Global market for non-Scotch whiskies grew to around 349.7 million 9-liter cases between 2006 and 2012, representing CAGR of 7.6%, according to new report

Nevin Barich

LONDON , March 5, 2014 (press release) – The global market for non-Scotch whisk(e)y has swelled significantly during the past eight years, according to a new just-drinks/IWSR report.

The 'Global market review of non-Scotch whiskies - forecasts to 2018', which has been released this week, shows that, between 2006 and 2012, the sector grew to around 349.7m nine-litre cases, representing a compound annual growth rate (CAGR) of 7.6%. While progress has slowed latterly, with growth of 2.9% between 2011 and 2012, this growth was chiefly attributable to slowing sales of Indian whisky, resulting from economic conditions in the Indian market.

Over the longer review period, however, Indian whisky has been the most dynamic segment within the non-Scotch market, rising by 115.7m cases over the past ten years. At 170.6m cases, Indian whisky is also the largest sub-category within the non-Scotch whisk(e)y category. Only 2% of Indian whiskies are consumed outside of India, with the Gulf region accounting for most of the exports.

US whiskey has also shown strong growth, reaching 34.4m cases in 2012, a rise of 6.3% from 2011 on the back of a revival in domestic sales. However, the Canadian whisky sector, which is strongly reliant on the US, only increased by 1% in 2012 over 2011.

Another fast-growing sub-category in the non-Scotch market is Irish whiskey, which saw global sales increase by 10.5% in 2012 to 6.2m cases. Irish whiskey remains dwarfed by Scotch, with volumes of 96.3m cases, and US whiskey at 34.4m cases.

In addition to Japan, South Africa, Venezuela, Brazil, Uruguay and the Dominican Republic, the report also details whisky production in some less well-known and unlikely countries, such as Burma, which produces and consumes around 6m cases of whisky annually, Jordan and Iraq.

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