Export boost from Finland for Newry’s Two Stacks with ‘One to Watch’ endorsement
Two Stacks Irish Whiskey in Newry, a FoodNI member company, has won
significant export business in Finland for its products.
The company, Ireland’s leading blender and bottler of premium Irish whiskeys,
has just been listed across 150 stores in Finland through an agreement with
Alko, the organisation which regulates sales of alcohol there.
The important agreement is for the Northern Ireland company’s single malt
double barrel whiskey.
Alko is the national alcoholic retailing monopoly in Finland and is the only store
in the country which sells beer, spirits and wine and spirits there. Alcoholic
beverages are also sold in licensed restaurants and bars but only for
consumption on the premises. Listed suppliers must meet rigorous
requirements.
Another substantial boost for Two Stacks came in the recent World Spirits
Report on Irish whiskey which listed the Newry brand as one of just two whiskey
producers to watch in the year ahead.
The report said: “The Northern Irish brand partnered with California-based Foley
Family Wines and Spirits success in May with its 100ml Dram in a Can in duty
frees. Despite being a tough market to crack, the US could soon become a
major revenue driver for Two Stacks.”
Shane McCarthy, one of the three founding directors of Two Stacks, is
justifiably delighted by the new export sales and the recognition in the World
Spirits survey. “What a marvellous boost for us as an immensely successful
2024 draws to a close and as we continue planning for even faster growth in
2025.
“Our whiskey brands are now firmly established in key international markets
especially the US, the single most important market for Irish whiskey. Dram in a
Can, our award-winning innovation, continues to grow strongly especially in
duty-free retail outlets there and in other important markets such as the United
Arab Emirates. We expect it will continue to be a key driver of our international
sales in the year ahead. We also intend, of course, to introduce more innovative
products in 2025,” he adds.
The magazine, the industry’s most important publication, also picked out Dublin-
based Flatley Irish Whiskey as the other brand to watch in 2025, saying “While
many celebrities have tapped into tequila, world‐famous performer Michael
Flatley embraced his Irish‐dancing roots and delved into whiskey this year. His
debut five‐year‐old release has already entered the US, with plans to launch
globally in 2025. The team also includes a wealth of industry experience,
including chief executive Jim Clerkin (ex‐Moët Hennessy) and master blender
Noel Sweeney.”
The magazine, looking at the wider horizon, continues: “After dominating its
homeland and the US, Irish whiskey is seeing pockets of growth in emerging
markets such as Nigeria and Poland.
Global volumes of Irish whiskey have continued to grow, with the category
reporting a rise of 2.6 percent to 15.6 million cases in 2023, according to Drinks
Ireland, the body which represents the industry. However, value fell by 14
percent to €875 million (US$922m), described as a “short‐term decline” by
Drinks Ireland, especially when compared with 2022, when the sector reached
almost €1bn in value year on year (up by 25 percent).
This decline “reflects a change in consumer habits, as people grapple with
inflation and have less spending money, suggesting a move towards staying in
and buying less, or cheaper, alcohol”.
The Drinks Ireland report notes that the US continues to be the leading export
market for Irish whiskey by far, accounting for 36 percent of total global sales
volumes. The Irish Whiskey Association and Drinks Ireland are advocating for
further protections for the category in the US to protect against copycat brands.
Together, they have submitted a petition to the Alcohol and Tobacco Trade and
Tax Bureau, which is currently under review.
Irish whiskey also remains the second most‐popular spirits category in Ireland,
with a 26 percent share, behind vodka (30 percent share), and far ahead of gin
(13 percent share). One challenge affecting alcohol in the country is tax, with
Ireland having the third‐highest excise tax for spirits in the EU, after Finland and
Sweden.
Beyond the US, the category is growing worldwide. For the first time, Poland
became the second‐largest market for Irish whiskey in 2023, after a 16 percent
growth rate. It was previously the fourth biggest, in 2022. Germany also soared
by double digits in 2023.
According to Bord Bia, the Irish export board, emerging markets reported
double-digit growth for Irish whiskey exports, including Nigeria (up by 59
percent), Poland (up by 21 percent), Singapore (up by 55 percent) and South
Korea (up by 11 percent).
Shane McCarthy adds: “These figures are very encouraging and cover markets
we have already targeted for growth in 2025.”
