Distillers gather to shape the future of the Northern Ireland spirits industry

Date published: 7 October 2025

In partnership with Invest NI, the event brought together a diverse group of distillers, innovators, and spirit sector experts. The aim was to explore the evolving landscape of the spirits industry, with a particular emphasis on Northern Irish whiskey. Discussions focused on its growing influence both locally and internationally, highlighting opportunities and challenges within the sector.

The conference agenda featured a dynamic lineup of speakers addressing key topics such as the UK’s on-trade sector, consumer sentiment surrounding Northern Irish whiskey, and the vital role of tourism in promoting regional spirits. Attendees also gained insights into cutting-edge technologies showcased at Europe’s DrinkTec Exhibition, as well as sustainability initiatives including BCorp Certification and energy efficiency support from Invest NI. Innovation, research and development support rounded off the event, highlighting opportunities for growth and collaboration across the industry.

The conference was opened by Peter Simpson, Head of Food Technology at CAFRE, and Fiona Walker, Client Manager for the Drinks Sector at Invest NI.

Linda Haden, Insight Lead at Lumina Intelligence, presented a focus on the On-Trade Sector in the UK. Her outlook provided some cause for optimism as she highlighted the UK pub and bar market has rebounded strongly since the inflation peak of 2023, with notable growth in both food and drink-only visits.

While challenges remain, there are strategic opportunities driven by evolving consumer preferences. Drinkers today are more health-conscious and quality-focused, fuelling demand for premium spirits with authentic stories and craftsmanship - especially tequila and rum, which are gaining shelf space due to their versatility and appeal to younger audiences.

The rise of low and no-alcohol options reflects a broader shift toward moderation and inclusivity, with pubs embracing a blended approach to drinking. Cocktails, boosted by social media and brand marketing, are becoming cultural symbols, while ready-to-drink formats like canned cocktails and alcopops are resurging in retail.

Gen Z, contrary to stereotypes, is showing increased interest in alcohol occasions, contributing to a dynamic and diversified pub experience that includes entertainment and social activities beyond drinking.

Albert Hamilton, Chief Executive Officer and Founder of CARD Group Research & Insight, delivered an insight into Consumer Sentiment on Northern Irish Whiskey. Albert reported that Northern Irish (NI) consumers are increasingly viewing local whiskey more positively, with perceptions of its quality and value now nearly matching those of Irish whiskey. NI whiskey is seen as more classy, contemporary, and exclusive, while Irish whiskey is considered more social, timeless, and, by some, better value.

Although sentiment is generally positive across brands, the market remains fragmented, and aside from a few leading NI brands, most are perceived as offering similar experiences without strong differentiation. This suggests significant untapped potential for NI whiskey, in contrast to the more saturated Irish whiskey market.

Gary Quate, Food and Drink Tourism Manager at Tourism NI, described the tourism and spirits sector in Northern Ireland as a vibrant and growing part of the region’s economy, blending heritage, innovation, and immersive visitor experiences.

Food and drink experiences have emerged as the leading attraction for short-stay visitors to Northern Ireland, reflecting a growing interest in authentic, locally rooted tourism. Among these, distillery tourism stands out for its ability to support regional supply chains, encourage sustainable practices, and showcase Northern Ireland’s rich cultural heritage through storytelling.

Milan Havlicek, Food Technologist at CAFRE, presented cutting-edge technology identified during a visit to Drinktec, the largest drinks trade show in Europe. He also highlighted the technical support available at CAFRE for product development, processing trials, and packaging testing.

Daniel Purdy delivered a presentation on energy and resource efficiency support, outlining the financial assistance available through Invest NI. He detailed how this support addresses key areas such as energy efficiency, waste reduction, water and material usage, sustainability, and environmental responsibility.

Joe McGirr, founder of Boatyard Distillery, located on the banks of Lough Erne in County Fermanagh shared his journey to become Ireland’s first B Corp certified distillery in February 2023.

Karen Marran, Technology Executive at Invest Northern Ireland specialising in food, shared insights into the organisation’s innovation, research and development support. Her presentation highlighted the resources available to help drive innovation and growth within the agri-food sector. Grants and incentives from Invest NI are designed to support businesses across various sectors and stages of development. These funding programmes aim to stimulate growth, innovation, and competitiveness within the local economy.

Key initiatives include support for capability development, innovation and research & development (R&D), and access-to-finance solutions such as loans and equity investments. Businesses can benefit from Innovation Vouchers worth up to £5,000 to access external expertise, and R&D grants that help fund new product development and process improvements. These incentives are part of a broader strategy to empower local enterprises, attract inward investment, and enhance Northern Ireland’s reputation as a hub for innovation and sustainable growth.

Aengus King closed the conference with a presentation on the challenges posed by the newly proposed Irish Spirit Labelling legislation. As a prominent figure in the Irish whiskey industry, Aengus plays a key role at Drinks Ireland | Spirits, part of the Irish Business and Employers' Confederation. He oversees the work of the Irish Whiskey Small Business and Knowledge Still committee, focusing on empowering smaller producers and promoting knowledge-sharing across the sector.

Conference attendees visited the Food Technology Centre at Loughry Campus, observing the advanced beverage processing equipment in action. The visit also provided a platform for participants to explore how CAFRE staff could support their specific needs and contribute to solving technical or operational issues within their own organisations.