Leveraging Market Intelligence in Craft and Heritage-Driven Industries: Enhancing Global Competitiveness in the Northern Ireland Spirits Sector

Summary

PhD Opportunity: Market Intelligence for Global Growth in Northern Ireland’s Spirits Sector

Are you passionate about the future of Northern Ireland’s world-class distilling industry? This exciting PhD project explores how market intelligence (MI) can drive innovation, export growth, and global competitiveness in one of the region’s fastest-evolving sectors.

Northern Ireland’s spirits industry is home to more than 20 distilleries, contributing significantly to local employment, supply chains, and exports valued at €1.3 billion in 2023. Yet, despite its strength, the sector faces challenges from volatile international markets and shifting trade conditions to the growing demand for authenticity, sustainability, and premiumisation. To thrive globally, producers need the right data-driven insights to inform strategic decisions and identify emerging opportunities.

This PhD will address a critical gap: while large corporations have long used MI to shape innovation and marketing strategies, little is known about how smaller, craft and heritage-driven distilleries with limited resources but strong local identity can effectively adopt and apply MI tools.

Through qualitative research, including in-depth interviews, firm observations, and engagement with industry networks, the project will:

*Map how NI distillers currently use MI and where gaps exist.
*Identify factors influencing MI adoption and export readiness.
*Analyse global spirits trends (e.g., sustainability, low/no alcohol, premiumisation).
*Benchmark best practices from leading distilling nations such as Scotland, Japan, and the USA.
*Develop a bespoke MI framework to help NI distillers strengthen their export strategies and international competitiveness.

The project will deliver tangible benefits for industry and policy, providing practical tools to support export diversification and sustainable growth, while advancing academic understanding of MI in craft-based industries.

Be part of shaping the future of Northern Ireland’s spirits sector — where tradition meets innovation.

Skills required:

• Knowledge of Market Intelligence or Marketing Strategy
• understanding of how businesses use data to inform innovation and competitiveness.
• Data Interpretation and Critical Thinking – capacity to synthesise complex market and consumer data into actionable insights.
• Communication and Interpersonal Skills – confidence in engaging with industry stakeholders, distillers, and policymakers.

Essential criteria

Applicants should hold, or expect to obtain, a First or Upper Second Class Honours Degree in a subject relevant to the proposed area of study.

We may also consider applications from those who hold equivalent qualifications, for example, a Lower Second Class Honours Degree plus a Master’s Degree with Distinction.

In exceptional circumstances, the University may consider a portfolio of evidence from applicants who have appropriate professional experience which is equivalent to the learning outcomes of an Honours degree in lieu of academic qualifications.

• A comprehensive and articulate personal statement
• Research proposal of 2000 words detailing aims, objectives, milestones and methodology of the project

Desirable Criteria

If the University receives a large number of applicants for the project, the following desirable criteria may be applied to shortlist applicants for interview.

• First Class Honours (1st) Degree
• Masters at 70%

Equal Opportunities

The University is an equal opportunities employer and welcomes applicants from all sections of the community, particularly from those with disabilities.

Appointment will be made on merit.

Funding and eligibility

This project is funded by:

• Department for the Economy (DfE)

This scholarship will cover tuition fees and provide a maintenance allowance of £21,000* (tbc) per annum for three years (subject to satisfactory academic performance).  A Research Training Support Grant (RTSG) of approximately £900 per annum is also available.

To be eligible for these scholarships, applicants must meet the following criteria:

• Be a UK National, or

• Have settled status, or

• Have pre-settled status, or

• Have indefinite leave to remain or enter, or

• be an Irish National

Applicants should also meet the residency criteria which requires that they have lived in the EEA, Switzerland, the UK or Gibraltar for at least the three years preceding the start date of the research degree programme.

Applicants who already hold a doctoral degree or who have been registered on a programme of research leading to the award of a doctoral degree on a full-time basis for more than one year (or part-time equivalent) are NOT eligible to apply for an award.

Due consideration should be given to financing your studies.

*Part time PhD scholarships may be available, based on 0.5 of the full time rate, and will require a six year registration period