Jameson sales soar despite impact of pandemic

Jameson sold 8.6 million cases in 2020/2021, up from 7.5 million in the previous year, it has been revealed.

In the US, four million vases of Jameson were sold, up 19%, while sales of Jameson Black Barrel increased by 36% in the US in the same period.

Other key market saw similar success with UK sales up 10%, Germany by 30% and Australia by 15%. However, biggest growth came in emerging markets, with sales in Nigeria up 216%, India 85%  and China by 45%.

Conor McQuaid, chairman and CEO of parent company Irish Distillers, hailed the brand’s “incredible” resilience during a pandemic.

He said: “This was achieved despite the disruption to the hospitality sector in many markets throughout our financial year, coupled with increasing input costs.

‘Premiumisation strategy’

“We are confident that our clear, long-term vision and consistent approach will serve to support Jameson’s continued growth in the future, despite any potential uncertainly or other challenges to our business which may arise in the short term.

“Additionally, the global growth of our prestige portfolio comprising Redbreast, the Spot whiskeys, Midleton Very Rare and Method and Madness reflects the increase in consumer appetite for premium and super-premium Irish whiskeys which we will continue to nurture as part of our premiumisation strategy.”

While noting that travel restrictions during the year had impacted the group’s  Global Travel Retail, Mr McDaid said he was “confident” of a return to pre-pandemic levels at some stage. 

He added:  “We also appreciate that it continues to be a challenging business environment for the hospitality sector and particularly the on-trade. We will continue to work with and support our partners across Ireland and other global markets as they look towards a full re-opening.”

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