Global market review of blended and single malt Scotch whisky – forecasts to 2017

This latest global Scotch whisky report from IWSR and just-drinks is the most comprehensive edition we've published. It features 135 data tables covering the consumption volumes of the top malt and blended brands in each of 30+ countries, plus forecasts for Scotch by quality category globally and in each market.

The past decade has been something of a golden period for the global Scotch industry and according to this report the industry remains confident about the future.

Few categories are as international in scope or have such potential for growth:

Ian Macleod director of marketing Iain Weir says: “The industry is at the moment in a strong place and a lot of us including ourselves are working from a position of strength and are working to improve our hand even further to make sure we can maximise the opportunities that Scotch has going forward".

Chivas Bros (Pernod Ricard) marketing director Eric Benoist says: “The growth opportunity for Scotch is highly evident. It is probably the spirits category with the strongest growth potential. The growth opportunities are also at pretty much every price point depending on the maturity of the individual market.”

Much of the optimism surrounding the Scotch category is based on the recent economic performance and potential of the emerging market economies.

This report looks at these developing countries along with the leading established markets. Infact over 30 countries are profiled together with supporting data.

The most recent trends and their impact on the category are highlighted.

Amongst the issues addressed are premiumization, globalization, supply and demand, price, age, investment strategy, consumer trends and innovation.

Throughout the report you will find quotes from the two global giants within the industry and other leading players.

With over 50,000 words and 135 data tables, this is the largest report authored by IWSR/just-drinks and provides one of the most comprehensive assessments currently available on this intriguing category.

Table of contents

Chapter 1 Overview
Scope of the market
Recent performance

Chapter 2 Industry structure
Major players
Diageo
Pernod Ricard
William Grant & Sons
Bacardi
Edrington
La Martiniquaise
Beam Inc
USL India
LVMH
Burn Stewart
Ian MacLeod
Thai Bev (Inver House)
Emerging market opportunity
Mature market challenge
Premiumisation
Premium-and-above performance
Malt growth in Asia
Perception of malt versus blends
Debate over age statements
Supply and demand
Price increases on the horizon?

Chapter 3 The markets
Europe
Minor region: North-west Europe
France
Germany
United Kingdom
Minor region: Scandinavia
Sweden
Denmark
Minor region: Southern Europe
Spain
Portugal
Greece
Italy
Minor region: Central Europe and the Balkans
Poland
Turkey
Croatia
Romania
Hungary
Minor region: Eastern Europe and the Baltics
Russian Federation
Ukraine
Kazakhstan
Estonia
The Americas
Minor region: North America
United States
Canada
Minor region: Central America
Mexico
Dominican Republic
Minor region: South America
Brazil
Venezuela
Colombia
Major region: Asia-Pacific
China
India
Thailand
South Korea
Taiwan
Australia
Vietnam
Japan
Africa
Leading sub-Saharan African markets
South Africa
The Middle East
Lebanon
Persian Gulf states
Global travel retail
Appendix 1: Scotch definitions (source: Scotch Whisky Association)
What is Scotch whisky?
The Scotch Whisky Regulations 2009
Definitions of categories of Scotch whisky
Single malt
Single grain
Blended
Blended malt
Blended grain

List of tables
Table 1: Global blended Scotch whisky volume by major region, 2006-2017 (000's nine-litre cases)
Table 2: Top 25 markets volume for blended Scotch whisky, 2006-2017 (000's nine-litre cases)
Table 3: Global malt Scotch whisky volume by major region, 2006-2017 (000's nine-litre cases)
Table 4: Top 25 markets volume for malt Scotch whisky, 2006-2017 (000's nine-litre cases)
Table 5: Top 10 companies' global Scotch volumes, 2006-2011 (000's nine-litre cases)
Table 6: Top 10 companies' global blended Scotch volumes, 2006-2011 (000's nine-litre cases)
Table 7: Top 10 companies' global malt Scotch volumes, 2006-2011 (000's nine-litre cases)
Table 8: Top 10 global Scotch brands volumes for Diageo, 2006-2011 (000's nine-litre cases)
Table 9: Top 10 global Scotch brands volumes for Pernod Ricard 2006-2011 (000's nine-litre cases)
Table 10: Top 10 global Scotch brands volumes for Wm Grants, 2006-2011 (000's nine-litre cases)
Table 11: Top global Scotch brands volumes for Bacardi-Martini, 2006-2011 (000's nine-litre cases)
Table 12: Top global Scotch brands volumes for Edrington Group, 2006-2011 (000's nine-litre cases)
Table 13: Blended Scotch volume by quality and major region, 2006-2017 (000's nine-litre cases)
Table 14: Top 10 countries for global premium-and-above Scotch volume, 2006-2017 (000's nine-litre cases)
Table 15: Top 10 countries for global prestige Scotch volume, 2006-2017 (000's nine-litre cases)
Table 16: Blended Scotch whisky volume in North West Europe by country, 2006-2017 (000's nine-litre cases)
Table 17: Top 5 blended Scotch brands volume in France, 2006-2011 (000's nine-litre cases)
Table 18: Top 5 malt Scotch brands volume in France, 2006-2011 (000's nine-litre cases)
Table 19: Global Scotch volumes by quality in France, 2006-2017 (000's nine-litre cases)
Table 20: Top 5 blended Scotch brands volume in Germany, 2006-2011 (000's nine-litre cases)
Table 21: Top 5 malt Scotch brands volume in Germany, 2006-2011 (000's nine-litre cases)
Table 22: Global Scotch volumes by quality in Germany, 2006-2017 (000's nine-litre cases)
Table 23: Top 5 blended Scotch brands volume in the United Kingdom, 2006-2011 (000's nine-litre cases)
Table 24: Top 5 malt Scotch brands volume in the United Kingdom, 2006-2011 (000's nine-litre cases)
Table 25: Global Scotch volumes by quality in the United Kingdom, 2006-2017 (000's nine-litre cases)
Table 26: Top 5 blended Scotch brands volume in Sweden, 2006-2011 (000's nine-litre cases)
Table 27: Top 5 malt Scotch brands volume in Sweden, 2006-2011 (000's nine-litre cases)
Table 28: Global Scotch volumes by quality in Sweden, 2006-2017 (000's nine-litre cases)
Table 29: Top 5 blended Scotch brands volume in Denmark, 2006-2011 (000's nine-litre cases)
Table 30: Top 5 malt Scotch brands volume in Denmark, 2006-2011 (000's nine-litre cases)
Table 31: Global Scotch volumes by quality in Denmark, 2006-2017 (000's nine-litre cases)
Table 32: Blended Scotch whisky volume in Southern Europe by country, 2006-2017 (000's nine-litre cases)
Table 33: Top 5 blended Scotch brands volume in Spain, 2006-2011 (000's nine-litre cases)
Table 34: Top 5 malt Scotch brands volume in Spain, 2006-2011 (000's nine-litre cases)
Table 35: Global Scotch volumes by quality in Spain, 2006-2017 (000's nine-litre cases)
Table 36: Top 5 blended Scotch brands volume in Portugal, 2006-2011 (000's nine-litre cases)
Table 37: Top 5 malt Scotch brands volume in Portugal, 2006-2011 (000's nine-litre cases)
Table 38: Global Scotch volumes by quality in Portugal, 2006-2017 (000's nine-litre cases)
Table 39: Top 5 blended Scotch brands volume in Greece, 2006-2011 (000's nine-litre cases)
Table 40: Top 5 malt Scotch brands volume in Greece, 2006-2011 (000's nine-litre cases)
Table 41: Global Scotch volumes by quality in Greece, 2006-2017 (000's nine-litre cases)
Table 42: Top 5 blended Scotch brands volume in Italy, 2006-2011 (000's nine-litre cases)
Table 43: Top 5 malt Scotch brands volume in Italy, 2006-2011 (000's nine-litre cases)
Table 44: Global Scotch volumes by quality in Italy, 2006-2017 (000's nine-litre cases)
Table 45: Blended Scotch whisky volume in Central Europe and Balkans by country, 2006-2017 (000's nine-litre cases)
Table 46: Top 5 blended Scotch brands volume in Poland, 2006-2011 (000's nine-litre cases)
Table 47: Top 5 malt Scotch brands volume in Poland, 2006-2011 (000's nine-litre cases)
Table 48: Global Scotch volumes by quality in Poland, 2006-2017 (000's nine-litre cases)
Table 49: Top 5 blended Scotch brands volume in Turkey, 2006-2011 (000's nine-litre cases)
Table 50: Top 5 malt Scotch brands volume in Turkey, 2006-2011 (000's nine-litre cases)
Table 51: Global Scotch volumes by quality in Turkey, 2006-2017 (000's nine-litre cases)
Table 52: Top 5 blended Scotch brands volume in Croatia, 2006-2011 (000's nine-litre cases)
Table 53: Top 5 malt Scotch brands volume in Croatia, 2006-2011 (000's nine-litre cases)
Table 54: Global Scotch volumes by quality in Croatia, 2006-2017 (000's nine-litre cases)
Table 55: Top 5 blended Scotch brands volume in Romania, 2006-2011 (000's nine-litre cases)
Table 56: Top 5 malt Scotch brands volume in Romania, 2006-2011 (000's nine-litre cases)
Table 57: Global Scotch volumes by quality in Romania, 2006-2017 (000's nine-litre cases)
Table 58: Top 5 blended Scotch brands volume in Hungary, 2006-2011 (000's nine-litre cases)
Table 59: Top 5 malt Scotch brands volume in Hungary, 2006-2011 (000's nine-litre cases)
Table 60: Global Scotch volumes by quality in Hungary, 2006-2017 (000's nine-litre cases)
Table 61: Blended Scotch whisky volume in Eastern Europe and Baltics by country, 2006-2017 (000's nine-litre cases)
Table 62: Top 5 blended Scotch brands volume in Russia 2006-2011 (000's nine-litre cases)
Table 63: Top 5 malt Scotch brands volume in Russia, 2006-2011 (000's nine-litre cases)
Table 64: Global Scotch volumes by quality in Russia, 2006-2017 (000's nine-litre cases)
Table 65: Top 5 blended Scotch brands volume in Ukraine, 2006-2011 (000's nine-litre cases)
Table 66: Top 5 malt Scotch brands volume in Ukraine, 2006-2011 (000's nine-litre cases)
Table 67: Global Scotch volumes by quality in Ukraine, 2006-2017 (000's nine-litre cases)
Table 68: Top 5 blended Scotch brands volume in Kazakhstan, 2006-2011 (000's nine-litre cases)
Table 69: Top 5 malt Scotch brands volume in Kazakhstan, 2006-2011 (000's nine-litre cases)
Table 70: Global Scotch volumes by quality in Kazakhstan, 2006-2017 (000's nine-litre cases)
Table 71: Top 5 blended Scotch brands volume in Estonia, 2006-2011 (000's nine-litre cases)
Table 72: Top 5 malt Scotch brands volume in Estonia, 2006-2011 (000's nine-litre cases)
Table 73: Global Scotch volumes by quality in Estonia, 2006-2017 (000's nine-litre cases)
Table 74: Blended Scotch whisky volume in North America by country, 2006-2017 (000's nine-litre cases)
Table 75: Top 5 blended Scotch brands volume in the United States, 2006-2011 (000's nine-litre cases)
Table 76: Top 5 malt Scotch brands volume in the United States, 2006-2011 (000's nine-litre cases)
Table 77: Global Scotch volumes by quality in the United States, 2006-2017 (000's nine-litre cases)
Table 78: Top 5 blended Scotch brands volume in Canada, 2006-2011 (000's nine-litre cases)
Table 79: Top 5 malt Scotch brands volume in Canada, 2006-2011 (000's nine-litre cases)
Table 80: Global Scotch volumes by quality in Canada, 2006-2017 (000's nine-litre cases)
Table 81: Blended Scotch whisky volume in Central America by country, 2006-2017 (000's nine-litre cases)
Table 82: Top 5 blended Scotch brands volume in Mexico, 2006-2011 (000's nine-litre cases)
Table 83: Top 5 malt Scotch brands volume in Mexico, 2006-2011 (000's nine-litre cases)
Table 84: Global Scotch volumes by quality in Mexico, 2006-2017 (000's nine-litre cases)
Table 85: Top 5 blended Scotch brands volume in Dominican Republic, 2006-2011 (000's nine-litre cases)
Table 86: Top 5 malt Scotch brands volume in Dominican Republic, 2006-2011 (000's nine-litre cases)
Table 87: Global Scotch volumes by quality in Dominican Republic, 2006-2017 (000's nine-litre cases)
Table 88: Blended Scotch whisky volume in South America by country, 2006-2017 (000's nine-litre cases)
Table 89: Top 5 blended Scotch brands volume in Brazil, 2006-2011 (000's nine-litre cases)
Table 90: Top 5 malt Scotch brands volume in Brazil, 2006-2011 (000's nine-litre cases)
Table 91: Global Scotch volumes by quality in Brazil, 2006-2017 (000's nine-litre cases)
Table 92: Top 5 blended Scotch brands volume in Venezuela, 2006-2011 (000's nine-litre cases)
Table 93: Top 5 malt Scotch brands volume in Venezuela, 2006-2011 (000's nine-litre cases)
Table 94: Global Scotch volumes by quality in Venezuela, 2006-2017 (000's nine-litre cases)
Table 95: Top 5 blended Scotch brands volume in Colombia, 2006-2011 (000's nine-litre cases)
Table 96: Top 5 malt Scotch brands volume in Colombia, 2006-2011 (000's nine-litre cases)
Table 97: Global Scotch volumes by quality in Colombia 2006-2017 (000's nine-litre cases)
Table 98: Blended Scotch whisky volume in Asia Pacific by country, 2006-2017 (000's nine-litre cases)
Table 99: Top 5 blended Scotch brands volume in China, 2006-2011 (000's nine-litre cases)
Table 100: Top 5 malt Scotch brands volume in China, 2006-2011 (000's nine-litre cases)
Table 101: Global Scotch volumes by quality in China, 2006-2017 (000's nine-litre cases)
Table 102: Top 5 blended Scotch brands volume in India, 2006-2011 (000's nine-litre cases)
Table 103: Top 5 malt Scotch brands volume in India, 2006-2011 (000's nine-litre cases)
Table 104: Global Scotch volumes by quality in India, 2006-2017 (000's nine-litre cases)
Table 105: Top 5 blended Scotch brands volume in Thailand, 2006-2011 (000's nine-litre cases)
Table 106: Top 5 malt Scotch brands volume in Thailand, 2006-2011 (000's nine-litre cases)
Table 107: Global Scotch volumes by quality in Thailand, 2006-2017 (000's nine-litre cases)
Table 108: Top 5 blended Scotch brands volume in South Korea, 2006-2011 (000's nine-litre cases)
Table 109: Top 5 malt Scotch brands volume in South Korea, 2006-2011 (000's nine-litre cases)
Table 110: Global Scotch volumes by quality in South Korea, 2006-2017 (000's nine-litre cases)
Table 111: Top 5 blended Scotch brands volume in Taiwan, 2006-2011 (000's nine-litre cases)
Table 112: Top 5 malt Scotch brands volume in Taiwan, 2006-2011 (000's nine-litre cases)
Table 113: Global Scotch volumes by quality in Taiwan, 2006-2017 (000's nine-litre cases)
Table 114: Top 5 blended Scotch brands volume in Australia, 2006-2011 (000's nine-litre cases)
Table 115: Top 5 malt Scotch brands volume in Australia, 2006-2011 (000's nine-litre cases)
Table 116: Global Scotch volumes by quality in Australia, 2006-2017 (000's nine-litre cases)
Table 117: Top 5 blended Scotch brands volume in Vietnam, 2006-2011 (000's nine-litre cases)
Table 118: Top 5 malt Scotch brands volume in Vietnam, 2006-2011 (000's nine-litre cases)
Table 119: Global Scotch volumes by quality in Vietnam, 2006-2017 (000's nine-litre cases)
Table 120: Top 5 blended Scotch brands volume in Japan, 2006-2011 (000's nine-litre cases)
Table 121: Top 5 malt Scotch brands volume in Japan, 2006-2011 (000's nine-litre cases)
Table 122: Global Scotch volumes by quality in Japan, 2006-2017 (000's nine-litre cases)
Table 123: Blended Scotch whisky volume in Africa by country, 2006-2017 (000's nine-litre cases)
Table 124: Top 5 blended Scotch brands volume in South Africa, 2006-2011 (000's nine-litre cases)
Table 125: Top 5 malt Scotch brands volume in South Africa, 2006-2011 (000's nine-litre cases)
Table 126: Global Scotch volumes by quality in South Africa, 2006-2017 (000's nine-litre cases)
Table 127: Blended Scotch whisky volume in Middle East by country, 2006-2017 (000's nine-litre cases)
Table 128: Top 5 blended Scotch brands volume in Lebanon, 2006-2011 (000's nine-litre cases)
Table 129: Top 5 malt Scotch brands volume in Lebanon, 2006-2011 (000's nine-litre cases)
Table 130: Global Scotch volumes by quality in Lebanon, 2006-2017 (000's nine-litre cases)
Table 131: Top 10 blended Scotch brand volumes in travel retail, 2006-2011 (000's nine-litre cases)
Table 132: Top 10 malt Scotch brand volumes in travel retail, 2006-2011 (000's nine-litre cases)
Table 133: Top 5 global Scotch owners's volumes in travel retail, 2006-2011 (000's nine-litre cases)
Table 134: Global Scotch volumes in travel retail by quality, 2006-2017 (000's nine-litre cases)
Table 135: Global Scotch volumes in travel retail by major region, 2006-2011 (000's nine-litre cases)

Related research categories

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