Whiskey Market Growth, Demand and Challenges of the Key Industry Players 2024-2032
                     Global Whiskey Market 
Research and Forecast 
Report 2024-2032
Format: PDF+EXCEL
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About IMARC Group
In ternat ional  Market  Analys is  Research and Consul t ing Group is  a leading adv iser  on management  
s t rategy and market  research wor ldwide.  We par tner  wi th c l ients  in  a l l  regions and indust ry  
vert ica ls  to  ident i fy  thei r  h ighest -value oppor tuni t ies,  address thei r  most  cr i t ica l  chal lenges,  and 
t ransform thei r  bus inesses.
IMARC’s in format ion products  inc lude major market ,  sc ient i f ic ,  economic and technological  
developments  for  bus iness leaders  in  pharmaceut ica l ,  indust r ia l ,  and h igh technology 
organizat ions.  Market  forecasts  and indust ry  analys is  for  b iotechnology,  advanced mater ia ls ,  
chemicals ,  food and beverage,  t ravel  and tour ism, nanotechnology and novel  process ing methods 
are at  the top of  the company’s  exper t ise.
IMARC’s ta i lored approach combines unfathomable ins ight  in to the dynamics o f  companies and 
markets wi th c lose cooperat ion at  a l l  levels  of  the c l ient  organizat ion.  This ensures that  our  c l ients 
achieve unmatchable compet i t ive advantage,  bui ld  more pro f ic ient  organizat ions,  and secure 
las t ing resul ts .
A cc o r d i ng  t o  t h e  l a t e s t  r e po r t  b y  I M A R C  Gr o u p ,  t i t l e d  "  W h i s k ey  Ma r k e t :  G l o b a l  
I n d u s t r y  T r e n d s ,  S h ar e ,  S iz e ,  G ro w t h ,  O p p o r t u n i t y  a n d  F o re c a s t  2 0 2 4 -2 0 3 2 , "  t h e   
g l o ba l  w h i sk e y  ma r k e t  s i z e  re a c h e d  U S $  6 7 . 9  B i l l i o n  i n  20 2 3 .
Fac tors  A f fec t ing  the  Growth  o f  Whiskey  Indust ry :
Report Changing Consumer  T rends  and  Pre fe rences:T he  w h i s k ey  m a r ke t  i s  s i g n i f i c an t l y  i n f l ue n c e d  by  e v o l v i n g  c on s u me r  t r en d s  a n d  
p r e f e r e nc e s .  A s  co n s u me r  t a s t es  c o n t i n ue  t o  e v o l v e ,  d i s t i l l e r i e s  a n d  p ro d u c e rs  m u s t  
Highlight and ad a p t  t o  m ee t  t h e s e  c ha n g i n g  d e ma n d s .  On e  p r o m i ne n t  f a c t o r  d r i v i n g  t h e  w h i s ke y  ma r k e t  i s  t h e  i n c r e as i n g  a p p r e c i a t i o n  fo r  p re m i u m a n d  c ra f t  s p i r i t s .  C on s u me r s  a re  
i n c r e a s i ng l y  s ee k i n g  o u t  u n i q ue  a nd  h i g h - q u a l i t y  w h i s k e y  e x pe r i e n c e s ,  d r i v i n g  t he  
Description g r o w t h  o f  a r t i s a n a l  a n d  s ma l l - b a t c h  d i s t i l l e r i e s .  T h i s  t r e n d  i s  f u e l ed  b y  a  de s i r e  f o r  
au t h e n t i c i t y ,  c r a f t s ma n s h i p ,  a n d  d i s t i n c t  f l a v o r  p r o f i l e s .  
A dd i t i o n a l l y ,  t h e  r i s e  o f  co c k t a i l  c u l t u r e  h as  e x pa n d e d  t he  w h i s ke y  ma r k e t  b y  
i n t r o d u c i ng  n e w  w a ys  t o  e n j o y  an d  a p p re c i a t e  t he  s p i r i t .  M i x o l og i s t s  a n d  ba r t e n de r s  a r e  
co n s t a n t l y  ex p e r i me n t i n g  w i t h  w h i s ke y - b a se d  c oc k t a i l s ,  a t t r a c t i ng  a  b r o a de r  au d i e n c e  
be y o n d  t r a d i t i o na l  w h i s ke y  d r i n ke r s .  F u r t h e r m o r e ,  t h e  g r ow i n g  i n t e r e s t  i n  w h i s k e y  a s  a  
co l l e c t i b l e  i t e m  o r  i n v e s t me n t  h a s  co n t r i b u te d  t o  i t s  m a r k e t  g r o w t h .  L i m i t ed - e d i t i o n  
r e l e a s e s ,  ra r e  b o t t l i n g s ,  a n d  w h i s k e y  a u c t i o n s  h a v e  b e c o me  i n c re a s i n g l y  p o p u l a r  
am o n g  e n t h u s i as t s  an d  i n ve s t o r s  a l i k e .
Rapid Global i za t ion and Export  Oppor tuni t i es:
The  wh is key  m a r ke t  ha s  ex pe r ie nced  su bs t a n t i a l  g r o w t h  due  t o  g lo ba l i za t i on  a nd  
exp an d ing  ex po r t  op po r t u n i t i e s .  W h isk ey ,  pa r t i cu la r l y  Sco t ch  wh is ky  a nd  Am er i can  
bou r bon ,  h as  t r a nscen ded  i t s  t r ad i t i ona l  m ar ke t s  and  ga ined  po pu la r i t y  on  a  g loba l  
Report sca le .  Em e r g ing  econo m ies  such  a s  Ch ina ,  I nd ia ,  an d  B r az i l  ha ve  em er ge d  as  k ey  g r ow t h  m ar ke t s  f o r  w h iske y ,  d r i ven  by  r i s i ng  d i spo sab le  i ncom es ,  u r b an i za t i on ,  a nd  
Wes t e r n i za t i on  o f  consu m er  p r e f e r enc es .  
Highlight and The  g loba l i za t i on  o f  wh iskey  i s  a l s o  f ac i l i t a t ed  b y  f r ee  t r ade  ag r eem en t s ,  r edu ced  
t a r i f f s ,  and  i n c r ea sed  acc ess ib i l i t y  t h r oug h  e - com m er ce  p la t f o r m s .  T h i s  ena b les  
d i s t i l l e r i es  t o  r eac h  new m a r ke t s  and  t a r g e t  a  b r oade r  a ud ien ce  o f  wh is key  
Description en t h us ias t s  w o r ldw i de .  Fu r t he r m or e ,  t h e  p r o l i f e r a t i on  o f  wh isk ey  f es t i va l s ,  t as t i ng  
eve n t s ,  and  t ou r i sm  expe r ienc es  ha s  c on t r i b u t ed  t o  r a i s i ng  a war e ness  a nd  
app r ec ia t i on  f o r  t h e  sp i r i t  i n  bo t h  es t a b l i she d  an d  em er g ing  m a r ke t s .
Innovat ion and Product  D ivers i f i cat ion:
I nno va t i o n  and  p r oduc t  d i ve r s i f i ca t io n  a r e  d r i v i ng  f o r ces  beh ind  t h e  c on t i nu ed  
g r ow t h  o f  t he  wh iskey  m ar ke t .  D i s t i l l e r ie s  a r e  cons t an t l y  e xp lo r i ng  new t e chn iqu es ,  
i ng r e d ien t s ,  an d  ag ing  m e t h ods  t o  c r e a t e  i n nova t i ve  and  d i f f e r e n t i a t ed  wh isk ey  
p r od uc t s .  T h i s  i nc lud es  e xpe r im en t i ng  w i t h  va r i ous  b a r r e l  f i n i sh es ,  cask  m a t u r a t i on  
t ech n ique s ,  an d  b len d ing  p r o cess es  t o  en hance  f l avo r  com p l ex i t y  a nd  app ea l  t o  
d i sce r n ing  cons um e r s .
Fur thermore ,  the  emergence  o f  f lavo red  and  in fused  wh isk ies  has  expanded  
the  marke t  by  a t t rac t ing  consumers  who  may  be  new to  the  sp i r i t  o r  seek ing  
a l te rna t ive  f l avo r  p ro f i l es .  F lavored  express ions  such  as  honey ,  map le ,  and  
c innamon- in fused  wh isk ies  appea l  t o  a  b roade r  demograph ic  and  p rov ide  a  
ga teway  fo r  en t ry - leve l  consumers  to  exp lo re  the  ca tegory .  Moreover ,  
sus ta inab i l i t y  and  env i ronmenta l  consc iousness  have  become  in teg ra l  aspec ts  
Report o f  wh iskey p roduc t ion  and  marke t ing .  D is t i l l e r ies  a re  imp lemen t ing  eco- f r iend ly  p rac t i ces ,  such  as  energy-e f f i c ien t  p roduc t ion  methods ,  was te  reduc t ion  
in i t i a t i ves ,  and  sus ta inab le  sourc ing  o f  raw mate r ia l s .
Highlight and 
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Report Description
Gl o b a l  Wh i s ke y  M ar k e t  T r e n d s :
W h i s k e y  h a s  i n c r e a s i n g l y  g a i n e d  r e c o g n i t i o n  a s  a  v a l u a b l e  i n v e s t m e n t  a s s e t ,  d r i v i n g  d e m a n d  a m o n g  c o l l e c t o r s  a n d  i n v e s t o r s  s e e k i n g  
a l t e r n a t i v e  o p p o r t u n i t i e s  b e y o n d  t r a d i t i o n a l  f i n a n c i a l  m a r k e t s .  R a r e  a n d  l i m i t e d - e d i t i o n  w h i s k i e s  h a v e  s h o w n  i m p r e s s i v e  a p p r e c i a t i o n  i n  
v a l u e  o v e r  t i m e ,  a t t r a c t i n g  i n v e s t m e n t  f r o m  i n d i v i d u a l s  a n d  f u n d s  a l i k e .  T h e  p r e s t i g e  a s s o c i a t e d  w i t h  o w n i n g  r a r e  b o t t l e s  o r  
p a r t i c i p a t i n g  i n  w h i s k e y  a u c t i o n s  h a s  f u r t h e r  f u e l e d  t h i s  t r e n d ,  w i t h  s o m e  b o t t l e s  f e t c h i n g  e x o r b i t a n t  p r i c e s  a t  p r e s t i g i o u s  a u c t i o n s  a n d  
p r i v a t e  s a l e s .  A d d i t i o n a l l y ,  w h i s k e y  h o l d s  d e e p  c u l t u r a l  s i g n i f i c a n c e  a n d  t r a d i t i o n  i n  r e g i o n s  w h e r e  i t  i s  p r o d u c e d ,  s u c h  a s  S c o t l a n d ,  
I r e l a n d ,  a n d  t h e  U n i t e d  S t a t e s .  T h e s e  c u l t u r a l  t i e s  c o n t r i b u t e  t o  a  s e n s e  o f  h e r i t a g e  a n d  i d e n t i t y  a s s o c i a t e d  w i t h  w h i s k e y  c o n s u m p t i o n ,  
d r i v i n g  c o n s u m e r  l o y a l t y  a n d  d e m a n d  f o r  a u t h e n t i c ,  r e g i o n a l l y  p r o d u c e d  v a r i e t i e s .  W h i s k e y  p l a y s  a  c e n t r a l  r o l e  i n  s o c i a l  g a t h e r i n g s ,  
c e l e b r a t i o n s ,  a n d  r i t u a l s ,  f u r t h e r  r e i n f o r c i n g  i t s  c u l t u r a l  i m p o r t a n c e  a n d  e n d u r i n g  a p p e a l .  O t h e r  t h a n  t h i s ,  d e s p i t e  b e i n g  a n  a l c o h o l i c  
b e v e r a g e ,  w h i s k e y  h a s  b e e n  i n c r e a s i n g l y  p e r c e i v e d  a s  a  m o r e  s o p h i s t i c a t e d  a n d  h e a l t h - c o n s c i o u s  c h o i c e  c o m p a r e d  t o  o t h e r  s p i r i t s .  
T h i s  i s  p a r t l y  a t t r i b u t e d  t o  i t s  n a t u r a l  i n g r e d i e n t s ,  s u c h  a s  g r a i n s  a n d  w a t e r ,  a n d  t h e  a b s e n c e  o f  a d d e d  s u g a r s  o r  a r t i f i c i a l  f l a v o r s  i n  
t r a d i t i o n a l  v a r i e t i e s .  A d d i t i o n a l l y ,  m o d e r a t e  w h i s k e y  c o n s u m p t i o n  h a s  b e e n  l i n k e d  t o  p o t e n t i a l  h e a l t h  b e n e f i t s ,  i n c l u d i n g  i m p r o v e d  h e a r t  
h e a l t h ,  a n t i o x i d a n t  p r o p e r t i e s ,  a n d  s t r e s s  r e d u c t i o n ,  a c c o r d i n g  t o  s o m e  s t u d i e s .  T h e s e  h e a l t h  a n d  w e l l n e s s  t r e n d s  h a v e  c o n t r i b u t e d  t o  a  
s h i f t  i n  c o n s u m e r  p r e f e r e n c e s  t o w a r d  p r e m i u m  a n d  c r a f t  w h i s k e y  b r a n d s  p e r c e i v e d  a s  o f f e r i n g  h i g h e r  q u a l i t y  a n d  a u t h e n t i c i t y .
V i e w  R e p o r t  T O C ,  F i g u r e s  a n d  T a b l e s :  h t t p s : / / w w w . i m a r c g r o u p . c o m / w h i s k e y - m a r k e t
Breakup by Product Type:
• American Whiskey
• I r ish Whiskey
• Scotch Whiskey
• Canadian Whiskey
• Others
Report 
Breakup by Quality:
Segmentation • Premium
•  High-End Premium
•  Super Premium
Breakup by Distribution Channel:
• Off -Trade
o Supermarkets and Hypermarkets
o Discount Stores
o Online Stores
o Others
• On-Trade
o Restaurants and Bars
o Liquor Stores
o Others
Report 
Segmentation Breakup by Region:
• Europe
• North America
• Asia Pacifi c
• Middle East and Afr ica
• Latin America
• Diageo plc
• Bacardi Limited
• Suntory Beverage & Food Limited
• Pernod Ricard
Competitive 
• The Brown–Forman Corporation
Landscape • Asahi Group Holdings Ltd
with Key • Will iam Grant & Sons Holdings Ltd
• The Edrington Group
Players
• All ied Blenders and Disti l lers Pvt Ltd
• Constellation Brands
• La Martiniquaise
How big is the global whiskey market?
What is the expected growth rate of the global whiskey 
market during 2024-2032?
What are the key factors driving the global whiskey 
market?
Key 
What has been the impact of COVID-19 on the global 
Questions whiskey market?
Answered in What is the breakup of the global whiskey market based on the product type?
the Report What is the breakup of the global whiskey market based 
on the quality?
What is the breakup of the global whiskey market based 
on the distribution channel?
What are the key regions in the global whiskey market?
Who are the key players/companies in the global 
whiskey market?
1     P r e f a c e
2     S c o p e  a n d  M e t h o d o l o g y
    2 . 1     O b j e c t i v e s  o f  t h e  S t u d y
    2 . 2     S t a k e h o l d e r s
    2 . 3     D a t a  S o u r c e s
        2 . 3 . 1     P r i m a r y  S o u r c e s
        2 . 3 . 2     S e c o n d a r y  S o u r c e s
    2 . 4     M a r k e t  E s t i m a t i o n
Table of         2 . 4 . 1     B o t t o m - U p  A p p r o a c h        2 . 4 . 2     T o p - D o w n  A p p r o a c h
    2 . 5     F o r e c a s t i n g  M e t h o d o l o g y
3     E x e c u t i v e  S u m m a r y
4     I n t r o d u c t i o n
Contents     4 . 1     O v e r v i e w    4 . 2     K e y  I n d u s t r y  T r e n d s5     G l o b a l  W h i s k e y  M a r k e t
    5 . 1     M a r k e t  O v e r v i e w
    5 . 2     M a r k e t  P e r f o r m a n c e
    5 . 3     I m p a c t  o f  C O V I D - 1 9
    5 . 4     M a r k e t  B r e a k u p  b y  P r o d u c t  T y p e  
    5 . 5     M a r k e t  B r e a k u p  b y  Q u a l i t y
    5 . 6     M a r k e t  B r e a k u p  b y  D i s t r i b u t i o n  C h a n n e l
    5 . 7     M a r k e t  B r e a k u p  b y  R e g i o n
    5 . 8     M a r k e t  F o r e c a s t
6    M a r k e t  B r e a k u p  b y  P r o d u c t  T y p e  
    6 . 1     A m e r i c a n  W h i s k e y  
        6 . 1 . 1  M a r k e t  T r e n d s
        6 . 1 . 2  M a r k e t  F o r e c a s t
    6 . 2     I r i s h  W h i s k e y  
        6 . 2 . 1  M a r k e t  T r e n d s
        6 . 2 . 2   M a r k e t  F o r e c a s t
       
    6 . 3     S c o t c h  W h i s k e y  
        6 . 3 . 1  M a r k e t  T r e n d s
        6 . 3 . 2  M a r k e t  F o r e c a s t
    6 . 4     C a n a d i a n  W h i s k e y  
        6 . 4 . 1  M a r k e t  T r e n d s
        6 . 4 . 2  M a r k e t  F o r e c a s t
    6 . 5     O t h e r s  
        6 . 5 . 1  M a r k e t  T r e n d s
        6 . 5 . 2  M a r k e t  F o r e c a s t
7    M a r k e t  B r e a k u p  b y  Q u a l i t y  
Table of     7 . 1     P r e m i u m          7 . 1 . 1  M a r k e t  T r e n d s
        7 . 1 . 2  M a r k e t  F o r e c a s t
    7 . 2     H i g h - E n d  P r e m i u m  
Contents         7 . 2 . 1  M a r k e t  T r e n d s        7 . 2 . 2  M a r k e t  F o r e c a s t
    7 . 3     S u p e r  P r e m i u m  
        7 . 3 . 1  M a r k e t  T r e n d s
        7 . 3 . 2  M a r k e t  F o r e c a s t
8    M a r k e t  B r e a k u p  b y  D i s t r i b u t i o n  C h a n n e l  
    8 . 1     O f f - T r a d e  
        8 . 1 . 1  M a r k e t  T r e n d s  
        8 . 1 . 2  M a r k e t  B r e a k u p  b y  T y p e
                 8 . 1 . 2 . 1    S u p e r m a r k e t s  a n d  H y p e r m a r k e t s             
                 8 . 1 . 2 . 2    D i s c o u n t  S t o r e s  
                 8 . 1 . 2 . 3    O n l i n e  S t o r e s
                 8 . 1 . 2 . 4    O t h e r s
        8 . 1 . 3  M a r k e t  F o r e c a s t  
    8 . 2     O n - T r a d e  
        8 . 2 . 1  M a r k e t  T r e n d s  
F o r  m o r e  i n f o r m a t i o n ,  v i s i t :  
h t t p s : / / w w w. i m a rc g ro u p . c o m / w h i s ke y - m a r ke t / t o c
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