Whiskey Market

Whiskey Market Outlook (2022-2032)

The global whiskey market is projected to expand steadily at a CAGR 6% value, during the forecast period 2022-2032. In the year 2022, the market size is projected to expand and gain a global market valuation of US$ 62 Billion. Considering this increasing growth and the booming demand in the global market, the whiskey market is expected to reach US$ 110 Billion by 2032.

Whiskey is an alcoholic beverage produced by fermenting malted rye, barley, maize, or wheat grain mash. It is often aged in oak barrels and enjoyed as a revitalizing and recreational beverage. Grain whiskey, scotch whiskey, blended whiskey, American whiskey, and Irish whiskey are the most common whiskey styles.

Whiskey drinking at a modest level is thought to be helpful to health since it lowers the chance of developing cardiac and blood pressure issues. However, excessive use is linked to serious health problems. In medical crises, it is also used to clean wounds instead of alcohol.

Report Attributes	Details
Global Growth Rate (2022-2032)	6% CAGR
Whiskey market Value 2022	US$ 62 Billion
Whiskey market Projected Value (2032)	US$ 110 Billion
Base Year for Estimation	2021
Historical Data	2017-2021
Forecast Period	2022-2032
Quantitative Units	USD Billion for Value
Report Coverage	Revenue Forecast Company Ranking Competitive Landscape Growth Factors Trends and Pricing Analysis
Key Companies Profiled	Diageo Chivas Brothers William Grant & Sons Bacardi La Martiniquaise The Edrington Group Belvedere Beam Suntory Whyte & Mackay Inver House LVMH Loch Lomond
Report Customization & Pricing	Available upon Request

Innovations and developments in the manufacture of alcoholic beverages, as well as a rise in the number of whiskey distilleries throughout the world, are among the primary drivers driving the market's expansion. Premium and super-premium whiskeys are also in high demand in both developed and emerging markets.

Furthermore, changing consumer lifestyles and the rising trend of socializing and mid-week/weekend gatherings among professionals are positively affecting the industry. Whiskey is frequently connected with a desire to demonstrate class and sophistication amongst peers, which has led to customers seeking out inventive and one-of-a-kind drinking experiences.

The market for blended whiskey is expected to rise significantly as the global customer base expands. Over the next several years, demand for super-premium beverages is expected to rise significantly in industrialized nations such as France, the United Kingdom, Canada, and the United States. "Innovation and premiumization," updated alcohol laws extending customers' access and choice, hospitality tax constraints, the expansion of "cocktail culture," and an emphasis on "craft" goods throughout developed nations are factors driving this growth.

2017-2021 whiskey market Demand Analysis vs. Forecast 2022-2032

According to market research and competitive intelligence provider Fact.MR- the market for whiskey reflected a value CAGR of 4.5% during the historical period, 2017-2021.The COVID-19 pandemic has had an impact on the whiskey industry. According to the annual report of the company, Pernod Ricard, it has seen a 20% fall in profit margins.

This was due to the shutdown of several hotels, eateries, and liquor stores throughout the world, which reduced whiskey sales. Furthermore, with international visitor spending down by 65% globally and exports down, the whiskey business has seen a considerable decrease.

Premium whiskey sales have gained traction, with buyers trying with numerous brands from significant locations. After the first wave of COVID-19 pandemic, the sales increased even further, particularly in the Americas, with the Distilled Spirits Council (DISCUS) forecasting a 7.8% increase to US$ 32 Billion in 2021. Outdoor activity restrictions, such as those imposed on concerts and athletic events, resulted in higher expenditure on premium liquor.

According to Fact.MR, the global market for blended whiskey is expected to rise dramatically in the future decade due to an expanding client base. According to the analysis, the global whiskey sector will grow at a 6% CAGR from 2022 to 2032.

Prominent Growth Drivers Influencing Whiskey Market

Increased consumer attention towards brand ownership

The market is being driven ahead by a need for diversity in Scotch whisky from fast-growing emerging economies, as well as a desire for lower alcohol kinds and organic whiskey amongst health-conscious users. Furthermore, with a growing emphasis on healthy living throughout the world, individuals choose to consume top brands.

Also, top players in the market have started a new trend of organic whiskey. For example, companies like Bainbridge Organic Distillers have developed artisan-distilled spirits made from USDA-certified organic barley, triticale, wheat, and corn grown specifically for their distillery, and the value of each of their products is a reflection of the superiority of their cereals. Organic whiskey is often made from grains such as malt maize, barley, rye, and wheat.

Consumers favor the best whiskey brands because of their brand image and the quality they provide. For example, Diageo's Johnny Walker brand is gaining the most market share among other players worldwide. Such numbers are going to accelerate the demand during the forecast period.

Perceived health benefits of Whiskey to boost Overall Productivity

Global demand for whiskey is increasing as a result of rising understanding of its nutritional worth and health advantages, with customers using it as a cure for allergies such as flu and colds. Furthermore, because of its low or no sugar content, whiskey is increasingly popular among women throughout the world.

Obesity has resulted in the consumption of whiskey that contains no fat or low salt, hence minimizing weight retention. As diabetes becomes increasingly common over the world, there is a greater need for whiskey to decrease insulin levels and prevent the onset of diabetes.

Due to these perceived increased health advantages, global demand for whiskey is expected to skyrocket in the future years. Furthermore, whiskey has been linked to cancer prevention because of the presence of ellagic acid, which absorbs cancerous cells in the body. Such benefits are expected to skyrocket the demand during 2022-2032.

What Could Possibly Hinder Whiskey Market Demand?

Stringent Government Restrictions will restrict Market Growth

Government laws and taxation policies influence market expansion. Whiskey is an alcoholic beverage that must adhere to different government restrictions, which is a major impediment to the industry's expansion.

For example, several national and state bodies govern the market in the United States. Companies in the business must adhere to the rules governing the manufacturing, sale, and distribution of alcoholic beverages inside national borders. As a result, several local and federal rules are impeding worldwide market expansion.

The United Stats put a 25% import duty on EU agricultural commodities, affecting liqueurs such as single-malt Scotch and single malt Irish whiskey. This imposed duty will raise the price of Scotch whisky for Americans, slowing the market's expansion. Such incidences if repeated during the forecast period, can stymie the growth.

Category-wise Insights

Which Grain Type is forecast to gain the Maximum Market Share?

Malt based Whiskey to remain Most-Preferred Type

The malt-based category is expected to lead the global whiskey market in 2022 and is likely to retain its dominance throughout the forecast period. The segment is predicted to gain a global market share of 65% by 2022.

According to Fact.MR, malt-based whiskey will see substantial growth, with a 6% CAGR until 2032. Taiwan, China and South Korea have the highest demand for malt-based whiskeys. Malt whiskies are available in single malt, pure and blended malt varieties.

Many malt-based whiskeys provide health benefits such as managing blood sugar, boosting heart rate, aiding digestion, and many more. As a result, malt-based whiskeys are considerably driving the market during the forecast period.

Which Quality Type will gain a Higher Share during the Forecast Period?

Super-premium category is being highly preferred by the customers

In 2022, the super-premium segment is expected to hold the major portion of the whiskey market by type, accounting for almost 40% of the global market share.

As the demand for super-premium whiskey grows, so will the number of limited edition bottlings. Whiskey's popularity has skyrocketed in the previous five years, opening up new markets for specialty items.

Distilleries have introduced a variety of goods to meet customer demand, including a variety of artisan brands, special editions from historic breweries across the world, and fresh releases from historic brands. Today's new forms of expression are anticipated to present modern consumers with a one-of-a-kind experience and hence propel the market growth.

Country-wise Analysis

What is the outlook of the U.S Whiskey Market?

Consumer preferences towards super-premium whiskey will boost the market demand

The US market will be the most lucrative market for whiskey during the forecast period. As per Fact.MR, the US market is expected to gain a market share of 35% in 2022. The Distilled Spirits Council (DISCUS) stated that the persistent demand for super-premium American whiskey was driving consistent increase in sales for US spirits, with volume increasing by 5.4% in 2021.

American customers were especially interested in super-premium whiskey categories such as Scotch, Bourbon, Irish, and Canadian whiskeys, which all grew by double digits. Furthermore, revenues for Single Malt Scotch and Irish whiskey increased by 13.5% and 19%, respectively, to US$ 732 million and US$ 664 million. During the forecast term, such demand will boost the regional whiskey market growth.

What can be expected from the Indian market for Whiskey?

Availability of economic whiskey have increased the regional demand

India has emerged as one of the most profitable markets for the marketing of whiskey. Whiskies from India are offered at a variety of pricing points to suit consumers of various socioeconomic levels.

Economy whiskies, as opposed to high-end whiskies, utilize solely ENA and flavors. In India, the market is categorized into four categories: regular, economy, premium, and prestige. Regular and economy whiskies account for almost 70% of total volume. Despite diminishing growth in the normal category, prestige and premium have grown in recent years. Since whiskeys in India include 42.8% ABV, there is a higher demand for them. According to Fact.MR's estimate, the Indian whiskey business is predicted to grow at a CAGR of roughly 5% between 2022 and 2032.

How is the growth of the whiskey market emerging in South Korea?

Increasing whiskey imports to accelerate the demand

South Koreans consume twice as much liquor as Russians and three times as much as Americans. They consume 14.8 shots of booze every week on average. They are the largest scotch whiskey users. 505 tons of whiskey were sold in South Korea in 2021.

South Korea is a major importer of whiskey in the globe. Between 2017 and 2021, the value of South Korean whiskey increased by 17% every year, while the quantity of whisky increased by 23%. The Korean market has consumed 19,840 tons of whiskey since the mid-1990s.

In the future, the development of a real home-grown whiskey brand might be the key to increasing the visibility of Korean whisky outside of its own nation. Despite being limited to the domestic market, local companies may soon be renowned globally for their ingenuity and great quality and this may propel the regional growth.

Start-up Scenario

• Bespoken Spirits has collected US$ 2.6 Million in seed investment by 2021 to begin their expedited spirits aging process. According to the business, their patent-pending method may save the spirits sector more than $20 billion each year. Their environmentally friendly technique allows consumers to move from concept to bottle in only a few days. They personalize the customer's spirit to their demands, saving years of time and up to 70% of their expenditures by utilizing materials science and data analytics.
• Ginglani Distillers has introduced its brands in the Delhi market in 2022, wants to grow their core staff, and scale up their marketing operations both in-retail and on social media.

Competitive Landscape

Manufacturers will grow their revenues and market share by increasing output and addressing customer demand through strategic partnerships. Malt-based goods will be available to end customers in the future thanks to new technology and products.

• Glenfiddich has switched its delivery fleet to renewable biogas created from whiskey leftovers by 2021. Glenfiddich, a single malt Scotch whiskey owned by William Grant & Sons, has undertaken a sustainability project by powering its fleet of delivery cars with biogas created from distillation wastes.
• Beam Suntory launched its first Indian whiskey outside of India in 2021. The firm showed its commitment to developing its business in North India by introducing five premium spirits as part of its objective of reaching US$ 1 Billion by 2030.

Key Segments Covered In the Whiskey Market Report

• By Grain Type :

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

• By Quality :

  • Premium
  • High-End Premium
  • Super Premium

• By Region :

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Middle East & Africa