Whiskey Market Analysis

Global Whiskey Market Overview

Whiskey Market Size was valued at USD 59.27 Billion in 2023. The whiskey industry is projected to grow from USD 61.84 Billion in 2024 to USD 83.32 Billion by 2032, exhibiting a compound annual growth rate (CAGR) of 3.80% during the forecast period (2024 - 2032). whisky cultural background, whisky tourism, cocktail culture and mixology, globalization and emerging markets, and rising consumer requirement, are the key market drivers enhancing the market growth.

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Whiskey Market Trends

• Demand from consumers is rising is driving the market growth.

As whisky is continuing enthral lovers' palates globally, the sector is seeing a considerable increase in consumer demand. Many other things, from changing consumer preferences to the allure of its rich history and cultural value, might be blamed for this rising demand. The shifting preferences of customers are one of the main factors contributing to the rising demand for whisky. In response to their desire for more refined and flavoured spirits, younger drinkers are becoming more prevalent among whisky consumers. The desire for the distinctive and diverse flavour profiles that whisky offers, such as notes of caramel, vanilla, oak, and other spices, is what has caused this shift in preference. Customers are becoming more and more attracted to the artistry and craftsmanship that go into making whisky, and they value the time-tested methods and meticulous attention to detail that go into making a premium spirit. In addition, the whisky culture has significantly increased consumer demand. In many nations' cultural traditions, including those of Scotland, Ireland, the United States, and Japan, whisky has a special position. 

These countries are well known for their distinctive whisky types, each of which has a unique set of qualities and production processes. As consumers learn more about whisky, they grow to appreciate the customs, history, and legends that surround this legendary beverage. The premiumization and luxury market trends have had a big impact on the whisky market as well. Customers are willing to spend money on expensive, matured, and limited-edition expressions and seek out unique and exclusive bottling. Whisky is becoming more and more associated with class and sophistication, which has fueled the expansion of the luxury whisky sector. Whisky tourism has become a significant factor in driving consumer demand in recent years. Worldwide, distilleries are welcoming visitors and offering immersive experiences that include tours, whisky tastings, and educational seminars. Whisky lovers and tourists are seizing the chance to see the distillation process up close, learn more about various whisky varieties, and forge lifelong memories. The popularity of mixology and cocktails has also increased demand for whisky. Both bartenders and customers are experimenting with unique and imaginative methods to add whisky to cocktails, which has led to a revival of traditional whiskey-based beverages and the development of brand-new and intriguing concoctions. This pattern has broadened the whisky market by luring people who might not have previously been inclined to sip it neat or on the rocks.

In addition, the whisky market has expanded in scope and appeal due to globalization. Whisky consumption is increasing, especially in emerging nations in Asia-Pacific and Latin America. The increased demand for whisky in these areas is a result of rising disposable incomes, evolving lifestyles, and the impact of Western drinking traditions. A vast variety of whisky brands and expressions are now more easily accessible to consumers thanks to the development of internet shopping and e-commerce. The availability of thorough product information, client feedback, and the ease of doorstep delivery via online platforms helps to increase demand for whisky. Thus, driving the Whiskey market revenue.

Segment Insights

Whiskey Type Insights

The Whiskey market segmentation, based on type includes scotch whiskey, american whiskey, irish whiskey, canadian whiskey and others. The scotch whiskey segment dominated the market, accounting for 32.1% of market revenue. Scotch offers a wide range of taste sensations to fit different preferences with its unique range of styles, from the smooth and mellow profiles of Speyside whisky to the smooth and peaty flavours of Islay whiskies.

Whiskey Packaging Type Insights

The Whiskey market segmentation, based on packaging type, includes bottles and cans. The bottles category generated the most income (61.4%). Whisky is viewed as a sophisticated and high-quality spirit, and bottles provide a premium and elegant presentation in line with this notion.

Figure 1: Whiskey Market, by Packaging Type, 2022 & 2032 (USD Billion)

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Whiskey Distribution Channel Insights

The Whiskey market segmentation, based on distribution channel includes food service and retail (supermarkets & hypermarkets), specialty stores and others. The retail segment dominated the market, accounting for 71.3% of market revenue. Retail offers consumers accessibility and convenience by letting them buy whisky whenever and wherever they choose.

Whiskey Regional Insights

By region, the study provides the market insights into North America, Europe, Asia-Pacific and Rest of the World. The North America Whiskey Market dominated this market in 2022 (45.80%). American whiskey's demand is fueled by local consumption and exports to different nations. Further, the U.S. whiskey industry held the largest market share, and the Canada Armor Materials market was the fastest growing market in the North America region.

Further, the major countries studied in the market report are The U.S., Canada, German, France, the UK, Italy, Spain, China, Japan, India, Australia, South Korea, and Brazil.

Figure 2: WHISKEY MARKET SHARE BY REGION 2022 (USD Billion)

Source Secondary Research, Primary Research, MRFR Database and Analyst Review

Europe Whiskey market accounts for the second-largest market share. This is due to the Scotland and Ireland are two of the leading producers of whisky in Europe. Further, the German Whiskey held the largest market share, and the UK whiskey industry was the fastest growing market in the European region.

The Asia-Pacific Whiskey Market is expected to grow at the fastest CAGR from 2023 to 2032. Youth socialisation and weekend partying patterns in the area, as well as changing alcoholic beverage consumer preferences, may contribute to further acceleration of growth. Moreover, China’s whiskey held the largest market share, and the Indian whiskey industry was the fastest growing market in the Asia-Pacific region.

Whiskey Key Market Players & Competitive Insights

Leading market players are investing heavily in research and development in order to expand their product lines, which will help the Whiskey market grow even more. Market participants are also undertaking a variety of strategic activities to expand their footprint, with important market developments including new product launches, contractual agreements, mergers and acquisitions, higher investments, and collaboration with other organizations. To expand and survive in a more competitive and rising market climate, Whiskey industry must offer cost-effective items.

Manufacturing locally to minimize operational costs is one of the key business tactics used by manufacturers in the Whiskey industry to benefit clients and increase the market sector. In recent years, the Whiskey industry has offered some of the most significant advantages to medicine. Major players in the Whiskey market, including Moet Hennessy Louis Vuitton (France), King Car Group(Taiwan), Constellation Brands Inc. (US), The Edrington Group (UK), William Grant and Sons Holdings Ltd (UK),La Martiniquaise (France), Asahi Group Holdings (Japan),Suntory Holdings Ltd. (Japan), Diageo Plc (UK), BrownForman (US), Pernod Ricard (France), Bacardi Limited(UK), Allied Blenders and Distillers Pvt. Ltd. (India), Angus Dundee Distillers Plc. (UK)., and others, are attempting to increase market demand by investing in research and development operations.

Moet Hennessy Louis Vuitton (LVMH), having headquarters in France, has made substantial contributions to the whisky market. Even while LVMH is well-known for its broad range of premium brands in a variety of sectors, it has also established a significant position in the whisky market through its subsidiary, Glenmorangie Company. LVMH's portfolio includes the well-known Scottish whisky maker Glenmorangie, which is well-known for its exceptional single malt Scotch whiskies. The business runs a distillery in Tain, Scotland, where it makes remarkable whiskies using both old-world craftsmanship and cutting-edge methods. Glenmorangie serves whisky collectors and lovers worldwide with a variety of expressions, each with an own flavour profile and ageing procedure. The presence of Glenmorangie in the whisky market has been further boosted by LVMH's reach, distribution network, and marketing know-how. In order to promote Glenmorangie as a premium whisky brand that appeals to discriminating customers who respect workmanship and legacy, the firm has made use of its luxury brand management tactics. Glenmorangie's activities also demonstrate LVMH's dedication to environmental responsibility and sustainability.

Constellation Brands Inc., based in the United States, is a well-known whisky market player and a top producer and marketer of alcoholic beverages. Constellation Brands is renowned for its broad portfolio, which includes wine, beer and spirits, but through its subsidiary, High West Distillery, it has achieved tremendous advancements in the whisky market. Utah-based High West Distillery is a well-known manufacturer of American whisky that Constellation Brands purchased in 2016. The distillery specialises in producing premium whiskies, such as American Prairie blends, bourbon, and rye. Whisky connoisseurs highly regard High West Distillery for its dedication to traditional distilling techniques, premium ingredients, and thorough ageing procedures. The brand management, marketing, and distribution experience of Constellation Brands has been instrumental in increasing the popularity and recognition of High West whiskies. The business has expanded the audience for High West's products both domestically and abroad by utilising its wide-ranging distribution network and strategic alliances. The expansion and variety of Constellation Brands' whisky offerings have also been spurred by the company's dedication to innovation and consumer data. To meet changing consumer preferences and take advantage of new whisky market trends, the company has released new expressions, limited editions, and creative whiskey-based goods.

Key Companies in the Whiskey market include.

• Moet Hennessy Louis Vuitton (France)


• King Car Group(Taiwan)


• Constellation Brands Inc. (US)


• The Edrington Group (UK)


• William Grant and Sons Holdings Ltd (UK)


• La Martiniquaise (France)


• Asahi Group Holdings (Japan


• Suntory Holdings Ltd. (Japan)


• Diageo Plc (UK)


• BrownForman (US)


• Pernod Ricard (France)


• Bacardi Limited(UK)


• Allied Blenders and Distillers Pvt. Ltd. (India)


• Angus Dundee Distillers Plc. (UK)

For Instance, In April 2019 A new whisky was released to kick off the relationship between Jiangsu Yanghe Distillery in China and Diageo plc, a British beverage corporation. The partnership between the businesses will support their regional expansion and increase their customer base.

Whiskey Market Segmentation

Whiskey Type Outlook

• Scotch Whiskey


• American Whiskey


• Irish Whiskey


• Canadian Whiskey


• Others

Whiskey Packaging Type Outlook

• Bottles


• Cans

Whiskey Distribution Channel Outlook

• Food Service


• Retail (Supermarkets & Hypermarkets)


• Specialty Stores


• Others

Whiskey Regional Outlook

• North America
  
  
  
  • U.S.
  
  
  • Canada
  
  
  
  


• Europe
  
  
  
  • Germany
  
  
  • France
  
  
  • UK
  
  
  • Italy
  
  
  • Spain
  
  
  • Rest of Europe
  
  
  
  


• Asia-Pacific
  
  
  
  • China
  
  
  • Japan
  
  
  • India
  
  
  • Australia
  
  
  • South Korea
  
  
  • Australia
  
  
  • Rest of Asia-Pacific
  
  
  
  


• Rest of the World
  
  
  
  • Middle East
  
  
  • Africa
  
  
  • Latin America