Irish Poitín producers want to increase sales from 5,000 cases in 2018 to 80,000 over the next decade, according to the Alcohol Beverage Foundation of Ireland (ABFI).
The representative body reports that the industry is seeking to position the spirit into the premium category.
Innovation And Experimentation
With the revival of Poitín, the ABFI is highlighting this as part of 'ABFI Innovation Pulse' which launched last month to highlight innovation, creativity and experimentation by producers and drinks categories within the industry.
Although Poitín producers have set their sights on growing sales internationally, its initial focus is on growing sales in Ireland, according to the statement.
“The biggest challenge in achieving growth will be bringing Poitín from under-the-shelf to on-the-shelf," said Patricia Callan, director, ABFI.
“There are many globally-universal white spirits such as vodka. However, not many countries can boast their own indigenous, authentic white spirit. Poitín is ours. It forms an important part of Ireland’s rich heritage of spirit making," she said.
Poitín was illegal in Ireland from 1661 until 1997, and this sense of rebellion is something the industry highlights as it seeks to bring the spirit back.
According to the statement, both Poitín's authenticity and Irish heritage are qualities the industry will highlight as part of its strategy.
It also reveals that the revival of the Poitín in the Irish market was given a boost with the launch of Dublin cocktail bar 'Bar 1661' last month (April).
Bar 1661, which is situated at 1-5 Green St, off Capel Street, places an emphasis on Irish spirits, particularly Poitín.
“The recent excitement surrounding the revival of Poitín is another example of innovation within the Irish drinks industry, driven by producers and new ventures like Bar 1661," said Patricia Callahan, director, AFBI.
“As consumers become more adventurous, Poitín is perfectly placed for a comeback due to its quality, provenance to Ireland and the amazing story behind it," she said.
© 2019 Checkout – your source for the latest Irish retail news. Article by Helen Galgey. Click subscribe to sign up for the Checkout print edition.