Page 30 - Bord Bia

CONTENTS

STAGE 1

a) Know Your Market
Continued

SWOT Analysis: Irish Whiskey Sector

Strengths: Weaknesses:

• Strong heritage in distilling over centuries • One main brand delivers 70%+ of the

• Abundant natural key ingredients available business & category growth

• Climatic suitability for maturation purposes • Dampened domestic market

• Designated GI protection • Capital intensive sector with long wait
for return on investment
• Premium positioning already established

Opportunities: Threats:

• Emerging middle class population explosion • Scale of investment by competitive set

• Emerging middle class disposal income is enormous
• Unchartered markets beyond developed • Re-entry of gin in high growth category
world • Domestic & International tax/tarif
Barriers (eg India +300% excise on

imported whiskies).

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