Case Study: Irish Distillers achieves always-on, high-performing websites with New Relic

Irish Distillers Ensures It’s Never Closing Time for Its Websites Thanks to New Relic

Irish Distillers, the Dublin-based maker of Jameson and other premium spirits, faces huge seasonal and everyday spikes in web traffic—especially around St. Patrick’s Day when sales surge—yet lacked the detailed visibility needed to ensure pages and apps stayed fast, reliable, and legally compliant (age verification across regions). Anecdotal reports of slow performance and limits of Google Analytics made it hard to pinpoint problems or measure the impact of a major site redesign.

By deploying New Relic APM, Browser, and Mobile, Irish Distillers gained end-to-end monitoring across development, testing, and production, enabling agile two-week sprints, controlled feature rollouts and “soak” testing, and better mobile performance tuning. The result was complete backend and user-experience visibility, faster iteration of consumer-facing features, ensured regulatory compliance, and stronger support for global growth and data-driven marketing.

Irish Distillers

Pete McVicar

Head of IT Marketing and Sales Solutions