Global market review of non-Scotch whiskies (US and Bourbon, Irish, Canadian, Indian and Japanese)

The non-Scotch whisk(e)y market – chiefly comprising Irish, US, Canadian, Indian and Japanese whiskies – is one of the most dynamic areas of the global wines and spirits arena. Between 2001 and 2010, the non-Scotch whiskies boasted an impressive 6.9% compound annual growth rate (CAGR) to 209.6m nine-litre cases.

This latest market research report from just-drinks/The IWSR provides 2010 actual volume consumption data, 2011 estimates, key market analysis for each whiskey origin plus exclusive interviews with the leading brands.

With almost 60 data tables providing total consumption volume for all major markets and brands, this latest edition of our popular global market review provides an excellent overview of the historic, present and future market for the sector. This edition includes ten-year historic, actual-year and 2011 forecast estimates of volume for each major market plus volumes for the top ten brands and top companies within each market.

Spotlight on the US category - a positive outlook

The first section of this report takes an in-depth look at US whiskey, reviewing its international development, premiumisation trends, supply constraints and the role of cocktails and innovation, with flavour developments and the rise of RTDs.

Max Shapira, president of Heaven Hill says: “The flavours are having a positive overall impact. It is bringing in consumers that never thought about trying Bourbon whiskey. We don’t think it is cannibalising traditional brands. It seems to be incremental growth. It is a trend that is broadening the category and making it a happening alcohol beverage.”

Consistent, in-depth coverage of all major world markets...

This main part of the report systematically analyses each of the main non-Scotch regional whiskey categories and their performances in key markets around the world. Data includes year-on-year consumption volumes for the top brand lines and sales by quality in each market.

"Irish whiskey continues to be one of the hottest categories in the global marketplace, rising by 5.87% in 2010 over 2009 to reach a record 4.88m nine-litre cases (domestic markets only). Between 2005 and 2010, the category rose at 7.6% CAGR despite the difficult economic environment in key Western markets. That performance came despite the recessionary or slow growth environment seen in most Western markets."

Use this report to:

• understand the size and scope of the market
• identify market and trend hotspots
• know what's driving the trends within the sector
• hear what the leading brands' latest thinking is
• see where the future lies for the sector

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

Table of contents

Executive summary

Chapter 1: Category spotlight – positive outlook for US whiskey
International development
Premiumisation opportunity
Supply constraints
Role of cocktails
Role of innovation
Flavours come to the fore
Ready-to-drink success
Industry structure

Chapter 2: Markets
International markets for US whiskey
The US
Canada
Mexico
Europe
The UK
Germany
France
Spain
Poland
Czech Republic
Romania
Russia
Asia-Pacific
Australia
Japan
China
India
South Africa

Travel retail
International market outlook for Irish whiskey
Central European growth
Accessible taste
Critical mass of investment
Premiumisation opportunity

Investing in supply
The US
Canada
France
Ireland
The UK
The Nordics
Czech Republic
Germany
South Africa
Australia

International market performance of Canadian Whisky
The US
Canada
South Africa
Australia

Market outlook for Indian whisky

Market outlook for Japanese whisky

Is the highball craze a fad?

Key conclusions
US whiskey
Irish whiskey
Other whisky

Appendix 1: Top companies’ volumes and brand data
Pernod Ricard
Beam Global
Brown Forman
Diageo

Appendix 2: Share of imported Scotch, non-Scotch and Cognac/armagnac on imported spirits

List of tables
Table 1: Global market consumption volumes for Non-Scotch whisky by category, 2000-2011 (‘000s nine-litre cases)
Table 2: Top 10 companies’ global US whiskey volumes, 2000-2010 (‘000s nine-litre cases)
Table 3: Top 25 US whiskey markets, 2000-2011 (‘000s nine-litre cases)
Table 4: Top brand lines of US whiskey, 2000-2010 (‘000s nine-litre cases)
Table 5: Top 10 brand lines of US whiskey in the US, 2000-2010 (‘000s nine-litre cases)
Table 6: US whiskey sales in the US by quality, 2000-2011 (‘000s nine-litre cases)
Table 7: Top 10 brand lines of US whiskey in Canada, 2000-2010 (‘000s nine-litre cases)
Table 8: US whiskey sales in Canada by quality, 2000-2011 (‘000s nine-litre cases)
Table 9: Top 7 brand lines of US whiskey in Mexico, 2000-2010 (‘000s nine-litre cases)
Table 10: Top 10 brand lines of US whiskey in the UK, 2000-2010 (‘000s nine-litre cases)
Table 11: US whiskey sales in the UK by quality, 2000-2011 (‘000s nine-litre cases)
Table 12: Top 10 brand lines of US whiskey in Germany, 2000-2010 (‘000s nine-litre cases)
Table 13: Top 8 brands of US whiskey in France, 2000-2010 (‘000s nine-litre cases)
Table 14: Top 8 brands of US Whiskey in Spain, 2000-2010 (‘000s nine-litre cases)
Table 15: Top 10 non-Scotch brands in Poland, 2000-2010 (‘000s nine-litre cases)
Table 16: Top 10 brand lines of non-Scotch whiskey in Czech Republic, 2000-2010 (‘000s nine-litre cases)
Table 17: Top 10 brand lines of non-Scotch whiskey in Russia, 2000-2010 (‘000s nine-litre cases)
Table 18: US whiskey sales in Australia by quality, 2000-2011 (‘000s nine-litre cases)
Table 19: Top 10 brand lines of US whiskey in Australia, 2000-2010 (‘000s nine-litre cases)
Table 20: Top 10 brand lines of non-Scotch whiskey (excl. Japanese) in Japan, 2000-2010 (‘000s nine-litre cases)
Table 21: Top 8 brand lines of non-Scotch whiskey in China, 2000-2010 (‘000s nine-litre cases)
Table 22: Top 7 brand lines of non-Scotch whiskey (excl. Indian) in India, 2000-2010 (‘000s nine-litre cases)
Table 23: Top 10 brand lines of US whiskey in travel retail, 2000-2010 (‘000s nine-litre cases)
Table 24: Top 5 companies’ volumes of US whiskey in travel retail, 2000-2010 (‘000s nine-litre cases)
Table 25: Travel retail volumes of US whiskey by quality, 2000-2010 (‘000s nine-litre cases)
Table 26: Top 30 Irish whiskey markets, 2000-2011 (‘000s nine-litre cases)
Table 27: Top 5 companies’ global Irish Whiskey volumes, 2000-2010 (‘000s nine-litre cases)
Table 28: Irish whiskey sales in the US by quality, 2000-2011 (‘000s nine-litre cases)
Table 29: Top 10 brand lines of Irish whiskey in the US, 2000-2010 (‘000s nine-litre cases)
Table 30: Top 6 brand lines of Irish whiskey in France, 2000-2010 (‘000s nine-litre cases)
Table 31: Irish whiskey sales in Ireland by quality, 2000-2011 (‘000s nine-litre cases)
Table 32: Top 10 brand lines of Irish whiskey in Ireland, 2000-2010 (‘000s nine-litre cases)
Table 33: Top 9 brand lines of Irish whiskey in the UK, 2000-2010 (‘000s nine-litre cases)
Table 34: Irish whiskey sales in the UK by quality, 2000-2011 (‘000s nine-litre cases)
Table 35: Top 10 brand lines of non-Scotch whiskey in Czech Republic, 2000-2010 (‘000s nine-litre cases)
Table 36: Top 10 brand lines of Irish whiskey in Germany, 2000-2010 (‘000s nine-litre cases)
Table 37: Top 10 brand lines of non-Scotch whiskey in South Africa, 2000-2010 (‘000s nine-litre cases)
Table 38: Top 10 companies’ global Canadian whisky volumes, 2000-2010 (‘000s nine-litre cases)
Table 39: Canadian whisky sales in the US by quality, 2000-2011 (‘000s nine-litre cases)
Table 40: Top 10 brand lines of Canadian whisky in the US, 2000-2010 (‘000s nine-litre cases)
Table 41: Canadian whisky sales in Canada by quality, 2000-2011 (‘000s nine-litre cases)
Table 42: Top 10 brand lines of Canadian whisky in Canada, 2000-2010 (‘000s nine-litre cases)
Table 43: Top 10 brand lines of non-Scotch whiskey in South Africa, 2000-2010 (‘000s nine-litre cases)
Table 44: Canadian whisky sales in Australia by quality, 2000-2011 (‘000s nine-litre cases)
Table 45: Top brand lines of Canadian whisky in Australia, 2000-2010 (‘000s nine-litre cases)
Table 46: Top 10 brand lines of Indian whisky in India, 2000-2010 (‘000s nine-litre cases)
Table 47: Top 10 Indian whisky producers, 2000-2010 (‘000s nine-litre cases)
Table 48: Top 10 brand lines of Japanese whisky in Japan, 2000-2010 (‘000s nine-litre cases)
Table 49: Top Japanese whisky producers’ volumes, 2000-2010 (‘000s nine-litre cases)
Table 50: Top 10 non-Scotch brand lines in Japan, 2000-2010 (‘000s nine-litre cases)
Table 51: Pernod Ricard’s top 10 Irish whiskey brands, 2000-2010 (‘000s nine-litre cases)
Table 52: Jameson’s top 10 markets, 2000-2010 (‘000s nine-litre cases)
Table 53: Beam Global’s top 10 non-Scotch brands, 2000-2010 (‘000s nine-litre cases)
Table 54: Jim Beam’s top 10 markets, 2000-2010 (‘000s nine-litre cases)
Table 55: Brown Forman’s top non-Scotch brands, 2000-2010 (‘000s nine-litre cases)
Table 56: Jack Daniel’s top 10 markets, 2000-2010 (‘000s nine-litre cases)
Table 57: Diageo’s top 10 non-Scotch brands, 2000-2010 (‘000s nine-litre cases)
Table 58: Crown Royal’s top 10 markets, 2000-2010 (‘000s nine-litre cases)
Table 59: Share of imported Scotch, non-Scotch and Cognac/armagnac on imported spirits, 2000-2011 (%)

Related research categories

By sector: Whiskies (in Spirits)

By market: United States (in North America), Canada (in North America), Japan (in Asia), India (in Asia), India (in BRICM), Global