Marketing

Irish whiskey targets Africa tomorrow

With South Africa emerging as Irish whiskey’s fifth-largest export market Drinks Ireland|Irish Whiskey will tomorrow host the latest webinar in its 'Markets Insights' series, focussing on an introduction to East African markets.

 

 

716,000 cases of Irish whiskey were sold across the entire African continent in 2019, an increase of 177% since 2010.

716,000 cases of Irish whiskey were sold across the entire African continent in 2019, an increase of 177% since 2010.

716,000 cases of Irish whiskey were sold across the entire African continent in 2019, an increase of 177% since 2010.

To date, African sales have been led by South Africa but growth has begun to become apparent throughout the continent itself with 173,000 cases of Irish whiskey sold in the East Africa region in 2019, up a massive 1,600% since 2010.

The Association’s recent Irish Whiskey 2010-2020 report identified Zambia and Kenya as two of Irish whiskey’s most impressive breakthrough markets in recent years.

“The past decade has seen strong Irish whiskey sales led by growth in North America and across Europe,” stated William Lavelle, Head of Drinks Ireland|Irish Whiskey, “The next decade will see much more growth across the rest of the globe including Africa and that’s already begun.

“We see the prospects for future growth in Africa – and particularly in East Africa – to be very strong, supported by increasing incomes, rapid digitisation and a growing demand for premium products.”

A new EU Trade Strategy, published two weeks ago, seeks to unlock the economic potential of trade with Africa.  The strategy commits to significantly stepping-up the EU’s engagement with African partners to unlock their economic potential, foster economic diversification and inclusive growth. This includes deepening and widening its existing trade agreements with African regional economic communities.

The webinar will have a range of speakers including spirits industry experts based in East Africa alongside speakers from the European Commission and Business Ireland Kenya.

It will be opened by contributions from their Excellencies Seamus O‘Grady, Ambassador of Ireland to Malawi (previously Ambassador to Zambia) and Fionnuala Quinlan, Ambassador of Ireland to Kenya.

“Kenya and Ireland have a growing trade relationship and I am delighted to see that Irish Whiskey, which is savoured around the world, is increasingly known and enjoyed here,” commented Fionnuala Quinlan, “We look forward to continued growth in the years ahead and to seeing more Irish Whiskey brands entering the Kenyan market.”

 

 

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