Whiskey Business: How Irish Whiskey Businesses are balancing profit, policy and planet
Only one thing connects the Moors of Spain in the Middle Ages, the Red Book of Ossory from the 14th century and the American Prohibition in the 20th century - Irish whiskey. The spirit has a long and complex history, experiencing spectacular growth in the 18th and 19th centuries, to a ruinous decline in the 20th century, only to experience a renaissance in the 21st century.
This programme will chart the rise, fall and rise again of the Irish whiskey industry, examining the legal definition of what it takes to make an Irish whiskey, what challenges the industry is facing and how whiskey makers are appreciating the need for sustainability in the manufacture of the spirit. Learners will be challenged to examine Irish whiskey from various perspectives, appreciating the differences between the four different types of Irish whiskey and how these are woven into the social and economic fabric of the island of Ireland.
Irish whiskey has experienced a renaissance in the last number of years, with exports hitting a record €1.47 billion in 2024 ahead of US tariffs being imposed. The United States remains the biggest export market for Irish spirits, followed by the United Kingdom and Germany. The introduction of these tariffs presents new challenges for the sector, affecting export competitiveness, pricing structures, and overall profitability. In addition, in late 2024 and early 2025, Irish whiskey experienced oversupply in the market, resulting in a considerable drop in production and a number of new distilleries going out of business.
In parallel to this, Irish whiskey producers face growing sustainability reporting pressures, including regulatory and market expectations. These pressures are driving companies to adopt greener practices, improve resource efficiency, and integrate environmental considerations into their financial and operational decisions. Through hands-on case studies, field trips, financial modelling, and industry analysis, the programme provides a comprehensive understanding of how tariff policies, sustainability demands, and international cost pressures influence the financial performance of Irish whiskey producers. Participants will gain practical insight into cost-base analysis, export risk and sustainability strategies deployed by sector participants.
Join an international learning experience that promises to offer new and exciting perspectives on Irish whiskey, with opportunities for field trips, hands-on sessions, group learning and lively debates.
29th of April 2026 to 22nd of May 2026
English
To be defined by each home institution. In general terms, most students will have this E+ BIP certified in the Diploma Supplement, as a minimal condition upon approval from their study programmes.
Students in the field of Business or Hospitality but open to students from other disciplines related to these areas.
Applicants must be over 18 years of age to enrol on this programme.
Programme at a glance
1 hour introduction to the course, followed by an introduction to the whiskey industry in Ireland. Pre-course readings will also be assigned. 1 hour introduction on how to do a strategic analysis, using techniques such as SWOT and/or PESTEL. This will be applied within the context of the in-person programme.
Introduction to accounting techniques, including basic cost behaviour and classifications.
A gentle introduction to Sustainability, what it is and what it means in the context of the whiskey industry.
Individual and group preparatory activities completed prior to and during the BIP, such as short reflective tasks, case study analysis, and key concept familiarisation. Encourages students to explore the Irish whiskey industry through the various themes of the programme, with both individual and group contributions required.
On-site Intensive Week (Contact Hours): 32 hours
Five-day interactive programme hosted at TUS, Athlone that will include the following:
Workshops
Guest Lectures
Lectures
Field trip
Group work
Team Building
Independent Learning
Presentations
Day 1: (7 hours)
Morning: Introductions, orientation
Afternoon: Workshop on Irish whiskey, the current state of the industry and an industry guest speaker
Day 2: (7 hours)
Morning: Sustainability/Circular Economy workshop
Afternoon: Walking tour of Athlone, seeing the sights such as the Athlone Castle and ending up in Sean's Bar for some field work
Day 3: (7 hours)
All day: field trip
Day 4: (7 hours)
Morning: Financial workshop, covering: BEP (break even point), marginal costing statement. Tariffs, the political climate, work on case study/presentation.
Afternoon: Guest speaker from industry, plus workshops and team work
Day 5: (4 hours)
Morning: Presentation: Progress of the Friday assignment, peer feedback,
feedback lecturers
Afternoon: participants depart
Post-course Reflection and Follow-up: 13 hours
Group project development, reflective practice, and preparation of final outputs linking the various themes. Conducted partly during and after the on-site phase. Final presentation, peer/self-assessment, and submission of individual and group components.
Learning outcomes
By the end of this Erasmus+ Blended Intensive Programme, learners will be able to:
Develop a thorough understanding of the current political climate and how tariffs and trade policies impact the marketing and selling of Irish whiskey, especially in the largest market - the US. The programme will explore what the implications of the EU wide Corporate Sustainability Reporting Directive (CSRD) are for small and large distillers and how that directive shapes decisions within the business.
Appreciate the Irish whiskey business in a changing global marketplace. For a period of time during 2025, a significant number of Irish whiskey distilleries paused production, reflecting the precarious nature of not only international trade, but also of the whiskey industry itself. Uncertainty around US/EU trade negotiations introduced significant volatility, with an unprecedented slowdown in output, resulted in significant impact to the financial performance of distilleries. Learners will be able to situate the Irish whiskey industry within the context of these factors.
Apply cost accounting and financial analysis techniques to support strategic planning within the whiskey sector. Cost behaviour and cost classification techniques will be used to aid decision making for costing and pricing decisions.
Identify the key sustainability activities adopted by the Irish whiskey sector. Particular focus will be placed on the impact of climate change, use of renewable energy, carbon emissions reduction, packaging and waste through the use of case studies. Identification and application of circular economy activities including by-product re-use will be evaluated within the sector.
Selection criteria
Applicants are expected to come from a business or related discipline, with knowledge of basic accounting, finance, economic or hospitality principles.
Preference will be given to applicants who have not participated in a RUN EU BIP previously.
Participants will be selected based on the following criteria:
Academic Background and Relevance:
Students from business, finance, hospitality or related fields will be prioritised.
Motivation and Interest:
Demonstrated interest in Irish whiskey as evidenced in a short motivation statement.
Language and Communication Skills:
Minimum B1 level English (CEFR) and ability to communicate effectively in team-based and cross-cultural settings.
Commitment and Availability:
Willingness to actively participate in both the online preparatory phase and the on-site intensive week.
Interdisciplinary and Collaborative Potential:
Ability to engage constructively in intercultural, interdisciplinary, and team-based activities.
Equity, Diversity, and Institutional Representation:
Selection will aim to ensure gender balance, diverse academic and cultural backgrounds, and equitable representation across RUN-EU
partner institutions, fostering inclusive and well-balanced cohorts.
Selection will be conducted transparently by a committee of BIP organisers, ensuring fair opportunities for all eligible students.
Involved organisations and persons
Polytechnic University of Leiria
Partner Organisation- Nuno Miguel Castanheira Almeida (Instructor)
Technical University of Liberec
Partner Organisation- Katerina Mariskova (Instructor)
Technological University of the Shannon
Lead Organisation- Alex Courtney (Instructor)
- Brendan McLarney (Instructor)
- Mary Hensey (Regional Stakeholder)
- Trevor Prendergast (Lead Instructor)
