Irish Poitín producers want to increase sales from 5,000 cases in 2018 to 80,000 over the next decade, according to the Alcohol Beverage Federation of Ireland (ABFI), with the industry seeking to position the spirit in the premium category.
The ABFI is highlighting the story of the revival of Poitín as part of its "ABFI Innovation Pulse" series, which was launched in April and highlights innovative business practices by different companies and categories within the drinks industry.
Poitín producers have set their sights on growing sales in a number of international markets, but are initially focussing on growing Poitín sales in Ireland.
"The Biggest Challenge"
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ABFI director Patricia Callan stated, "The biggest challenge in achieving growth will be bringing Poitín from under-the-shelf to on-the-shelf.
"There are many globally-universal white spirits such as vodka. However, not many countries can boast their own indigenous, authentic white spirit. Poitín is ours. It forms an important part of Ireland's rich heritage of spirit making. Poitín has a unique taste profile and is a prefect component for cocktail-making."
"Another Example Of Innovation"
The revival of the Poitín category in the Irish market was given a boost with the launch of Dublin cocktail bar Bar 1661 in April, which places an emphasis on Irish spirits, particularly Poitín.
Callan commented, "The recent excitement surrounding the revival of Poitín is another example of innovation within the Irish drinks industry, driven by producers and new ventures like Bar 1661. We are seeing more and more producers responding to changing consumer preferences, with greater creativity and experimentation.
"As consumers become more adventurous, Poitín is perfectly placed for a comeback due to its quality, provenance to Ireland and the amazing story behind it. This is certainly something that has been received positively when it comes to Irish whiskey, which is now the fastest growing spirits category in the world.
"As an industry, we are very much committed to preserving the Poitín category and growing it significantly."
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