Authored By: Sarah
03 Jul 2024

 Whiskey Market Size to grow by USD 37536.1 million between 2024-2028

According to a research report “ Whiskey Market” by Distribution Channel (Off trade, On trade) Product (Scotch whiskey, American whiskey, Canadian whiskey, Irish whiskey, Others) Geography (APAC, North America, Europe, South America, Middle East and Africa)- Global Forecast to 2028 published by Technavio, the market size is estimated to grow by USD 37536.1 million, at a CAGR of  6.25% during the forecast period. The global whiskey market is experiencing significant growth, driven primarily by the increasing demand for premium and craft whiskey varieties. This trend is attributed to the rising per capita income worldwide, enabling consumers to afford higher-priced whiskey offerings. Vendors are capitalizing on this trend by introducing premium whiskeys, such as Dunville's 18-year-old single-malt with a 60.63% ABV and Micil Distillery's two new Irish whiskeys, the Inverin Small blended Irish whiskey with a 46% ABV priced at USD45 and the Earls Island Single Pot Still Irish Whiskey with a 46% ABV priced at USD55. These premium offerings are expected to fuel the growth of the global whiskey market during the forecast period.

Browse market data tables, figures, and in-depth TOC on “Whiskey Market” by Distribution Channel (Off trade, On trade) Product (Scotch whiskey, American whiskey, Canadian whiskey, Irish whiskey, Others) Geography (APAC, North America, Europe, South America, Middle East and Africa) Global Forecast to 2028. Download Free Sample


By Distribution Channel, the Off trade segment is projected to dominate the market size in 2024

The Whiskey market represents a significant and growing business sector. With a global value projected to reach USD80 billion by 2025, this industry presents lucrative opportunities for investors and producers alike. Key drivers include increasing consumer preferences for premium spirits, expanding distribution channels, and innovative marketing strategies. Companies focusing on product differentiation, sustainability, and regional authenticity are poised to excel in this dynamic market.

By Product, Scotch whiskey  segment is expected to hold the largest market size for the year 2024

The whiskey market represents a significant revenue-generating sector within the global beverage industry. Key players in this market prioritize product innovation, strategic collaborations, and geographical expansion to cater to evolving consumer preferences. Whiskey's rich, complex flavors and diverse categories, including Scotch, Bourbon, and Irish Whiskey, continue to attract a broad consumer base. Market growth is further fueled by increasing disposable income and the rising trend of premiumization in alcoholic beverages.

APAC is forecasted to hold the largest market size by region in 2024

The Whiskey market represents a significant and growing business sector. With a robust consumer base and increasing demand for premium and super-premium whiskeys, this market offers lucrative opportunities for producers and distributors. Key trends include a focus on authenticity, aging processes, and regional variations, requiring strategic investments in production and marketing efforts. Whiskey exports also contribute significantly to the global economy, making it a dynamic and profitable industry for businesses.

The Whiskey Market growth and forecasting report also includes detailed analyses of the competitive landscape of the market growth and forecasting and information about 20 market companies, including:

  • Allied Blenders and Distillers Pvt. Ltd.
  • Asahi Group Holdings Ltd.
  • Bacardi Ltd.
  • Beam Suntory Inc.
  • Brown Forman Corp.
  • Constellation Brands Inc.
  • Campari Group
  • Diageo Plc
  • Heaven Hill Sales Co.
  • John Distilleries Pvt. Ltd.
  • Kirin Holdings Co. Ltd.
  • Luxco Inc.
  • LVMH Moet Hennessy Louis Vuitton SE
  • Pernod Ricard SA
  • Sazerac Co. Inc.
  • The Cotswold Distilling Co. Ltd.
  • The Edrington Group Ltd.
  • William Grant and Sons Ltd.
  • Woodinville Whiskey Co.

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Research Analysis Overview

The global whiskey market, led by Scotch whiskey, is witnessing significant growth in emerging markets, particularly in Asia Pacific and Eastern Europe. Changing consumer lifestyle and increasing purchasing power are key drivers of whiskey sales in these regions. Consumers in these markets are increasingly seeking authenticity, originality, and quality in their alcoholic beverages, leading to a surge in demand for whiskey. Alcohol shops and supermarkets are major channels for whiskey sales, but the on-trade sector, including hotels and bars, is also experiencing a recovery. The digital frontier is also transforming the whiskey market, with consumers turning to e-commerce platforms for purchasing whiskey. Millennials' consumption patterns are also influencing the whiskey market, with a growing interest in cocktail culture and whiskey-based drinks. Whiskey imports from Western countries, particularly Scotland, are on the rise, driven by the desire for provenance and authenticity. The global whiskey market is expected to reach new heights, with spirits, wine, and beer continuing to face stiff competition. The ingredient and production process of whiskey, combined with its rich history and cultural significance, make it a favorite among consumers worldwide.

Market Research Overview

The whiskey market encompasses various types, including Canadian, Irish, and American whiskey, sold in both bottles and cans. With the rise of e-commerce, doorstep delivery of product information is now a reality for consumers. Western drinking traditions continue to shape whiskey culture, but emerging nations and younger drinkers with shifting preferences are driving new trends. Bartenders create innovative cocktails, while educational seminars and whisky tastings provide cultural background. Distilleries showcase artistry and craftsmanship, with premiumization trends catering to the luxury market. Flavored spirits and lower alcohol varieties appeal to health-conscious drinkers. Whiskey tourism and the experience economy are growing, attracting consumers to learn about the rich history and provenance of their favorite whiskies. Online marketing, cafés/bars, full-service restaurants, and alcohol shops are key sales channels. Consumers, particularly millennials, are driving changing consumption patterns and import trends. Digital festivals, virtual tastings, and happy hour beverages are becoming popular. The whiskey industry continues to innovate, with premium brands, grains, and organic whiskey leading the way. Despite limitations, the global whiskey market is expected to grow, driven by rising consumer requirement and the digital frontier. Spirit tourism, events, entertainment, and alcohol outlets, including hotels, are significant contributors to the market. The whiskey industry's future lies in catering to the changing consumer lifestyle and adapting to the evolving drinking trends.


Technavio Research
Jesse Maida
Media & Marketing Executive
US: +1 844 364 1100
UK: +44 203 893 3200

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