Welcome to Series 3 of Potstilled Radio. In this series, we are exploring the world of Irish whiskey outside of the home market. We are speaking to Brand Ambassadors, Market Specialists and Industry Professionals to learn about the consumer insights, consumption patterns and generally finding out what Irish whiskey consumers know about the industry.
In this episode we travel to Hamburg, Germany to speak to Indepentent Whiskey Consultant, Gearóid O’Callaghan, who has been spreading the good word of Irish whiskey across the whole country of Germany since 2003.
Gearóid gives us insight into the consumer buying patterns of German whiskey consumers pre- and during COVID 19 as well as what marketing activiations have been finding success in the German market and what he believes has been hindering the evolution of the industry in Germany, which is one of the largest Irish whiskey markets in Europe.
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A huge thank you to this series’ new sponsors:
McConnell’s Irish Whisky
Two Stacks Irish Whiskey
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And if you enjoyed this episode of Potstilled Radio, why not check out the rest of the episodes here.
The Podcast theme music is “Whiskey in me tea” by Dublin based band, Macushla. Used with premission. Check out full video here.