Six Northern Ireland whiskey distilleries, including Four FoodNI members are
featured in a unique initiative by the Irish Whiskey Association (IWA) in Dublin to
encourage tourism, whiskey and local food.

Included in the planned all-Ireland Irish Whiskey Way initiative are FoodNI members:
Echlinville at Kircubbin; Hinch outside Ballynahinch; Rademon Estate, Crossgar; and
Titanic, Belfast. Other distilleries included are Old Bushmills and Belfast Distillery.

The Irish Whiskey Way is seen as a landmark tourism initiative that weaves Ireland’s
distilling traditions, landscapes and community stories into a single, immersive
whiskey trail. It aims to build on the success of whiskey tourism which attracted
around one million visitors to distilleries in both the Republic of Ireland and Northern
Ireland last year. Historic Bushmills, the world’s oldest whiskey distillery, was
Northern Ireland’s most popular visitor attraction then.

The initiative also boosts local food by recommending pairings with the various
whiskeys.

The statistics for whiskey tourism and the wider impact on the economies, both north
and south are impressive and show opportunities for even faster growth.

Over €41.6 million was generated from an average onsite spend of €41.24 per
person by 1,010,261 visitors in the 12 months leading up to June 2025. Other
impacts include:

 Bottle sales: More than 200,000 bottles of Irish whiskey were purchased
directly from distillery gift shops in 2022, indicating the importance of tourism
for premium product sales.

 Job creation: Irish whiskey tourism is a significant driver of employment,
especially in rural towns and villages, where distilleries often act as “anchor
attractions”. 

The most recent study shows other economic benefits as follows:

 Local community support: Visitors spend money in local communities linked
to distillery visits, with estimates reaching over €40 million in local
communities in 2022.

 “Experience economy” support: The growth of whiskey tourism contributes
to Ireland’s broader “experience economy,” which includes a wide range of
cultural and heritage attractions.

 Multiplier effects: The industry creates substantial multiplier gains for local
economies by supporting supply chains for goods and services, such as
accommodation and food, in the areas surrounding distilleries.

 An all-island industry: Irish whiskey tourism is promoted as an all-island
offering, which helps to deepen the overall tourism experience and economic
ties across the island of Ireland

The economic importance of the whiskey industry is recognised by Tourism NI which
has a whiskey experience programme.

All six Northern Ireland distilleries included the planned Whiskey Way offer very
sophisticated and different visitor centres aimed at visitors especially from overseas.

Belfast Distillery has developed a striking visitor attraction at its location in a wing of
the former Crumlin Road Gaol, once the city’s gaol. Titanic has developed an
impressive centre around the old Pumphouse at Thompson Wharf, once used by the
Titanic.

Belfast Distillery is home to McConnell’s whisky which dates back to the 18th century
and was among the city’s oldest spirits.

Other distilleries such as Bushmills, Echlinville, Hinch and Shortcross have invested
extensively in modern facilities for tourists. Bushmills charts the whiskey’s
development going back almost 400 years. Echlinville traces the history of Dunville’s
Irish Whiskey to the 19th century and the time when it was Ireland biggest selling
whiskey in the US.

Launched by Ireland’s Minister for Enterprise, Tourism and Employment Peter
Burke, the Irish Whiskey Way showcases Ireland’s leading Irish Whiskey distillery
experiences and visitor centres and allows any tourist coming to Ireland to build their
own food and drink trail across the island.

It includes an interactive website that allows users to build their own Irish food and
drink trails. The platform features the country’s leading whiskey distilleries and visitor
experiences, all showcased alongside their distilling traditions, landscapes and
community stories.

Additionally, the website includes recommended food pairings from celebrated Irish
chefs, as well as cocktail recipes.

Director of the IWA Eoin Ó Catháin called the initiative “a celebration of our island’s
rich distilling heritage, but also an initiative developed by our whiskey distilleries
working together to present a unique food and drink trail to the international and
domestic visitor”.

He added: “The importance of cooperation has never been greater, this year more
than ever, and the value of every euro spent in Ireland has never been more
appreciated.”

Irish whiskey tourism provides significant economic benefits, including a direct spend
of over €41 million from over one million visitors in the year to June 2025, high-value
employment especially in rural areas, and support for local economies through visitor
spending on other goods and services.

The industry also generates substantial income through on-site sales, which have
seen over 200,000 bottles of premium whiskey purchased annually, supporting local
communities and the overall Irish experience economy.

FoodNI member Go Pig in Belfast is to benefit from a listing by SPAR Scotland that provides significant opportunities to access a £19 billion market that’s one of Britain’s most dynamic and also close to Northern Ireland.

Benefiting from access to a network of over 300 stores are Go Pig, a Belfast-based producer of ‘guilt-free’ convenience meals. Another smaller company, Omagh’s Oatco Superfuel, a developer of innovative oat-based snack foods and porridge, has also been listed.

The two companies are delivering products to CJ Lang, a major food distributor based in Dundee and also the SPAR/EuroSPAR franchise holder for Scotland. The distributor supplies grocery products to stores across the country and has especially strong business relationships in Northern Ireland. Many of Northern Ireland’s artisan and smaller food producers have already been listed for SPAR outlets over the past decade.

Northern Ireland food and drink businesses are also regularly invited to Lang’s trade shows. Opportunities in Scotland have encouraged companies to develop innovative products for this receptive market. A good example of this is the Scottish tea blend developed by Thompson’s Family Teas in Belfast, the market leader in Northern Ireland.

Scotland, furthermore, is a popular destination for local food companies because is so close and is easy to supply products for sale there and to reach established and new customers.

Go Pig’s commercial manager Heather McCracken describes the latest sales for the manufacturer in Belfast’s Titanic Quarter as “very significant business which will help us to achieve our objective of developing significant business across Britain. The deal gives us a platform to one of the biggest food distributors and to a hugely important symbol group with a presence in most parts of Scotland. We will be supporting the new business through a major promotional campaign including the use of social media and other outlets that will enable us to increase awareness among shoppers there. It’s a tremendous opportunity for us outside Northern Ireland.”

A specialist in low calorie meals, Go Pig was formed in 2016 in a small kitchen by experienced businessman James Hutchinson and talented chef Gary Milligan. In 2018, the small business expanded into a production operation and began supplying retailers in Northern Ireland with packaged meals such as pulled beef and spicy chicken. It has since moved twice due to a need for bigger production facilities to meet growing demand for products. It is currently working from a custom-built 16,000sq ft. facility in Belfast’s sprawling Titanic Quarter.

The ambitious company has extended its product portfolio to include such popular convenience meals, branded as ‘guilt-free, including tandoori chicken, shredded ham, chicken curry and chicken katsu.

Mash Direct, the award-winning Northern Ireland food producer, has partnered with W5, the region’s leading science and discovery centre, to launch a pilot ‘Field to Fork’ education programme – an engaging initiative designed to help children understand where their food comes from and how sustainable farming shapes our environment and future. 

The pilot scheme, being delivered across primary schools in Newtownards, Bangor and Comber, offers a hands-on, curriculum-linked experience that explores the journey of food from Field to Fork. It connects children with local industries and highlights the role of sustainable farming in shaping healthier futures.  

Pupils gain a unique experience that traces food from the soil to the plate, exploring the growing ground, soil health, climate and environmental impact, helping children connect science with everyday food and build respect for nature and sustainable food production. 

Sponsored by Mash Direct and delivered by W5’s expert education team, the free outreach programme will engage with around 600 pupils from ten local primary schools, with a particular focus on areas of higher social deprivation. The interactive sessions are carefully linked to the curriculum and designed to spark curiosity, promote healthier eating choices, and foster environmental responsibility. 

Jack Hamilton, CEO of Mash Direct, said: 

“We’re proud to support the ‘Field to Fork’ pilot and help educate the next generation about where their food comes from – from the soil beneath our feet to the meals on our tables. Sustainability and community are at the heart of everything we do. By sharing six generations of our family’s farming experience, we want to inspire children to understand the vital role of farming, the importance of sustainable agriculture, soil health, and how caring for the environment and our climate helps build a healthier, greener future for everyone.’’ 

The ‘Field to Fork’ pilot features a variety of interactive, practical activities designed to bring science and sustainability to life, including: 

• Growing vegetables from seed and studying how soil conditions and climate affect growth. 
• Cooking and tasting traditional potato bread. 
• Exploring the Eatwell Plate to understand balanced nutrition. 
• Investigating food-miles and sustainable farming practices. 
• Creating video stories to capture and share key learnings. 

Elaine Steele, Education Officer at W5, added: 

“This collaboration with Mash Direct helps us make science real, relevant and fun. By linking classroom learning to local food production and sustainability, pupils can explore how food is grown, processed and brought to their tables. They’ll learn where their food comes from and how making healthy, informed choices can positively impact both their wellbeing and the planet. It’s about inspiring a generation to think critically about food, farming, and the environment.” 

The pilot reflects Mash Direct’s ongoing commitment to sustainability, education and community, while advancing W5’s mission to make science engaging and inclusive for all. If successful, the partners plan to expand the ‘Field to Fork’ programme across Northern Ireland, giving more schools the opportunity to experience this innovative approach to food education. 

According to research by the British Nutrition Foundation (BNF), nearly one in five primary-school children believe that fish fingers come from chicken, and close to a third think cheese comes from plants — underscoring a widespread lack of understanding of food origins. FoodManufacture.co.uk+1 
 

Furthermore, the Agriculture and Horticulture Development Board (AHDB) reports that after using its “Food – a fact of life” resources, 85% of pupils were more informed about where food comes from. ahdb.org.uk 

As a pilot scheme, this initiative is sowing the seeds for a broader educational rollout – one that could transform how young people understand food, health and sustainability from the field, all the way to their fork.