Single Malt Scotch and American Whiskies are expected to boost English whisky sales to over £2.44 Billion over the next couple years – Whisky News

Single Malt Scotch and American Whiskies are expected to boost English whisky sales to over £2.44 Billion over the next couple years. 

In just the last year, British consumers purchased over 89 million bottles of whisky. It has been predicted by well-known distributor, Edrington-Beam Suntory UK, that sales will see a massive increase to 91.4M bottles in the next couple of years. Current trends dictate that a consumer trend is moving blended whisky drinkers to more premium single malts and American Whiskies. The overall market for single malt scotch is expected to increase by 11% by 2020, as more and more reasonably priced bottles are being introduced to match this.

Edrington-Beam Suntory UK (also known as EBSUK), published its first annual Whisky Yearbook as an in-depth guide to the category’s performance in the UK. As the first of its kind, it will be a benchmark by all that wish to invest in Scotch Whisky.

From within the report, we also see other trends.

Single grain whisky has seen a very impressive 22% increase over the last couple of years and is set to increase by a further 80% by 2022. Canadian whisky, single grain and Japanese whisky increased in value by over 20% in the past year and are expected to see 35% increases from 2018 to 2022.

One of the more exciting categories is Irish whisky. This new category, led by Jameson, is seeing a massive increase of Irish distilleries opening and is set to increase the overall market by £28.5M.

Mark Riley, managing director of EBSUK, said: ‘Whisky is one of the most diverse and dynamic of the spirits categories… Bartenders and retailers tell us that whisky is a key focus for them, with plans to invest in broadening their knowledge and range, ensuring they can accommodate the increasing appetite for the spirit from consumers in both on and off-trade.’

Riley added: ‘Irish and single grain whiskies have been real success stories over the past 12 months – sharing rapid growth on an already strong base of both volume and value in the market’.

In the past, supply chain issues have stagnated the Japanese and Canadian whisky markets. Recently, however, the barriers have been removed, allowing for high levels of growth. Despite this, distilleries continue to address stock shortages for these two whiskies. This combination could be the reason for high growth and increase in value for these whisky ‘brands’.

There also remains a challenge of securing enough whisky from leading brands to satisfy UK demands, such as Macallan. Riley states that this will not be an issue in the coming years as supply has a more significant forecast and growth should come from this.

Perhaps the most exciting part of the paper comes from Susanne Wood, who states that the biggest growth within the whisky market will come from retailers who will ‘benefit hugely from a comprehensive and well-merchandised whisky aisle… ensuring the breadth needed to entice new drinkers in whilst keeping established whisky lovers coming back for more’.

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