The representative body for the whiskey sector is calling for greater investment from government in order to target exports towards Latin America and the Caribbean.

The Irish Whiskey Association, the ibec body for promoting Irish whiskey, has called for investment in market diversification as Irish exporters "look towards new and emerging markets".

Speaking at a trade forum that was held at Croke Park, Eoin Ó Catháin, director of the Irish Whiskey Association, welcomed recent moves to open trade opportunities in Latin American and the Caribbean, saying there was a "vast potential" in the region of 672 million people.

Ó Catháin told the Latin America and Caribbean Trade Horizons Forum: "Irish whiskey has experienced significant success in the past 15 years as it has made itself more export oriented. 95% of the Irish whiskey distilled on the island is sent overseas.

"At a time when some traditional markets are becoming more turbulent, the calmer waters might well be leading us to Latin America and the Caribbean," he said.

Irish whiskey’s export value to Central and South America totals just over €15 million per annum, classifying this region as an emerging market for the product.

However, the region has seen exponential growth (over 225%) over the past five years, the Irish Whiskey Association said.

The biggest markets for the product in Latin America at present are Brazil and Mexico.

The Irish Whiskey Association said that both the EU-Mercosur Trade Agreement and upcoming changes to the EU-Mexico Free Trade Agreement have the potential to unlock those markets to Irish exports.

However, greater government support is required, the association believes.

Ó Catháin said: "The Irish drinks sector has proven its resilience time and again and has often been the first product to open new markets for Irish exports. Our timeless products are a touchstone for Ireland for many people worldwide, and this should be celebrated.

"With new markets come great opportunity, but there are unique characteristics and intricacies in each market that must be contended with also," he added.

"It’s essential that our government continues to invest in our exporters and facilitate their work in these new and emerging markets," the whiskey association director said.

He acknowledged the work of the Department of Foreign Affairs and Trade's diplomatic corps in the region; but said investment in market analysis and resourcing is needed.

"Now more than ever, the potential of Latin America and the Caribbean is evident. Free trade agreements will open the door, and we know that there is strong interest in Irish whiskey, spirits and other drink products," Ó Catháin said.

"We share a warmth and friendliness with the people of Latin America and the Caribbean, and in some countries, we have a strong diaspora, such as Argentina, with the fifth-largest Irish diaspora in the world," he added.

"Our spirits companies are looking towards new markets for success, and I hope to see this enthusiasm for the region supported by the government in the years ahead," Ó Catháin said.

The total export value of Irish whiskey was €930 million in 2025, with the USA, Poland, Germany, the UK and India as the top 5 markets for the premium product.