The Quest to Make Irish Whiskey a Year-Round SpiritIrish whiskey owns St. Patrick’s Day in the United States. For roughly two and a half weeks in March, it’s the spirit of choice for dive bar denizens desiring a shot or the liquor store shopper seeking the ideal bottle to go with corned beef and cabbage. These scenarios put Irish whiskey top of mind, making it easy to buy and even easier to promote. Then the other forty-nine-and-a-half weeks happen. Irish whiskey shrinks from the spotlight, but it never goes away. This provides a unique quandary faced annually by those that distill, distribute, promote and sell the Irish whiskey to thirsty Americans. The spirit’s an easy sell when everything’s green. But how do they keep it top-of-mind when the world returns to normal? | 
