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Global American Whiskey Market 2016-2020

Global American Whiskey Market 2016-2020

About American Whiskey

The production and labeling of American whiskey has to be under the Title 27 of the US Code of Federal Regulations. American whiskey was traditionally produced within the boundaries of the US and can be classified as bourbon, Tennessee whiskey, rye whiskey, corn whiskey, wheat whiskey, blended whiskey, and malt whiskey. With the exception of Tennessee whiskey and Canadian whisky, Kentucky (US) can produce all kinds of North American whiskey. It has the largest concentration of distilleries in North America.

Technavio’s analysts forecast the global American whiskey market to grow at a CAGR of 6% during the period 2016-2020.

Covered in this report

The report covers the present scenario and the growth prospects of the global American whiskey market for 2016-2020. To calculate the market size, the report considers the revenue generated from the retail sales of American whiskey products to individual consumers as well as clubs, pubs, and bars.The market is divided into the following segments based on geography:

  • Americas
  • APAC
  • EMEA
Technavio's report, Global American Whiskey Market 2016-2020, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market.

Key vendors
  • Beam Suntory
  • Brown-Forman
  • Diageo
  • Gruppo Campari
  • Heaven Hill
Other prominent vendors
  • Alexandrion Grup Romania
  • Alltech Lexington Brewing and Distilling
  • Barrel House Distilling
  • Boone County Distilling
  • Boundary Oak Distillery
  • Kirin Brewery
  • Michter’s Distillery
  • Sazerac
  • Willett Distillery
Market driver
  • Rising number of distilleries
  • For a full, detailed list, view our report
Market challenge
  • Stringent government rules and regulations
  • For a full, detailed list, view our report
Market trend
  • Marketing strategy and promotions
  • For a full, detailed list, view our report
Key questions answered in this report
  • What will the market size be in 2020 and what will the growth rate be?
  • What are the key market trends?
  • What is driving this market?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the key vendors?
  • What are the strengths and weaknesses of the key vendors?


Press Release

Technavio Announces the Publication of its Research Report – Global American Whiskey Market 2016-2020

Technavio recognizes the following companies as the key players in the global American whiskey market: Beam Suntory, Brown-Forman, Diageo, Gruppo Campari, and Heaven Hill.

Other prominent vendors in the market are: Alexandrion Grup Romania, Alltech Lexington Brewing and Distilling, Barrel House Distilling, Boone County Distilling, Boundary Oak Distillery, Kirin Brewery, Michter’s Distillery, Sazerac, and Willett Distillery.

Commenting on the report, an analyst from Technavio’s team said: “One trend gaining popularity in this segment is new product launches. Companies are launching new products, which will help in driving the sales of American whiskey now and during the forecast period. This helps them gain a large consumer base and meet the growing demands of the market. Vendors are now also experimenting with new packaging and labeling designs, a major purchase criterion for consumers. In 2015, Jim Beam launched new Jim Beam Apple. Similarly, the Orphan Barrel Whiskey Distilling Company owned by Diageo released its Rhetoric 21-Year-Old Kentucky Straight Bourbon Whiskey in August 2015. Some other notable new product launches in 2015 were Diamond State Bourbon Whiskey by Painted Stave Distilling and Yellowstone, limited edition Kentucky straight bourbon whiskey by Limestone Branch Distillery.”

According to the report, the growing cocktail culture will drive the global American whiskey market. The growing cocktail culture around the world has brought a significant increase in the demand for American whiskey. Bourbon is popular in the preparation of cocktails in bars and restaurants. With growing age and increase in their spending power, youth (18-29 years) will form a huge consumer group for cocktails. As a result, innovative cocktails will drive the global American whiskey market during the forecast period. Some of the popular bourbon cocktail tequilas are Bourbon Rickey, Brown Derby, Bourbon Old Fashioned, Bourbon Manhattan, Mint Julep, and Maker's Mark Collins.

Further, the report states that Vendors in the global whiskey market face issues in complying with the stringent rules and regulations imposed by the various authorities in certain countries the vendors operate in. These regulations pertain to permits, regulations for the entry of new players, and the launch of new products. The number of regulations present in some countries is minimal and they are at times lenient, whereas in other countries the regulations are stringent and on the rise. In China, a large percentage of the whiskey consumed is through corporate gifting to officials contributing to the problem of corruption. Consequently, to keep a check on the rising corruption, the government in China in 2013, restricted gifting of expensive gifts to officials, which included whiskey, watches, and other luxury goods. This resulted in a 66% decline in the sales of whiskey in China in 2013. Also, most of the locally produced spirits are falsely labeled and sold as Scotch whisky, which is hampering the images of the brand and limiting sales.



Companies Mentioned

Beam Suntory, Brown-Forman, Diageo, Gruppo Campari, Heaven Hill, Alexandrion Grup Romania, Alltech Lexington Brewing and Distilling, Barrel House Distilling, Boone County Distilling, Boundary Oak Distillery, Kirin Brewery, Michter’s Distillery, Sazerac, Willett Distillery.

  • Executive summary
    • Highlights
  • Scope of the report
    • Market overview
      • Table Key countries in each region
      • Table Segmentation by distribution channels
    • Top-vendor offerings
      • Table Product offerings
  • Market research methodology
    • Research methodology
    • Economic indicators
  • Introduction
    • Key market highlights
  • Market landscape
    • Market overview
      • Table Overview of global whiskey market
    • Global spirits market
      • Table Global spirits market by volume 2015-2020 (billions of liters)
      • Table Global spirits market: Product segmentation by volume 2015
    • Global whiskey market
      • Table Global whiskey market by volume 2015-2020 (billions of liters)
      • Table Global whiskey market: Product segmentation by volume 2015
      • Table Global whiskey market overview 2015-2020 (billions of liters)
      • Table Global whiskey market 2015 and 2020
    • Global American whiskey market
      • Table Global American whiskey market by volume 2015-2020 (millions of liters)
      • Table Global American whiskey market by revenue 2015-2020 ($ billions)
    • Five forces analysis
      • Table Five forces analysis
  • Market segmentation by distribution channel
    • Table Global American whiskey market by distribution channel 2015
    • Table World Internet users by region 2015 (millions of users)
    • Table Number of convenience stores 2014 and 2015
  • Geographical segmentation
    • Table Overview of geographical segmentation of global American whiskey market 2015 and 2020
    • Table Comparison of CAGRs of various geographic regions in global American whiskey market 2016-2020
    • American whiskey market in Americas
      • Table American whiskey market in Americas (millions of liters)
    • American whiskey market in EMEA
      • Table American whiskey market in EMEA 2015-2020 (millions of liters)
      • Table Urbanization in EMEA 2014
    • American whiskey market in APAC
      • Table American whiskey market in APAC 2015-2020 (millions of liters)
  • Key leading countries
    • Table Key leading countries by volume
    • US
      • Table US: Country overview 2012-2016
    • Germany
      • Table Germany: Country profile 2012-2016
    • Australia
      • Table Australia: Country profile 2012-2016
    • UK
      • Table UK: Country profile 2012-2016
  • Market drivers
  • Impact of drivers
    • Table Impact of drivers
  • Market challenges
  • Impact of drivers and challenges
    • Table Impact of drivers and challenges
  • Market trends
  • Vendor landscape
    • Table Global American whiskey market: Market share analysis 2015
    • Beam Suntory
      • Table Beam Suntory: Product overview
      • Table Beam Suntory: Strength and weakness
    • Brown-Forman
      • Table Brown-Forman: Product overview
      • Table Brown-Forman: Strength and weakness
    • Diageo
      • Table Product overview
      • Table Diageo: Geographical segmentation
      • Table Diageo: Presence of market in each region
      • Table Product overview in global American whiskey market
      • Table Diageo: Strength and weakness
    • Gruppo Campari
      • Table Gruppo Campari: Product overview in global American whiskey market
      • Table Gruppo Campari: Strength and weakness
    • Heaven Hill
      • Table Heaven Hill: Product overview
      • Table Heaven Hill: Product overview in global American whiskey market
      • Table Heaven Hill: Strength and weakness
    • Other prominent vendors
  • Appendix
    • List of abbreviations
  • Explore Technavio

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