THERE’S NO LACK OF HOT CATEGORIES IN THE U.S. spirits market, but Irish whiskey may well be the hottest of all. In 2015, category volume jumped by more than 18% to just under 3 million cases, capping off a decade that witnessed one of the most remarkable rises in industry history. In 2005, Irish whiskey volume in the U.S. stood at less than 600,000 cases. Then, as now, Jameson held a commanding lead atop the category, but obviously the brand— like Irish whiskey as a whole—was in a much different place than it is today. Back then, Jameson sold less than 400,000 cases annually. In 2015, it was more than six times that figure.
Jameson’s success has sparked widespread interest in Irish whiskey, lifting its com-petitors (as well as its…
