Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research

Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research

Published: February 2015
Publisher: just-drinks / IWSR Insights
Product ref: 232745
Pages: 146
Format: PDF
Delivery: Immediate download

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Non-Scotch whiskies tipped for growth

The whisk(e)y segments outside of Scotch are set for significant growth over the next five years, this report has forecast.

It's predicted that the US whiskey market - currently totalling around 37.1m cases - will add some 11.5m cases over the five-year period from 2014 to 2019. Whilst the Irish whiskey segment will increase by 4m cases from the 6.3m cases sold in 2013.

The "huge and diverse" non-Scotch category has become "one of the drinks industry’s major growth drivers" over the past few years, and that "future growth looks assured" for all segments, apart from Canadian whisky. However, the Indian whisky category, which will be less affected by supply constraints, is poised to provide the majority of future volume growth.

Senior industry executives contributed to the research and provided some interesting views on the state of the category, such as:

"With the emerging middle class we are starting to see the birth of a premium segment. That is the sweet spot for Jameson in China. We are beginning to apply it against that opportunity." Alexandre Ricard, deputy CEO, Pernod Ricard

"We know [Tennessee Honey] is developing incremental business because our [core] Tennessee whiskey business continues to grow. Most Tennessee Honey drinkers are new-to-category consumers or existing Jack Daniel’s whiskey drinkers, consuming on new occasions. It tends to be taking away from flavoured vodkas, flavoured rums and liqueurs." John Hayes, MD, Jack Daniel’s, Brown-Forman

Read some key findings from the report in this article.

What's inside this market research report:

This all-new report aims to deliver the most vital non-Scotch whiskies data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for the main non-Scotch categories (American, Irish, Canadian, Japanese, Indian).

The very latest market forecast data and brand market shares for non-Scotch whiskies is provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future non-Scotch whiskies market growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:


Much of the analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of world whiskies' market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual heatmap for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owner market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of each region and its major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy


World view dashboard containing:

  • 2009-2013 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand (between 2011 and 2013) per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2014 to 2019 forecast ranking tables for both the top 20 non-Scotch markets and the top 20 fastest growing markets, over the period.

Ranking table showing top 20 non-Scotch markets' 2009 to 2013 volumes, plus CAGRs.

Each region's overall consumption volume from 2009 to 2013.

Ranking table showing top 20 brands' (and their owners) 2009 to 2013 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

Then, for each of the major countries:

  • Top brands' volumes and total country volumes for each major whiskey category, '09-'13, plus 2009 and 2013 shares
  • Top companies' retail values and total country values, '09-'13, plus '09 and '13 shares
  • 2009 and 2013 share by quality for each of these countries

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

individual-user licence

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Digital Download $1800.00

Don't worry. No payment is taken yet

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Related research categories

By sector: Trends, Whiskies (in Spirits), Consumer (in Trends)

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

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