Whiskey Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

Whiskey Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028

Market Outlook 2023-2028:

The global whiskey market size reached US$ 64.0 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 91.3 Billion by 2028, exhibiting a growth rate (CAGR) of 6% during 2023-2028.

Whiskey is an alcoholic beverage manufactured by fermenting the grain mash of malted barley, rye, wheat or corn. It is commonly aged in wooden barrels and is consumed as a rejuvenating and recreational drink. The most popular styles of whiskey include scotch whiskey, grain whiskey, blended whiskey, Irish and American whiskey. The consumption of whiskey at a moderate rate is considered beneficial for health as it reduces the risk of developing heart and blood pressure-related complications. However, excessive intake is associated with critical health issues. In cases of medical emergencies, it is also used as an alternative to alcohol to disinfect wounds.

Whiskey Market Trends:

Innovations and advancements in the manufacturing of alcoholic drinks, coupled with an increase in the number of whiskey distilleries across the globe are among the key factors driving the growth of the market. There is also an increasing demand for premium and super-premium whiskeys across both developed and emerging nations. Furthermore, changing lifestyles of consumers and the growing trend of socializing and mid-week/weekend parties among working professionals are also influencing the market positively. Whiskey is often associated with a desire to showcase class and sophistication among peers, which has resulted in consumers looking for innovative and unique drinking experiences. Additionally, extensive promotional activities by manufacturers to strengthen distribution and purchase channels, along with the development of online retailing portals that provide consumers with a hassle-free shopping experience, is driving the market further. Moreover, product innovations such as organic whiskeys are gaining rapid preference among consumers across the globe. Other factors, including rising disposable income levels and increasing urbanization, are also projected to contribute to the market growth.

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the global whiskey market report, along with forecasts at the global and regional level from 2023-2028. Our report has categorized the market based on product type, quality and distribution channel.

Breakup by Product Type:

American Whiskey
Irish Whiskey
Scotch Whiskey
Canadian Whiskey

Breakup by Quality:

High-End Premium
Super Premium

Breakup by Distribution Channel:


Supermarkets and Hypermarkets
Discount Stores
Online Stores


Restaurants and Bars
Liquor Stores

Breakup by Region:

North America
Asia Pacific
Middle East and Africa
Latin America

Competitive Landscape:

The report has also analysed the competitive landscape of the market with some of the key players being Diageo plc, Bacardi Limited, Suntory Beverage & Food Limited, Pernod Ricard, The Brown-Forman Corporation, Asahi Group Holdings Ltd, William Grant & Sons Holdings Ltd, The Edrington Group, Allied Blenders and Distillers Pvt Ltd, Constellation Brands, La Martiniquaise, etc.

Key Questions Answered in This Report:

How has the global whiskey market performed so far and how will it perform in the coming years?
What are the key regional markets in the global whiskey industry?
What has been the impact of COVID-19 on the global whiskey industry?
What is the breakup of the market based on the product type?
What is the breakup of the market based on the quality?
What is the breakup of the market based on the distribution channel?
What are the various stages in the value chain of the global whiskey industry?
What are the key driving factors and challenges in the global whiskey industry?
What is the structure of the global whiskey industry and who are the key players?
What is the degree of competition in the global whiskey industry?
What are the profit margins in the global whiskey industry?

1 Preface
2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
3 Executive Summary
4 Introduction
4.1 Overview
4.2 Key Industry Trends
5 Global Whiskey Market
5.1 Market Overview
5.2 Market Performance
5.3 Impact of COVID-19
5.4 Market Breakup by Product Type
5.5 Market Breakup by Quality
5.6 Market Breakup by Distribution Channel
5.7 Market Breakup by Region
5.8 Market Forecast
6 Market Breakup by Product Type
6.1 American Whiskey
6.1.1 Market Trends
6.1.2 Market Forecast
6.2 Irish Whiskey
6.2.1 Market Trends
6.2.2 Market Forecast
6.3 Scotch Whiskey
6.3.1 Market Trends
6.3.2 Market Forecast
6.4 Canadian Whiskey
6.4.1 Market Trends
6.4.2 Market Forecast
6.5 Others
6.5.1 Market Trends
6.5.2 Market Forecast
7 Market Breakup by Quality
7.1 Premium
7.1.1 Market Trends
7.1.2 Market Forecast
7.2 High-End Premium
7.2.1 Market Trends
7.2.2 Market Forecast
7.3 Super Premium
7.3.1 Market Trends
7.3.2 Market Forecast
8 Market Breakup by Distribution Channel
8.1 Off-Trade
8.1.1 Market Trends
8.1.2 Market Breakup by Type Supermarkets and Hypermarkets Discount Stores Online Stores Others
8.1.3 Market Forecast
8.2 On-Trade
8.2.1 Market Trends
8.2.2 Market Breakup by Type Restaurants and Bars Liquor Stores Others
8.2.3 Market Forecast
9 Market Breakup by Region
9.1 Europe
9.1.1 Market Trends
9.1.2 Market Forecast
9.2 North America
9.2.1 Market Trends
9.2.2 Market Forecast
9.3 Asia Pacific
9.3.1 Market Trends
9.3.2 Market Forecast
9.4 Middle East and Africa
9.4.1 Market Trends
9.4.2 Market Forecast
9.5 Latin America
9.5.1 Market Trends
9.5.2 Market Forecast
10 SWOT Analysis
10.1 Overview
10.2 Strengths
10.3 Weaknesses
10.4 Opportunities
10.5 Threats
11 Value Chain Analysis
12 Porter’s Five Forces Analysis
12.1 Overview
12.2 Bargaining Power of Buyers
12.3 Bargaining Power of Suppliers
12.4 Degree of Competition
12.5 Threat of New Entrants
12.6 Threat of Substitutes
13 Price Analysis
14 Competitive Landscape
14.1 Market Structure
14.2 Key Players
14.3 Profiles of Key Players
14.3.1 Diageo plc
14.3.2 Bacardi Limited
14.3.3 Suntory Beverage & Food Limited
14.3.4 Pernod Ricard
14.3.5 The Brown-Forman Corporation
14.3.6 Asahi Group Holdings Ltd
14.3.7 William Grant & Sons Holdings Ltd
14.3.8 The Edrington Group
14.3.9 Allied Blenders and Distillers Pvt Ltd
14.3.10 Constellation Brands
14.3.11 La Martiniquaise

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