‘I think we will settle back in a place not far from where we were six months ago.’ said co-founder Bob Coggins ‘In the meantime, it does us no harm to be brewed within the borders’
The White Hag Brewing Company plans to beat US import tariffs by brewing some of its beer within America under licence, with its Co Sligo brewery continuing to supply domestic and other international markets.
The company has an agreement with an independent pilot brewery in Milwaukee as it sets up distribution to bars in the US, thanks to word-of-mouth referrals through the Irish pub community.
Bob Coggins, a co-founder of White Hag said the move could give the beer business an “edge over brands there already”.
White Hag founders Brian McTernan, Bob Coggins and Paul Mullin
“This is 101 of going to get around the tariffs,” he said. “At the moment, some brands have said they are going to stop completely, even though the tariff conversation is constantly in flux.”
Ireland’s alcohol industry is particularly exposed to tariffs in the US, one of its most lucrative export markets. Irish drink sales to the US were worth €865m in 2024 making up 41pc of the sector’s exports, according to Bord Bia.
Irish beer exports increased by 2pc in 2024 to reach an estimated €325m. The North American market was worth €65m, up 8pc on the year.
Fears over US tariffs have had a stark effect on some Irish alcohol players. Last week, the Sunday Independent reported that the vast majority of distillation in Ireland had been paused, with US tariffs among the leading factors.
Last week, the Sunday Independent reported that the vast majority of distillation in Ireland had been paused. Stock image/Getty
On the tariffs, Coggins said he was hopeful the EU could secure a trade deal with the US, potentially ending the current 10pc levy Irish beer imports face in America.
“We’re all at the mercy of the mad ideas coming out of the US administration at the moment, but I think we will settle back in a place not far from where we were six months ago,” he said. “Hopefully, we’ll end up in a like-for-like situation. In the meantime, it does us no harm to be brewed within the borders.”
Coggins said White Hag recently sent a container of “high-value” beers – such as stouts and sours – across the Atlantic before tariffs kicked in as part of plans to expand into the US market.
In the US, White Hag will brew two of its core beers under licence to service Irish pubs and the general craft beer market. It is sending over brewers and is using hops grown in the US.
Its brewery in Ballymote, Co Sligo, will continue serving domestic and other international markets, including France, Italy and the UAE.
Brewing in Milwaukee would also allow it to reduce the cost of expanding in the US
“It’s similar to Heineken being a Dutch brand but brewing in Cork,” he said. “We work with an independent pilot brewery in Milwaukee, and they’re brewing the beer for us, and we’re getting going with distribution.”
Beating US tariffs wasn’t the only reason for the move by White Hag.
Coggins said brewing in Milwaukee would allow it to reduce the cost of expanding in the US and provide fresher beer in a more familiar keg style to American publicans.
The entrepreneur said: “We’re reaching out to the Irish bar community. We’ve had people from all over the States contact us already – just through word of mouth, friends of friends, etc. We’re gaining traction through the Irish diaspora”.
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