Paddy's Day Carnivalesque: US Bars Witness Increased Footfall
In the US, the Irish festival of St. Patrick’s Day is celebrated mostly in bars and restaurants, suggests a 2017 Nielsen CGA analyst report. It shows that one out of five Americans plan to spend the Paddy’s Day weekend, around 17 March, in a bar or restaurant enjoying around four drinks on average. The study says that the 21-34-year-old demographic show more intention than other aged demographics, with numbers rising to almost one in four people heading to a bar or restaurant and drinking at least five pegs. Their poison of choice, as study and trade reports suggest, is more likely to be a smooth Irish whiskey. According to the data collected from Nielsen CGA’s market analysts, Irish whiskey sales have increased 27.6% in value in the bars and restaurants in the US.
Irish whiskey has become a favored liquor in the US. As compared to its 434,000 cases sold in 2002, the Distilled Spirits Council of the country has recorded the sale of a whopping 3.8 million Irish whiskey cases in 2016. This whiskey has enjoyed 14% year-on-year rise in value of sales in the country’s on-trade market.
In a statement, the head of the Irish Whiskey Association, Miriam Mooney, reiterated the soaring future of Irish whiskey in the US, saying, “The US is Irish whiskey’s biggest export market and is expected to play an important role in Ireland reaching its export and tourism targets in the future.”
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