Irish Whiskey Association joins EU trade mission to Japan
The Irish Whiskey Association is this week participating in a trade mission to Japan organised by DG Agriculture of the European Commission.
The Irish Whiskey Association is the only Irish GI trade association to attend, among over 100 EU agri-food export delegates.
This marks the first trade mission of the European Commissioner for Agriculture, Christophe Hansen, and the biggest mission organised by DG Agriculture to date.
The visit to Tokyo and Osaka follows a boom in Irish whiskey exports to Japan in recent years.
Between 2020 and 2024, the number of cases of Irish whiskey sold in Japan has risen from 55,000 to 200,000 per year.
According to Bord Bia figures, the export value of Irish whiskey to Japan exceeded €5.4m last year, a 163% increase from 2020.
"Japan is one of the most interesting and exciting whiskey markets in the world, and I am honoured to participate in this week's Trade Mission, organised by the European Commission," said Eoin Ó Catháin, director of the Irish Whiskey Association.
"It is all the more beneficial given that it coincides with a separate Trade Mission led by our Minister for Agriculture, Food and the Marine, Martin Heydon TD, to South Korea and Japan this week.
"I am heartened to see the hard work of Irish Whiskey producers pay off - they have put many years of effort into developing and strengthening business relationships in Japan, and last year saw us sell over 200,000 cases of Irish Whiskey for the very first time."
Japan is now the 14th largest international market for Irish whiskey, and the trade mission is happening as tariffs shock the trading environment.
Today, the vast majority of distilling in Ireland is either suspended or severely curtailed, and many investments and projects have been put on hold, the Irish Whiskey Association said.
The body has called for a swift return to the zero-for-zero tariff trading environment that the spirits sector in both the EU and US has benefited from over the last three decades.
"While Japan is growing exponentially, no market can replace the USA, where 5.4m cases of Irish Whiskey were sold last year," said Ó Catháin.
"The new trading environment, with its tariffs and uncertainty, unfortunately, puts all this into question.
"I was encouraged to see that the Commissioner understands the precarity of the current situation and will work with the European Commissioner for Trade to remove the tariffs on spirits products as soon as possible, as part of an overall agreement with the US."
Whiskey remains the fastest growing spirit category in Japan, spearheaded by the popularity of the 'Highball,' a whiskey and soda mix preferred by the younger generation.
Japanese whiskey dominates the domestic market, representing well over 70% of total whiskey consumption. Irish whiskey for the moment stands at 0.7%.
"More and more often, Irish whiskey producers are looking East for greater opportunities, especially given the uncertainty surrounding the US market," said Ó Catháin.
Display of European Geographical Indications (GIs) during the trade mission in Japan this week, featuring Irish whiskey and Irish cream.
"I would like to commend the work of Bord Bia and Ireland's Department of Agriculture in promoting these opportunities, and I would ask that every support is given to Irish Whiskey producers to ensure our product reaches new markets - and achieves the assured success each of these market promises."
The trade mission will continue over the next few days in Osaka, home of the 2025 World Fair and an opportunity for many Irish agri-food exporters to promote their premium products to a global audience.
Photo: Eoin Ó Catháin and Christophe Hansen. (Pic: Supplied)
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