Tourism Ireland has launched a captivating new campaign celebrating the 700-year legacy of Irish whiskey. Highlighting the island’s distilling heritage, this initiative showcases the craft, local ingredients, iconic landscapes, and the passionate people behind one of Ireland’s most cherished traditions.
The campaign seeks to inspire whiskey enthusiasts and curious travellers to explore the rich history and vibrant culture of Irish whiskey tourism. With over 30 distilleries across the island offering immersive tours, tasting sessions, and events, Ireland continues to strengthen its reputation as a premier destination for whiskey lovers.
Celebrating a Rich Legacy
Irish whiskey distilling dates back to the 14th century, with the first written record appearing in the Red Book of Ossory in 1324. Known as “aqua vitae” or “uisce beatha” in Irish, this “water of life” eventually evolved into the whiskey we know today.
Elmagh Killeen, Head of Brand & Marketing Communications for Tourism Ireland, emphasised the significance of this history. “Our island boasts a remarkable distilling heritage, deeply intertwined with our culture and landscape. This campaign allows us to share that story with the world, positioning Ireland as a leading destination for whiskey tourism.”
A Journey Through Iconic Distilleries
The campaign’s video features some of Ireland’s most iconic whiskey experiences. From the world’s oldest licensed distillery at Bushmills in Northern Ireland to the contemporary Teeling Whiskey Distillery in Dublin, visitors are invited to embark on a journey through time and taste. Other highlights include the Midleton Distillery Experience in County Cork and Titanic Distillers in Belfast.
These experiences not only offer a glimpse into the craftsmanship of whiskey-making but also immerse visitors in Ireland’s stunning landscapes and rich history.
In 2023, the Irish Whiskey Association reported that over 800,000 tourists visited whiskey distilleries across the island, a testament to the growing appeal of whiskey tourism. Tourism Ireland aims to build on this momentum, encouraging even more visitors to explore the unique connection between Irish whiskey, its people, and its places.
Global Reach and Local Partnerships
Tourism Ireland is leveraging its digital platforms, including Ireland.com, to promote the campaign internationally. Prospective visitors can find detailed information about distilleries, interactive tours, and tasting events, all set against the backdrop of Ireland’s breathtaking scenery and vibrant culture.
The initiative also involves partnerships with local distilleries and the Irish Whiskey Association to bring the campaign to life. From seasoned whiskey aficionados to curious newcomers, the campaign is designed to inspire diverse audiences to visit Ireland in 2025 and beyond.
With this innovative campaign, Tourism Ireland not only celebrates the rich heritage of Irish whiskey but also positions the island as a global leader in whiskey tourism. Whether it’s sipping a dram in an ancient distillery or exploring the lush landscapes that shape each bottle, Ireland offers an unforgettable experience for every traveller.