Global Whiskey Market to Reach US$ 91.3 Billion by 2028, Accelerated by Rising Popularity of Whiskey as a Preferred Spirit Among Consumers

May 31, 2023 | Food & Beverages

As per the latest report by IMARC Group, titled "Whiskey Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028," the global whiskey market size reached US$ 64.0 Billion in 2022. Whiskey is an alcoholic drink crafted through a meticulous process, which includes fermenting grains, such as barley, corn, rye, or wheat, and converting their starches into sugars. These sugars are then fermented with yeast, transforming them into alcohol. The resulting liquid, known as the "wash," is distilled in copper stills, separating the alcohol from impurities and creating a spirit with a distinctive character. Whiskey derives its complex flavors from aging in oak barrels, which imparts notes of vanilla, caramel, and spices. Additionally, its components contribute to its rich profile; malted barley adds sweetness, corn lends smoothness, rye introduces spiciness, and wheat brings a softness to the blend. When consumed in moderation, whiskey offers umpteen health benefits, including reducing the risk of heart disease, promoting good cholesterol levels, and providing antioxidant properties. It is also a low-carbohydrate, gluten-free beverage that contains no fat or cholesterol. Moreover, its distinct variations cater to a wide range of preferences.


Global Whiskey Market Trends:

The global whiskey market is primarily bolstered by inflating disposable incomes and changing consumer preferences, particularly among the younger demographic. Additionally, the rising popularity of whiskey as a preferred spirit across the globe, coupled with the growing cocktail culture, is contributing to the market growth. In confluence with this, the emergence of the product as a luxury product and the globalization of whiskey brands are also supporting the market growth. Furthermore, the growing trend of whiskey tourism, where distilleries offer immersive experiences to consumers, is boosting the market growth. Additionally, the increasing number of whiskey bars, clubs, and festivals dedicated to promoting and celebrating the spirit and the influence of celebrity endorsements and collaborations, as well as partnerships with luxury brands, are propelling the market growth. Furthermore, the rising interest in the product as an investment opportunity and the expanding e-commerce platforms and online retail channels are providing an impetus to the market growth. Moreover, the adoption of sustainable practices and the shifting focus on organic craft production methods are fueling the market growth. In line with this, the introduction of innovative flavors, blends, and limited editions, the influence of social media platforms, and the adoption of aggressive promotional strategies by key players are providing a considerable thrust to the market growth. The growing popularity of whiskey-based cocktails, the increasing trend of whiskey-tasting events and tourism, and the expanding online retail channels are acting as other factors driving the market growth. Besides this, the diversification of product offerings, the influence of whiskey appreciation societies and clubs, and the impact of cultural heritage and traditions associated with whiskey production are favoring the market growth. Other factors, such as the growing product popularity as a gifting option, the emergence of whiskey auctions and secondary markets, and the continuous efforts by industry players to educate consumers about the various types and characteristics of whiskey, are accelerating the market growth. Looking forward, the market value is projected to reach US$ 91.3 Billion by 2028, expanding at a CAGR of 6% during 2023-2028.


Market Summary: 

  • By the product type, the market is segmented into American, Irish, Scotch, Canadian, and other whiskey.  
  • Based on the quality, the market is segregated into premium, high-end premium, and super premium.
  • On the basis of the distribution channel, the market is divided into off-trade (supermarkets and hypermarkets, discount stores, online stores, and others) and on-trade (restaurants and bars, liquor stores, and others).
  • By the region, the market has been categorized into Europe, North America, Asia Pacific, Middle East and Africa, and Latin America.
  • The competitive landscape of the industry has also been examined 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.

Report Scope:

Report Features Details
Base Year of the Analysis 2022
Historical Period 2017-2022
Forecast Period 2023-2028
Units US$ Billion
Segment Coverage Product Type, Quality, Distribution Channel, Region
Region Covered  Asia Pacific, Europe, North America, Latin America, Middle East and Africa
Companies Covered 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 and La Martiniquaise
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Global Whiskey Market to Reach US$ 91.3 Billion by 2028, Accelerated by Rising Popularity of Whiskey as a Preferred Spirit Among Consumers
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