Irish Gin Market Investment Despite Tariffs
- The maker of Drumshanbo Gunpowder Irish Gin plans to double down on its investment in the United States in spite of the impact of US president Donald Trump's...
- Speaking to The Irish Times, Pat Rigney, co-founder of the Shed Distillery in Co Leitrim with his wife Denise, said the company will invest heavily to grow its...
- "We'll be increasing our investment in marketing, we'll be increasing our innovation and we'll be spending more time in the marketplace here.
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Speaking to The Irish Times, Pat Rigney, co-founder of the Shed Distillery in
“We’ll be increasing our investment in marketing, we’ll be increasing our innovation and we’ll be spending more time in the marketplace here. This is not a time for armchair marketing, you have to be on the streets and you have to support your partners,” he said.
“the good news for us is that our brand is doing well. We’re now the number four premium gin in the US.We’re growing at 15 per cent. The consumers love the brand, there are pockets of growth in the market and that’s where we’re going to focus.”
The company plans to spend more than $3 million (€2.6 million) pushing the brand in the US, and recently took a large billboard on Times Square in New York to advertise the gin.
The US is one of Drumshanbo’s biggest markets, with more than 100,000 cases of the gin sold there last year.
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“We’ve worked hard to get there from a standing start eight years ago and we’re not going to give it up. There’s a lot of graft and a lot of hard work involved and we’re not afraid of it.”
The company plans to spend more than $3 million (€2.6 million) pushing the brand in the US,and recently took a large billboard on Times Square in New York to advertise the gin.
The US is one of Drumshanbo’s biggest markets, with more than 100,000 cases of the gin sold there last year.
Irish Gin Maker Doubles Down on US Market despite Trump Tariffs
New York, NY – In a bold move demonstrating resilience and confidence in its American consumer base, Drumshanbo Gunpowder Irish Gin is considerably increasing its investment in the United States, despite a 15% tariff imposed on imported EU goods by the Trump management.
Pat Rigney, co-founder of the Shed Distillery in Co. Leitrim, Ireland, alongside his wife Denise, shared the company’s plans with The Irish Times. “We’ll be increasing our investment in marketing, we’ll be increasing our innovation and we’ll be spending more time in the marketplace here,” Rigney stated. “This is not a time for armchair marketing, you have to be on the streets and you have to support your partners.”
The distillery’s commitment comes as Drumshanbo Gin experiences considerable success in the US. Currently ranked as the fourth best-selling premium gin in the country, the brand is experiencing a 15% growth rate. Rigney attributes this success to keen consumers and identified opportunities for further expansion within the US market.
To fuel this growth,the company is committing over $3 million (€2.6 million) to US-based initiatives. A recent example of this investment is a prominent billboard advertisement in the heart of Times Square, New York City.
“We’ve worked hard to get there from a standing start eight years ago and we’re not going to give it up,” Rigney said, emphasizing the dedication and hard work that have propelled the brand forward. “There’s a lot of graft and a lot of hard work involved and we’re not afraid of it.”
The United States represents a crucial market for Drumshanbo, with over 100,000 cases of the gin sold there last year. This continued investment signals a strong belief in the brand’s potential and a commitment to delivering value to American consumers.Read more about Shed Distillery founder Pat Rigney’s approach to premium positioning and consumer value here.