hans was famous for its non-traditional whisky brewing methods and innovations. Its pioneer in the selection and use of wood has been the key focus and main portal so far.