Whiskey Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

Whiskey Market is Segmented by Product Type (American Whisky, Irish Whisky, Scotch Whisky, Canadian Whisky, and Other Product Types); by Distribution Channels (On-Trade and Off-Trade); and by Geography (North America, Europe, Asia-Pacific, South America and Middle East and Africa). The report offers market size and forecasts in value (USD million) for the above segments.

Market Snapshot

whisky market
Study Period: 2016 - 2026
Base Year: 2020
Fastest Growing Market: Asia Pacific
Largest Market: Europe
CAGR: 5.51 %

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Market Overview

The global whiskey market is projected to grow at a CAGR of 5.51% during the forecast period (2021-2026).

The market studied has considerably been impacted during the COVID-19 impact due to the closure of various hotels, restaurants, and alcohol shops across the world, which limited the sales of whiskey. Moreover, decreasing tourism in all parts of the world had also affected the sales of whiskey in the global market, as low footfall of tourist, decreased the consumption of whiskey and other alcoholic beverages.

Consumers nowadays all over the world have more sophisticated palates than compared to the previous year ago. They are constantly looking to explore unique, high-quality alcoholic beverages such as whiskey, wine and others. The inclusion of natural ingredients in alcoholic beverages improves their functionality and such products are gathering a lot of attention from consumers.​ Therefore, factor such as these are driving the global whiskey market.

Furthermore, there is a rise in demand for whiskey from the developing countries of Asia-Pacific, especially India and China. According to British beverage company Diageo PLC, more than 100 whisky bars opened in China in 2016 and, in the first half of 2017, Scotch exports to China increased by 45% year-on-year, to reach 27 million pounds.

However, stringent government trade regulations are expected to hinder the growth of the market studied during the forecast period. For instance: In 2018, the United States government imposed a 25% import tariff on EU agricultural goods, which impacted liqueurs, like single malt Scotch and single malt Irish whiskey. The imposed tariff will make Scotch whisky more expensive for Americans, thereby hampering the growth of the market studied.

Scope of the Report

Whiskey is a distilled alcoholic beverage made from fermented barley, corn, rye, or wheat mash or by distilling beer. The global whiskey market is segmented by product type, distribution channel, and geography. Based on product type, the market studied is segmented into American Whisky, Irish Whisky, Scotch Whisky, Canadian Whisky, and other product types. By distribution channel, the market is segmented as on-trade and off-trade channels. Based on geography, the market studied is segmented into North America, Europe, Asia-Pacific, South America, and Middle East & Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Product Type
American Whisky
Irish Whisky
Scotch Whisky
Canadian Whisky
Other Product Types
By Distribution Channel
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Asia Pacific
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
Saudi Arabia
Rest of Middle East and Africa

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Key Market Trends

Growing Preference for Organic Whiskey

Demand for variety in scotch whiskey from fast-growing emerging markets and the request for lower alcohol varieties and organic whiskey among health-conscious drinkers are driving the market forward. Moreover, with the increasing focus on healthy living across the world, people are preferring these varieties of whiskeys. The value of organic alcoholic beverages exported from Denmark increased to 129.60% from the year 2013 to 2017 (Statistics Denmark), this has driven the increase in preference for organic whiskeys of Denmark and other countries from the rest of the world. Companies, such as Bainbridge Organic Distillers, have developed artisan-distilled spirits that are made from USDA Certified Organic wheat, barley, triticale, and corn, grown especially for their distillery, and the quality of each of their products is a direct reflection of the superiority of their grains.

Whiskey Market 1

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United States Holds the Major Share of Whiskey Market

The United States whiskey market is driven by premiumization trends and emerging consumer trends toward brands with innovation and a diversification of their product ranges. Therefore, reflecting on the American population’s increased interest in premium products, over the past five years, high-end premium, and super-premium brands drove growth. Owing to this factor the high-end premium revenues were up 37% and super-premium 136% (as per reports published by Distilled Spirits Council)​, thus driving the whiskey market forward.​

Additionally, booming demand for spirits in on-trade channels, including full-service restaurants and cafés/bars (than off-trade sales performance) is expected to augment the demand for whiskey further in the United States over the forecast period. ​​

Whiskey Market2

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Competitive Landscape

The global whiskey market is witnessing high competition owing to the diversified product portfolio of key players and growing investment in the strategic expansion which leading to intense competition among the existing players. In addition, key players are focusing on online distribution channels for online marketing and branding of their products to expand their geographical reach, as well as customer base. Key players operating in the global whiskey market include Diageo PLC, Bacardi Ltd, Asahi Group Holdings, Ltd, Pernod Ricard SA, and Suntory Beverage & Food Ltd, among others.

Recent Developments

  • In July 2020, Diageo plc had decided to launch Johnnie Walker whisky in paper bottles in 2021. The company had also decided to sell its product in plastic-free bottles by emphasizing the environment and will now go on to use wood-pulp material.
  • In January 2017, Diageo launched a new premium Blended Irish Whiskey, Roe & Co, the company announced. The launch was created to reflect modern, contemporary luxury, in everything from the pack to liquid, and with a focus on making Irish whiskey more prominent in Europe’s booming cocktail culture.
  • In December 2019, spirits company Beam Suntory, a part of Japan’s Suntory Holdings Ltd, had launched an India specific whisky, Oaksmith created by Shinji Fukuyo, chief blender of Suntory using traditional Japanese craftsmanship. The drink made only for the Indian market will use Scotch Malt whiskies and American Bourbons to suit the Indian palate.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 American Whisky

      2. 5.1.2 Irish Whisky

      3. 5.1.3 Scotch Whisky

      4. 5.1.4 Canadian Whisky

      5. 5.1.5 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 On-Trade

      2. 5.2.2 Off-Trade

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 Diageo PLC

      2. 6.4.2 William Grant & Sons Ltd

      3. 6.4.3 Pernod Ricard SA

      4. 6.4.4 Suntory Beverage & Food Ltd.

      5. 6.4.5 The Brown Forman Corporation

      6. 6.4.6 The Edrington Group

      7. 6.4.7 Bacardi Limited

      8. 6.4.8 Asahi Group Holdings Ltd

      9. 6.4.9 Whyte & Mackay

      10. 6.4.10 Kirin Holdings Company Limited (Fuji Gotemba)

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Whiskey Market market is studied from 2016 - 2026.

The Whiskey Market is growing at a CAGR of 5.51% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

Europe holds highest share in 2020.

Asahi Group Holdings, Ltd, Diageo PLC, Bacardi Ltd, Pernod Ricard S.A., Suntory Holdings Limited are the major companies operating in Whiskey Market.

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