Whiskies: Growth Opportunities in All Markets

The whiskies category is taking slow but stable steps up, resilient to negative economic conditions, helped by premiumisation trends and widening demographics. The premium appeal of the category on wealthier emerging markets and large-scale opportunities for trading up in the less affluent ones will be aided further by tariff reforms. Simultaneously, on the mature markets Irish and bourbon have significant export potential due to accessible taste and the backing of international companies.

Euromonitor International's Whiskies: Growth Opportunities in All Markets global briefing offers an insight into to the size and shape of the Alcoholic Drinks market in both the off-trade and ... read the full abstract