Jameson tastes success abroad but sales decline in home market

SALES OF Jameson Irish whiskey grew by 7 per cent worldwide in the six months to the end of December 2008 but the brand declined in its home market last year, as the recession and other factors depressed alcohol sales here.

Figures produced yesterday by global parent Pernod Ricard, which operates here as Irish Distillers, show that Jameson’s sales rose by 7 per cent in volume terms in the first half of its financial year and by 14 per cent in terms of value.

According to Irish Distillers, the alcohol market in Ireland declined by 10 per cent in 2008 as a whole, due to the recession, poor consumer confidence and a flow of spending to Northern Ireland. The company declined to provide any figures for its own brands but said it gained market share.

Analysts’ estimates suggest that sales of Jameson declined here by about 5 per cent in 2008.

Commenting on the likely out-turn for alcohol sales in Ireland this year, Kieran Tobin, communications and corporate affairs director of Irish Distillers, said: “It’s going to be a challenging year for sure and we don’t see any growth. We would call on the Government to recognise that and not increase the burden on the industry.”

Sales of Jameson rose by 21 per cent in the United States, its biggest market. The whiskey brand achieved double-digit growth in 45 of the 50 states there. Elsewhere, Jameson’s sales rose by 41 per cent in Russia, by 9 per cent in South Africa and by 23 per cent in eastern Europe.

Jameson is now a top-40 spirits brand for the first time.

Jameson sold 2.73 million cases in calendar 2008, a rise of 10 per cent on the previous year. Pernod Ricard said it was very optimistic that Jameson would achieve its target of three million cases by the end of 2010.

Pernod Ricard plans to spend €70 million in the current financial year on advertising and promotion campaigns for Jameson, half of which is for media.

The drinks group has extended its backing of the Jameson Dublin International Film Festival until 2012. It is investing more than €1 million this year on the event.

Globally, Pernod Ricard – whose portfolio also includes Absolut Vodka, Beefeater gin, Martell cognac and Jacob’s Creek wine – reported a 5 per cent gain in organic sales. Its net profit rose by 5 per cent to €615 million. The group confirmed its full-year guidance for double-digit growth in net profit from recurring operations.