Whiskey giant toasts Generation X’s taste for finer things as premium brands soar

Whiskey giant toasts Generation X’s taste for finer things as premium brands soar
Conor McQuaid, chief executive of Irish Distillers: ‘Gen Z has a very healthy attitude towards alcohol’

The future of the sector in Ireland is bright if makers here continue to focus on quality rather than quantity, says the chief executive of Jameson’s owner Irish Distillers

The desire of Gen Z consumers to drink less but drink better will lead to significant opportunities for Irish whiskey makers, according to the chief executive of Irish Distillers, the makers of Jameson.

“Gen Z has a very healthy attitude towards alcohol,” Conor McQuaid told The Sunday Business Post. “They’re not out to get drunk in the way that generations before them were. They want to enjoy quality products in a considered way.”

Irish...

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