Whiskey Market By Type (Scotch, Irish, American, Canadian, and Japanese); By Origin (Speyside, Highland, Lowland, and Islay); By Age; By Flavor; By Distribution Channel; And By Regional (North America, Europe, Asia Pacific, Latin America, Middle East and Africa) – Global Market Analysis, Trends, Opportunity and Forecast, 2023-2032

Whiskey Market Overview and Definition

The global whiskey market reached a value of about USD 65.3 billion in 2021 and expected to grow at a CAGR of 5.2% in the forecast period of 2022-2032, to reach a value of approximately USD 102.5 billion by 2032. Whiskey is an alcoholic beverage made from grain that has been matured in oak barrels. For a whiskey to be a whiskey, it must have no additional flavouring; all of the flavour must come from the barrel in which it is aged. The mash of a whiskey is the grain mixture used in the distillation process. Consumers around the world presently have more sophisticated palates than they did a year ago. They're always on the lookout for distinctive, high-quality alcoholic beverages like whiskey and wine, among others. Natural components in alcoholic beverages improve its functionality, and customers are becoming increasingly interested in such goods. As a result, factors like these are propelling the worldwide whiskey industry.

Whiskey Market Graph

Top Impacting Factors

Innovations and developments in the manufacturing of alcoholic drinks, as well as an increase in the number of whiskey distilleries around the world, are among the primary drivers of the whiskey market's expansion. Premium and super-premium whiskeys are also in high demand in both developed and developing countries. Changing consumer habits, as well as the growing trend of socialising and mid-week/weekend parties among working professionals, are also positively impacting the market. Whiskey is frequently associated with a desire to demonstrate class and sophistication among peers, prompting customers to seek out novel and unusual drinking experiences. Furthermore, manufacturers are engaging in substantial promotional operations to increase distribution and purchasing channels, as well as the development of online retailing portals that give consumers with a hassle-free buying experience.

Furthermore, product developments such as organic whiskeys are rapidly gaining popularity among consumers all over the world. Other variables that are expected to contribute to market expansion include rising disposable income levels and increased urbanization. The Whiskey market is being driven ahead by the demand for variety in scotch whiskey from fast-growing emerging economies, as well as the demand for lower alcohol variants and organic whiskey among health-conscious users. Furthermore, with a growing emphasis on healthy living around the world, people are gravitating toward these whiskey variants. From 2013 to 2017, the value of organic alcoholic beverages exported from Denmark climbed by 129.60 percent, resulting in a rise in demand for organic whiskeys from Denmark and other nations across the world. 

Whiskey Market Regional Analysis

Europe holds the largest share in the whiskey market followed by North America and Asia Pacific. Rising demand from Germany, Belgium, the United Kingdom, France, Spain, and Poland is driving the regional market. However, due to the growing senior population in Western Europe, it is anticipated to increase at a slower rate than developing regions.

Over the last few years, the number of luxury goods makers in North America has exploded. Increased product demand has brought a slew of new players to the industry. Furthermore, shorter approval periods from federal and state regulatory agencies have encouraged distilleries to begin making whiskey. As a result, the number of major distilleries in the area is expected to skyrocket in the next years. Kentucky, Tennessee, Pennsylvania, New York, Texas, California, Arkansas, Michigan, Kansas, North Carolina, West Virginia, and Vermont are some of the key states in the United States with a substantial number of craft distilleries. The American Distilling Institute, the Alcohol and Tobacco Tax and Trade Bureau, and the American Craft Spirits Association all regulate distilleries. In North America, consumers who have recently reached the Legal Drinking Age (LDA) play a critical role in driving the market. Other important economies in the region's blended product market include Canada and Mexico, in addition to the United States. 

Whiskey Market Latest Trends

While Covid-19 shut down most of the world in 2022, whiskey continued to mature in rickhouses. The demand for American dark spirits has barely slowed. Consumer interest soared during the pandemic, fuelled in part by the fact that so many people were stuck at home and in need of a drink. This had an impact on the popularity of American whiskey. Store Pick Single Barrels unique whiskeys, chosen as one-off bottlings by stores or clubs, had a banner year in 2022. This may sound strange, given that sampling barrels in the midst of a pandemic was a difficult undertaking. However, as the industry progressed, shop pick single barrels became more popular as they became more appealing to the general public.

In recent years, there has been a surge in interest in restoring traditions, bringing back traditional production methods and recipes with a modern twist. This contemporary version will undoubtedly be a huge trend in 2022, helping to engage younger generations as they learn about the history and quirks of companies and products. Several distilleries are reviving old recipes in response to this demand. They use current ageing procedures to give traditional components a fresh twist, resulting in different flavour nuances. Consumers, particularly millennials, are always looking for new things to do. This is apparent in their approach to and enjoyment of new whiskies. People have been highly interested in virtual experiences where they may sample, study, and learn more about whisky as a result of the pandemic that shook the world last year. This opens up new possibilities in the future, where virtual and in-person events may both engage and build rapport with the target whiskey market.

Whiskey Market Growth Drivers

Growing consumer interest: Increased interest in craft and craft spirits has made whiskey popular among consumers worldwide people are more willing to explore whiskey brands such as scotch, bourbon, rye, and more.

Premiumization: Consumers are willing to pay more for quality whiskey. Demand for older and limited edition whiskeys in the market has increased, contributing to higher prices and profitability.

Cocktail Culture: The craft cocktail movement has driven demand for whiskey, as it is a key ingredient in many classic and contemporary cocktails. Mixers and distilleries often use whiskey in their creations, appealing to a variety of consumers. Globalization: Whiskey is no longer limited to the country of origin. Scotch, bourbon and other brands of whiskey are exported and enjoyed around the world. Emerging markets in Asia in particular have shown a strong interest in whiskey, which has led to an increase in exports.

Whiskey Tours: Wineries have become tourist attractions, making visitors interested in learning about the whiskey-making process. Winery tours, tastings and events have helped promote whiskeys and generate revenue.

Whiskey Market Segmentation

Type: The whiskey market can be segmented based on the type of whiskey. The main types of whiskey are Scotch, Irish, American, Canadian, and Japanese. Each type has its unique flavor profile and production process, which appeals to different consumer preferences.

Origin: Whiskey can be further segmented based on its country or region of origin. For example, Scotch whiskey can be classified as either single malt or blended and can be further segmented based on the region of production such as Speyside, Highland, Lowland, and Islay.

Age: Whiskey can be categorized based on its age, which is determined by the length of time it has been aged in oak barrels. Whiskey can be classified as young, matured, or old based on the number of years it has been aged. Age is an important factor in the pricing and flavor profile of the whiskey.

Flavor: Whiskey can also be segmented based on its flavor profile. For example, some whiskeys are smoky and peaty, while others are sweet and fruity. The flavor profile of the whiskey is determined by various factors such as the type of grain used, the type of barrel used, and the length of aging.

Distribution Channel: Whiskey can also be segmented based on its distribution channel. Whiskey can be sold through different channels such as on-trade (bars, restaurants), off-trade (liquor stores, supermarkets), and online stores.

Key Companies 

The market leaders in the whiskey market are 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, etc.

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  • Publication date: 8th October 2023
  • Base year: 2022
  • Forecast year: 2023-2033
  • Format: PDF, PPT,Word,Excel

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Frequently Asked Questions(FAQ)

Whiskey is a distilled alcoholic beverage made from fermented grains, typically including barley, corn, rye, or wheat, and aged in oak barrels.

There are several types of whiskey, including bourbon, rye, scotch, Irish, and Canadian, among others. Each type has its own unique flavor and production process.

Some of the major regions producing whiskey include the United States (especially Kentucky and Tennessee), Scotland, Ireland, Canada, and Japan, among others.

The taste and quality of whiskey can be influenced by several factors, including the type and quality of grain used, the water source, the distillation and aging process, and the type of barrel used for aging.

The global whiskey market reached a value of about USD 65.3 billion in 2021 and expected to grow at a CAGR of 5.2% in the forecast period of 2022-2032, to reach a value of approximately USD 102.5.2 billion by 2032. 

Some of the major companies operating in the whiskey market include Diageo plc, Pernod Ricard SA, Brown-Forman Corporation, Beam Suntory Inc., William Grant & Sons Ltd., and Heaven Hill Brands, among others.

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