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

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

Published: April 2016
Publisher: just-drinks / IWSR Insights
Product ref: 253696
Pages: 161
Format: PDF
Delivery: Immediate download

Forward this to a colleague

Choose your licence:

individual-user licence

multi-user licence

Digital Download $1500.00

Don't worry. No payment is taken yet

Recent growth of non-Scotch whiskies shows no signs of waning

The recent growth trajectory of non-Scotch whiskies shows no sign of waning in the 2015-20 period, with The IWSR predicting extra sales of some 74m cases over the period.

US whiskey has been one of the major success stories on the spirits scene in recent years. The category has seen a compound annual growth rate (CAGR) of +5.6% between 2009 and 2014, reaching around 39m nine-litre cases, and is expected to continue growing at +4.4% CAGR to 2020.

Whilst Irish whiskey has been the fastest-growing spirits category of the recent past. With a CAGR of +10.5% between 2009 and 2014, it leads runner-up Japanese whisky (+6.6% CAGR) by some margin.

Both US and Irish whiskey benefit from having marquee brands to lead expansion (Jack Daniel’s and Jim Beam; Jameson). The categories as a whole can benefit from this, but this report suggests rival brand owners will have to carve out their own niche in the long shadow of these market leaders.

This report predominantly focuses on the larger sectors of US and Irish whiskey, but also covers other non-Scotch categories including Indian, Japanese and Canadian whiskies.

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

Irish whiskey is less than one-tenth the size of Scotch, but has similar claims to heritage, authenticity and quality. We see this as early days in the resurgence of whiskey from Ireland, and we expect the category to diversify, segment and innovate in the years to come.” Caspar MacRae, global brand director, Tullamore Dew

“Mostly because of the success of Fireball, but also because of Tennessee Honey, these brands collectively are larger already than categories like Irish whiskey or Tequila, and they are approaching the size of Scotch [in the US]… So it is impossible to ignore the opportunity presented by flavours, but you have to question how you participate in them and what your ambitions are.” Paul Varga, CEO, Brown-Forman

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 US and Irish whiskey consuming categories, regions and markets.

The very latest market forecast data and brand market shares for non-Scotch whiskies 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 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 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 non-Scotch 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 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 table for the top 20 largest growing markets, over the period.

Ranking tables showing top 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

Need help before you order?

+44 (0)1527 573 618

9:00am - 5:30pm Mon - Fri

Related research categories

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

By market: Global

Not found what you were looking for?

Or contact our research team

We want to meet your research requirements. Let us know what you need, how to contact you and we will do the rest.

How do you want to be contacted?

Phone callback (one working day)

For enhanced security, please complete the following sum:

1 + 6 =

just-drinks homepage

Forgot your password?