This is the second of our just-drinks/The IWSR joint titles, but the first to focus specifically on non-Scotch whisky. This exciting new report offers an insight into the global whisk(e)y markets, and investigates the trends affecting the sector.

Exclusive comment from a number of executives, such as Jack Daniel's global managing director Gus Griffin and Buffalo Trace Bourbon marketing director Kris Comstock are included throughout the report, plus historical and forecast volume and market share data, ranging from 1998 to 2012 for the major markets is shown.

Chapter 1: Size of the market and evolution - In this first chapter we show forecasts to 2012 for Global non-Scotch whisk(e)y volume by type in units ('000 nine-litre cases) for US Whiskey, Canadian whisky, Irish whiskey and other. It discusses the trends and developments of the various categories within non-Scotch whisk(e)y, and talks about how Indian whisky has been enjoying tearaway growth as economic prosperity encourages local consumers to trade up, whilst Canadian whisky has languished most. The success available to brands that have been marketed to a younger generation is also investigated in this chapter.

Chapter 2: Premiumisation - One of the key weaknesses of these national whiskies is that, on the whole, they have very underdeveloped premium segments. This chapter focuses on the trends in the high-end whisk(e)y market, and includes comment from executives at brands such as Barry Younkie, global marketing director Maker's Mark, Beam Global Spirits & Wine marketing director, Jim Beam Bourbon, Keith Neumann and Tim Rutledge, brand director Americas for Jack Daniel's.

Chapter 3: Rising cost base - Despite the positive outlook for the non-Scotch whisk(e)y industry, there could be a couple of storm clouds on the horizon. The vast increase of input costs is foremost among these. Heaven Hill Distilleries president Max Shapira and Jack Daniel's global managing director Gus Griffin talk about pricing decisions and issues with rises in the cost of grain, glass bottles and energy.

Chapter 4: American whiskey - With the American whiskey category notching up considerable success in several key export markets, we take a look at the international development of this sector. We also discuss the domestic revival of the category, and show figures for all whiskies versus US whiskey from 2002 through to 2012. The growing interest in Bourbon seems to be expanding out into other US whiskey styles, and this chapter looks into the return of traditional whiskey styles, and Heaven Hill president Max Shapira comments on the tightening of supply.

Chapter 5: Irish whiskey - Bushmills global brand director Shivaun Lucey says: "The Irish market has turned now and Irish whiskey is back in growth…Irish people are saying what we have is great so we should be drinking that as well. So we see huge potential in the domestic market." Read more about Ireland's whiskey market, its import and export sales from 1997 to 2007, and its top five fastest growth markets.

Chapter 6: Canadian whisky - The tightening supply in both the American whiskey and Scotch industries presents possible opportunities for the Canadian whisky sector. Canadian whisky has a plentiful supply, and as Scotch supplies tighten and prices rise sharply, retailers and secondary brands could look to Canadian whisky as an alternative source of supply. See Canadian whisky's top ten markets by volume through to 2012, its top ten brands by volume and market share, and read more about the market situation with comment from Beam Global Spirits & Wine vice president-international marketing Nick Garland.

Chapter 7: Japanese whisky - The Japanese whisky market has been in long-term decline, falling from 24.8m nine-litre cases in 1987 to just 7.2m in 2006. This chapter discusses the market in more depth, includes comment from Shigeo Fukuda, managing director of leading importer, ES Japan, and provides volume and market share data for the top five brands.

Chapter 8: Indian whisky - We take a look at the trends affecting the market and what the Indian consumer wants from a whisky, plus we show the top five brands sales from 1998 through to 2007.

Chapter 9: Producers - This final chapter offers a brief history of the producer and their brands, mergers and acquisitions, marketing strategies and sales. Each section includes comment from an executive, such as marketing director, Jim Beam Bourbon, Keith Neumann and Beam Global Spirits & Wine vice president of international marketing, Nick Garland.

Chapter 1 Size of the market and evolution
Success with new drinkers

Chapter 2 Premiumisation

Chapter 3 Rising cost base

Chapter 4 American whiskey
International development
Domestic revival
Return of traditional whiskey styles
Tightening supply

Chapter 5 Irish whiskey

Chapter 6 Canadian whisky

Chapter 7 Japanese whisky

Chapter 8 Indian whisky

Chapter 9 Producers
Irish whiskies
Jameson (Pernod Ricard)
Bushmills (Diageo)
C&C Group
American whiskies
Jack Daniel’s (Brown-Forman)
Beam Global Spirits and Wine
Heaven Hill
Buffalo Trace
Canadian whiskies
Beam Global
Indian whisky
UB Group

List of figures
Figure 1: Global non-Scotch whisk(e)y volume by type, 2002-2012 (‘000 nine-litre cases)
Figure 2: Global non-Scotch super- and ultra-premium whisk(e)y volume combined by type, 1997-2007 (‘000 nine-litre cases)
Figure 3: American whiskey volume by domestic and export sales, 1997-2007 (‘000 nine-litre cases)
Figure 4: Global volume of all whiskies v US whiskey, 2002-2012 (‘000 nine-litre cases)
Figure 5: American whiskey volume by quality, 2002 v 2006 (‘000 nine-litre cases)
Figure 6: Irish whiskey volume by domestic and export sales, 1997-2007 (‘000 nine-litre cases)
Figure 7: Canadian whisky volume by domestic and export sales, 1997-2007 (‘000 nine-litre cases)
Figure 8: Global Japanese whisky volume, 1998-2007 (‘000 nine-litre cases)
Figure 9: Global Indian whisky volume, 1998-2007 (‘000 nine-litre cases)

List of tables
Table 1: American whiskey’s top ten markets, volume 1998-2012 (‘000 nine-litre cases and % change)
Table 2: American whiskey’s top five fastest growth markets, 2006 on 2005 (based on volume change, ‘000 nine-litre cases)
Table 3: American whiskey’s top ten brands, volume 2002-2006 (‘000 nine-litre cases and % share change)
Table 4: Irish whiskey’s top ten markets, volume 1998-2012 (‘000 nine-litre cases and % share change)
Table 5: Irish whiskey’s top five fastest growth markets, 2006 on 2005 (based on volume change, ‘000 nine-litre cases)
Table 6: Irish whiskey’s top ten brands, volume 2002-2006 (‘000 nine-litre cases and % share change)
Table 7: Canadian whisky’s top ten markets, volume 1998-2012 (‘000 nine-litre cases and % share change)
Table 8: Canadian whisky’s top five fastest growth markets, 2006 on 2005 (based on volume change, ‘000 nine-litre cases)
Table 9: Canadian whisky’s top ten brands, volume 2002-2006 (‘000 nine-litre cases and % share change)
Table 10: Japanese whisky’s top five brands, volume 2002-2006 (‘000 nine-litre cases and % share change)
Table 11: Indian whisky’s top five brands, volume 2002-2006 (‘000 nine-litre cases and % share change)