Whiskey Market

Market Snapshot

The global market for whiskey saw soaring growth in 2021 with worldwide revenues up to US$ 60 Bn. A new forecast by Fact.MR estimates that whiskey revenues will nearly double between 2021 and 2031, reaching nearly US$ 108 Bn in 2031 with a compounded annual growth rate (CAGR) of 6%.

Key Points Addressed in Whiskey Industry Analysis

• Market Estimates and Forecasts (2016-2031)
• Key Drivers and Restraints Shaping Market Growth
• Segment-wise, Country-wise, and Region-wise Analysis
• Competition Mapping and Benchmarking
• Brand Share and Market Share Analysis
• Key Product Innovations and Regulatory Climate
• COVID-19 Impact on Whiskey and How to Navigate
• Recommendation on Key Winning Strategies

Whiskey Consumption Analysis 2016-202 Vs Future Outlook 2021-2031

According to Fact.MR, market research and competitive intelligence provider, from 2016 to 2020, the global market for whiskey expanded at a CAGR surpassing 4%. Increasing demand for premium alcoholic beverages in the wake of rising purchasing power amongst millennials has sustained demand in the past few years.

Sales of premium whiskey have garnered considerable momentum, with consumers experimenting with multiple brands across prominent regions. During the COVID-19 pandemic, sales further heightened, especially across the Americas, with the Distilled Spirits Council (DISCUS) projecting a 7.7% incline to US$ 31.2 billion in 2020. Restrictions on outdoor activities such as concerts or sporting events prompted increased spending on premium liquor.

According to Fact.MR, demand for blended whiskey is anticipated to incline sharply in the forthcoming decade, on account of a widening customer base. As per the report, the global whiskey industry is poised to incline at a strong 6% CAGR from 2021 to 2031.

How are Perceived Health Benefits Enhancing Whiskey Consumption?

In response to growing awareness about its nutritional value and health benefits, the global demand for whiskey is on the rise, with consumers drinking it as a remedy for allergies such as colds and flu. Furthermore, due to its minimal or no sugar content, whiskey is highly favored by more women in the world today.

Worldwide prevalence of obesity has led to consuming whiskey which contains no fat or minimal sodium, reducing weight retention. As diabetes is becoming more prevalent all over the world, there is increasing demand for whiskey to lower insulin levels and prevent onset of diabetes.

Due to these perceived increasing health benefits, global demand for whiskey is anticipated to soar impressively in forthcoming years. In addition, whiskey has been known to help fight cancer, as it contains ellagic acid, which absorbs malignant cells in the body. 

Why is South Korea an Attractive Destination for Whiskey Manufacturers?

South Koreans consume two times more liquor than Russians and more than Americans. On average, they drink 14.8 shots of liquor per week. They are the largest consumers of scotch whiskey. In 2020, 502 tons of whiskey were sold in South Korea.

South Korea is one of the world’s top whisky importers. Between 2016 and 2020, the value of South Korean whisky grew by 16% per annum, while the amount of growth in the quantity of whisky grew by 22%. Since the mid-nineties, the Korean market has consumed 19,836 tons of whisky.

In the future, the creation of a genuine home-grown whisky brand might be the key to making Korean whisky more noticeable outside of its country. Despite only being targeted for the local market, local brands might soon be recognized internationally for innovation and high quality.

Country-wise Analysis

Why have Whiskey Sales in the U.S Grown so Rapidly?

Fact.MR expects the U.S market for whiskey to capture over 30% of the global revenue until 2031. The Distilled Spirits Council (DISCUS) had announced that steady growth in sales for U.S spirits was driven by the sustained demand for super-premium American whiskey, experiencing a volume growth worth 5.3% in 2020.

American consumers were particularly interested in super-premium whiskey categories including Bourbon, Scotch, Canadian, and Irish whiskeys that all had double-digit growth. In addition, Irish whiskey and Single Malt Scotch revenues grew with 19% and 13.5% increases to US$ 664 million and US$ 732 million respectively.

How has Whiskey Demand grown across India?

Whiskies from India are available at a wide range of price points for consumers from different socioeconomic backgrounds. Unlike high-end whiskies, Economy whiskies use only ENA and flavorings. The market in India is divided into four segments such as regular, economy, premium, and prestige.

Approximately 70% of the total volume comes from regular and economy whiskies. Despite declining growth for the regular segment, prestige and premium have continued to grow over the past few years. Due to the fact that whiskeys in India contain 42.8% ABV, there is a greater demand for them.

Based on the analysis published by Fact.MR, the Indian whiskey industry is expected to register a CAGR of around 5% across the 2021-2031 forecast period.

Category-wise Insights

How are Malt-Based Whiskeys Spurring Market Demand?

According to Fact.MR, malt based whiskey will experience significant expansion, registering a 6% CAGR through 2031. Most demand for malt-based whiskeys comes from China, Taiwan, and South Korea. Single malt, blended and pure malt whiskies are some types of malt whiskeys on the market.

Many malt-based whiskeys are beneficial for health, including controlling blood sugar, improving heart rate, helping with digestion, and much more. Consequently, malt-based whiskeys are driving the market significantly.  

Why is Super-Premium Whiskey Gaining Traction?

Demand for super-premium whiskies continues to rise, which leads to ever more limited edition bottlings. The popularity of whiskey has soared in the last five years, creating opportunities for niche products. A market share exceeding 2/5th is projected for super premium whiskey.

To fulfill this consumer demand, distilleries have launched a range of products, including an array of craft brands, limited editions from historic distilleries around the world, and new releases from historic brands. These new forms of expression today are expected to provide modern consumers with a unique experience.

Competitive Landscape

Increasing production and satisfying consumer demand through strategic collaboration will lead to increased revenues and market share for manufacturers. New technologies and products will provide end-users with malt-based products in the future.

• On August 10th, 2021, Glenfiddich converted its delivery fleet to green biogas made from whisky residue. Glenfiddich, a single malt Scotch whisky owned by William Grant & Sons, has launched a sustainability initiative by utilizing biogas produced from its distillation residues to power its fleet of delivery vehicles.
• Likewise, on August 10th, 2021, Beam Suntory officially introduced its first Indian whisky outside the country. By launching five premium spirits in North India, the company signaled that it was committed to expanding its business there, as part of its goal to reach US$ 1 billion by 2030.

Report Scope

Key Segments Covered

• Grain Type

  • Malt Whiskey
  • Wheat Whiskey
  • Rye Whiskey
  • Corn Whiskey
  • Blended Whiskey
  • Other Grain Type Whiskey

• Quality

  • Premium Whiskey
  • High-End Premium Whiskey
  • Super Premium Whiskey

Whiskey Market- Scope of Report

A recent study by Fact.MR on the whiskey market offers a 10-year forecast for 2021 to 2031. The study analyzes crucial trends that are currently determining the growth of the market. This report explicates on vital dynamics, such as the drivers, restraints, and opportunities for key market players along with key stakeholders as well as emerging players associated with offering whiskey.

The study also provides the dynamics responsible for influencing the future status of the whiskey market over the forecast period. A detailed assessment of value chain analysis, business execution, and supply chain analysis across regional markets has been covered in the report.

A list of prominent companies operating in the whiskey market, along with their product portfolios, enhances the reliability of this comprehensive research study.

Report Summary

The study offers comprehensive analysis on diverse features, including production capacities, demand, product developments, revenue generation, and sales of whiskey across the globe.

A comprehensive estimate on the market has been provided through an optimistic as well as a conservative scenario, taking into account the sales of whiskey during the forecast period. Price point comparison by region with global average price is also considered in the study.

Key Questions Answered in Report

• Which are the most lucrative whiskey markets?
• Which factors will impact the growth of whiskey?
• How will changing trends impact the strategies of market players?
• How can market players capture the low-hanging opportunities across regions?
• Which companies are leading the whiskey industry?
• What are the winning strategies of stakeholders in the market?

Analysis on Market Size Evaluation

The market has been analyzed for each segment in terms of volume (Decaliters) and value (US$ Mn).

Estimates at global and regional levels for whiskey are available in terms of “US$ Mn” for value and in decaliters for volume. A Y-o-Y growth contrast on prominent market segments, along with market attractiveness evaluation, has been incorporated in the report. Furthermore, absolute dollar opportunity analysis of all the segments adds prominence to the report. Absolute dollar opportunity plays a crucial role in assessing the level of opportunity that a manufacturer/distributor can look to achieve, along with identifying potential resources, considering the sales and distribution perspective in the global whiskey market.

Inspected Assessment on Regional Segments

Key sections have been elaborated in the report, which have helped deliver projections on regional markets. These chapters include regional macros (political, economic, and business environment outlook), which are expected to have a momentous influence on the growth of the whiskey market during the forecast period.

Country-specific valuation on demand for whiskey has been offered for each region, along with market scope estimates and forecasts, price index, and impact analysis of the dynamics of prominence in regions and countries. For all regional markets, Y-o-Y growth estimates have also been incorporated in the report.

Detailed breakup in terms of value & volume for emerging countries has also been included in the report.

In-depth Analysis on Competition Analysis

The report sheds light on leading manufacturers of whiskey, along with their detailed profiles. Essential and up-to-date data related to market performers who are principally engaged in offering whiskey has been brought with the help of a detailed dashboard view. Market share analysis and comparison of prominent players provided in the report permits report readers to take preemptive steps in advancing their businesses.

Company profiles have been included in the report, which include essentials such as product portfolios and key strategies, along with all-inclusive SWOT analysis on each player. Company presence is mapped and presented through a matrix for all the prominent players, thus providing readers with actionable insights, which helps in thoughtfully presenting the market status, and predicting the competition level in the whiskey domain. Prominent companies operating in this space include Diageo, Chivas Brothers, William Grant & Sons, Bacardi, La Martiniquaise, The Edrington Group, Belvedere, Beam Suntory, Whyte & Mackay, Inver House, LVMH, and Loch Lomond.

Research Methodology

In Fact.MR’s study, a unique research methodology is utilized to conduct extensive research on the growth of the whiskey industry, and reach conclusions on future growth parameters. This research methodology is a combination of primary and secondary research, which helps analysts ensure the accuracy and reliability of the drawn conclusions.

Secondary resources referred to by analysts during the preparation of the market study include statistics from governmental organizations, trade journals, white papers, and internal and external proprietary databases. Analysts have interviewed senior managers, product portfolio managers, CEOs, VPs, marketing/product managers, and market intelligence managers, all of whom have contributed to the development of the research report as a primary resource.