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Global Whiskey Sales Market by Type (Scotch Whisky, US Whiskey, Canadian Whiskey, Irish Whiskey, Other Whiskey), By Application (Household Application, Commercial Application) and Region (North America, Latin America, Europe, Asia Pacific and Middle East & Africa), Forecast To 2028

  • Report ID: FB-60707
  • Author: Up Market Research
  • Rating: 5.0
  • Total Reviews: 62
  • No. Of Pages: 204
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  • Pub. Date: 2021-04-04
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The Global Whiskey Market size is projected to grow at a CAGR of 4.2% during the forecast period from 2021-2028 and the market is projected to reach USD 7.2 billion by 2028. This growth can be attributed to factors such as rising disposable incomes in emerging economies coupled with an increase in demand for alcohol products among youngsters.


Whiskey is a type of distilled alcoholic beverage made from fermented grain mash. The word whiskey comes from the Gaelic word uisce beatha, which means 'water of life. Whiskey contains at least 40% alcohol by volume (ABV) and is typically aged in oak barrels after fermentation for an extended period to make it more palatable without being undrinkable.

The aging process includes several distinct stages: first, maturation where chemical reactions with barrel materials create properties that change flavor profiles; second, mellowing or balancing when other flavors are extracted and volatiles re-distilled off; third, stabilization when natural impurities dissipate through oxidation; fourth, bottling when last traces of air are removed and the whiskey is ready for consumption.


On the basis of Types, the market is segmented into Scotch Whisky, US Whiskey, Canadian Whiskey, and Irish Whiskey.


Scotch Whisky:

Scotch whisky is a type of whiskey made in Scotland, usually using barley malt and mixed grain including corn, wheat, or rye. The process includes malting the grains before they are mashed with hot water to produce wort for fermenting later on yeast. After fermentation is complete, the product undergoes distillation twice which yields an alcoholic drink that typically has around 40-50% alcohol content by volume (ABV).

To make Scotch whisky all whiskeys must be aged at least three years in barrels; however, starting January 2020 new regulations will stipulate that whiskies must also spend two out of every three years maturing inside casks instead of just one year. These rules have been put into place due to fears amongst many Scotch distillers that the traditional maturation process is being disrupted.


US Whiskey:

US whiskey is a type of distilled spirit made in the United States from fermented grain mash. It's heavy, dark, and smooth on your tongue with an oaky finish - perfect for cold winter nights or to celebrate everyday victories. The best way to describe US whiskeys is that they are flavorful enough to be enjoyed neat, but also versatile enough so you can use it as the base spirit for cocktails like Manhattans and Old Fashioneds.


Canadian Whiskey:

Canadian whiskey is a type of whisky that's produced in Canada. It can be made from any fermented mash, but it most often uses corn as its main ingredient. Canadian whiskies are typically aged in new oak barrels and use wheat for flavoring. They're usually distilled twice like bourbon as opposed to the triple distillation process used by Scotch or Irish whiskeys. A typical expression of this type of liquor would have an alcohol content between 40% - 46%.


Irish Whiskey:

Irish whiskey is a type of whiskey that embraces the Irish tradition. It's made from malted and unmalted barley, as well as other cereal grains including corn or wheat in some cases. The mash ferments for about three days before distillation takes place in a small pot still - which means it has fewer congeners than Scotch whisky. This gives Irish Whiskey its characteristic clean taste with more pronounced flavors like vanilla, honey, butterscotch, and even citrus notes ̶ not to mention bouquets of fresh fruit such as apples and pears.


On the basis of Application, the market is segmented into Household Application and Commercial Application.



The use of whiskey in households is not as popular in other applications. It can be used to produce a variety of alcoholic drinks such as cocktails, mixed drinks, and punches. For example, Old Fashioned or the Whiskey Sour are both made with whiskey. In addition to these, there are many different concoctions that call for this strong beverage such as Tom Collins (a mixture of gin or vodka and lemon juice), Lemon Drop Martini (vodka mixed with sour water) which also have become quite popular among bartenders all around the world. In general, though, people tend to prefer beer over whiskey when it comes to drinking at home - especially if they want something light because whisky has a high alcohol content which makes it more suitable for mixing.


Commercial Application:

The commercial application segment accounted for more than half of the total market share in 2017. This is mainly due to its high demand among customers who use it as a base ingredient for alcoholic beverages such as cocktails, which are served at bars and other public places. This needs to be taken into account when designing marketing campaigns for whiskey manufacturers.


On the basis of Region, the market is segmented into North America, Latin America, Europe, Asia Pacific, and the Middle East & Africa. North America is the largest market for Whiskey with a share of more than 30%. This is mainly due to an increasing population with disposable income which leads to rising demand from both the commercial application as well as household use segments.


Growth Factors For The Global Whiskey Market:

  • The growth can be attributed to rising disposable income levels worldwide, which have led consumers towards purchasing premium products such as whisky.
  • In addition, most countries are legally permitting individuals aged 18 or above to purchase alcoholic beverages without any restrictions compared with previous laws imposed for consumption among minors (aged below 18 years). This has resulted in increased sales across key regions like Europe and North America where there is no legal restriction on alcohol purchases.
  • Changing lifestyles have led more people towards alcohol consumption as they prefer it over soft drinks or tea.
  • Moreover, on account of its distinctive flavor profile that differs substantially from that of other alcoholic beverages, the whiskey market has witnessed a considerable rise in demand.


Up Market Research published a new report titled “Whiskey Sales Market research report which is segmented by Types (Scotch Whisky, US Whiskey, Canadian Whiskey, Irish Whiskey, Other Whiskey), By Applications (Household Application, Commercial Application), By Players/Companies Diageo, Pernod Ricard, Allied Blenders & Distillers, William Grant & Sons, Brown Forman, John Distilleries, Beam Suntory, Radico Khaitan, Sazerac, Thai Beverage”. 

Report Scope

Report Attributes Report Details
Report Title Whiskey Sales Market Research Report
By Type Scotch Whisky, US Whiskey, Canadian Whiskey, Irish Whiskey, Other Whiskey
By Application Household Application, Commercial Application
By Companies Diageo, Pernod Ricard, Allied Blenders & Distillers, William Grant & Sons, Brown Forman, John Distilleries, Beam Suntory, Radico Khaitan, Sazerac, Thai Beverage
Regions Covered North America, Europe, APAC, Latin America, MEA
Base Year 2020
Historical Year 2018 to 2019 (Data from 2010 can be provided as per availability)
Forecast Year 2028
Number of Pages 204
Number of Tables & Figures 143
Customization Available Yes, the report can be customized as per your need.

The report covers comprehensive data on emerging trends, market drivers, growth opportunities, and restraints that can change the market dynamics of the industry. It provides an in-depth analysis of the market segments which include products, applications, and competitor analysis.

Global Whiskey Sales Industry Outlook

Global Whiskey Sales Market Report Segments:

The market is segmented by Type Scotch Whisky, US Whiskey, Canadian Whiskey, Irish Whiskey, Other Whiskey and By Application Household Application, Commercial Application.


Some of the companies that are profiled in this report are:

  1. Diageo
  2. Pernod Ricard
  3. Allied Blenders & Distillers
  4. William Grant & Sons
  5. Brown Forman
  6. John Distilleries
  7. Beam Suntory
  8. Radico Khaitan
  9. Sazerac
  10. Thai Beverage

Whiskey Sales Market research report delivers a close watch on leading competitors with strategic analysis, micro and macro market trend and scenarios, pricing analysis and a holistic overview of the market situations in the forecast period. It is a professional and a detailed report focusing on primary and secondary drivers, market share, leading segments and geographical analysis. Further, key players, major collaborations, merger & acquisitions along with trending innovation and business policies are reviewed in the report.


Key Benefits for Industry Participants & Stakeholders:

  • Industry drivers, restraints, and opportunities covered in the study
  • Neutral perspective on the market performance
  • Recent industry trends and developments
  • Competitive landscape & strategies of key players
  • Potential & niche segments and regions exhibiting promising growth covered
  • Historical, current, and projected market size, in terms of value
  • In-depth analysis of the Whiskey Sales Market

Overview of the regional outlook of the Whiskey Sales Market:

Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa (MEA). North America region is further bifurcated into countries such as U.S., and Canada. The Europe region is further categorized into U.K., France, Germany, Italy, Spain, Russia, and Rest of Europe. Asia Pacific is further segmented into China, Japan, South Korea, India, Australia, South East Asia, and Rest of Asia Pacific. Latin America region is further segmented into Brazil, Mexico, and Rest of Latin America, and the MEA region is further divided into GCC, Turkey, South Africa, and Rest of MEA.

Whiskey Sales Market Overview

Highlights of The Whiskey Sales Market Report:

  1. The market structure and projections for the coming years.
  2. Drivers, restraints, opportunities, and current trends of Whiskey Sales Market.
  3. Historical data and forecast.
  4. Estimations for the forecast period 2028.
  5. Developments and trends in the market.
  6. By Type:

                1. Scotch Whisky

                2. US Whiskey

                3. Canadian Whiskey

                4. Irish Whiskey

                5. Other Whiskey

       7. By Application:

                1. Household Application

                2. Commercial Application

  1. Market scenario by region, sub-region, and country.
  2. Market share of the market players, company profiles, product specifications, SWOT analysis, and competitive landscape.
  3. Analysis regarding upstream raw materials, downstream demand, and current market dynamics.
  4. Government Policies, Macro & Micro economic factors are also included in the report.

We have studied the Whiskey Sales Market in 360 degrees via. both primary & secondary research methodologies. This helped us in building an understanding of the current market dynamics, supply-demand gap, pricing trends, product preferences, consumer patterns & so on. The findings were further validated through primary research with industry experts & opinion leaders across countries. The data is further compiled & validated through various market estimation & data validation methodologies. Further, we also have our in-house data forecasting model to predict market growth up to 2028.


How you may use our products:

  • Correctly Positioning New Products
  • Market Entry Strategies
  • Business Expansion Strategies
  • Consumer Insights
  • Understanding Competition Scenario
  • Product & Brand Management
  • Channel & Customer Management
  • Identifying Appropriate Advertising Appeals

Whiskey Sales Market Statistics

Reasons to Purchase the Whiskey Sales Market Report:

  • The report includes a plethora of information such as market dynamics scenario and opportunities during the forecast period
  • Segments and sub-segments include quantitative, qualitative, value (USD Million,) and volume (Units Million) data.
  • Regional, sub-regional, and country level data includes the demand and supply forces along with their influence on the market.
  • The competitive landscape comprises share of key players, new developments, and strategies in the last three years.
  • Comprehensive companies offering products, relevant financial information, recent developments, SWOT analysis, and strategies by these players.
Chapter 1 Executive Summary
Chapter 2 Assumptions and Acronyms Used
Chapter 3 Research Methodology
Chapter 4 Whiskey Sales Market Overview
   4.1 Introduction 
      4.1.1 Market Taxonomy 
      4.1.2 Market Definition 
      4.1.3 Macro-Economic Factors Impacting the Market Growth 
   4.2 Whiskey Sales Market Dynamics 
      4.2.1 Market Drivers 
      4.2.2 Market Restraints 
      4.2.3 Market Opportunity 
   4.3 Whiskey Sales Market - Supply Chain Analysis 
      4.3.1 List of Key Suppliers 
      4.3.2 List of Key Distributors 
      4.3.3 List of Key Consumers 
   4.4 Key Forces Shaping the Whiskey Sales Market 
      4.4.1 Bargaining Power of Suppliers 
      4.4.2 Bargaining Power of Buyers 
      4.4.3 Threat of Substitution 
      4.4.4 Threat of New Entrants 
      4.4.5 Competitive Rivalry 
   4.5 Global Whiskey Sales Market Size & Forecast, 2018-2028 
      4.5.1 Whiskey Sales Market Size and Y-o-Y Growth 
      4.5.2 Whiskey Sales Market Absolute $ Opportunity 

Chapter 5 Global Whiskey Sales Market Analysis and Forecast by Type
   5.1 Introduction
      5.1.1 Key Market Trends & Growth Opportunities by Type
      5.1.2 Basis Point Share (BPS) Analysis by Type
      5.1.3 Absolute $ Opportunity Assessment by Type
   5.2 Whiskey Sales Market Size Forecast by Type
      5.2.1 Scotch Whisky
      5.2.2 US Whiskey
      5.2.3 Canadian Whiskey
      5.2.4 Irish Whiskey
      5.2.5 Other Whiskey
   5.3 Market Attractiveness Analysis by Type

Chapter 6 Global Whiskey Sales Market Analysis and Forecast by Applications
   6.1 Introduction
      6.1.1 Key Market Trends & Growth Opportunities by Applications
      6.1.2 Basis Point Share (BPS) Analysis by Applications
      6.1.3 Absolute $ Opportunity Assessment by Applications
   6.2 Whiskey Sales Market Size Forecast by Applications
      6.2.1 Household Application
      6.2.2 Commercial Application
   6.3 Market Attractiveness Analysis by Applications

Chapter 7 Global Whiskey Sales Market Analysis and Forecast by Region
   7.1 Introduction
      7.1.1 Key Market Trends & Growth Opportunities by Region
      7.1.2 Basis Point Share (BPS) Analysis by Region
      7.1.3 Absolute $ Opportunity Assessment by Region
   7.2 Whiskey Sales Market Size Forecast by Region
      7.2.1 North America
      7.2.2 Europe
      7.2.3 Asia Pacific
      7.2.4 Latin America
      7.2.5 Middle East & Africa (MEA)
   7.3 Market Attractiveness Analysis by Region

Chapter 8 Coronavirus Disease (COVID-19) Impact 
   8.1 Introduction 
   8.2 Current & Future Impact Analysis 
   8.3 Economic Impact Analysis 
   8.4 Government Policies 
   8.5 Investment Scenario

Chapter 9 North America Whiskey Sales Analysis and Forecast
   9.1 Introduction
   9.2 North America Whiskey Sales Market Size Forecast by Country
      9.2.1 U.S.
      9.2.2 Canada
   9.3 Basis Point Share (BPS) Analysis by Country
   9.4 Absolute $ Opportunity Assessment by Country
   9.5 Market Attractiveness Analysis by Country
   9.6 North America Whiskey Sales Market Size Forecast by Type
      9.6.1 Scotch Whisky
      9.6.2 US Whiskey
      9.6.3 Canadian Whiskey
      9.6.4 Irish Whiskey
      9.6.5 Other Whiskey
   9.7 Basis Point Share (BPS) Analysis by Type 
   9.8 Absolute $ Opportunity Assessment by Type 
   9.9 Market Attractiveness Analysis by Type
   9.10 North America Whiskey Sales Market Size Forecast by Applications
      9.10.1 Household Application
      9.10.2 Commercial Application
   9.11 Basis Point Share (BPS) Analysis by Applications 
   9.12 Absolute $ Opportunity Assessment by Applications 
   9.13 Market Attractiveness Analysis by Applications

Chapter 10 Europe Whiskey Sales Analysis and Forecast
   10.1 Introduction
   10.2 Europe Whiskey Sales Market Size Forecast by Country
      10.2.1 Germany
      10.2.2 France
      10.2.3 Italy
      10.2.4 U.K.
      10.2.5 Spain
      10.2.6 Russia
      10.2.7 Rest of Europe
   10.3 Basis Point Share (BPS) Analysis by Country
   10.4 Absolute $ Opportunity Assessment by Country
   10.5 Market Attractiveness Analysis by Country
   10.6 Europe Whiskey Sales Market Size Forecast by Type
      10.6.1 Scotch Whisky
      10.6.2 US Whiskey
      10.6.3 Canadian Whiskey
      10.6.4 Irish Whiskey
      10.6.5 Other Whiskey
   10.7 Basis Point Share (BPS) Analysis by Type 
   10.8 Absolute $ Opportunity Assessment by Type 
   10.9 Market Attractiveness Analysis by Type
   10.10 Europe Whiskey Sales Market Size Forecast by Applications
      10.10.1 Household Application
      10.10.2 Commercial Application
   10.11 Basis Point Share (BPS) Analysis by Applications 
   10.12 Absolute $ Opportunity Assessment by Applications 
   10.13 Market Attractiveness Analysis by Applications

Chapter 11 Asia Pacific Whiskey Sales Analysis and Forecast
   11.1 Introduction
   11.2 Asia Pacific Whiskey Sales Market Size Forecast by Country
      11.2.1 China
      11.2.2 Japan
      11.2.3 South Korea
      11.2.4 India
      11.2.5 Australia
      11.2.6 South East Asia (SEA)
      11.2.7 Rest of Asia Pacific (APAC)
   11.3 Basis Point Share (BPS) Analysis by Country
   11.4 Absolute $ Opportunity Assessment by Country
   11.5 Market Attractiveness Analysis by Country
   11.6 Asia Pacific Whiskey Sales Market Size Forecast by Type
      11.6.1 Scotch Whisky
      11.6.2 US Whiskey
      11.6.3 Canadian Whiskey
      11.6.4 Irish Whiskey
      11.6.5 Other Whiskey
   11.7 Basis Point Share (BPS) Analysis by Type 
   11.8 Absolute $ Opportunity Assessment by Type 
   11.9 Market Attractiveness Analysis by Type
   11.10 Asia Pacific Whiskey Sales Market Size Forecast by Applications
      11.10.1 Household Application
      11.10.2 Commercial Application
   11.11 Basis Point Share (BPS) Analysis by Applications 
   11.12 Absolute $ Opportunity Assessment by Applications 
   11.13 Market Attractiveness Analysis by Applications

Chapter 12 Latin America Whiskey Sales Analysis and Forecast
   12.1 Introduction
   12.2 Latin America Whiskey Sales Market Size Forecast by Country
      12.2.1 Brazil
      12.2.2 Mexico
      12.2.3 Rest of Latin America (LATAM)
   12.3 Basis Point Share (BPS) Analysis by Country
   12.4 Absolute $ Opportunity Assessment by Country
   12.5 Market Attractiveness Analysis by Country
   12.6 Latin America Whiskey Sales Market Size Forecast by Type
      12.6.1 Scotch Whisky
      12.6.2 US Whiskey
      12.6.3 Canadian Whiskey
      12.6.4 Irish Whiskey
      12.6.5 Other Whiskey
   12.7 Basis Point Share (BPS) Analysis by Type 
   12.8 Absolute $ Opportunity Assessment by Type 
   12.9 Market Attractiveness Analysis by Type
   12.10 Latin America Whiskey Sales Market Size Forecast by Applications
      12.10.1 Household Application
      12.10.2 Commercial Application
   12.11 Basis Point Share (BPS) Analysis by Applications 
   12.12 Absolute $ Opportunity Assessment by Applications 
   12.13 Market Attractiveness Analysis by Applications

Chapter 13 Middle East & Africa (MEA) Whiskey Sales Analysis and Forecast
   13.1 Introduction
   13.2 Middle East & Africa (MEA) Whiskey Sales Market Size Forecast by Country
      13.2.1 Saudi Arabia
      13.2.2 South Africa
      13.2.3 UAE
      13.2.4 Rest of Middle East & Africa (MEA)
   13.3 Basis Point Share (BPS) Analysis by Country
   13.4 Absolute $ Opportunity Assessment by Country
   13.5 Market Attractiveness Analysis by Country
   13.6 Middle East & Africa (MEA) Whiskey Sales Market Size Forecast by Type
      13.6.1 Scotch Whisky
      13.6.2 US Whiskey
      13.6.3 Canadian Whiskey
      13.6.4 Irish Whiskey
      13.6.5 Other Whiskey
   13.7 Basis Point Share (BPS) Analysis by Type 
   13.8 Absolute $ Opportunity Assessment by Type 
   13.9 Market Attractiveness Analysis by Type
   13.10 Middle East & Africa (MEA) Whiskey Sales Market Size Forecast by Applications
      13.10.1 Household Application
      13.10.2 Commercial Application
   13.11 Basis Point Share (BPS) Analysis by Applications 
   13.12 Absolute $ Opportunity Assessment by Applications 
   13.13 Market Attractiveness Analysis by Applications

Chapter 14 Competition Landscape 
   14.1 Whiskey Sales Market: Competitive Dashboard
   14.2 Global Whiskey Sales Market: Market Share Analysis, 2019
   14.3 Company Profiles (Details – Overview, Financials, Developments, Strategy) 
      14.3.1 Diageo
      14.3.2 Pernod Ricard
      14.3.3 Allied Blenders & Distillers
      14.3.4 William Grant & Sons
      14.3.5 Brown Forman
      14.3.6 John Distilleries
      14.3.7 Beam Suntory
      14.3.8 Radico Khaitan
      14.3.9 Sazerac
      14.3.10 Thai Beverage
Segments Covered in the Report
The global Whiskey Sales market has been segmented based on

By Types
  • Scotch Whisky
  • US Whiskey
  • Canadian Whiskey
  • Irish Whiskey
  • Other Whiskey
By Applications
  • Household Application
  • Commercial Application
  • Asia Pacific
  • North America
  • Latin America
  • Europe
  • Middle East & Africa
Key Players
  • Diageo
  • Pernod Ricard
  • Allied Blenders & Distillers
  • William Grant & Sons
  • Brown Forman
  • John Distilleries
  • Beam Suntory
  • Radico Khaitan
  • Sazerac
  • Thai Beverage

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