Global market review of blended Scotch whisky – forecasts to 2014

Published: April 2010

Publisher: just-drinks.com / IWSR

Product ref: 96351

Pages: 191

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Price: $ 1391.32

Report description

There are few categories that are as international in scope as Scotch whisky. Scotch sells more than a million cases in 20 markets, and more than half a million in an additional ten markets.

Scotch was in the throes of a golden period, with new markets coming on stream and, until the recent economic crisis, widespread trading-up. The blended Scotch market amounted to 82.5m cases in 2008, according to The IWSR’s estimates.

This latest report, at over 30,000 words and including over 100 data tables, is the definitive guide to the global blended Scotch market. It provides a complete review of the major markets, offers forecast data out to 2014, interviews the leading brand players and discusses the major issues that affect this key brown spirits category.

Chapter 1 Executive summary
Key findings of the report are summarised here for ease of reference.

Chapter 2 Scope of the market
This chapter provides a review of the key issues affecting the blended Scotch market worldwide. Starting with an overview of regional markets, historic and forecast market volume is provided for the world's major regions and key country data is provided within each region table.

The chapter then looks at the structure of the industry, analysing the top ten blended Scotch owners and their respective share of the market.

Other key market analysis and insight include:

- Recent performance of the market
- Candid interviews with Beam Global, Diageo, Bacardi, and Berry Bros & Rudd
- Forecasting the future of the market
- The discussion that long-term optimism remains

Extract: Diageo CEO Paul Walsh told The IWSR: "Longer-term, the future of Scotch can be bright, as long as we do three things. Firstly, we need to work hard to make sure the markets remain open: free trade is essential. Secondly, we need to continue to make sure that we promote the credentials of Scotch and protect its authenticity. The Scotch Whisky Association does a great job in that regard, making sure counterfeits, look-alikes and imposter brands are quickly dispatched. Then we all need to continue to invest in these markets."

- A comparison of the opportunity in India and China
- The challenges in mature markets
- Mixability - and how this could be one path toward broader acceptance
- The need for generic, worldwide marketing campaigns from the major players
- Lessons learnt from single malt
- Premiumisation
- The importance of age statements
- Supply and demand
- The role of innovation

Chapter 3 The markets
This chapter presents the latest-available historic consumption volume for blended Scotch in every key market worldwide, including top brand and brand owner volumes. Forecasts are also provided for volume by quality.

The data is presented with analysis of the key issues and trends in each market, with extracts of interviews with the major brand executives.

The report ends with three appendices:

Appendix A: Consolidation merry-go-round, wraps up all recent merger and acquisition activity in the sector.

Appendix B: Broad new Scotch regulations come into law, looks at the UK Government's Scotch whisky regulations that came into force late last year.

Appendix C: Key company brand data, provides consumption volume for each brand owner's top ten brands. Also, volumes for the top ten markets are provided for the following brands: Johnnie Walker, J and B, Buchanan's, Chivas Regal, Ballantines, Famous Grouse, Teachers, Cutty Sark, Dewars and Grants.

Read more about this report with just-drinks' research article here

Table of contents

Chapter 1 Executive summary
Outlook

Chapter 2 Scope of the market
Industry structure
Recent performance
Vox pops
Forecasting the future
Long-term optimism
Comparing the opportunity in India and China
Mature market challenge
Mixability
Need for generic marketing campaigns
Single malt lessons
Premiumisation
Importance of age statements
Supply and demand
Role of innovation

Chapter 3 The markets
Europe
France
Spain
Portugal
United Kingdom
Greece
Germany
Turkey
Russian Federation
The Americas
United States
Mexico
Brazil
Venezuela
Colombia
Asia-Pacific
China
India
Thailand
South Korea
Taiwan
Australia
Other markets
South Africa
Travel retail

Appendix A: Consolidation merry-go-round

Appendix B: Broad new Scotch regulations become law

Appendix C: Key company brand data

List of tables
Table 1: Global blended Scotch whisky volume by major region, 2003-2014 (‘000s nine-litre cases)
Table 2: Top 5 companies’ blended Scotch volumes by major region, 2003-2008 volume (‘000s nine-litre cases)
Table 3: Blended Scotch volume by quality and major region, 2003-2014 (‘000s nine-litre cases)
Table 4: Blended Scotch whisky volume in North West Europe by country, 2003-2014 (‘000s ninelitre cases)
Table 5: Blended Scotch whisky volume in Southern Europe by country, 2003-2014 (‘000s ninelitre cases)
Table 6: Blended Scotch whisky volume in East Europe and Baltics by country, 2003-2014 (‘000s nine-litre cases)
Table 7: Blended Scotch whisky volume in Central Europe and Balkans by country, 2003-2014 (‘000s nine-litre cases)
Table 8: Blended Scotch whisky volume in North America by country, 2003-2014 (‘000s nine-litre cases)
Table 9: Blended Scotch whisky volume in Central America by country, 2003-2014 (‘000s nine-litre cases)
Table 10: Blended Scotch whisky volume in Latin America by country, 2003-2014 (‘000s nine-litre cases)
Table 11: Blended Scotch whisky volume in Asia Pacific by country, 2003-2014 (‘000s nine-litre cases)
Table 12: Blended Scotch whisky volume in Africa by country, 2003-2014 (‘000s nine-litre cases)
Table 13: Blended Scotch whisky volume in Middle East by country, 2003-2014 (‘000s nine-litre cases)
Table 14: Top 10 companies’ global blended Scotch volumes, 2003-2008 volume (‘000s nine-litre cases)
Table 15: Share of blended Scotch on imported spirits for selected markets, 2003-2014 (% share)
Table 16: Global blended Scotch and malt Scotch volume, 2003-2014 (‘000s nine-litre cases)
Table 17: Global blended Scotch volume by quality, 2003-2014 (‘000s nine-litre cases)
Table 18: Top 10 blended Scotch brand lines in France, 2003-2008 volume (‘000s nine-litre cases)
Table 19: Top 5 blended Scotch owners’ volumes in France, 2003-2008 volume (‘000s nine-litre cases)
Table 20: Blended Scotch in France by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 21: Top 10 blended Scotch brand lines in Spain, 2003-2008 volume (‘000s nine-litre cases)
Table 22: Top 5 blended Scotch owners’ volumes in Spain, 2003-2008 volume (‘000s nine-litre cases)
Table 23: Blended Scotch in Spain by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 24: Top 10 blended Scotch brand lines in Portugal, 2003-2008 volume (‘000s nine-litre cases)
Table 25: Top 5 blended Scotch owners’ volumes in Portugal, 2003-2008 volume (‘000s nine-litre cases)
Table 26: Blended Scotch in Portugal by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 27: Top 10 blended Scotch brand lines in UK, 2003-2008 volume (‘000s nine-litre cases)
Table 28: Top 5 blended Scotch owners’ volumes in UK, 2003-2008 volume (‘000s nine-litre cases)
Table 29: Blended Scotch in UK by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 30: Top 10 blended Scotch brand lines in Greece, 2003-2008 volume (‘000s nine-litre cases)
Table 31: Top 5 blended Scotch owners’ volumes in Greece, 2003-2008 volume (‘000s nine-litre cases)
Table 32: Blended Scotch in Greece by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 33: Blended Scotch in Germany by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 34: Top 10 blended Scotch brand lines in Germany, 2003-2008 volume (‘000s nine-litre cases)
Table 35: Top 5 blended Scotch owners’ volumes in Germany, 2003-2008 volume (‘000s nine-litre cases)
Table 36: Top 10 blended Scotch brand lines in Russia, 2003-2008 volume (‘000s nine-litre cases)
Table 37: Blended Scotch in Russia by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 38: Top 5 blended Scotch owners’ volumes in Russia, 2003-2008 volume (‘000s nine-litre cases)
Table 39: Blended Scotch in United States by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 40: Top 10 blended Scotch brand lines in United States, 2003-2008 volume (‘000s nine-litre cases)
Table 41: Top 5 blended Scotch owners’ volumes in United States, 2003-2008 volume (‘000s ninelitre cases)
Table 42: Top 10 blended Scotch brand lines in Mexico, 2003-2008 volume (‘000s nine-litre cases)
Table 43: Blended Scotch in Mexico by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 44: Top 5 blended Scotch owners’ volumes in Mexico, 2003-2008 volume (‘000s nine-litre cases)
Table 45: Top 10 blended Scotch brand lines in Brazil, 2003-2008 volume (‘000s nine-litre cases)
Table 46: Blended Scotch in Brazil by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 47: Top 5 blended Scotch owners’ volumes in Brazil, 2003-2008 volume (‘000s nine-litre cases)
Table 48: Blended Scotch in Venezuela by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 49: Top 10 blended Scotch brand lines in Venezuela, 2003-2008 volume (‘000s nine-litre cases)
Table 50: Top 5 blended Scotch owners’ volumes in Venezuela, 2003-2008 volume (‘000s ninelitre cases)
Table 51: Top 10 blended Scotch brand lines in Colombia, 2003-2008 volume (‘000s nine-litre cases)
Table 52: Blended Scotch in Colombia by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 53: Top 5 blended Scotch owners’ volumes in Colombia, 2003-2008 volume (‘000s nine-litre cases)
Table 54: Top 10 blended Scotch brand lines in China, 2003-2008 volume (‘000s nine-litre cases)
Table 55: Top 5 blended Scotch owners’ volumes in China, 2003-2008 volume (‘000s nine-litre cases)
Table 56: Blended Scotch in China by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 57: Top 10 blended Scotch brand lines in India, 2003-2008 volume (‘000s nine-litre cases)
Table 58: Top 5 blended Scotch owners’ volumes in India, 2003-2008 volume (‘000s nine-litre cases)
Table 59: Blended Scotch in India by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 60: Top 10 blended Scotch brand lines in Thailand, 2003-2008 volume (‘000s nine-litre cases)
Table 61: Top 5 blended Scotch owners’ volumes in Thailand, 2003-2008 volume (‘000s nine-litre cases)
Table 62: Blended Scotch in Thailand by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 63: Top 10 blended Scotch brand lines in South Korea, 2003-2008 volume (‘000s nine-litre cases)
Table 64: Blended Scotch in South Korea by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 65: Top 5 blended Scotch owners’ volumes in South Korea, 2003-2008 volume (‘000s ninelitre cases)
Table 66: Top 10 blended Scotch brand lines in Taiwan, 2003-2008 volume (‘000s nine-litre cases)
Table 67: Blended Scotch in Taiwan by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 68: Top 5 blended Scotch owners’ volumes in Taiwan, 2003-2008 volume (‘000s nine-litre cases)
Table 69: Blended Scotch in Australia by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 70: Top 10 blended Scotch brand lines in Australia, 2003-2008 volume (‘000s nine-litre cases)
Table 71: Top 5 blended Scotch owners’ volumes in Australia, 2003-2008 volume (‘000s nine-litre cases)
Table 72: Top 10 blended Scotch brand lines in South Africa, 2003-2008 volume (‘000s nine-litre cases)
Table 73: Top 5 blended Scotch owners’ volumes in South Africa, 2003-2008 volume (‘000s ninelitre cases)
Table 74: Blended Scotch in South Africa by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 75: Blended Scotch volumes in travel retail by region, 2003-2014 volume (‘000s nine-litre cases)
Table 76: Blended Scotch in travel retail by quality, 2003-2014 volume (‘000s nine-litre cases)
Table 77: Top 10 blended Scotch owners’ volumes in travel retail, 2003-2008 volume (‘000s ninelitre cases)
Table 78: Top 10 blended Scotch brand lines in travel retail, 2003-2008 volume (‘000s nine-litre cases)
Table 79: Diageo’s top 10 blended Scotch brand volumes, 2003-2008 volume (‘000s nine-litre cases)
Table 80: Diageo’s blended Scotch volumes by region, 2003-2008 volume (‘000s nine-litre cases)
Table 81: Diageo’s blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 82: Johnnie Walker – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 83: J and B – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 84: Buchanan’s – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 85: Pernod Ricard’s top 10 blended Scotch brand volumes, 2003-2008 volume (‘000s ninelitre cases)
Table 86: Pernod Ricard’s blended Scotch volumes by region, 2003-2008 volume (‘000s nine-litre cases)
Table 87: Pernod Ricard’s blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 88: Chivas Regal – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 89: Ballantines – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 90: Edrington Group’s top blended Scotch brand volumes, 2003-2008 volume (‘000s ninelitre cases)
Table 91: Edrington Group’s blended Scotch volumes by region, 2003-2008 volume (‘000s ninelitre cases)
Table 92: Edrington Group’s blended Scotch volumes by quality, 2003-2008 volume (‘000s ninelitre cases)
Table 93: Famous Grouse – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 94: Beam Global’s top blended Scotch brand volumes, 2003-2008 volume (‘000s nine-litre cases)
Table 95: Beam Global’s blended Scotch volumes by region, 2003-2008 volume (‘000s nine-litre cases)
Table 96: Beam Global’s blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 97: Teachers – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 98: Berry Brothers’ top blended Scotch brand volumes, 2003-2008 volume (‘000s nine-litre cases)
Table 99: Berry Brothers’ blended Scotch volumes by region, 2003-2008 volume (‘000s nine-litre cases)
Table 100: Berry Brothers’ blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 100: Berry Brothers’ blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 101: Cutty Sark – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 102: Bacardi-Martini’s top blended Scotch brand volumes, 2003-2008 volume (‘000s ninelitre cases)
Table 103: Bacardi-Martini’s blended Scotch volumes by region, 2003-2008 volume (‘000s ninelitre cases)
Table 104 (continued): Bacardi-Martini’s blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 105: Dewars – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)
Table 106: Wm Grant’s top 10 blended Scotch brand volumes, 2003-2008 volume (‘000s nine-litre cases)
Table 107: Wm Grant’s blended Scotch volumes by region, 2003-2008 volume (‘000s nine-litre cases)
Table 108: Wm Grant’s blended Scotch volumes by quality, 2003-2008 volume (‘000s nine-litre cases)
Table 109: Grants Scotch – top 10 markets, 2003-2008 volume (‘000s nine-litre cases)

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Related research categories

By sector: Whiskies (in Spirits)

By market: Global