Irish whiskey is to get a €3m EU co-funded campaign targeting growth in India and Japan, with Bord Bia and the Irish Whiskey Association leading the initiative.
Irish whiskey is set for a €3 million promotional drive in India and Japan under a new EU co-funded campaign aimed at strengthening the category’s presence in both markets.
Bord Bia and the Irish Whiskey Association (IWA) have launched the three-year Spirits of Europe – GI campaign, which will begin in 2027 and promote European Geographical Indication (GI) spirits, with a particular focus on Irish whiskey.
“Our distilleries are important employers in every corner of the country, especially in rural communities”
The initiative is the first EU co-funded promotion campaign to feature Irish spirits. It has secured €2.4 million in EU funding at an 80% co-funding rate, alongside €600,000 in matching industry funding.
The campaign forms part of the European Union’s “Enjoy, it’s from Europe” promotion policy, which supports initiatives aimed at opening markets, diversifying trade partners and raising awareness of EU quality, safety and sustainability standards.
Sláinte!
Funding will be used to increase awareness of Irish whiskey GI among buyers, distributors, wholesalers, bartenders and on-trade decision makers in India and Japan.
Dedicated sector specialists will work with the trade in both markets, supported by participation in trade shows and targeted trade media activity.
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Irish whiskey’s GI status protects its name, origin and production standards.
The application secured funding through a competitive EU process. It was submitted under the Third Country – All Markets category, where 97 applications sought €205 million in funding and 25 were approved.
Exports worth €930m
Irish whiskey exports were valued at €930 million in 2025, representing 43% of Ireland’s total drinks exports.
The US, EU and UK remain the category’s largest export markets by value. Irish Whiskey distillers have also increasingly focused on diversification and the opportunities available in markets including India and Japan.
According to IWSR figures contained in the announcement, India is Irish whiskey’s second-largest market by volume. Sales have grown more than twelvefold over the past five years despite a 150% tariff on exports to the country.
The recently concluded India-EU Free Trade Agreement is expected to enter into force next year. The agreement will immediately halve the tariff before reducing it to 40% over the following seven years.
Have a dram in Japan
Japan has also recorded strong growth for the category. Irish whiskey sales volumes in the country have increased by 305% since 2020, according to IWSR.
Minister for Agriculture, Food and the Marine Martin Heydon, TD, said the campaign comes at an important point for the sector.
“Irish whiskey is one of our great agri-food success stories, and the successful EU co-funding promotional campaign shows how strongly it competes on the world stage,” Minister Heydon said.
“Our distilleries are important employers in every corner of the country, especially in rural communities. This Government is committed to helping them diversify into new markets. With the EU-India Free Trade Agreement set to cut tariffs sharply for Irish spirits and demand for our drinks offering growing in Japan every year, this campaign could not come at a better time.”
‘Important milestone’ for Irish whiskey
Bord Bia chief executive Jim O’Toole said the investment will support the industry’s longer-term development in the two markets.
“This campaign marks an important milestone for Irish whiskey and its long-term growth. Japan and India offer significant opportunities to build awareness of and develop the category in new markets. Securing EU support in a highly competitive funding round reflects the strength of this initiative. It will help the industry build on the progress already made in these two strategically important markets.”
Around 95% of the Irish Whiskey distilled in Ireland is exported, according to the Irish Whiskey Association.
Eoin Ó Catháin, director of the Irish Whiskey Association, described the campaign as a “new dawn” for the sector.
“Irish whiskey is the cornerstone of Irish drinks exports, with 95% of the Irish whiskey we distil exported around the world. As the position of Irish whiskey strengthens in key emerging markets, we are one of the only spirits categories to see our global market share increase.
“Key to that success in future will be our growth in markets such as India and Japan, and I am delighted our distillers have received this vote of confidence as they seek to diversify their markets. This is truly a new dawn for Irish whiskey,” Eoin Ó Catháin said.
The campaign is expected to launch in India and Japan in June 2027 and run until May 2030.
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