20 May 2016
MEDIA RELEASE
Kiwis Raise Their Glasses to World Whisky Day
World Whisky Day is celebrated globally on May 21 and a growing number of Kiwis will be marking the occasion with a
tipple or two. In 2015, the global whisky market was the third largest segment and also the fastest growing segment in
the global spirits market*.
According to Nielsen (2014)* whisky’s popularity has been on the rise across all ages and genders with the strongest
growth in the non traditional market segments of youth (25-34yrs), and females of all ages. In Australia, consumption
rates of whisky have increased by more than 50% in younger people in the past five years*. In other words it is now hip
to drink whisky.
Many kiwis prefer to purchase their spirits when heading overseas. As the world pioneers of Duty Free and the company
behind the world renowned Duty Free concept – The Irish Whisky Collection, General Manager of The Loop Duty Free, New
Zealand, Tom Byrne makes it his business to keep his finger on the pulse of global whisky trends.
Byrne says; “We’ve expanded our Whisky range by 50% in the last year based on customer feedback. We now offer 304
different whisky options catering for a wide range of tastes from novices through to seasoned whisky palettes.
In terms of female drinkers, we are definitely seeing whisky brands responding to this growing market by offering a
greater variety and marketing that appeals specifically to women.”
Byrne has also introduced a number of female Whisky Ambassadors to his Kiwi retail Duty Free team.
Long time whisky fan, Aucklander, Michelle Harper says; “Whisky has always been my spirit of choice and it constantly
surprises me that some bar staff still hand my husband the whisky menu rather than me even if I have requested it!
Whisky is definitely not ‘just a man’s drink,’ and it is very pleasing to see that in recent years I am being joined by other woman who enjoy the distinctive warming
and bold tipple. I love that it can match my mood from warm and mellow to hot and fiery to the belly! I love it!”
-ENDS-