TRENDS IN WHISKY UP TO 2033

                       MORDOR INTELLIGENCE WHISKY MARKET ANALYSIS
                        GROWTH TRENDS & FORECAST (2023 - 2033)

The whisky Market is segmented by Product Type (Scotch Whisky, Indian Whisky, American Whiskey, Irish Whiskey, Canadian Whisky, and other product types), Distribution Channels (On-trade and Off-trade), and Geography. Based on Geography, the market studied is segmented into Europe (Spain, United Kingdom, Germany, France, Italy, Russia, and Rest of Europe), Asia-Pacific (India, China, Japan, Australia, and Rest of Asia-Pacific), North America (United States, Canada, Mexico, and Rest of North America), South America (Brazil, Argentina, and Rest of South America), Middle East and Africa (South Africa, Saudi Arabia, and Rest of Middle East and Africa). The report offers market size and values in (US$ million) during the forecast period for the above segments. Source: Mordor Intelligence

WHISKY MARKET ANALYSIS: 

Outlook 2023-2033: The global whisky market is projected to cross a net worth of US$ 270 Billion at a CAGR of 12% during the forecast period ending 2033.The global whisky market size reached US$ 64.0 Billion in 2022. Looking forward, the market is set to reach US$ 91.3 Billion by 2028, exhibiting a CAGR of 6.1% during 2022-2028, increasing rapidly to a CAGR of 12% by 2033. 

Innovations and advancements in the manufacturing of alcoholic drinks, coupled with an increase in the number of whisky distilleries across the globe are among the key factors driving the growth of the market. There is also an increasing demand for premium and super-premium whiskies across both developed and emerging nations.

Additionally, extensive promotional activities by manufacturers to strengthen distribution and purchase channels, along with the development of online retailing portals that provide consumers with a hassle-free shopping experience, is driving the market further. Moreover, product innovations such as organic whiskies are gaining rapid preference among consumers across the globe. Other factors, including rising disposable income levels and increasing urbanization, are also projected to contribute to the market growth.

The consumption of whisky at a moderate rate is considered beneficial for health as it reduces the risk of developing heart and blood pressure-related complications. However, excessive intake is associated with critical health issues. In cases of medical emergencies, it is also used as an alternative to alcohol to disinfect wounds.

India has overtaken France to become the UK’s largest market of Scotch whisky in terms of volume with a 60 per cent hike in imports in 2022 over the previous year, according to figures from Scotland’s leading industry body, The Scotch Whisky Association (SWA). They said that India imported 219 million 70cl bottles of Scotch compared to France’s 205 million last year – representing growth of the Indian Scotch market of more than 200 per cent in the past decade.  

As one of the key sectors of focus for the UK in the free trade agreement (FTA) talks with India, now in their seventh round of negotiations, SWA pointed out that the hike in volume still makes up only a fraction of the Indian whisky market due to high tariffs.

“Despite double-digit growth, Scotch whisky still only comprises 2 per cent of the Indian whisky market,” the association said on Friday. SWA analysis shows that a UK-India FTA deal which eases the 150 per cent tariff burden on Scotch whisky in India could boost market access for Scotland’s whisky companies, allowing for an additional GBP 1 billion of growth over the next five years,” it noted. The value of the Indian market for Scotch exports comes in at fifth worth GBP 282 million, up 93 per cent in 2021 and behind France, Singapore and Taiwan. The 2022 trend also saw the Asia-Pacific region overtake the European Union (EU) as the industry’s largest regional market, with double-digit post-pandemic growth also seen in Taiwan, Singapore and China besides India.

The para below consists of ads from other sources, if at all. Whisky has been spelt wrongly.

During a year of significant economic headwinds and global supply chain disruption, the Scotch Whisky industry continued to be an anchor of growth, supporting investment and job creation across Scotland and the UK. By reducing tariffs through the UK-India free trade agreement, continuing the duty freeze in the March budget, and ensuring the industry’s continued ability to advertise a world-class product in our home market, the Scottish and UK governments can count on the Scotch Whisky industry to reinvest its success across the UK,” the SWA said. Overall, the year 2022 saw solid growth in Scotch exports around the world, with the US holding on to its topmost position as the largest market by value at GBP 1,053 million.

According to SWA data, on average the equivalent of 53 bottles of Scotch Whisky are exported every second -- up from 44 per second in 2021. Bottled Blended Scotch Whisky accounts for 59 per cent of value exports, with Single Malt 32 per cent of all Scotch whisky exports by value.

Consumers nowadays all over the world have more sophisticated palates compared to a few years ago. They are constantly looking to explore unique, high-quality alcoholic beverages such as whisky, wine, and others. Including natural ingredients in alcoholic beverages improves their functionality, and such products are gathering much attention from consumers.​ Therefore, the changing lifestyle and preferences of consumers are some factors driving the global whisky market.

The COVID-19 pandemic affected the whisky market; for example, Pernod Ricard, one of the top players in the whisky industry, witnessed a decline in profit margins by 20% as per the company's annual report. This was due to the closure of various hotels, restaurants, and alcohol shops worldwide, which limited whisky sales. Moreover, due to decreasing international visitor spending by 65% around the globe and a decrease in exports, the whisky industry experienced a significant decline.

However, post-pandemic, the whisky market is recovering much faster, and it is anticipated to return to the pre-COVID stage over the next few years. The growing consumption of alcoholic beverages across various countries is contributing to market growth. High disposable income, changing consumer lifestyle, and high standard of living are some of the few trends influencing market growth.

WHISKY INDUSTRY SEGMENTATION

Whisky is a distilled alcoholic beverage made from fermented barley, corn, rye, wheat mash, or by distilling beer. The whisky market is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into Scotch whisky, American whiskey, Irish whiskey, Canadian whisky, and other product types. By distribution channel, the market is segmented as on-trade and off-trade channels. Based on Geography, the market is segmented into Asia-Pacific (China, Japan, India, Australia, and Rest of Asia-Pacific), Europe (Spain, United Kingdom, Germany, France, Italy, Russia, and Rest of Europe), North America (United States, Canada, Mexico, and Rest of North America),, South America (Brazil, Argentina, and Rest of South America), Middle East and Africa (South Africa, Saudi Arabia, and Rest of Middle East and Africa). For each segment, the market sizing and forecasts have been done on the basis of value (in US$ million).

Product Type	Scotch Whisky
	Indian Whisky
	American Whiskey and Whisky
	Irish Whisky
	Canadian Whisky and Other Types
	Other Product Types
Distribution Channel	On-trade
	Off-trade
Geography	Europe	United Kingdom
		France
		Spain
		Germany
		Italy
		Russia
	Asia-Pacific	China
		India
		Japan
		Australia
		Rest of Asia-Pacific
	North America	United States
		Canada
		Mexico
		Rest of North America
	South America	Brazil
		Argentina
		Rest of South America
	Middle East and Africa	South Africa
		Saudi Arabia
		Middle East
		Rest of Africa

 Trends: Growing Consumers' Preferences Toward Brand Ownership

Demand for variety in Scotch whisky from emerging markets and the request for lower alcohol varieties and organic whisky among health-conscious drinkers are driving the market forward. Moreover, with the increasing focus on healthy living worldwide, people prefer the top brands for consumption. Also, top players in the market have initiated a new trend of organic whisky. For example, Bainbridge Organic Distillers have developed artisan-distilled spirits made from USDA-certified organic wheat, barley, triticale, and corn, grown primarily for their distillery. Also, the quality of each of their products is a direct reflection of the superiority of their grains. Organic whisky is mostly manufactured using grains such as malt barley, maize, wheat, and rye. Consumers prefer the top brands in whisky due to the brand image and the quality offered by these brands.

WHISKY MARKETS: TOP WHISKY BRANDS IN MILLIONS OF 9-LITRE CASES  

 

THE NORTH AMERICAN SHARE

The US whiskey market is driven by premiumisation trends and emerging consumer trends toward innovative brands and a diversification of their product ranges. Therefore, the American population’s increased interest in premium products, high-end premium, and super-premium brands drove the growth over the past five years. Additionally, the prevalence of drinking trends is aiding the growth of the market. A survey published by Statistics Canada showed 15.6% of Canadians were considered heavy alcohol drinkers. This factor is driving the sales of whiskey across North America. Additionally, the booming demand for spirits in on-trade channels, including full-service restaurants and cafés/bars (than off-trade sales performance), is expected to increase the demand for whiskey in the United States during the forecast period.

WHISKY INDUSTRY OVERVIEW

The whisky market is witnessing high competition due to the diversified product portfolio of key players and growing investment in strategic expansion. These factors are leading to intense competition among the existing players. In addition, key players are focusing on online distribution channels for online marketing and branding of their products to expand their geographical reach and customer base. Key players operating in the whisky market include Diageo PLC, Bacardi Ltd, Asahi Group Holdings Ltd, Pernod Ricard SA, and Suntory Beverage & Food Ltd, among others.

WHISKY MARKET LEADERS

Diageo plc

Bacardi Limited

Suntory Beverage & Food Limited

Pernod Ricard

The Brown-Forman Corporation

Asahi Group Holdings Ltd

William Grant & Sons Holdings Ltd

The Edrington Group

Allied Blenders and Distillers Pvt Ltd

Constellation Brands

La Martiniquaise

Focus on Sustainability: Millennial and Gen-Z consumers have now firmly established that they are willing to pay more for sustainably produced goods. These groups gravitate toward locally-sourced ingredients, which accounts for the rising interest in grain-to-glass distilleries. Today’s consumers will chart a departure from their predecessors. For this generation that is younger, it is less about quantity and more about quality. The idea of better ingredients that are also produced through a responsible process, is a priority and a must for the younger generations who are more educated about our carbon footprint. Premiumisation, or the rise of higher-priced spirits (another trend we’re likely to see continue in 2023), will ease the pressure on producers who face rising costs as sustainability initiatives demand additional investment.

Investment in Social Media: Taking cues from the hospitality industry as a whole, whisky distilleries will continue to expand their reach through collaborations with social media influencers. Bartenders at on-premise restaurants will serve up new whisky cocktails that take visuals into account, opting for creative, social media-ready presentations. As brand storytelling gains momentum in the marketing world, opportunities will arise for whisky producers to share stories of their distillers, bartenders, and other team members. Short-form video tends to outperform other types of social media content, and the creative marketers in the whisky world are sure to serve up some poignant stories in 2023.

Diversity, Equity, and Inclusion (DEI): Many whisky brands are already taking strides to create more diverse workplaces and combat the stereotype of whisky drinkers only looking a certain way. This momentum will pick up steam in 2023. Du Nord Social Spirits is pushing for expanding DEI initiatives in the whisky industry because for them it’s a no-brainer. DEI just makes good business sense. If you want a business that will be relevant in 20 years, you’ve got to recognize that this country is changing and has changed, and the younger generation wants a product that reflects their values.

Innovation Through Barrel Finishing:  Also known as secondary maturation, barrel finishing is a tool that distillers use to fine-tune the flavours of their finished whiskies. After ageing in one barrel, the whisky is transferred to a different, previously-used barrel to take on some of its flavours and aromas. This practice is not new, but as consumers continue to demonstrate a taste for more complex flavours, the technique will increase in popularity. Some experts warn that too much barrel finishing could be dangerous for the industry because it can be used to mask the flavour of an inferior product. But for distillers who have mastered their craft, barrel finishing an established product is a sophisticated way to appeal to the most discerning whisky lovers.  

MORE GLOBAL SINGLE MALTS:

England: English whisky is whisky produced in England. At least eight distilleries currently produce it, and there are 26 whisky distilleries across England in various stages of development. Though England is not well known for whisky, distillers operated in London, Liverpool and Bristol until the late 19th century, after which production of English single malt whisky ceased until 2003. Since then, English whisky has experienced a resurgence in production.

History

England, like Scotland, has a history of producing single malt whisky. However, the production of English single malt whisky ceased around 1905 with the closure of Lea Valley Distillery, in Stratford, London, by the Distillers Company Limited, one of the forerunners of Diageo.

In the 1887 book, The Whisky Distilleries of the United Kingdom by Alfred Barnard, the following English distilleries were listed:

Lea Valley Distillery, Stratford, Essex (founded in the late 19th century) — produced both grain and malt whisky.

Bank Hall Distillery (Liverpool) — produced grain and malt whisky.

Bristol Distillery (founded in the 17th century) — produced grain whisky which was "sent to Scotland and Ireland to make a Blended Scotch and Irish whisky, for whisky purpose it is specially adapted, and stands in high favour.

Vauxhall Distillery in Liverpool (founded in 1781) — produced grain whisky.

In 2005, The English Whisky Co. Ltd got permission to build the first registered whisky distillery in England for over a century; it first release of single malt occurred in 2009; which became the only English Whisky to have been bottled and released for over 100 years. In 2013 The London Distillery Company began production of the first single malt whisky in London since Lea Valley Distillery closed in 1903. Two other English distilleries, also producing whisky by 2014, were The Lakes Distillery and The Cotswolds Distillery.

DISTILLERY	FOUNDED	1ST CASK	1ST RELEASE
Bimber Distillery	2016	2016	September 2019
Chase Distillery	2008	2012
Cooper King Distillery	2016	2018
Copper House Distillery	2010	2010	December 2013
Copper Rivet Distillery	2016	2017	November 2020
The Cotswolds Distillery	2014	2014	October 2017
Circumstance Distillery	2018
Dartmoor Whisky Distillery	2017	2017	September 2019
Durham Distillery	2014
East London Liquor Co	2014	2015	December 2018
Ellers Farm Distillery	2021	2021
Henstone Distillery	2017	2017	January 2021
Hicks & Healey	2003	2003	September 2011
Isle of Wight Distillery	2014	2015	December 2018
The Lakes Distillery	2011	2014	June 2018 (The Lakes Genesis)
The London Distillery Co	2011		2018
Ludlow Distillery	2008	2014	2018
Oxford Artisan Distillery	2017	2017
Princetown Distillery	2018
The Spirit of Manchester Distillery	2016	2022
Spirit of Yorkshire Distillery	2016	2016	2019
St George's Distillery	2006	2006	2009
Wharf Distillery	2014	2014	2019
White Peak Distillery	2017	2018
Whittaker's Distillery	2015	2019

American Single Malts: Single malt whisky has historically been synonymous with Ireland and Scotland. But in the last few years, distillers from around the world have begun to experiment with the spirit, giving it a new, modern twist. In particular, the American single malt is starting to make its mark. American whisky producers are currently advocating for the establishment of a legal definition for single malt (like those on the books in Ireland and Scotland). Over 200 American distillers are already producing single malt using the guidelines proposed for this legal distinction, and it won’t be long before we see this niche elbow its way firmly onto the scene.

Riffs on Classic Whisky Cocktails in the Ready-To-Drink Category: Ready to Drink (RTD) cocktails are having a moment, with sales up over 225 per cent since 2016. Consumers are displaying a sustained openness to unique flavours, and Bevsource reports a 46 per cent increase from 2017-2021 in canned cocktails that contain botanical extracts. Expect to see RTD producers take advantage of this niche by spicing up the old classics. Whisky sour with ginger or mango anyone?

Addenda:

Whisky Market News

October 2022: William Grant & Sons launched their travel retail exclusive range of whiskies under its Glenfiddich whisky brand. The range included four exclusive types of whiskies: Vat 01 is 40% ABV, Vat 02 is 43% ABV, Vat 03 is 50.2% ABV, and Vat 04 is 47.8% ABV.

March 2022: Godawan Single Malt, a locally produced artisanal whisky, was introduced by Diageo India. The company has upscaled its portfolio in the nation. Godawan was initially offered in Rajasthan and Delhi, and the company later announced plans to make the product available throughout the country.

August 2021: Pernod Ricard S.A. launched its new brand, "The Chuan Whisky". According to the company, the whisky launched is deeply embedded in Chinese culture and philosophy. 

Bruichladdich Regeneration Project Islay Single Grain Scotch Whisky: In an effort to combat the growing cost of agro-chemicals, avoid monoculture, reduce input, and diversify crops, Bruichladdich worked with a prominent farmer to introduce rye to his fields. Rye can bring huge benefits as a rotational crop, which not only reduces the need for artificial fertilizer but also improves soil health and structure. Until this project, rye had never been grown on Islay before, but the results of Bruichladdich Regeneration Project Islay Single Grain Scotch Whisky (a.k.a., Bruichladdich Islay Rye) may find it working itself into crop rotations more often.

Golden syrup in colour, the nose offers waves of liquorice, black pepper, cinnamon, and nutmeg, followed by maritime notes, delicate citrus, and honey. The palate balances a soft texture alongside rye’s spicy, peppery heat, and the sweetness of marzipan, vanilla, and chocolate. All of these complement the spice of the rye and the citrus green fruit notes of the Islay-grown barley. Notes of vanilla custard and pastry complete the experience.

Compass Box’s Extinct Blends Quartet—which features whiskies inspired by flavours of the past—the producer looked to reimagine its iconic extinct blend, Asyla, a cornerstone of the brand until its retirement in 2018. To do this, the whisky makers turned to older stocks, focusing on capturing Asyla’s vibrancy and soothing sweetness. The result is Delos, the second offering in the series.

Named after a Greek island strewn with mosaics and ruined ancient temples—and said to be the birthplace of the god Apollo—Delos signifies Asyla’s beauty and serenity as a whisky. The blend uses a mix of malt and grain from some of Compass Box’s rarest stocks, including whisky from Glen Elgin, Imperial, and Miltonduff distilleries—all aged in American oak barrels.

The result offers a sweet yet mellow medley of ripe pear, pineapple, orange, and vanilla notes, while the maturity of the grain whisky gradually builds to reveal guava, heather honey, and chai spices.

The Single Malts of India: Amrut Distilleries recently launched an umbrella brand, The Single Malts of India, to showcase the hidden gem malts of India. The first phase of the release, called Neidhal, will be a limited release of 12,000 bottles around the world, with 1,200 bottles being allocated for India.

According to the brand, ancient Tamil texts dating back to the Sangam period of 300 B.C. classify earth into five regions called Tinais. These regions are associated with their own literary style, grammar, mood and more. Under this classification, “Neidhal” is comprised of all Oceans and neighbouring regions. or in short Coastal Plains and the way of living one associates with them.

Neidhal is thus described as a single malt eponymously sourced from a Neidhal or coastal region and is said to exhibit traits that uniquely spring from the locale – official tasting notes make mention of tropical fruits, vanilla punctuated by soft phenols and above all sea salt on the nose. On the palate, it is fruit cocktail and mesmerising phenols with a touch of iodine. The middle ground is an essay in chewability and a finish that is phenolic with a touch of sweet vanilla.

Amrut Bagheera | Sherry Cask Finish 46% ABV A sherry cask-finished Amrut Indian single malt whisky, made with 1% peated malt to create subtle smoky nuances and complexity. This ‘black panther’ expression was co-developed with La Maison du Whisky. The nose offers complex aromas of dried fruits and nuts, vanilla caramel and a light whiff of smoke. On the palate, fruity notes of orange and peach lead into a long finish filled with toffee and toasted chestnuts.

Amrut Spectrum Single Malt Whisky 50% ABV

The world’s first-ever multi-wood barrel whisky. Amrut Distilleries has launched the Spectrum 004 in India, to coincide with the third global release. Riding high on the response of recent releases in India of Amrut Fusion X, Triparva and Neidhal, Amrut is bringing the exclusive Spectrum Single Malt Whisky which is aged in a one-of-a-kind barrel. This custom-built barrel also christened as Spectrum casks that is only available in Amrut, is made with not one kind of Oak staves but four different types.

To make the Spectrum 004, a two-part maturation technique has been employed, the first being maturation of New Make spirit in an ex-Bourbon cask then the innovation follows where the spirit is transferred to a custom build barrel fusing American and European type barrels into one single barrel a.k.a Spectrum cask, where the aged spirit is matured for the remaining period into this magical cask. These Spectrum barrels are made with 4 different kinds of staves, new American Oak with Char level 3, lightly toasted new French Limousin Oak, ex-Oloroso sherry staves, and ex-PX Sherry staves.

THE BARREL-TWIST! Whisky, for the past 400 years has traditionally been aged in a cask made of one type of oak wood, which lends flavour and complexities to the malt. However, Amrut wanted to experiment with a cask with four different types of wood. This however presented a unique challenge, as each oak wood stave had different thickness and properties. The problem was addressed with an indigenous and ingenious solution; four different casks were made, each of a different type of wood, and corresponding staves were removed to be stitched together in one cask. The barrel, therefore, consisted of a mix of new American Oak, new French Limousin Oak, ex-PX sherry cask stave and ex-Oloroso sherry cask stave. The Spectrum barrel has some old, some new yet equal proportions of all four kinds of staves arranged in a one-after-the-other manner lending their own characteristics and complexities to the malt unlike ever before in the centuries of whisky-making.

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