The Irish whiskey market is at a peculiar junction. It has moved from its roots as a sector epitomised by heritage brands like Jameson, Powers and Bushmills, to one populated by dozens of start-ups all running towards the global marketplace from radically different directions.
The result is that product differentiation is now crucial for success.
The supply of third-party liquid, tight a few years ago, is at this point much freer, while those start-ups which...
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