This week, Pernod Ricard is hosting members of the media and the analyst community in Scotland for two days as it presents a capital markets day on Wednesday (30 May). Ahead of the trip, just-drinks looks at the Scotch whisky market globally.

  • Scotch whisky is the largest international spirits category in volume terms, accounting for 21% of total market share. Vodka is second, with 20%, followed by non-Scotch whisk(e)y at 12%. Rum has 11% share.
  • In value terms, Scotch again tops the tree in international spirits, with 25% share. Value follows volume’s top four, with vodka (18%) non-Scotch whisk(e)y (12%) and rum (9%) leading the spirits pack.
  • The largest market for Scotch in terms of value is France, with 10.8% share. The UK is second with 8.1%, and the US third with 7.5%. Looking at the BRIC markets, Brazil accounts for 4.9%, China has 3.2%, while Russia accounts for 2.9% and India 2.5%.
  • Turning to brands, Diageo’s Johnnie Walker leads the pack in Scotch, with 22.1% global market share. Pernod claims the second and third spots, with Chivas Regal (8.2%) and Ballantine’s 6.5%. William Grant & Sons’ Grants brand is fourth with 4.2% share.

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