The Report Covers Global Whiskey Market Manufacturers, Sales Statistics and is Segmented by Product Type (American Whisky, Irish Whisky, Scotch Whisky, Canadian Whisky, and Other Product Types), Distribution Channels (On-Trade and Off-Trade), and Geography. Based On Geography, the Market Studied is Segmented Into North America (United States, Canada, Mexico, and Rest of North America), Europe (Spain, United Kingdom, Germany, France, Italy, Russia, and Rest of Europe), Asia-Pacific (China, Japan, India, Australia, and Rest of Asia-Pacific), South America (Brazil, Argentina, and Rest of South America), Middle East and Africa (South Africa, Saudi Arabia, and Rest of Middle East and Africa). The Report Offers Market Size and Values in (USD Million) During the Forecast Period for the Above Segments.

The market size of whiskey is estimated to be worth USD 118.5 billion in 2025 and is anticipated to reach a value of USD 345.7 billion by 2035. Sales are projected to rise at a CAGR of 11.3% over the forecast period between 2025 and 2035. Cocktail culture has hugely augmented demand for whiskey as an integral component in newly crafted cocktails.

Attributes	Description
Industry Size (2025E/td>	USD 118.5 billion
Industry Value (2035F)	USD 345.7 billion
Value-based CAGR (2025 to 2035)	11.3%

Segment-Wise Analysis of the Whiskey Market (2025)

Attributes	Details
Top Beverage Type	Alcoholic
Market Share in 2025	91.2%

Attributes	Details
Top Product Type	Bourbon Whiskey
Market Share in 2025	28.5%

Regional Analysis

Countries	CAGR
China	13.8%
India	14.9%
UK	15.3%
USA	12.7%

Global whiskey market was valued at USD 80.5 billion in 2021 and is expected to grow at a CAGR of 7.3% during the forecast period.

This statistic shows data on the market share of whisky in the spirits market in Germany from 2015 to 2023. In 2023, whisky had a market share of 10.7 percent, according to preliminary results.

The size and share of the market is categorized based on Type (Scotch Whiskey, American Whiskey, Irish Whiskey) and Application (Supermarket, Convenience Stores, Online Sales) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

According to Cognitive Market Research, the global malt whisky market size will be USD 4681.2 million in 2024 and will expand at a compound annual growth rate (CAGR) of 5.20% from 2024 to 2031.

North America held the major market of more than 40% of the global revenue with a market size of USD 1872.48 million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.4% from 2024 to 2031.
Europe accounted for a share of over 30% of the global market size of USD 1404.36 million.
Asia Pacific held the market of around 23% of the global revenue with a market size of USD 1076.68 million in 2024 and will grow at a compound annual growth rate (CAGR) of 7.2% from 2024 to 2031.
Latin America market of more than 5% of the global revenue with a market size of USD 234.06 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.6% from 2024 to 2031.
Middle East and Africa held the major market of around 2% of the global revenue with a market size of USD 93.62 million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.9% from 2024 to 2031.
Off-trade held the highest malt whisky market revenue share in 2024.

Key Driver for the Malt Whisky Market

Increasing Levels of Disposable Income to Increase the Demand Globally

Growing disposable incomes are driving demand for premium experiences and increasing the heat in the malt whisky sector. People are looking for premium spirits with distinctive flavor profiles and intriguing histories more and more as their disposable income rises. Younger customers are driving demand for unique expressions that defy convention, limited edition bottlings, and barrel finishes. This tendency is especially prominent among them.

In addition to increasing sales, this purchasing power is reshaping the sector. In response, distilleries are experimenting with novel flavor profiles, cask types, and aging methods to satisfy discriminating consumers. Furthermore, as disposable incomes rise, more people may travel and engage in whisky tourism directly by seeing distilleries and learning about the intricate craft and rich history that go into each drink. As a result, consumers feel more connected to the brand, and the demand for premium malt whiskies is increased, which feeds the market's growth.

Alterations in Consumer Inclinations to Propel Market Growth

The market for malt whisky is steadily expanding thanks to an intriguing dance between history and changing consumer tastes. The days of mass-produced mixes ruling the scene are long gone. Consumers of today, especially millennials, are drawn more and more to premium single malts with distinctive flavor profiles, a variety of finishes, and compelling provenance stories. A well-made single malt is the ideal way to spend more money on experiences, and this "drink less, but better" mentality aligns with that idea.

While Scotch whisky continues to reign supreme, demand for whisky is rising in Ireland, Japan, and India, among other places. Customers are moving beyond regional borders and are keen to discover unique grain combinations, barrel finishes, and regionally sourced ingredients. This willingness to try new things is forcing distilleries to continuously develop and provide a wider range of products to appeal to a worldwide consumer base. The market for malt whisky has a lot of intriguing potential because of these evolving preferences. In the future, brands that are able to satisfy consumers' demands for high-end experiences, celebrate local variety, and put sustainability first will probably be toasting success.

Restraint factor of the Malt Whisky Market

Growing Expenses of Production to Limit the Sales

Recent years have seen an increase in the cost of making malt whisky as a result of rising barley prices, energy costs, and labor expenses. Producer profit margins are under pressure, and this may result in price rises for consumers. The primary ingredient, barley, is subject to weather and worldwide market factors that affect its price. Energy expenses for the storage of casks and distillation are also rising. Stricter restrictions and a lack of labor also contribute to the budgetary strain. These elements put pressure on business margins and jeopardize smaller producers' capacity to survive. Producers are taking a few different approaches to handle this difficulty. Some are increasing th...

European Whisky Market Size Value Per Capita by Country, 2023 Discover more data with ReportLinker!

The global flavored whiskey market is expected to garner a market value of US$ 28,080 million in 2023. Owing to the rising popularity, especially among Generation Z and the millennial populace, the demand for flavored whiskey is projected to upsurge throughout the forecast period. From 2023 to 2033, sales of flavored whiskey are anticipated to take a turn for the better, registering a CAGR of 7.3% to reach US$ 57,052.3 million. During the historical period 2018 to 2022, a CAGR worth 2.2% was projected for the market.

Attributes	Key Statistics
Flavored Whiskey Market Size (2022)	27,000 million
Flavored Whiskey Estimated Market Size (2023)	28,080 million
Market Projected Size (2033)	57,052.3 million
Value CAGR (2023 to 2033)	7.3%

Scope of the Report

Attribute	Details
Market Size Value in 2023	US$ 28,080 million
Market Forecast Value in 2033	US$ 57,052.3 million
Global Growth Rate	7.3% CAGR
Forecast Period	2023 to 2033
Historical Data Available for	2018 to 2022
Market Analysis	MT for Volume and US$ million for Value
Key Regions Covered	North America Latin America Western Europe Eastern Europe South Asia & Pacific East Asia Middle East & Africa
Key Countries Covered	United States Canada Brazil Mexico Germany United Kingdom France Spain Italy Russia Poland Czech Republic Romania China Japan South Korea India Bangladesh Australia New Zealand GCC countries South Africa Israel
Kay Segments Covered	Type End Users Flavor Type Distribution Channel Region
Key Companies Profiles	Brown-Forman Corporation Bacardi Limited Beam Inc The Crown Royal Company The Old Bushmills Distillery Co. Pernod Ricard SA. Diageo Plc Allied Blenders & Distillers Pvt Ltd Constellation Brands, Inc La artiniquaise
Customization & Pricing	Available Upon Request

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...

Jack Daniel’s was the leading whiskey brand in the United States in 2017/2018, generating over 13 percent of total whiskey dollar sales. Crown Royal was the second largest whiskey brand at nearly 12 percent.

Jack Daniel’s

Jack Daniel’s Tennessee Whiskey, which is owned by the Brown-Forman Corporation, sold nearly 13 million 9-liter cases in 2017 worldwide. This figure has seen a steady increase between 2011 and 2017. Jack Daniel’s produces many different varieties of whisky including Gentleman Jack, Tennessee Fire, and Tennessee Honey.

U.S. Whiskey Market

In terms of sales volume, whiskey is one of the best-selling types of spirit in the United States, with 66.1 million 9-liter cases sold in 2018, second only to vodka which sold 72.5 million 9-liter cases that year. Americans seem to think of whiskey as a drink for the holidays, as December has the highest volume of whiskey consumption of any month of the year, at about 6.74 million 9-liter cases in 2017.

The Irish Whiskey Market Report is Segmented by Product Type (Blended, Single-Malt, Single Pot Still, and Single Grain). Distribution Channels (On-Trade and Off-Trade), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The Market Size and Forecast are Provided in Value (USD) for all the Above Segments.

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 16.8 percent from a high of 23 in 2017 and 2018.

European Whisky Market Size Value Share by Country (Euros), 2023 Discover more data with ReportLinker!

In financial year 2021, the size of the whiskey market was over 13 billion U.S. dollars across India. Furthermore, the market size is likely to increase to over 22 billion dollars by the financial year 2025.

Vietnam whiskey market size is projected to exhibit a growth rate (CAGR) of 3.75% during 2024-2032. The increasing prevalence of marketing strategies, including brand building and storytelling, that can have a significant impact on consumer perception and choice, is driving the market.

Report Attribute	Key Statistics
Base Year	2023
Forecast Years	2024-2032
Historical Years	2018-2023
Market Growth Rate (2024-2032)	3.75%

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country level for 2024-2032. Our report has categorized the market based on product type, quality, and distribution channel.

The size and share of the market is categorized based on Type (Irish Whiskey, Scotch Whisky, American Whiskey, Canadian Whisky, Japanese Whisky, Rye Whiskey) and Application (Offline Sales, Online Sales) and geographical regions (North America, Europe, Asia-Pacific, South America, and Middle-East and Africa).

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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.

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Single Malt Whiskey Market size was valued at USD 2.95 Billion in 2024 and is projected to reach USD 4.06 Billion by 2031, growing at a CAGR of 4.09% from 2024 to 2031.

The global whisky market rose significantly to $22.8B in 2024, surging by 15% against the previous year. The market value increased at an average annual rate of +1.2% over the period from 2012 to 2024; the trend pattern remained consistent, with somewhat noticeable fluctuations being recorded throughout the analyzed period. Global consumption peaked at $23.4B in 2019; however, from 2020 to 2024, consumption remained at a lower figure.

Global Whisky Market to hit USD 85.62B by 2029 growing at 4.6% CAGR. Explore trends, drivers, and competition for strategic insights with The Business Research Company.