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Leading the Charge with a New Exclusive Range of Whiskeys

SuperValu, the number one supporter of local and Irish producers, recently unveiled its exclusive range of carefully selected, premium Irish Whiskeys from new emerging distilleries. The Premium Irish Whiskey range features whiskeys from some of Ireland’s newest distilleries including Dingle, Pearse Lyons, Glendalough, Teelings, Walsh’s and West Cork and are all available exclusively in SuperValu stores nationwide.

Worth €243m, Irish Whiskey accounts for 22% of total spirit sales and is steadily growing at a rate of 1.4%. Since 2014 alone, the Irish Whiskey category has increased tenfold. The growth in sales is attributed to an increased choice on the shelves and a shift towards a more universal whiskey drinker with younger males and females very much part of the consumer market for whiskey.

Over the last 12 months, SuperValu has seen a marked jump in the sale of Irish Whiskeys. Traditionally, Irish favourites Jameson, Paddy and Power’s are the top three brands in the country accounting for 93% of Irish Whiskey sales in SuperValu however, SuperValu’s sales of Premium Irish Whiskey from distilleries such as Teelings, Glendalough and Dingle have increased by 21% since 2015, demonstrating consumer demand and recognition of new local producers and the surge of small Irish whiskey distilleries.

In terms of seasonality, research from SuperValu shows that Irish shoppers view whiskey as a winter time drink, a tipple to enjoy with friends and family when they catch up at Christmas. Christmas is a key selling period for Irish Whiskey as it moves into the highest selling spot. Interestingly, across the Christmas period in 2016, five of the top ten selling off licence products in SuperValu were Irish Whiskey products. When shoppers were asked who they were purchasing their whiskey for 35% revealed they were buying it as a gift, while 24% said they were buying for themselves.

Speaking on the popularity of Premium Irish Whiskey and the overwhelming resurgence the product has experienced of late, John Cooney, Off-Licence Trading Manager at SuperValu said: “We are delighted with the selection of new and exciting Irish Whiskeys we have to offer our shoppers. The emergence and growth of new distilleries around the country offer consumers not only a better choice but also an option to support small local producers. We are confident that we have a unique offering which suits all whiskey lovers and those who are still novices. The age-old misconceptions and complexities around whiskey still exist among shoppers but research demonstrates that consumers are now more willing to shop around and try new brands. We continue to champion all Irish producers and we’re proud to stock some of Ireland’s newest and most exclusive Irish Whiskey producers.”

Further information on SuperValu’s Whiskey selection can be found at www.supervalu.ie

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