Stable Growth for the Global Whisky Market

The global whisky market to reach 104.63 billion USD by 2025, according to a recent research report by Williams & Marshall Strategy.

In 2015, the global whisky market was equal to 68.27 billion USD, calculated  in retail prices. By 2025, the market is forecast to reach 104.63 billion USD. Thus, increasing at a compound annual growth rate (CAGR) of 3.96% per year for the period 2020-2025. That is a decrease, compared to the annual growth rate of 4.83%, registered for 2015-2019.

The average consumption per capita reached 14.60 USD in retail prices in 2015. For the next five years, it grew at a CAGR of 4.18%. By 2025, the per capita consumption is forecast to increase at a CAGR of 2.98%.

Among the leading trends in the whisky category is premiumization, and the growing popularity of whisky among consumers. As a result, the whisky industry is growing in a stable manner, resilient to negative conditions.

Although price remains the key purchase criterion, the global whiskey market has witnessed a very strong shift to premiumization. That is thanks to consumers’ immense openness to innovation and the increasing popularity of mixology. The desire for interesting premium products and drinks of a niche variety explains the rising trend among wealthier consumers. Premiumization can also be linked with the fact that consumers aim to cut down on their alcohol intake. Therefore, they can afford to purchase spirits of higher quality.

There has been a robust consolidation on the whiskey market during the last few years, which was partially driven by the large number of new brands emerging on the market. Companies like Beam Suntory, Brown-Forman, Diageo, and Pernod Ricard have been actively involved in most of the acquisition deals in the last few years. Thus, diversifying their portfolios’ with new specialty brands.

Just some of the examples include the acquisition of bourbon manufacturers Smooth Ambler and Rabbit Hole Whiskey by Pernod Ricard in 2017 and 2019. Also, the purchase of a minority stake in Westward Whiskey by Diageo through Distill Ventures in 2018, and Bacardi’s investment in The Teeling Whiskey Company in 2017.

The report includes information on the following companies:

Accolade Wines;

Alko;

Allagash Brewing Company;

Allied Blenders & Distillers;

Arkell’s Brewery;

Anchor Brewing Company;

Asahi Breweries;

Bass Brewery;

Bacardi Ltd;

Beam Suntory;

Brown Forman;

Diageo;

Angus Dundee Distillers Plc.;

Pernod Ricard;

Constellation Brands, Inc.

The market research report is prepared using Williams and Marshall Strategy’s methodology. It includes a blend of qualitative and quantitative data and insights from market experts, gathered by semi-structured interviews.

For more Information Contact: info@wm-strategy.com