And at the moment, the Irish water of life is giving the other spirits a run for their money. Its popularity is skyrocketing in the US and Eastern-Europe making it the fastest growing spirit in the world. According to the International Wine and Spirits Research (IWSR), Irish whiskey has grown 400% in the last decade.
In Ireland, craft distilleries are popping up like clovers, grasping the opportunity to surf on the wave of the bigger, traditional brands.