Irish whiskey is about balancing the tradition of the past.

Part of that is the GI and its role about having guidance

on how Irish whiskey is made,

but part of it's also about being respectful for the past,

but moving forward in our own direction.

Innovation around flavour is key to Irish whiskey

and its future.

I think that that's done through three main areas.

The use of grains, the use of yeast and fermentation,

and the use of different cask types and maturation.

There are several new techniques that we're developing

for flavour creations.

One of the things that we're exploring

is the wonders of wood and how wood during maturation

can produce unique and unusual whiskeys.

So one example of that would be the use of oak

from different parts of the world

and how it can impart different flavours on Irish whiskey.

We are trying to have a balance of new flavours,

high quality whiskey,

and a sustainable approach to production.

One of the really interesting things that Irish whiskey has

is the ability to be used in cocktails.

So you have that floral fruity note of Irish whiskey

coming out in specific cocktail design.

You have that spicy, woody characteristic coming out.

The ability of bartenders to create cocktails

that are unique and unusual

is key to Irish whiskey's future.

There's a lot of innovation that's happening in Irish whiskey

because the whiskey producers are fans

of Irish whiskey also.