Source — https://www.hospitalityireland.com/
The Dublin Liberties Distillery has announced that it achieved record sales growth over the past 12 months, as global sales of its Dubliner and Dublin Liberties Irish Whiskey brands grew by 21% year-on-year during the period from April of 2020 to March of 2021.
Combined sales of both brands for the year topped 900,000 bottles for the first time, taking the total number of bottles sold since their launch in 2017 to over 2.5 million in more than 25 markets.
Volume growth of 69% and 51% was achieved in Germany and Ukraine, respectively, with Dubliner placing amongst the top four selling Irish whiskey brands in Germany, Poland, Russia and Ukraine. Over 350,000 bottles were sold in the key US Irish whiskey market, as sales of Dubliner benefitted from the introduction of new-look bottles and branding.
Domestic sales were also positive, with year-on-year growth of 44% being generated. Both brands were listed in Tesco supermarkets for the first time, while sales at both Dunnes Stores and SuperValu grew by over 50%. Further new listings were secured with the Carryout Off Licence Group.
Dublin Liberties Distillery General Manager Statement
Dublin Liberties Distillery general manager Fergus Murphy stated, “Despite an extremely difficult and fluctuating environment [due to the COVID-19 pandemic], we had a very strong 12 months, with global sales of Dubliner and Dublin Liberties Irish Whiskey showing great resilience. We sold just under 900,000 bottles this year, driven mainly by sales in our key markets of the US, Germany, Ukraine, Ireland and Australia, while we also saw encouraging growth in emerging markets despite the pandemic.
“Since 2017, we have sold over 2.5 million bottles of premium Irish whiskey globally, and expect to continue to break sales records driven by our ambitious 10-year growth plan. There are exciting times ahead for our brands as we look to focus on new international markets and re-imagine brand identities to target a wider spectrum of consumers.”