It represented 38% of sales, followed by Scotch at 33%, Irish Whisky at 8%, Flavored Whiskey at 7%, Rye at 6%, Japanese at 4%, Canadian at 3% and Single Malt at 2%.
In 2021, Irish whiskey accounted for an 8.5% share of total whiskey category sales on Drizly. This is down slightly from 8.8% the year prior, but it is in line with Irish whiskey’s 8.5% pre-pandemic share in 2019. The category currently holds 3.1% of the total liquor category on Drizly compared to 3.3% in 2020.
NielsenIQ data for the 52 weeks ending Jan. 29, 2022 show a 6% year-over-year decrease in off-premise dollar sales. However, the category’s sales increased by an impressive 21 percent compared to the same period in 2020. The single-malt category, on the other hand, is on the rise; dollar sales grew seven percent in the year ending Jan. 29, 2022 and jumped 43% compared to 2020.
Though the Covid-19 pandemic presented challenges for Irish whiskey brands as bars shuttered, consumer familiarity with the category drove continued growth for some brands. Pernod Ricard’s full-year report released in September 2021 reveals that top-selling Irish whiskey brand Jameson saw 15% growth in the U.S. market, fueled by at-home consumption and the reopening of on-premise venues.
As Irish whiskey has gained popularity over the past decade, it has moved beyond its reputation as a St. Patrick’s Day staple, or a go-to choice for shots. More consumers are adding Irish whiskeys to bar carts, exploring new styles and flavors, and mixing it into cocktails.
“Whereas consumers at one time may have had preconceptions about Irish whiskey, such as flavor or specific occasions, we’re seeing its popularity continue to grow,” says Andrew Eis, the Jameson engagement director at Pernod Ricard USA. “This interest has accelerated innovation, which is great news for the category as a whole.”