Jameson’s performance clearly underlines the potential of the Irish whiskey category per se – and it has been the case of ‘mighty oaks from little acorns grow’. When Pernod Ricard acquired the brand back in 1988 via its acquisition of Irish Distillers, Jameson’s annual case tally was a mere 500,000 and Ireland was its primary market, with the US accounting for just 100,000 cases.

I just wonder at what stage of Jameson’s development Diageo would have sold it in order to plug a hole in its US portfolio. After all, it has taken 25 years for Pernod Ricard to make the brand what it is today and with the recent multi-million investment into more distilling and ageing facilities the Jameson story is very far from over. 

This is all a long-winded way of suggesting that Diageo is quite possibly guilty of short-term thinking and may live to regret the Bushmills sale. The stark fact is that tequila’s dynamism is almost entirely US-centric and, although the US is Irish whiskey’s top export market, it is by contrast far more of an international tipple, and herein quite possibly lies Bushmills attraction for the Beckmann family.

The corporation has stated it is the most significant brand acquisition in its long and illustrious history and that the intention is to continue its development ‘globally’ while at the same time pointing out that there are great similarities behind the two spirits, in terms of history etc etc.

Of late though, Tequila Cuervo, has had something of a rough ride in the US – depletions were down 4% to 3.3m cases last year, and the Beckmann-owned Proximo importer is having to work hard to revive the brand’s fortunes. So it would make sense to further develop in pastures new, and no doubt there are pastures where Cuervo can piggy back on Bushmills, and vice versa.

Since acquiring Bushmills from Pernod Ricard, Diageo has invested heavily in the brand – and I for one am sorry it will not reap the rewards. Mind you it might be a different story if I was a significant investor.