Bord Bia has launched a €750,000 campaign in the US today to promote Irish spirits.
It said 'Spirit of Ireland' is an educational programme, aimed at US staff selling spirits in off-licences and bars.
The campaign was launched as part of the Government's trade mission to North America and Mexico, and is the biggest investment Bord Bia has made to date in the promotion of Irish spirits.
It comprises of virtual reality tours of 20 of Ireland's distilleries, which includes interviews with master distillers and barrel coopers.
The campaign also offers a sensory experience using 'scratch and sniff' cards to smell barley fields and barrel houses, which Bord Bia said aims to create an in-depth understanding of Irish spirits.
The campaign will be rolled out with 17 liquor control boards in the US - the government agencies that regulates the sale of alcoholic beverages at a wholesale level in specific states.
"Irish spirits are now exported to over 130 countries around the world and experiencing a renaissance," said Minister for Agriculture, Food and the Marine Charlie McConalogue, as he launched the campaign with the Ohio Liquor Control Commission.
"From Irish whiskey to Irish gin, and traditional Irish poitín to Irish cream liqueur, they form an evolving, innovative sector that is on a fast growth trajectory in the US.
"Bord Bia’s new drinks trade communication campaign in the US demonstrates Ireland’s commitment to the US market, build the awareness of this growing spirits category and positively influence commercial success," he said.
In 2021 Irish beverage exports to the US were valued at €657 million, up 17% from €561 million in 2020.
Bord Bia said that recovery was most robust in Irish whiskey and cream liqueur exports.
Henry Horkan, Bord Bia North America Director, said US consumers appreciate the quality and taste of Irish spirits.
"Bord Bia is undertaking this activity to ensure the position of the spirits category is protected and strengthened," he said.
"The primary aim of Spirit of Ireland is to inform and educate the alcohol trade industry about the history and heritage of Irish spirits.
"Attendees learn the history, the renaissance and the future of Irish spirits allowing them to share this story widely both with their colleagues and consumers to inform, educate and overall, deliver increased commercial value on behalf of the Irish drink sector," he added.
In February of this year Bord Bia delivered one pilot programme for the New Hampshire Liquor Commission - the government agency of New Hampshire that regulates the sale of alcoholic beverages.
While being officially launched in Ohio as part of the trade mission, Bord Bia said Spirit of Ireland will be further rolled out within key control state markets for Irish alcohol in the US and also in Canada over the course of 2022 and into 2023.
