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Irish Whiskey Case Study

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Introduction
Whiskey is ingrained into the history and culture of Ireland. It is said to have dated as far back as the 6th century A.D., from monks who brought the skill of distilling perfumes from what they had learned in Mediterranean and Middle Eastern countries, back to Ireland and perfected it to a drinkable spirit. Although Irish whiskey was once the most popular spirit worldwide , due to the prohibition and the dispute between the Irish and UK government regarding trade to commonwealth countries. Irish whiskey saw a dramatic downturn during the 20th century which sadly led to only 2 distilleries left at the start of the 1970's. However by coming together to preserve their resources they saw small increases in sales, then in 1988, Pernod …show more content…
Irish Whiskey investment and planning needs to have a long-term focus in mind for the government and also drinks companies.
However, Irish Whiskey needs to create a clear market for its self in order for it to stand out in the whisky category. And to this it should rely on its unique heritage and style. Its deep connection with Irish culture and history is a strong marketing asset to have and should help it sell to consumers both at home and abroad. Through strengthened regulation, The Irish government can help ensure quality control and consistency for long-term future growth. As Irish whiskey continues to grow in volume and value, existing legislation in the category should be strengthened to ensure that the quality of Irish whiskey and its reputation is maintained for the long-term future.
Finally, in conclusion the future looks very promising for Irish Whiskey and hopefully it will one day reach the level of recognition and success it once had, and indeed

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