Global Scotch whisky insights - market forecasts, product innovation and consumer trends

Global Scotch whisky insights - market forecasts, product innovation and consumer trends

Published: March 2016
Publisher: just-drinks / IWSR Insights
Product ref: 252388
Pages: 157
Format: PDF
Delivery: Immediate download

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Scotch slowing but with future growth opportunities

Much of the lustre has come off the global Scotch whisky market in the last two years, with growth slowing after a golden period between 2002 and 2012.

Blended Scotch is poised to bounce back over the next five years, thanks to positive trends in emerging markets in particular.

Growth in malt Scotch will significantly outstrip that of blends, but the threat to future growth is availability, with malt stocks currently at a low ebb.

Scotch's slowdown is entirely attributable to the performance of blended Scotch, but this report strategically reviews the global categories of malt and blended, providing future insights into what the sector has to do to sustainably grow over the coming years.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

“At this time two years ago, our prospects for Scotch were supported by a very different macro-economic environment. Since that time these four well documented factors (subdued emerging market growth, currency devaluation, socio-political instability and inventory destocking) have had an effect on our category performance.” David Gates, head of premium core spirits, Diageo

“If you compare international spirits penetration in the emerging markets against a developed market such as the US, then you will see how much potential there is for growth. Scotch is the only spirits category that has shown an ability to recruit across a broad spectrum of price points on every single continent of the world.Guy Escolme, global brand director, Johnnie Walker

What's inside this market research report:

This all-new report aims to deliver the most vital malt and blended Scotch whisky 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 malt and blended Scotch consuming categories, regions and markets.

The very latest market forecast data and brand market shares for Scotch whisky are 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 Scotch 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 wine and 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:


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 Scotch 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 category, 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:

  • 2010-2014 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand (between 2012 and 2014) per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2015 to 2020 forecast ranking tables for both the top 20 malt and blended markets and the top 20 largest growing markets, over the period.

Ranking tables showing top malt and blended markets' 2010 to 2014 volumes, plus CAGRs.

Ranking table showing top 20 brands' (and their owners) 2010 to 2014 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 the category, '10-'14, plus 2010 and 2014 shares
  • Top companies' retail values and total country values, '10-'14, plus '10 and '14 shares
  • 2010 and 2014 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

multi-user licence

Digital Download $1500.00

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: Global

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