Whiskey is a hugely important category in the Australian market, and with the increasing types of consumers exploring whiskey, this importance is only set to grow more in the year ahead.

No longer do older male whiskey consumer stereotypes ring true, as the younger generation has well and truly started paying attention to the spirit and setting out on journeys of whiskey discovery. These journeys are helping drive recent results across the industry reported by Roy Morgan that show 18-24 year olds are now proportionally the most likely to consume spirits.

It’s these consumers that are also driving the incredibly positive growth of whiskey brands like Jameson, especially at peak shopping occasions like the upcoming World Whiskey Day on May 15.

Helen McAleer, Jameson Brand Ambassador – Sydney said: “We can definitely see a shift in 18-35 year old drinking whiskey over the last few years which has helped grow the brand not only in Australia but on a global scale.

“There is a huge opportunity for retailers to get involved in World Whiskey Day as the World Whiskey Category in Australia is worth $204m, and growing at +30 per cent this year.”

This year the potential around World Whiskey Day is heightened further following the events of 2020. Liquor trends recorded during the pandemic saw consumers delving into more with premium spirits, experimenting with new products, and creating more special home experiences, and these trends are proving their longevity even as the country returns to normality.

“Throughout the pandemic we have seen a rise in Super Premium World Whiskies (+48 per cent growth MAT), as people are trading up and spending more to ‘treat’ themselves at home. Consumers are experimenting with at home cocktails due to the limitations of enjoying their favourite whiskey cocktail in their local bar which will definitely have an impact on this World Whiskey Day this year,” McAleer said.

Jameson is calling on the industry to support the whiskey discovery journeys of these consumers with a thirst for adventure. There are a number of things that can encourage trial, recruit to new world whiskies and capture the attention of consumers to inspire them to branch out and trade up.

“Ideally a tasting is a great way to get liquid on lips to entice both whiskey drinkers and non-whiskey drinkers into new types of whiskey. Due to the nature of Jameson being a very accessible Irish whiskey, it is a great choice for welcoming new consumers into the World Whiskey category,” McAleer said.

“However, tastings instore are challenging due to the Covid restrictions therefore a standout World Whiskey display in store is a great way to capture attention from consumers. It could be helpful for staff members to undergo some educational training on some brands so they can help educate consumers on the different types of whiskies.

“Get consumers trying new types of whiskies and ideally, trading up and trying Jameson Black Barrel. Jameson Black Barrel is our tribute to our coopers, who painstakingly give their bourbon barrels an additional charring to reveal their untold richness and complexity. Nutty notes are in abundance alongside the smooth sweetness of spice and vanilla.”

About Jameson Black Barrel

Jameson Black Barrel is a must stock for World Whiskey Day this year for retailers, with the product experiencing 61 per cent growth at Dan Murphy’s in the last year. Jameson Black Barrel is the perfect trade up from Jameson original.

It is nearly impossible to discuss Irish Whiskey without adding Jameson into the mix. It is by far the most popular Irish Whiskey in the world and well known for its well-balanced blend. Unfortunately, once you try Jameson Black Barrel, it will be hard to go back. Created with a higher percentage of Irish pot still whiskey and single batch grain then aged in double charred first-fill bourbon casks it has a rich full-bodied flavour with a glorious spicy sweetness, the tang of roasted vanilla beans and nutty notes that give it an exceptionally smooth finish.

For more information about Jameson and Jameson Black Barrel, contact your local Pernod Ricard representative.



Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...