The Whiskey Market Report is Segmented by Product Type (American Whiskey, Irish Whiskey, Scotch Whiskey, Canadian Whiskey, Others), by End User (Men, Women), by Category (Mass, Premium), by Ingredient (Corn, Malt, Blended, Others), by Distribution Channel (On-Trade, Off-Trade), and by Geography (North America, Europe, Asia-Pacific, South America, Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

The top bourbon brands are steadily losing market share to smaller brands. In 2023, Jack Daniel's market share in the United States declined to **** percent from a high of ** in 2017 and 2018.

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Luxury Whiskey Market Size 2025-2029

The luxury whiskey market size is forecast to increase by USD 814.9 million at a CAGR of 5.5% between 2024 and 2029.

The market witnesses significant growth, driven by the burgeoning whiskey-based tourism industry and the continuous innovation in product development. Luxury whiskey brands are capitalizing on the increasing popularity of whiskey tourism by offering unique experiences and exclusive tastings, attracting a global consumer base. Moreover, the launch of high-end, limited-edition whiskeys caters to the growing demand for premium spirits. However, the market faces challenges, including stringent regulations and high taxes on spirits.
Moreover, the market encompasses a range of premium alcoholic beverages, including Irish whiskey, Scotch whisky, American whiskey, Canadian whisky, Japanese whisky, rye whiskey, and others. Compliance with these regulations adds to the production costs, making it essential for manufacturers to maintain efficient supply chains and optimize operations. Effective navigation of these challenges and continued innovation will enable companies to capitalize on the market's growth potential and maintain a competitive edge.

What will be the Size of the Luxury Whiskey Market during the forecast period?

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In the market, whisky aging plays a crucial role in shaping the whisky's flavor profile and aroma. Whisky tasting notes reveal intricacies of Irish pot still and single pot still varieties, while whisky pairing enhances the drinking experience. Ex-bourbon casks and oak casks impart distinct flavors, with whisky notes ranging from fruity to smoky. Whisky investment opportunities attract collectors, driven by the scarcity and authenticity of whiskies. Whisky regions, such as Scotland and Japan, offer unique whisky flavor profiles and finishing notes. Japanese blended and single malt whiskies have gained popularity, with whisky food pairing adding an extra layer of enjoyment. The production of whiskey involves the mashing of grains such as barley, corn, rye, and wheat, followed by fermentation with yeast. Premium and craft spirits continue to gain market share, driven by consumer preferences for unique flavor profiles and the growing trend of mixology and cocktail culture.
Whisky oxidation and reduction impact the whisky's taste, while cask strength and natural color add to its allure. Whisky certification ensures authenticity, with whisky counterfeit posing a threat to the industry. Whisky education resources help enthusiasts deepen their understanding of whisky aroma, whisky wood, and whisky cooperage. Single-grain and grain whiskey offer diverse flavor profiles, catering to various palates. Whisky community engagement fosters a shared appreciation for the craft, with whisky authenticity and certification playing essential roles in maintaining trust and value. Whisky collecting remains a significant aspect of the market, with port casks, sherry casks, and non-chill filtered varieties highly sought after.

How is this Luxury Whiskey Industry segmented?

The luxury whiskey industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Product Type

  Scotch whiskey
  American whiskey
  Japanese whiskey
  Irish whiskey
  Others


Distribution Channel

  Off-trade
  On-trade


Price Range

  Premium
  High-end premium
  Super-premium


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Spain
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Product Type Insights

The scotch whiskey segment is estimated to witness significant growth during the forecast period.

The market is fueled by the allure of whisky distillation, with Scotch whiskey being a significant player due to its stringent production standards and storied history. This market encompasses various types, including Single Malt, Single Grain, Blended Malt, Blended Grain, and Blended Scotch Whiskey. Single Malt whiskey, crafted at a single distillery using only malted barley and aged for a minimum of three years, is highly valued for its distinct flavor profile. Single Grain whiskey, which includes grains like wheat or corn, adds diversity to the market. Blended Malt whiskey, a combination of single malts from different distilleries, and Blended Grain whiskey, a blend of single grain whiskies, cater to whisky connoisseurs seeking unique experiences.

Blended Scotch Whiskey, the most popular type, merges single malt and single grain whiskies, appealing to a broader audience. Whisky festivals, brand storytelling, and distillery tours attract affluent consumers, while whisky masterclasses, blending, and awards foster a sens

The India whiskey market was volumed at 260.07 Million Cases in 2024. The industry is expected to grow at a CAGR of 7.60% during the forecast period of 2025-2034 to attain a volume of 541.02 Million Cases by 2034.

In 2023, Johnnie Walker Black accounted for a share of approximately **** percent of Scotch whisky volume sales in the United States. Ranked second was Dewar's with ** percent of the market.

The global malt whiskey market is a dynamic and expanding sector, projected to experience robust growth over the forecast period (2025-2033). While precise market size figures for 2025 aren't provided, considering the presence of major international players like Diageo, Bacardi, and Brown-Forman, and a reasonable CAGR (let's assume a conservative 5% CAGR based on industry trends), a 2025 market value of approximately $15 billion USD is plausible. This growth is fueled by several key drivers, including the increasing popularity of premium and super-premium malt whiskies, particularly among younger, affluent consumers globally. Rising disposable incomes in developing economies and a growing appreciation for sophisticated spirits are further contributing to market expansion. The trend towards craft distilleries and innovative flavor profiles adds to the market’s vibrancy, providing consumers with a wider range of choices. However, factors such as stringent regulations regarding alcohol consumption in some regions, economic downturns that could impact consumer spending on luxury goods, and the ongoing environmental concerns associated with production methods pose potential restraints to market growth. Segment analysis would likely reveal a strong preference for single malt varieties over blends, and significant regional variations in consumer preferences and consumption habits. The market segmentation reveals key opportunities for manufacturers. Premiumization is a clear trend, with the high-end segment showing considerable potential for expansion. Geographic segmentation will likely show strong performance in North America, Europe, and Asia-Pacific, reflecting established markets and growing consumer interest. Competitive analysis indicates a landscape dominated by established multinational corporations, but smaller, craft distilleries are increasingly gaining market share through unique product offerings and direct-to-consumer strategies. Strategic partnerships and acquisitions are likely to shape the competitive dynamics in the coming years. Successfully navigating this market will require brands to adapt to evolving consumer preferences, embrace sustainable practices, and engage in targeted marketing campaigns.

Discover the booming Scotch whisky market! Explore key trends, growth drivers, leading brands (Diageo, Pernod Ricard, Suntory), and regional market share projections for 2025-2033. This in-depth analysis reveals the opportunities and challenges in this lucrative spirits sector.

The size of the Whiskey Industry market was valued at USD XX Million in 2023 and is projected to reach USD XXX Million by 2032, with an expected CAGR of 5.60% during the forecast period. Recent developments include: October 2022: William Grant & Sons launched their travel retail exclusive range of whiskies under its Glenfiddich whisky brand. The range included four exclusive types of whiskies: Vat 01 is 40% ABV, Vat 02 is 43% ABV, Vat 03 is 50.2% ABV, and Vat 04 is 47.8% ABV., March 2022: Godawan Single Malt, a locally produced artisanal whisky, was introduced by Diageo India. The company has upscaled its portfolio in the nation. Godawan was initially offered in Rajasthan and Delhi, and the company later announced plans to make the product available throughout the country., August 2021: Pernod Ricard S.A. launched its new brand, "The Chuan Whiskey". According to the company, the whiskey launched is deeply embedded in Chinese culture and philosophy.. Key drivers for this market are: Increasing Demand for Flavored Spirits, Growing Consumption of Premium Alcoholic Beverages. Potential restraints include: Stringent Government Regulations Pertaining to Spirits. Notable trends are: Growing Consumers Preferences Toward Brand Ownership.

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Whiskey Market Size 2025-2029

The whiskey market size is valued to increase USD 41.53 billion, at a CAGR of 6.5% from 2024 to 2029. Increasing demand for premium whiskey will drive the whiskey market.

Major Market Trends & Insights

APAC dominated the market and accounted for a 52% growth during the forecast period.
By Distribution Channel - Off trade segment was valued at USD 78.12 billion in 2023
By Product - Scotch whiskey segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 78.22 million
Market Future Opportunities: USD 41534.60 million
CAGR from 2024 to 2029 : 6.5%

Market Summary

The market exhibits a significant expansion, fueled by the growing preference for premium spirits and the resurgence of traditional whiskey categories such as Irish whiskey and American bourbon. According to the International Wine and Spirits Research (IWSR), The market was valued at USD 86.2 billion in 2020, representing a steady growth trajectory. This market expansion is driven by several factors, including the increasing popularity of whiskey cocktails, the rise of the craft distillery sector, and the growing demand for aged and premium whiskey offerings. Moreover, the market faces challenges from other alcoholic beverages, particularly from the growing popularity of gin and tequila.
Despite these challenges, the market continues to evolve, with innovative production techniques, new product launches, and strategic partnerships shaping its future direction. For instance, the use of technology in whiskey production, such as automated barrel selection and aging, is gaining traction, offering producers increased efficiency and consistency. Additionally, collaborations between distilleries and renowned brands from other industries, such as fashion and music, are creating unique and exclusive offerings that cater to the modern consumer's desire for experiential products. In conclusion, the market is a dynamic and evolving landscape, characterized by growing demand, increasing competition, and continuous innovation.
With a rich history and a diverse range of offerings, whiskey remains a staple in the global alcoholic beverages market, offering both traditional and modern consumers a taste of heritage and sophistication.

What will be the Size of the Whiskey Market during the forecast period?

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How is the Whiskey Market Segmented?

The whiskey industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Off trade
  On trade


Product

  Scotch whiskey
  American whiskey
  Canadian whiskey
  Irish whiskey
  Others


Product Type

  Malt
  Blended
  Wheat
  Rye
  Others


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Distribution Channel Insights

The off trade segment is estimated to witness significant growth during the forecast period.

The market continues to evolve, with the off-trade segment dominating revenue share in 2024. This sector encompasses all retail outlets, including convenience stores, which contributed significantly to the market's growth. Convenience stores, known for their wide product range from coffee to tobacco, have become popular whiskey retailers. In 2024, they accounted for a substantial market share. These small, locally owned businesses cater to consumer demands, offering a diverse selection of whiskey options. The bottling process involves distillation, which includes ethanol concentration, still design, and temperature control. Fermentation kinetics and grain quality assessment are crucial factors in the production process.

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The Off trade segment was valued at USD 78.12 billion in 2019 and showed a gradual increase during the forecast period.

Oak barrel selection, taste descriptors, and sensory evaluation methods are essential for determining flavor profiles. A single barrel can yield approximately 250 gallons of whiskey, highlighting the meticulous nature of the craft. Quality control metrics, such as pH level, microbial control, color intensity, and aroma compounds, ensure consistency and authenticity. Age statement regulations and barrel aging impact significantly influence the final product's taste and alcohol content. The distillation process and spirit maturation are intricately linked, with alcohol by volume and congener profile playing essential roles. Yeast strain selection and mash bill composition further contribute to the unique flavor profiles of various whiskey brands.

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Regi

The Scotch Whisky Market Report is Segmented by Category (Single Malt, Single Grain, Blended Malt, and More), Age Statement (Below 12 Years, 12-15 Years, 16-20 Years, 21-30 Years, Over 30 Years), Price Tier (Standard, Premium, Luxury), Distribution Channel (Off-Trade, On-Trade), and Geography (North America, Europe, Asia-Pacific, South America, Middle East and Africa). The Market Forecasts are Provided in Terms of Value (USD).

According to Cognitive Market Research, The global whiskey market size is USD 12.3 billion in 2023 and will expand at a compound annual growth rate (CAGR) of 8.20% from 2023 to 2030.

The demand for whiskeys is rising due to the increasing affordability of whiskey and growing demand for premium whiskey. The demand for whiskey is the huge demand for premium and super-premium whiskeys in both the rising and developed countries.
Demand for on-trade remains higher in the whiskey market.
The scotch whisky category held the highest whiskey market revenue share in 2023.
Asia-Pacific will continue to lead, whereas the North American whiskey market will experience the most substantial growth until 2030.

Rising Demand for Premium and Craft Whiskeys to Provide Viable Market Output

An increasing consumer preference for premium and craft offerings is driving the whiskey market. Discerning consumers are seeking unique flavor profiles, limited editions, and artisanal production methods, leading to a surge in demand for high-quality and small-batch whiskeys. This trend is reshaping the industry landscape as established brands and new entrants respond to the call for diverse and distinctive expressions, fostering innovation and creativity in whiskey-making.

In August 2021, Pernod Ricard S.A. introduced its new brand, "The Chuan Whiskey’’ which is deeply embedded in Chinese culture and philosophy.

(Source:www.pernod-ricard.com/en/media/pernod-ricard-unveils-chuan-malt-whisky-distillery-emeishan)

Global Whiskey Tourism and Experiential Marketing to Propel Market Growth

A key driver in the whiskey market is the growing trend of whiskey tourism and experiential marketing. Distilleries worldwide are capitalizing on the desire of consumers to engage with the heritage and craftsmanship behind their favorite spirits. Distillery tours, tastings, and immersive experiences not only provide a source of revenue but also create brand loyalty. This trend reflects a shift towards storytelling and the creation of unique brand narratives, connecting consumers emotionally to the whiskey-making process and the history embedded in each bottle.

In July 2021, Diageo Plc announced that Johnnie Walker whiskey would be introduced in paper bottles as an environment-friendly alternative to other packaging materials such as plastic. The company committed to using packaging materials that are free from plastic, with the intention of potentially utilizing packaging made from wood-pulp material.

(Source:www.diageo.com/en/news-and-media/press-releases/2020/diageo-announces-creation-of-worlds-first-ever-100-plastic-free-paper-based-spirits-bottle#:~:text=Diageo%2C%20makers%20of%20Johnnie%20Walker,Scotch%20Whisky%2C%20in%20early%202021.)

Market Dynamics of Whiskey

Tariffs and Trade Restrictions to Restrict Market Growth

The whiskey market faces challenges from tariffs and trade restrictions that impact the global flow of whiskey products. Trade disputes and geopolitical tensions can lead to increased tariffs on whiskey exports, affecting pricing, market accessibility, and profitability for producers. Such barriers disrupt the smooth international trade of whiskey, creating uncertainties for manufacturers and potentially limiting market expansion opportunities. Navigating these trade dynamics becomes crucial for whiskey producers to sustain growth and manage the economic implications of geopolitical factors on the industry.

Impact of COVID–19 on the Whiskey Market

The COVID-19 pandemic sent ripples through the whiskey market, introducing complex challenges and opportunities. The initial phases witnessed disruptions in the supply chain, with distilleries facing logistical hurdles and workforce shortages. On-premise consumption, a significant revenue stream, bore the brunt of lockdowns and restrictions, leading to a shift in consumer behavior towards at-home consumption. E-commerce and online retail channels experienced a surge in demand as consumers explored new ways to purchase and enjoy their favourite spirits. While the pandemic posed immediate challenges, it also accelerated trends such as premiumization and the rise of craft and local distilleries. Introduction of Whiskey

Whiskey is a type of alcoholic beverage which is prepared from a fermented mash of grains. Whiskey can present several health benefits, if consumed in temperance, such as it helps in preventing dia...

Discover the booming single malt Scotch whisky market! Explore key trends, growth drivers, and leading brands shaping this lucrative industry. Our comprehensive analysis reveals market size, CAGR, and regional breakdowns, providing valuable insights for investors and industry professionals. Learn more about the future of single malt Scotch.

Discover the latest market trends and insights for the global blended Scotch whisky market. Explore growth drivers, challenges, key players (Johnnie Walker, Ballantine's, Chivas Regal), and regional market share projections for 2025-2033. This comprehensive analysis reveals lucrative opportunities and future market dynamics.

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Whisky Production Market Size 2024-2028

The whisky production market size is forecast to increase by USD 36.6 billion at a CAGR of 6.1% between 2023 and 2028. The market is experiencing significant changes driven by various factors. One notable trend is the increasing popularity of Irish whiskey, along with other premium and super-premium whiskies, as well as niche categories such as premium spirit and super-premium spirit. Consumers are increasingly seeking out craft goods and organic options, reflecting a growing interest in the nutritional value and health benefits of whiskey. In particular, there is a rising demand for malt-based whiskeys, which are perceived to have a lower sugar content and may aid in diabetes prevention. Sustainability initiatives by distilleries are also gaining traction, as health-conscious consumers become more environmentally aware. The Distilled spirits Council reports that these trends are contributing to the growth of the whisky market in the US and beyond.

What will be the Size of the Market During the Forecast Period?

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The market represents a significant segment of the global alcoholic beverage industry, exhibiting steady growth due to various factors. Consumption of whiskey continues to increase in the United States and other key markets, driven by a preference for premium and super-premium drinks. Natural ingredients, such as malted barley, wheat, rye, and corn, are essential components in the production of whiskey. fermentation plays a crucial role in the process, of converting sugars into alcohol. The distillation and aging stages further contribute to the development of unique flavors and aromas.

Moreover, the retail sector, including nightclubs, pubs, and restaurants, remains a key distribution channel for whiskey. Online retailing has emerged as a significant growth area, offering consumers convenience and a wider selection of products. Direct shipping and home delivery systems have also gained popularity, enabling consumers to access their favorite whiskeys from the comfort of their homes. Whiskey membership clubs have emerged as a popular trend, providing exclusive access to limited-edition releases, tastings, and events. Non-alcoholic whiskey and flavored whiskey variants cater to consumers seeking alternatives or looking to reduce their alcohol intake. The digital frontier has transformed the whiskey market, with virtual tastings and spirit tourism experiences offering consumers unique and great experiences.

Furthermore, whiskey imports continue to grow, with consumers seeking out international offerings to expand their palates. Wellness trends have influenced the whiskey market, with a focus on natural ingredients and lower-alcohol options. Scotch whiskey, a popular category, has seen continued growth due to its rich heritage and distinct flavors. In conclusion, the whiskey market is driven by a combination of factors, including consumer preferences for premium and super-premium drinks, the growth of online retailing, and the emergence of new trends such as virtual tastings and non-alcoholic whiskey. These trends are expected to continue shaping the market in the coming years.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Raw Material

  Wheat
  Malt
  Rye
  Corn
  Barley


Product

  Unflavored
  Flavored


Geography

  APAC

    China
    India
    Japan


  North America

    Canada
    US


  Europe



  South America



  Middle East and Africa

By Raw Material Insights

The wheat segment is estimated to witness significant growth during the forecast period. The market in the retail sector is experiencing growth in the use of diverse raw materials, particularly wheat. The allure of wheat-based whiskies lies in their distinctive flavor profiles and velvety textures, which are increasingly popular among consumers. This trend is fueled by innovative product launches and the expansion of established brands. This addition to their product line signifies the burgeoning interest in wheat-based spirits and the brand's dedication to offering unique and premium options. This new wheat whisky is anticipated to attract consumers who appreciate the soft and smooth qualities unique to this type of whisky.

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The wheat segment accounted for USD 27.00 billion in 2018 and showed a gradual increase during the forecast period.

Regional Insights

APAC is estimated to contribute 51% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

For more ins

Discover the booming Scotch whisky market! Explore its $7 billion valuation, 5% CAGR projection to 2033, key drivers (premiumization, emerging markets), and leading brands like Diageo and Suntory. Understand market trends and future growth potential.

Discover the booming global whiskey market! Explore key trends, regional growth, leading brands (Diageo, Brown-Forman, Pernod Ricard), and future projections in this comprehensive market analysis. Learn about the rising popularity of craft whiskeys, the impact of e-commerce, and the growth opportunities in emerging markets. Recent developments include: October 2022: William Grant & Sons launched their travel retail exclusive range of whiskies under its Glenfiddich whisky brand. The range included four exclusive types of whiskies: Vat 01 is 40% ABV, Vat 02 is 43% ABV, Vat 03 is 50.2% ABV, and Vat 04 is 47.8% ABV., March 2022: Godawan Single Malt, a locally produced artisanal whisky, was introduced by Diageo India. The company has upscaled its portfolio in the nation. Godawan was initially offered in Rajasthan and Delhi, and the company later announced plans to make the product available throughout the country., August 2021: Pernod Ricard S.A. launched its new brand, "The Chuan Whiskey". According to the company, the whiskey launched is deeply embedded in Chinese culture and philosophy.. Notable trends are: Growing Consumers Preferences Toward Brand Ownership.

The global grain whisky market is experiencing robust growth, driven by increasing consumer preference for diverse spirits and the expanding popularity of blended whiskies. While precise market size figures for 2025 aren't provided, leveraging industry reports and considering average growth rates in the alcoholic beverage sector, a reasonable estimate for the 2025 market size could be placed at $15 billion USD. Assuming a conservative Compound Annual Growth Rate (CAGR) of 5% over the forecast period (2025-2033), the market is projected to reach approximately $23 billion USD by 2033. This growth is fueled by several key factors including the rise in disposable income in emerging economies, the increasing popularity of premium and craft grain whiskies, and innovative marketing and distribution strategies employed by major players. The market segmentation shows a strong demand across different types, with Scotch and American whiskies leading the charge, followed by Irish whiskey and world grain whisky production. The convenience offered by online sales channels is also significantly contributing to overall growth. However, the market faces certain restraints. Fluctuations in raw material prices, particularly grains, can impact production costs and profitability. Furthermore, stringent regulations surrounding alcohol production and distribution in various regions pose a challenge. Competitive intensity among established players and emerging brands also creates a dynamic landscape demanding constant innovation and adaptation. Regional variations in consumption patterns are also noteworthy, with North America and Europe expected to dominate the market share, while Asia-Pacific is projected to demonstrate considerable growth potential in the coming years due to increasing consumer awareness and changing preferences. Strategic collaborations, product diversification, and a focus on sustainable practices will be crucial for companies to succeed in this competitive and evolving market.

Discover the booming blended whisky market! This in-depth analysis reveals key trends, growth projections (CAGR), major players (Diageo, Pernod Ricard, Suntory), and regional market shares. Learn about market drivers, restraints, and future opportunities in this lucrative sector.

The global luxury whisky market is poised for significant expansion, projected to reach an estimated market size of USD 35,000 million by 2025, exhibiting a robust Compound Annual Growth Rate (CAGR) of 6.5% over the forecast period extending to 2033. This substantial growth is underpinned by a confluence of escalating consumer demand for premium and artisanal spirits, a rising disposable income among target demographics, and a growing appreciation for the heritage and craftsmanship associated with fine whiskies. The market's dynamism is further fueled by evolving consumption patterns, with a noticeable shift towards experiences and the pursuit of unique flavor profiles. Online sales channels are rapidly gaining traction, complementing traditional offline avenues and providing broader accessibility to enthusiasts worldwide. Key growth drivers include the increasing popularity of single malts, the innovation in barrel aging and finishing techniques, and the aspirational nature of luxury whisky as a status symbol and gift item. The luxury whisky landscape is characterized by distinct segments, each contributing to the overall market vitality. Irish Whiskey, Scotch Whisky, and American Whiskey are currently leading the charge, driven by their established reputations and diverse product offerings. However, emerging markets and niche categories like Japanese and Canadian Whiskies are demonstrating considerable growth potential, attracting new consumers with their distinctive characteristics. The market is not without its challenges, with the increasing cost of premium raw materials and stringent regulations in certain regions acting as potential restraints. Despite these hurdles, the industry's ability to innovate, coupled with strategic marketing efforts by major players like Diageo, Pernod Ricard, and Suntory, is expected to propel sustained growth. Geographic expansion, particularly in Asia Pacific and emerging economies in Europe, will be crucial for capturing new market share and solidifying the luxury whisky's position as a coveted global beverage.

In 2023, Crown Royal accounted for a **** percent share of Canadian whisky volume sales in the United States. Black Velvet ranked second with *** percent of the market.