Rise in consumer spending on alcoholic beverages for enhanced taste & experience propelling the global whiskey market. Product innovations such as single malt, organic, and flavored distilled beverage accompanied by consumer preferences for trying new products will drive the industry share. Taste variance owing to variance in use of key ingredients such as corn, barley, rye, sugarcane, and others and production process are the key factors differentiating the product manufactured in different regions.
Strong growth in the global spirits industry owing to the increasing population with legal drinking age, rapid urbanization, and rise in real incomes. According to the UN, the global urban population is projected to increase from 54% in 2014 to around 68% by 2050. Increasing house parties, higher income per capita, and established distribution network for distilled beverages support the product penetration. Howver, increase in raw materials costs can limit product adoption. Also, changing geopolitical conditions can result in rise in import duties, thereby restaining the global trade levels.
Rapid increase in the count of distilleries has surged the global distilled beverages exports. As per the Wine and Spirit Trade Association (WSTA), the number of distilleries in the UK has increased from 116 in 2010 to 315 in 2017. Also, the Irish distilled beverage exports increased from 13% in 2018 as the number of licensed distilleries in the country have grown substantially. Further, product marketing and promotions supported by rising tourism has surged the demand for imported liquor. For instance, the number of visitors in Irish distilleries increased by 13.4% in 2018, with a total count of 923 thousand people.
Scotch holds a significant share in the overall whiskey market in 2018. Considerable segmental growth can be attributed to the ease in product availability, superior product taste, product launches, and enhanced focus on promotional activities. For instance, Jonnie Walker launched its White Walker Edition in partnership with the Game of Thrones production company, for brand promotion as well as increasing revenue. Further, the growing demand for single malt flavor is a key driver for increasing industry share.
Off-trade distribution accounted for over 2.8 billion liters product sales in 2018. Supermarkets, liquor stores, duty-free outlets, and auctions hold the majority of the distribution share. The rise in tourism, supportive whiskey trends, accompanied by economic growth has surged the product demand through duty-free stores. Further, the availability of enormous options through off-trade coupled with a lower product cost will drive the business expansion.
North America whiskey market is projected to cross USD 17 billion by 2025. American and Canadian distilled beverages made from corn and rye dominate the regional demand. Whereas, the Irish and Canadian distilled beverages imports have substantially increased over the past few years, making the U.S. the largest importer of Irish products. Further, product innovations supported by the increasing count of craft distilleries and growing regional production is escalating the industry expansion.
Asia Pacific holds a significant share in global distilled beverage market owing to presence of key producing countries including India, Japan, Taiwan, and Australia. India holds around half of the global consumption, where 98% share is occupied by local brands. However, increasing demand for premium Japanese barrel-aged whiskey has supported favorable trade policies, thus positively supporting the regional growth.
The global whiskey market share in competitive with the presence of several large scale manufacturers with established brands along with an increasing count of new distilleries across the globe. The prominent players in the whiskey market are Pernod Ricard, Diageo, Bacardi, William Grant and Sons, Beam Suntory, Brown Forman Crown Royal, and Allied Blenders & Distillers (ABD). New product developments, Product promotions, distribution network expansion, and mergers & acquisitions are among the key strategies observed in the industry.
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