Irish Whiskey Takes a Hit in the U.S. as Africa and Asia Drive Growth

Friday, 09 January 2026 at 07:01

The global rise of Irish whiskey has hit a snag, but not everywhere. New figures from the latest export report by Bord Bia show that the United States put the brakes on growth in 2025, while emerging markets are expanding at a surprisingly strong pace.

US weighs on export figures

The total export value of Irish beverages rose by 2% in 2025 to 2 billion euros. Even so, Irish whiskey, good for 45% of that value, took a hit. Exports fell by 5% to around 930 million euros. The main culprit is the US, where exports likewise dropped by 5%.

There are several reasons behind the decline. Importers built up additional inventories in late 2024 and early 2025 ahead of a 15% import tariff introduced in August. On top of that, the US dollar weakened, losing 12% in value. The pressure was felt most by younger and smaller brands, while established names managed to regain ground in the second half of the year.

Irish whiskey: strong on the global stage

Despite the setback in the US, Irish whiskey continues to perform strongly worldwide. Globally, the category ranks 9th within the premium-plus spirits segment. Over the past five years, its value has grown by 9%, making it one of the fastest-growing spirits categories, second only to agave spirits.

Irish whiskey is doing well in Canada, where growth is around 25%. Within the EU, Germany was the most important market, while France held steady and Poland dipped slightly after a strong 2024. Belgium, Italy, and Spain all posted clear growth.

Africa and Asia surprise

Growth is also striking in newer markets you might not immediately associate with Irish whiskey. In Africa, exports rose by 26%, following a 48% surge in 2023. Nigeria grew by 40% and South Africa by 30%.

Asia is showing strong numbers as well. Since 2023, India has logged growth of more than 75%, while Japan increased by 23%. Australia eased slightly after a strong year but remained the second-largest market in the Asia-Pacific region.

What’s next for Irish whiskey?

According to Bord Bia, the center of gravity for Ireland’s drinks sector is slowly shifting away from the US. The American market’s share fell from 41% to 38%. 2026 is expected to be a transition year, with modest growth in Europe and further opportunities in Africa, Asia, and South America.

Want to learn more about Irish whiskey? Check out our dedicated page.