{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Cash-strapped Ireland hopes whiskey will entice tourists' data-url='/boclips/videos/5c54c301d8eafeecae15dfc1' data-video-url='/boclips/videos/5c54c301d8eafeecae15dfc1' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nCash-strapped Ireland hopes whiskey will entice tourists\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eMiddleton, Co. Cork, Ireland - 8th April, 20101. Large of museum pub interior as bar staff walks towards table2. Close of whiskey tasting menu 3. Mid of group of visitors sitting around bar table discussing with bar staff 4. Close of...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eMiddleton, Co. Cork, Ireland - 8th April, 2010\u003cbr/\u003e1. Large of museum pub interior as bar staff walks towards table\u003cbr/\u003e2. Close of whiskey tasting menu \u003cbr/\u003e3. Mid of group of visitors sitting around bar table discussing with bar staff \u003cbr/\u003e4. Close of girl tasting whiskey\u003cbr/\u003eMiddleton, Co. Cork, Ireland - 8th April, 2010\u003cbr/\u003e5. Large tilt up of tourist group entering Jameson distillery tourist centre\u003cbr/\u003e6. Mid of tourists walking in door\u003cbr/\u003e7. Close of large screen showing distilling process of whiskey\u003cbr/\u003e8. Large of tourists watching tour guide\u003cbr/\u003e9. Mid over shoulder of tour guide as tourists listen\u003cbr/\u003e10. Close of malt extract being stirred in distilling process\u003cbr/\u003e11. Mid of tourist walking past old fire engine in distillery\u003cbr/\u003e12. Mid over shoulder of Barry Crocket as he tests a glass of whiskey\u003cbr/\u003e13. Close of glass of whiskey\u003cbr/\u003e14. SOUNDBITE (English) Barry Crocket, Master Distiller, Jameson Irish Whiskey, Middleton, Co. Cork, Ireland\u003cbr/\u003e\"Irish whiskey was established and a very strong industry earlier indeed than Scottish whiskey, however due to a number of economic circumstances the industry in Ireland and distilling of course as part of that went into a considerable decline in I suppose you could say most of the 20th century. However nowadays we're certainly experiencing quite a re-growth or renaissance of Irish whiskey.\"\u003cbr/\u003eTemple Bar, Dublin, Ireland - 31st March, 2010\u003cbr/\u003e15. Large of people on street in Dublin's Temple Bar\u003cbr/\u003e19. Large tilt down from flags outside building to people on street entering pub\u003cbr/\u003e20. Close through window of people sitting in pub\u003cbr/\u003e21. Mid of people entering pub\u003cbr/\u003e22. Mid of people sitting at bar inside pub\u003cbr/\u003e23. Close of people sitting at bar\u003cbr/\u003eLismore, Co. Waterford, Ireland - 20th April, 2010\u003cbr/\u003e24. Large pan from car driving over bridge to castle\u003cbr/\u003e25. Close of castle walls\u003cbr/\u003e26. Mid of tourist information board as car drives past\u003cbr/\u003e27. Close of tourist information sign for heritage town of Lismore\u003cbr/\u003eInismor, Aran Islands, Ireland - 5th April, 2010\u003cbr/\u003e28. Mid of tourists boarding ferry\u003cbr/\u003e29. Large of ferry sailing towards islands\u003cbr/\u003e30. Large of approaching land of Inismor island from ferry\u003cbr/\u003e31. Close of sign for Aran Sweater Market on exterior of walled store\u003cbr/\u003e32. Mid of pub restaurant\u003cbr/\u003e33. Close of pub restaurant\u003cbr/\u003eFisherstown, Co. Laois, Ireland - 20th April, 2010\u003cbr/\u003e34. Large of car pulling up outside remote country pub\u003cbr/\u003e35. Close of sign 'The Ireland Whiskey Trail' outside pub\u003cbr/\u003e36. Mid of woman walking into pub\u003cbr/\u003e37. Mid of men sitting at bar inside pub drinking pints with group sitting at table in background\u003cbr/\u003eDublin, Ireland - 8th April, 2010\u003cbr/\u003e38. SOUNDBITE (English) Alex Connolly, Head of Communications, Tourism Ireland, Dublin, Ireland\u003cbr/\u003e\"Consumer consumption is down globally, so therefore tourism all over the world is suffering so any kind of initiative, any kind of imaginative idea that gets people or encourages people to visit Ireland is to be welcomed. And obviously we don't grow wine in Ireland as you know, we are not a wine producing country but we do make good whiskey. So as someone might go to France or Italy to visit a vineyard and maybe to see how the wine is made, so the whiskey trail here encourages people who may or may not have an interest in whiskey to come over here and taste literally in some cases a part of Ireland's heritage.\"\u003cbr/\u003eMount.Juliet, Co. Kilkenny, Ireland - 20th April, 2010\u003cbr/\u003e39. Large of chef approaching kitchen bench\u003cbr/\u003e40. Close of chef's reflection in whiskey bottle on bench\u003cbr/\u003e41. Large of chef taking up whiskey bottle\u003cbr/\u003e42. Close of chef pouring out measurement of whiskey and dropping it into mixture\u003cbr/\u003e43. Mid over shoulder of chef as he prepares chocolate truffle mixture\u003cbr/\u003e44. Close of chef preparing plate of chocolate truffles and walking away with it\u003cbr/\u003e45. SOUNDBITE (English) Derek O'Brien, Head Chef, Mount.Juliet Resort, Co. Kilkenny\u003cbr/\u003e\"Whiskey actually compliments food and I think it is actually the Irish man's wine. Traditionally port was served with the likes of cheeses towards the end of the meal but I personally think that people are becoming more aware of the uses of whiskey and fine whiskies in particular.\"\u003cbr/\u003e46. Large of people sitting at table in lounge room\u003cbr/\u003e47. Mid of waitress bringing plate of chocolate truffles\u003cbr/\u003e48. Mid of waitress putting down plate on table for people\u003cbr/\u003e49. Close of woman eating chocolate truffle\u003cbr/\u003eFisherstown, Co. Laois, Ireland - 20th April, 2010\u003cbr/\u003e50. Close of bottle of Irish whiskey on table as other bottle is placed beside it\u003cbr/\u003e51. Mid of people sitting at table doing a whiskey tasting\u003cbr/\u003e52. Close of Heidi Donelon preparing glass of whiskey for tasting\u003cbr/\u003e53. Mid of tourists sitting at table pouring glass of whiskey\u003cbr/\u003e54. SOUNDBITE (English) Heidi Donelon, Founder, Irish Whiskey Trail, Co. Laois, Ireland\u003cbr/\u003e\"What I would recommend to everybody that's checking out the whiskey trail is visit at least one of the distilleries, find out about Irish whiskey, find out the history, how it's made, why does it taste the way it does and then that evening go to one of the pubs on the whiskey trail and try and have a couple of Irish whiskies and just make your own opinion about them and just talk to people, talk to the Irish, enjoy the moment.\"\u003cbr/\u003e55. Mid of musicians playing music in pub with people in background\u003cbr/\u003e56. Mid of people at table drinking and talking\u003cbr/\u003e57. Close of man nodding to music with musicians in background\u003cbr/\u003e58. Close of hands of musician playing fiddle\u003cbr/\u003e59. Mid of man drinking glass of whiskey\u003cbr/\u003eThe land of a hundred thousand welcomes is in trouble.  \u003cbr/\u003eIreland's economy shrank a stunning 7.5 percent last year and visitor numbers dropped by almost 12%. \u003cbr/\u003eNow the tourism industry is hoping to inspire lovers of fine whiskies to visit the Emerald Isle to discover Ireland's unique malts.\u003cbr/\u003eKnown as 'uisce beatha' , the water of life in Gaelic Irish, whiskey is the centrepiece of a new tourism path in the Republic of Ireland.\u003cbr/\u003eThe Ireland Whiskey Trail takes visitors to the historic distilleries, museums and much loved pubs that are pillars of Ireland's long connection with the much loved malt. \u003cbr/\u003eWhile the origins of the venerable liquor are much debated history has it that Irish monks developed whiskey distillation techniques around the year 600 (A.D.)\u003cbr/\u003eWhile wine tourism is big business around the world, Scotland alone has capitalised on its whisky heritage.\u003cbr/\u003e(note - it is spelt 'whisky' in Scotland and 'whiskey' in Ireland) \u003cbr/\u003eBy combining distilleries and great pubs, the new whistle stop tour of Ireland's whiskey hotspots is hoping to emulate this success and open a whole new market.\u003cbr/\u003eThe trail that is detailed through a Web site portal (www.irelandwhiskeytrail.com) pools all the necessary information for visitors to include whichever distilleries, pubs and museums they wish into an itinerary. \u003cbr/\u003eAlternatively, people can build their visit to Ireland around the trail and make their own whiskey journey of the Emerald Isle.\u003cbr/\u003eOne of the most striking landmarks along the trail is the Jameson experience in County Cork. \u003cbr/\u003eIt's set in the beautifully preserved Old Middleton distillery that was built as a mill before being converted for use as a distillery in 1795.\u003cbr/\u003eDistilling of Jameson's was moved to the New Middleton distillery in Cork following the closure of Dublin's Bow Street distillery in 1971. \u003cbr/\u003eThe stately stone buildings haven't been used to make whiskey in over 30 years but have been restored for tours. \u003cbr/\u003eThe New Middleton distillery sits beside the Old Middleton distillery. \u003cbr/\u003eThey offer the perfect backdrop to learn about the history of whiskey, as well as the ancient skills of distilling, maturing and blending. \u003cbr/\u003eThe Middleton distillery was just one of the major production centres that made Irish whiskey originally famous well beyond its shores.\u003cbr/\u003eUp to the early 20th century it was one of Ireland's most important exports until prohibition in the US dealt it an almost fatal blow, blocking off its largest market.\u003cbr/\u003eBarry Crocket, Master distiller at Jameson says after a long slump Irish whiskey is now once again becoming the tipple of choice.\u003cbr/\u003e\"Irish whiskey was established and a very strong industry earlier indeed than Scottish whiskey, however due to a number of economic circumstances the industry in Ireland and distilling of course as part of that went into a considerable decline in I suppose you could say most of the 20th century. However nowadays we're certainly experiencing quite a re-growth or renaissance of Irish whiskey.\"\u003cbr/\u003eWith the global financial crisis and the collapse of a building and construction industry the Irish economy has been suffering a serious hangover in recent times.\u003cbr/\u003eThe burden of being one of the hardest hit European economies has affected the country's tourism market.\u003cbr/\u003eAccording to the Irish tourist board inbound visitor numbers dropped by almost 12% in 2009.\u003cbr/\u003eDespite the downturn the independently backed Ireland Whiskey trail has been widely supported and welcomed as a venture that will benefit not only sales of whiskey but local economies and the country as a whole.\u003cbr/\u003eIt is intended that while visitors taste their way across the island they will enjoy the scenic extravaganza along their route.\u003cbr/\u003eRugged, wild and beautiful Ireland is steeped in history and shrouded in mystery and romance.\u003cbr/\u003eThrough miles of unspoiled countryside the landscape reveals everything from castles to craggy shores and spectacular cliffs overlooking remote stone walled islands.\u003cbr/\u003eTraditional pubs dot the path and are an integral part of the country's heritage and the perfect stop along the whiskey tour.\u003cbr/\u003eAlex Connolly, head of Communications at tourism Ireland says the initiative is using something inherently Irish to help bolster the country's long standing tourism appeal.\u003cbr/\u003e\"Consumer consumption is down globally, so therefore tourism all over the world is suffering so any kind of initiative, any kind of imaginative idea that gets people or encourages people to visit Ireland is to be welcomed. And obviously we don't grow wine in Ireland as you know, we are not a wine producing country but we do make good whiskey. So as someone might go to France or Italy to visit a vineyard and maybe to see how the wine is made, so the whiskey trail here encourages people who may or may not have an interest in whiskey to come over here and taste literally in some cases a part of Ireland's heritage.\"\u003cbr/\u003eThe trail includes some of the country's flagship food regions, and some chefs consider whiskey to be an important  ingredient in the culinary experience.\u003cbr/\u003eOn the more unconventional side tastings include the old favourites and yet to be discovered whiskeys mixed with the avant-garde savour of combining malt with pates, cheeses and even dark chocolate. \u003cbr/\u003eDerek O'Brien, head chef at Mount Juliet hotel and resort says they are increasingly considering whiskey as a fine dining ingredient.\u003cbr/\u003e\"Whiskey actually compliments food and I think it is actually the Irish man's wine. Traditionally port was served with the likes of cheeses towards the end of the meal but I personally think that people are becoming more aware of the uses of whiskey and fine whiskies in particular.\"\u003cbr/\u003eIreland is, however, as famous for its many pubs as it is for its fine whiskey, and no Irish Whiskey Trail would be complete without including the best of these legendary watering holes.\u003cbr/\u003eIt has unearthed many interesting and unusual drinking taverns, full of history, character, characters and of course great whiskeys.\u003cbr/\u003eTrailer organiser Heidi Donelon says that the whiskey trail is a truly unique offering.\u003cbr/\u003e\"What I would recommend to everybody that's checking out the whiskey trail is visit at least one of the distilleries, find out about Irish whiskey, find out the history, how it's made, why does it taste the way it does and then that evening go to one of the pubs on the whiskey trail and try and have a couple of Irish whiskies and just make your own opinion about them and just talk to people, talk to the Irish, enjoy the moment.\"\u003cbr/\u003eIn the land of a thousand welcomes the words whiskey and hospitality go hand in hand. \u003cbr/\u003eAccording to the Vintners' Federation of Ireland the total value in sales of Irish whiskey for 2009 amounted to nearly �138 (m)illion ( approx. $169 million USD).\u003cbr/\u003eIn 2009 4.5 million cases were sold worldwide, which amounts to 54 million bottles.\u003cbr/\u003eIrish whiskey is one of the fastest growing spirit categories in the world, with annual increases in excess of 10 per cent\u003cbr/\u003eThe USA is the largest market for Irish whiskey, importing 3.2 million litres of pure alcohol (mlpa), worth just under �50 million (approx. $61,275,000 USD), in 2009. \u003cbr/\u003ePernod Ricard (owners of Jameson and the Middleton Distillery) has a total market share of 69 per cent, with Jameson accounting for 65 per cent of that 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