Whiskey is defined as a spirit distilled from malted grain especially barley or rye. The demand for premium whiskey is increasing globally especially in major regions of Europe followed by North America. The close association with premium brands among wealthier consumers has encouraged their sales stating it as luxury drink and a must for every celebration and occasion. These factors will sustain the high growth for the premium brand whiskies globally and market for whiskey is expected to grow at the rate of about 5% from 2016 to 2022.
Scientifically, whiskey can be described as a kind of distilled alcoholic beverage that is prepared from fermented grain mash. For the creation of this premium drink a number of grains like wheat, corn, barley and rye are used. The choice of grain depends on the variety that one is looking for. Whiskey is called as a ‘luxury drink’ because it is aged in wooden casks that are normally made of charred white oak.
Major Key Players:
The key players profiled in the whiskey market are Allied Blenders and Distillers Pvt. Ltd (India), Beam Suntory (U.S.), Brown-Forman (U.S.), Pernod Ricard (France), Diageo (U.K.), Bacardi (Bermuda), Heaven Hill Distilleries (U.S.), Constellation Brands, Inc. (U.S), Distell Group limited (South Africa), Radico Khaitan (India).
Key Findings:
Organic malt based whiskies are gaining high importance in recent days.
The demand for Irish whiskey is increasing as compared to other types of whiskies.
Industry Segments:
Whiskey market has been segmented on the basis of source which includes malt, grain, blended and others. On the basis of type, market is again segmented into Bourbon/Rye, Scotch, Cask Finish and Others. On the basis of origin, market is further segmented into U.S., Canadian, Irish, Japanese and more. Depending on the process, the market is again segmented into pot still distillation, column still distillation and more.
The global whiskey market is ruled by several growth trends that put in their share of effort to drive the market’s success. Some of the major ones are listed as below:
Hike in promotional activities for the market.
Upsurge in the demand for American and Irish whiskey.
The Global Whiskey Market on the basis of geographical segmentation is again segmented into North America, Europe, Asia Pacific, and rest of the world (RoW). Among this Europe has major market share with Scotland and Ireland with respect to having prime production concentration. North America holds a major share in considering the demand for whiskey. APAC is an emerging market with China along with this India is gaining attention from private players for investment in the whiskey market.
