Project Wiskey 1 (1066)

Whiskey Market Research Reports & Industry
Analysis
Whiskey is an alcoholic drink made from fermented grain mash. The grains that are used
include barley, rye, malted barley, malted rye, wheat and corn. Typically whiskey is aged in
wooden white oak barrels. In the United States corn whiskey does not need to be aged.
Whiskey is prodeuced in most areas that grow grain but can differ in content and quality.
There are many types of whiskey including malt whiskey,

which is made from malted barley, and grain whiskey, which can be made from any type of
grains. The malts and grains can be combined many ways. A vatted malt is blended from malt
whiskies from different distilleries. A pure malt or mSingle malt whiskey is a malt whiskey from
one distillery. It must be labeled single-cask to truly have the taste of that particular distillery.
Blended whiskies are made from a mix of malt and grain whiskies and are often combined with
neutral spirits, flavoring and caramel.
Cask strength is also called barrel proof. These whiskies

are quite rare and are considered the best. Most often cask strength whiskey is un-diluted.
Single cask or single barrel whiskies are bottled by specialists and is labeled and numbered.alt
whiskey means it is a vatted whiskey.
The age of whiskey is determined by the time between distillation and bottling. Whiskey does
not mature in the bottle.
There are many popular drinks made with whiskey such as, Irish coffee, Rob Roy, Nixon, Black
tooth grin, Jack and Coke, Mint Julip, Widow’s Cork, Irish Flag, Whiskey Sour, Rusty Nail, Old
Fashioned, Northern Comfort and many more.
Europe (261)
 Asia (158)
 North America (133)
 Global (118)
 South America (53)
 Oceania (36)
 Africa (35)
 Middle East (20)
 Caribbean (2)
 Central America (2)
Whiskey Industry Research & Market ReportsResearch Assistance
Beer, Wine & Liquor Stores
.. size is based on retail (off trade) and non-retail (on trade and food/other industries) sales. Market size for
Spirits in Canada is given in CAD and litre with a minimum of five years' historical data.
Lowest Prices Guaranteed Publisher Published Date SKU
from $600 Mintel - Snapshots February, 2019 SNAP15898905
Table of Contents
1. SDefinitions
2. Retail market size
o Highlights - strongest and weakest performers
o Figure 1: Volume - Absolute size (2007 - 2022)
o Figure 2: Volume - Volume Consumption per capita (population) (2007 - 2022)
o Figure 3: Volume - Growth (2007 - 2022)
o Table 1: Volume (2007 - 2022)
o Figure 4: Value in Local Currency - Value (2007 - 2022)
o Figure 5: Value in Local Currency - Unit prices (2007 - 2022)
o Figure 6: Value in Local Currency - Value growth (2007 - 2022)
o Table 2: Value in Local Currency (2007 - 2022)
o Figure 7: Value in USD - Value (2007 - 2022)
o Figure 8: Value in USD - Spend per capita (population) (2007 - 2022)
o Figure 9: Value in USD - Spend as a proportion of GDP (2007 - 2022)
o Figure 10: Value in USD - Unit prices (2007 - 2022)
o Figure 11: Value in USD - Value growth (2007 - 2022)
o Table 3: Value in USD (2007 - 2022)
3. Total market size
o Highlights
o Table 4: Volume (2007 - 2022)
4. Market Segmentations
o Figure 15: Canada - Spirits: Market segmentation by volume (m litres) (2007 - 2022)
o Table 5: Canada - Spirits: Market segmentation by volume (m litres) (2007 - 2022)
o Figure 16: Canada - Spirits: Retail market segmentation by volume (m litres) (2015 - 2017)
o Table 6: Canada - Spirits: Retail market segmentation by volume (m litres) (2015 - 2017)
o Figure 17: Canada - Spirits: Retail market segmentation by value (m CAD) (2015 - 2017)
o Table 7: Canada - Spirits: Retail market segmentation by value (m CAD) (2015 - 2017)
5. Market Shares
o Figure 18: Canada - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Canada - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Canada - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Canada - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Canada - Spirits: Company retail market share by value (%) - 2017
o Table 9: Canada - Spirits: Company retail market share by value (%) (2016 - 2017)
6. Company & Brand details
o Table 10: Canada - Spirits: Company Website Links
7. Compound annual growth rates
o Table 11: Retail market compound annual growth rates (2013 - 2022)
o Table 12: Total market compound annual growth rates (2013 - 2022)
8. Socio-economic data
o Figure 22: Population (millions) (2003 - 2023)
o Table 13: Population (millions) (2003 - 2023)
o Figure 23: Consumer price index (CPI) (2002 - 2023)
o Table 14: Consumer price index (CPI) (2002 - 2023)
o Figure 24: Gross domestic product (bn USD) (2003 - 2023)
o Table 15: Gross domestic product (bn USD) (2003 - 2023)
o Figure 25: Exchange rates (2003 - 2023)
o Table 16: Exchange rates (2003 - 2023)
9. Sources of Data
o Table 17: Canada - Spirits
10. Methodology
11. About Mintel
pirits in Canada by Mintel Market Sizes provides you with annual year-end market size data,
most recently updated in 2018. This market covers all spirits (distilled beverages) and liqueurs
(flavoured with fruit, herbs etc.). Market size is based on retail (off trade) and non-retail (on trade
and food/other industries) sales. Market size for Spirits in Canada is given in CAD and litre with
a minimum of five years' historical data. Market Forecast is provided for five years. Included with
this snapshot is socio-economic data for Canada. Population, Consumer Price Index (CPI),
Gross Domestic Product (GDP), Exchange Rates.
Spirits in India (2018) – Market Sizes

. size is based on retail (off trade) and non-retail (on trade and
food/other industries) sales. Market size for Spirits in Canada is given in CAD and litre with a minimum of five
years' historical data. ..
TABLE OF CONTENTS
1. Definitions
o Table 1: Volume (2013 - 2022)
o Highlights
o Table 4: Volume (2013 - 2022)
o Figure 15: India - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Table 5: India - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Figure 16: India - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Table 6: India - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Figure 17: India - Spirits: Retail market segmentation by value (bn INR) (2016 - 2017)
o Table 7: India - Spirits: Retail market segmentation by value (bn INR) (2016 - 2017)
5. Market Shares
o Figure 18: India - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: India - Spirits: Company retail market share by volume (%) - 2017
o Table 8: India - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: India - Spirits: Company retail market share by value (%) - 2016
o Figure 21: India - Spirits: Company retail market share by value (%) - 2017
o Table 9: India - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: India - Spirits: Company Website Links
9. Sources of Data
o Table 17: India - Spirits
10. Methodology
11. About Mintel
Beer, Wine & Liquor Stores in Canada - Industry Market Research Report
Beer, Wine & Liquor Stores in Canada
The Beer, Wine and Liquor Stores industry in Canada comprises specialty shops
specifically licensed to sell alcoholic beverages for off-premises consumption. Industry
operators remained in high spirits over the five years to 2019, as rising per capita disposable
income and increasing consumer preference for premium alcohol supported revenue growth.
Industry revenue growth has also been driven by an expanding consumer base. Many province-
and territory-run alcoholic beverage retailers dominate the industry, benefiting from regulatory
hurdles that have limited small, niche retailers from entering the market. Stringent alcohol
labelling requirements and interprovincial alcohol distribution regulations have prevented many
privately operated alcohol retailers from entering the market. Over the five years to 2024,
industry revenue is forecast to increase, as disposable income is anticipated to increase.
This industry includes stores and agencies that are primarily licensed to sell alcoholic beverages
for off-premises consumption. The industry excludes wholesalers and grocery, convenience and
gas station stores.
This report covers the scope, size, disposition and growth of the industry including the key
sensitivities and success factors. Also included are five year industry forecasts, growth rates
and an analysis of the industry key players and their market shares.
TABLE OF CONTENTS
 About this Industry

 Industry at a Glance
o Table Key Statistics Snapshot
o Table Revenue vs. employment growth
o Table Products and services segmentation (2019)
o Table Industry Structure
 Industry Performance
o Table Per capita disposable income
o Table Industry revenue
o Table Life Cycle Stage
 Products & Markets
o Table KEY BUYING INDUSTRIES
o Table KEY SELLING INDUSTRIES
o Table Major market segmentation (2019)
o Table Business Locations 2019
o Table Distribution of establishments vs. population
 Competitive Landscape
o Table Sector vs. Industry Costs
o Table Barriers to Entry checklist
 Major Companies
o Table Major Players
o Table Liquor Control Board of Ontario (industry-relevant operations) - financial performance*
o Table BC Liquor Distribution Branch (industry-relevant operations) - financial performance*
o Table Societe des alcools du Quebec (industry-relevant operations) - financial performance*
 Operating Conditions
o Table Capital Intensity
o Table Tools of the Trade: Growth Strategies for Success
o Table Volatility vs. growth
 Key Statistics
o Table Industry Data
o Table Annual Change
o Table Key Ratios
 Jargon & Glossary
Off-Licences in the UK - Industry Market Research Report
Off-Licences in the UK
Operators in this industry are specialised retailers licensed to sell alcoholic

beverages for consumption off the premises. The industry does not include supermarkets and
grocery-focused convenience stores that may also have this licence.

o Table Products and services segmentation (2018-19)
o Table Off-trade alcohol prices
 Products and Markets
o Table Products and services segmentation (2018-19)
o Table Major market segmentation (2018-19)
o Table Business Locations 2018-19
 Major Companies
o Table Bestway Retail Ltd - industry-related performance*
o Table Majestic Wine Warehouses Ltd - financial performance
 Key Statistics
o Table Key Ratios
Fine Wines/Champagne and Spirits in France
Fine Wines/Champagne and Spirits in France
Domestic consumption has helped all luxury alcoholic drinks record value sales growth. Sales were
assisted by the domestic economy, which started to recover in 2016 and fared even better in 2017. While
growth was fairly moderate for fine champagnes and fine wines, it was quite dynamic in luxury spirits,
including brandy and cognac as well as whiskies and other spirits such as dark and white rums, English
gin and vodka.
Euromonitor International's Fine Wines/Champagne and Spirits in France report offers a comprehensive
guide to the size and shape of the Fine Wines/Champagne and Spirits market at a national level. It
provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the
leading companies, the leading brands and offers strategic analysis of key factors influencing the market
and their effects on Fine Wines/Champagne and Spirits retailing along with the development of
consumers’ shopping patterns. Forecasts to 2023 illustrate how the market is set to change
Product coverage: Fine Wines, Luxury Spirits.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?

* Get a detailed picture of the Fine Wines/Champagne and Spirits market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business
reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai,
Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts
worldwide, Euromonitor International has a unique capability to develop reliable information resources to
help drive informed strategic planning.
Distilleries
Brief Excerpt from Industry Overview Chapter:
Companies in this industry distill, blend, or mix liquors. Major companies include Bacardi
(Bermuda), Brown-Forman (US), Diageo (UK), Gruppo Campari (Italy), Kweichow Moutai
(China), Pernod Ricard (France), and Suntory (Japan).
COMPETITIVE LANDSCAPE
Demand is driven primarily by trends in alcohol consumption and personal income. The
profitability of individual companies depends on efficient operations and strong distribution
channels. Large companies have advantages in brand recognition and economies of scale.
Small operations can compete effectively by specializing in high-end or unusual spirits. The US
industry is highly concentrated: the top 20 companies account for about 95% of industry
revenue.
PRODUCTS, OPERATIONS & TECHNOLOGY
Major products include whiskey, which accounts for about 35% of liquor sales in the US,
according to the Distilled Spirits Council of the US, and vodka (25%). Other products include
tequila, cordials, and rum, each of which accounts for about 10% of sales, as well as brandy,
cognac, gin, and pre-mixed cocktails. Some distillers generate additional revenue by selling
dried grains for animal feed.
Industry Overview
Quarterly Industry Update
Business Challenges
Business Trends
Industry Opportunities
Call Preparation Questions
Financial Information
Industry Forecast
Web Links and Acronyms
Spirit Manufacturing in Australia - Industry Market Research Report
Spirit Manufacturing in Australia
The industry purchases ingredients such as grapes, sugar and malt, then ferments and distils
these to produce spirit beverages including vodka, gin, whisky and liqueurs. Industry
participants also blend overproof spirits imported from overseas. Operators package these
products and sell them to alcoholic drink wholesalers and retailers. While the industry makes
fortified spirits, it does not produce fortified wines.
ABOUT THIS INDUSTRY
Industry Definition
Main Activities
Similar Industries
Additional Resources
INDUSTRY AT A GLANCE
INDUSTRY PERFORMANCE
Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle
PRODUCTS & MARKETS

Supply Chain
Products & Services
Demand Determinants
Major Markets
International Trade
Business Locations
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Industry Globalization
MAJOR COMPANIES
OPERATING CONDITIONS
Capital Intensity
Technology & Systems
Revenue Volatility
Regulation & Policy
Industry Assistance
KEY STATISTICS
Industry Data
Annual Change
Key Ratios
JARGON & GLOSSARY
Whiskey and Dark Rum - Ireland - February 2019

Whiskey and Dark Rum - Ireland - February 2019
“Providing a wide range of different whiskey flavour profiles and expert information sessions
during whiskey and dark rum tasting experiences will not only enable pubs and bars to deliver a
more immersive experience to consumers interested in learning more about these complex
products, but also help them to attract more visitors and boost usage of dark spirits within their
premises.”
– James Wilson, Research Analyst TOC available on reques

Spirits in Thailand (2018) – Market Sizes
Spirits in Thailand by Mintel Market Sizes provides you with annual year-end market size data,
and food/other industries) sales. Market size for Spirits in Thailand is given in THB and litre with
this snapshot is socio-economic data for Thailand. Population, Consumer Price Index (CPI),
1. Definitions
o Table 1: Volume (2013 - 2022)
o Highlights
o Table 4: Volume (2013 - 2022)
o Figure 15: Thailand - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Table 5: Thailand - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Figure 16: Thailand - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Table 6: Thailand - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Figure 17: Thailand - Spirits: Retail market segmentation by value (m THB) (2016 - 2017)
o Table 7: Thailand - Spirits: Retail market segmentation by value (m THB) (2016 - 2017)
5. Market Shares
o Figure 18: Thailand - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Thailand - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Thailand - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Thailand - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Thailand - Spirits: Company retail market share by value (%) - 2017
o Table 9: Thailand - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Thailand - Spirits: Company Website Links
9. Sources of Data
o Table 17: Thailand - Spirits
10. Methodology
11. About Mintel
Online Beer, Wine and Liquor Sales in Australia - Industry Market Research Report
Online Beer, Wine and Liquor Sales in Australia
Industry firms sell packaged liquor, wine and beer to consumers over the internet.
ABOUT THIS INDUSTRY
Industry Definition
Main Activities
Similar Industries
Additional Resources
INDUSTRY AT A GLANCE
INDUSTRY PERFORMANCE
Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle
PRODUCTS & MARKETS

Supply Chain
Products & Services
Demand Determinants
Major Markets
International Trade
Business Locations
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
Industry Globalization
MAJOR COMPANIES
OPERATING CONDITIONS
Capital Intensity
Technology & Systems
Revenue Volatility
Regulation & Policy
Industry Assistance
KEY STATISTICS
Industry Data
Annual Change
Key Ratios
JARGON & GLOSSARY
Spirits in Austria (2018) – Market Sizes

Spirits in Austria by Mintel Market Sizes provides you with annual year-end market size
data, most recently updated in 2018. This market covers all spirits (distilled beverages) and
liqueurs (flavoured with fruit, herbs etc.). Market size is based on retail (off trade) and non-retail
(on trade and food/other industries) sales. Market size for Spirits in Austria is given in EUR and
litre with a minimum of five years' historical data. Market Forecast is provided for five years.
Included with this snapshot is socio-economic data for Austria. Population, Consumer Price
Index (CPI), Gross Domestic Product (GDP), Exchange Rates.
1. Definitions
o Table 1: Volume (2012 - 2022)
o Highlights
o Table 4: Volume (2012 - 2022)
o Figure 15: Austria - Spirits: Market segmentation by volume (m litres) (2012 - 2022)
o Table 5: Austria - Spirits: Market segmentation by volume (m litres) (2012 - 2022)
o Figure 16: Austria - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Table 6: Austria - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Figure 17: Austria - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
o Table 7: Austria - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
5. Market Shares
o Figure 18: Austria - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Austria - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Austria - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Austria - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Austria - Spirits: Company retail market share by value (%) - 2017
o Table 9: Austria - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Austria - Spirits: Company Website Links
9. Sources of Data
o Table 17: Austria - Spirits
10. Methodology
11. About Mintel
Spirits in Russia (2018) – Market Sizes
Spirits in Russia by Mintel Market Sizes provides you with annual year-end market size data,
and food/other industries) sales. Market size for Spirits in Russia is given in RUB and litre with a
minimum of five years' historical data. Market Forecast is provided for five years. Included with
this snapshot is socio-economic data for Russia. Population, Consumer Price Index (CPI),
1. Definitions
o Table 1: Volume (2012 - 2022)
o Highlights
o Table 4: Volume (2012 - 2022)
o Figure 15: Russia - Spirits: Market segmentation by volume (m litres) (2012 - 2022)
o Table 5: Russia - Spirits: Market segmentation by volume (m litres) (2012 - 2022)
o Figure 16: Russia - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Table 6: Russia - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Figure 17: Russia - Spirits: Retail market segmentation by value (bn RUB) (2016 - 2017)
o Table 7: Russia - Spirits: Retail market segmentation by value (bn RUB) (2016 - 2017)
5. Market Shares
o Figure 18: Russia - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Russia - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Russia - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Russia - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Russia - Spirits: Company retail market share by value (%) - 2017
o Table 9: Russia - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Russia - Spirits: Company Website Links
9. Sources of Data
o Table 17: Russia - Spirits
10. Methodology
11. About Mintel
Spirits in South Africa (2018) – Market Sizes

Spirits in South Africa by Mintel Market Sizes provides you with annual year-end market size
data, most recently updated in 2018. This market covers all spirits (distilled beverages) and
(on trade and food/other industries) sales. Market size for Spirits in South Africa is given in ZAR
and litre with a minimum of five years' historical data. Market Forecast is provided for five years.
Included with this snapshot is socio-economic data for South Africa. Population, Consumer
Price Index (CPI), Gross Domestic Product (GDP), Exchange Rates.
1. Definitions
o Table 1: Volume (2011 - 2022)
o Highlights
o Table 4: Volume (2011 - 2022)
o Figure 15: South Africa - Spirits: Market segmentation by volume (m litres) (2011 - 2022)
o Table 5: South Africa - Spirits: Market segmentation by volume (m litres) (2011 - 2022)
o Figure 16: South Africa - Spirits: Retail market segmentation by volume (m litres) (2015 - 2017)
o Table 6: South Africa - Spirits: Retail market segmentation by volume (m litres) (2015 - 2017)
o Figure 17: South Africa - Spirits: Retail market segmentation by value (m ZAR) (2015 - 2017)
o Table 7: South Africa - Spirits: Retail market segmentation by value (m ZAR) (2015 - 2017)
5. Market Shares
o Figure 18: South Africa - Spirits: Company retail market share by volume (%) (2015 - 2017)
o Table 8: South Africa - Spirits: Company retail market share by volume (%) (2015 - 2017)
o Figure 19: South Africa - Spirits: Company retail market share by value (%) (2015 - 2017)
o Table 9: South Africa - Spirits: Company retail market share by value (%) (2015 - 2017)
o Table 10: South Africa - Spirits: Company Website Links
9. Sources of Data
o Table 17: South Africa - Spirits
10. Methodology
11. About Mintel
DoSpirits in Australia (2018) – Market Sizes

ok: HoSpirits in Australia by Mintel Market Sizes provides you with annual year-end market
size data, most recently updated in 2018. This market covers all spirits (distilled beverages) and
(on trade and food/other industries) sales. Market size for Spirits in Australia is given in AUD
and litre with a minimum of five years' historical data. Market Forecast is provided for five years.
Included with this snapshot is socio-economic data for Australia. Population, Consumer Price
Index (CPI), Gross Domestic Product (GDP), Exchange Rates.
1. Definitions
o Table 1: Volume (2013 - 2022)
o Highlights
o Table 4: Volume (2013 - 2022)
o Figure 15: Australia - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Table 5: Australia - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Figure 16: Australia - Spirits: Retail market segmentation by volume ((000) litres) (2015 - 2017)
o Table 6: Australia - Spirits: Retail market segmentation by volume ((000) litres) (2015 - 2017)
o Figure 17: Australia - Spirits: Retail market segmentation by value (m AUD) (2015 - 2017)
o Table 7: Australia - Spirits: Retail market segmentation by value (m AUD) (2015 - 2017)
5. Market Shares
o Figure 18: Australia - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Australia - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Australia - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Australia - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Australia - Spirits: Company retail market share by value (%) - 2017
o Table 9: Australia - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Australia - Spirits: Company Website Links
9. Sources of Data
o Table 17: Australia - Spirits
10. Methodology
11. About Mintel
Distilleries in Canada - Industry Market

Research Report
Distilleries in Canada
The Distilleries industry in Canada has thrived over the past five years, buoyed by favourable
consumer trends and strong export increases that have driven revenue growth. Government
intervention through control of liquor retail sales and high excise taxes have prevented further
industry growth and have been the most significant impediment to the industry's expansion. The
industry experiences vigorous competition from foreign producers that have high Canadian
market penetration. This is the result of reputable brands being preferred over unknown spirit
brands by Canadian consumers. However, consumer trends have shifted demand toward
domestic craft spirits, fuelled by changing tastes parallel to those experienced with craft beer.
The industry is expected to continue growing but at a slower pace as the craft spirit industry
saturates and consumer preferences begin to mature.
This industry consists of distilleries that purchase ingredients, such as grain, corn, rice, potatoes
and sugar, and manufacture them into alcoholic spirits. These beverages are then bottled and
sold to liquor distributors, licensed retailers and drinking establishments.
o Table Per capita alcohol consumption
 Products & Markets
o Table Major market segmentation (2019)
o Table Industry trade balance
o Table Exports To...
o Table Business Locations 2019
o Table Enterprises by employment size*
o Table Trade Globalization
 Major Companies
o Table Corby Spirit and Wine Limited (industry-relevant operations) - financial performance*
o Table Diageo Canada (industry-relevant operations) - financial performance*
o Table Beam Suntory Inc. (industry-relevant operations) - financial performance*
 Key Statistics
o Table Key Ratios
w to Succeed Using Ma
Spirits in Germany (2018) – Market Sizes

Spirits in Germany by Mintel Market Sizes provides you with annual year-end market size data,
and food/other industries) sales. Market size for Spirits in Germany is given in EUR and litre
with a minimum of five years' historical data. Market Forecast is provided for five years. Included
with this snapshot is socio-economic data for Germany. Population, Consumer Price Index
(CPI), Gross Domestic Product (GDP), Exchange Rates.
1. Definitions
o Table 1: Volume (2011 - 2022)
o Highlights
o Table 4: Volume (2011 - 2022)
o Figure 15: Germany - Spirits: Market segmentation by volume (m litres) (2011 - 2022)
o Table 5: Germany - Spirits: Market segmentation by volume (m litres) (2011 - 2022)
o Figure 16: Germany - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Table 6: Germany - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Figure 17: Germany - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
o Table 7: Germany - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
5. Market Shares
o Figure 18: Germany - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Germany - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Germany - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Germany - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Germany - Spirits: Company retail market share by value (%) - 2017
o Table 9: Germany - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Germany - Spirits: Company Website Links
o Figure 24: Gross domestic product (tn USD) (2003 - 2023)
o Table 15: Gross domestic product (tn USD) (2003 - 2023)
9. Sources of Data
o Table 17: Germany - Spirits
10. Methodology
11. About Mintel
Spirits in Mexico (2018) – Market Sizes

Spirits in Mexico by Mintel Market Sizes provides you with annual year-end market size data,
and food/other industries) sales. Market size for Spirits in Mexico is given in MXN and litre with
this snapshot is socio-economic data for Mexico. Population, Consumer Price Index (CPI),
1. Definitions
o Table 1: Volume (2013 - 2022)
o Highlights
o Table 4: Volume (2013 - 2022)
o Figure 15: Mexico - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Table 5: Mexico - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Figure 16: Mexico - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Table 6: Mexico - Spirits: Retail market segmentation by volume (m litres) (2016 - 2017)
o Figure 17: Mexico - Spirits: Retail market segmentation by value (bn MXN) (2016 - 2017)
o Table 7: Mexico - Spirits: Retail market segmentation by value (bn MXN) (2016 - 2017)
5. Market Shares
o Figure 18: Mexico - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Mexico - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Mexico - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Mexico - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Mexico - Spirits: Company retail market share by value (%) - 2017
o Table 9: Mexico - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Mexico - Spirits: Company Website Links
9. Sources of Data
o Table 17: Mexico - Spirits
10. Methodology
11. About Mintel
Spirits in Italy (2018) – Market Sizes

Spirits in Italy by Mintel Market Sizes provides you with annual year-end market size data, most
recently updated in 2018. This market covers all spirits (distilled beverages) and liqueurs
and food/other industries) sales. Market size for Spirits in Italy is given in EUR and litre with a
this snapshot is socio-economic data for Italy. Population, Consumer Price Index (CPI), Gross
Domestic Product (GDP), Exchange Rates.
1. Definitions
o Table 1: Volume (2013 - 2022)
o Highlights
o Table 4: Volume (2013 - 2022)
o Figure 15: Italy - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Table 5: Italy - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Figure 16: Italy - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Table 6: Italy - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Figure 17: Italy - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
o Table 7: Italy - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
5. Market Shares
o Figure 18: Italy - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Italy - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Italy - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Italy - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Italy - Spirits: Company retail market share by value (%) - 2017
o Table 9: Italy - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Italy - Spirits: Company Website Links
o Figure 24: Gross domestic product (tn USD) (2003 - 2023)
o Table 15: Gross domestic product (tn USD) (2003 - 2023)
9. Sources of Data
o Table 17: Italy - Spirits
10. Methodology
11. About Mintel
Spirits in Spain (2018) – Market Sizes

Spirits in Spain by Mintel Market Sizes provides you with annual year-end market size data,
and food/other industries) sales. Market size for Spirits in Spain is given in EUR and litre with a
this snapshot is socio-economic data for Spain. Population, Consumer Price Index (CPI), Gross
Domestic Product (GDP), Exchange Rates.
1. Definitions
o Table 1: Volume (2013 - 2022)
o Highlights
o Table 4: Volume (2013 - 2022)
o Figure 15: Spain - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Table 5: Spain - Spirits: Market segmentation by volume (m litres) (2013 - 2022)
o Figure 16: Spain - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Table 6: Spain - Spirits: Retail market segmentation by volume ((000) litres) (2016 - 2017)
o Figure 17: Spain - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
o Table 7: Spain - Spirits: Retail market segmentation by value (m EUR) (2016 - 2017)
5. Market Shares
o Figure 18: Spain - Spirits: Company retail market share by volume (%) - 2016
o Figure 19: Spain - Spirits: Company retail market share by volume (%) - 2017
o Table 8: Spain - Spirits: Company retail market share by volume (%) (2016 - 2017)
o Figure 20: Spain - Spirits: Company retail market share by value (%) - 2016
o Figure 21: Spain - Spirits: Company retail market share by value (%) - 2017
o Table 9: Spain - Spirits: Company retail market share by value (%) (2016 - 2017)
o Table 10: Spain - Spirits: Company Website Links
9. Sources of Data
o Table 17: Spain - Spirits
10. Methodology
11. About Mintel
The 2020-2025 World Outlook for Whiskey

The 2020-2025 World Outlook for Whiskey
This study covers the world outlook for whiskey across more than 190 countries. For each year
reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for
the country in question (in millions of U.S. dollars), the percent share the country is of the
region, and of the globe. These comparative benchmarks allow the reader to quickly gauge a
country vis-à-vis others. Using econometric models which project fundamental economic
dynamics within each country and across countries, latent demand estimates are created. This
report does not discuss the specific players in the market serving the latent demand, nor
specific details at the product level. The study also does not consider short-term cyclicalities that
might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and
long-run view, irrespective of the players or products involved. This study does not report actual
sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of
the countries of the world). This study gives, however, my estimates for the worldwide latent
demand, or the P.I.E., for whiskey. It also shows how the P.I.E. is divided across the world's
regional and national markets. For each country, I also show my estimates of how the P.I.E.
grows over time (positive or negative growth). In order to make these estimates, a multi-stage
methodology was employed that is often taught in courses on international strategic planning at
1 INTRODUCTION
1.1 OVERVIEW
1.2 WHAT IS LATENT DEMAND AND THE P.I.E.?
1.3 THE METHODOLOGY
1.4 FREQUENTLY ASKED QUESTIONS (FAQ)
2 SUMMARY OF FINDINGS
2.1 THE WORLDWIDE MARKET POTENTIAL
3 AFRICA
3.1 EXECUTIVE SUMMARY
3.2 ALGERIA
3.3 ANGOLA
3.4 BENIN
3.5 BOTSWANA
3.6 BURKINA FASO
3.7 BURUNDI
3.8 CAMEROON
3.9 CAPE VERDE
3.10 CENTRAL AFRICAN REPUBLIC
3.11 CHAD
3.12 COMOROS
3.13 CONGO (FORMERLY ZAIRE)
3.14 COTE D'IVOIRE
3.15 DJIBOUTI
3.16 EGYPT
3.17 EQUATORIAL GUINEA
3.18 ERITREA
3.19 ETHIOPIA
3.20 GABON
3.21 GHANA
3.22 GUINEA
3.23 GUINEA-BISSAU
3.24 KENYA
3.25 LESOTHO
3.26 LIBERIA
3.27 LIBYA
3.28 MADAGASCAR
3.29 MALAWI
3.30 MALI
3.31 MAURITANIA
3.32 MAURITIUS
3.34 MOROCCO
3.35 MOZAMBIQUE
3.36 NAMIBIA
3.37 NIGER
3.38 NIGERIA
3.39 REPUBLIC OF CONGO
3.40 RWANDA
3.41 SAO TOME E PRINCIPE
3.42 SENEGAL
3.43 SIERRA LEONE
3.44 SOMALIA
3.45 SOUTH AFRICA
3.46 SOUTH SUDAN
3.47 ST. HELENA
3.48 SUDAN
3.49 SWAZILAND
3.50 TANZANIA
3.51 THE GAMBIA
3.52 TOGO
3.53 TUNISIA
3.54 UGANDA
3.55 WESTERN SAHARA
3.56 ZAMBIA
3.57 ZIMBABWE
4 ASIA
4.2 BANGLADESH
4.3 BHUTAN
4.4 BRUNEI
4.5 BURMA
4.6 CAMBODIA
4.7 CHINA
4.8 HONG KONG
4.9 INDIA
4.10 INDONESIA
4.11 JAPAN
4.12 LAOS
4.13 MACAU
4.14 MALAYSIA
4.15 MALDIVES
4.16 MONGOLIA
4.17 NEPAL
4.18 NORTH KOREA
4.19 PAPUA NEW GUINEA
4.20 PHILIPPINES
4.21 SEYCHELLES
4.22 SINGAPORE
4.23 SOUTH KOREA
4.24 SRI LANKA
4.25 TAIWAN
4.26 THAILAND
4.27 TIMOR - LESTE, DEMOCRATIC REPUBLIC OF
4.28 VIETNAM
5 EUROPE
5.2 ALBANIA
5.3 ANDORRA
5.4 AUSTRIA
5.5 BELARUS
5.6 BELGIUM
5.7 BOSNIA AND HERZEGOVINA
5.8 BULGARIA
5.9 CROATIA
5.10 CYPRUS
5.11 CZECH REPUBLIC
5.12 DENMARK
5.13 ESTONIA
5.14 FINLAND
5.15 FRANCE
5.16 GEORGIA
5.17 GERMANY
5.18 GIBRALTAR
5.19 GREECE
5.20 GUERNSEY
5.21 HUNGARY
5.22 ICELAND
5.23 IRELAND
5.24 ISLE OF MAN
5.25 ITALY
5.26 JERSEY
5.27 KAZAKHSTAN
5.28 KOSOVO
5.29 LATVIA
5.30 LIECHTENSTEIN
5.31 LITHUANIA
5.32 LUXEMBOURG
5.33 MACEDONIA
5.34 MALTA
5.35 MOLDOVA
5.36 MONACO
5.37 MONTENEGRO
5.38 NORWAY
5.39 POLAND
5.40 PORTUGAL
5.41 ROMANIA
5.42 RUSSIA
5.43 SAN MARINO
5.44 SERBIA
5.45 SLOVAKIA
5.46 SLOVENIA
5.47 SPAIN
5.48 SWEDEN
5.49 SWITZERLAND
5.50 THE FAROE ISLANDS
5.51 THE NETHERLANDS
5.52 THE UNITED KINGDOM
5.53 UKRAINE
6 LATIN AMERICA
6.2 ARGENTINA
6.3 BELIZE
6.4 BOLIVIA
6.5 BRAZIL
6.6 CHILE
6.7 COLOMBIA
6.8 COSTA RICA
6.9 ECUADOR
6.10 EL SALVADOR
6.12 GUATEMALA
6.13 GUYANA
6.14 HONDURAS
6.15 MEXICO
6.16 NICARAGUA
6.17 PANAMA
6.18 PARAGUAY
6.19 PERU
6.20 SURINAME
6.21 THE FALKLAND ISLANDS
6.22 URUGUAY
6.23 VENEZUELA
7 NORTH AMERICA & THE CARIBBEAN
7.2 ANGUILLA
7.3 ANTIGUA AND BARBUDA
7.4 ARUBA
7.5 BARBADOS
7.6 BERMUDA
7.7 CANADA
7.8 CUBA
7.9 CURACAO
7.10 DOMINICA
7.11 DOMINICAN REPUBLIC
7.12 GREENLAND
7.13 GRENADA
7.15 HAITI
7.16 JAMAICA
7.18 MONTSERRAT
7.19 PUERTO RICO
7.20 SINT MAARTEN
7.21 ST PIERRE AND MIQUELON
7.22 ST. KITTS AND NEVIS
7.23 ST. LUCIA
7.24 ST. VINCENT AND THE GRENADINES
7.25 THE BAHAMAS
7.26 THE BRITISH VIRGIN ISLANDS
7.27 THE CAYMAN ISLANDS
7.28 THE U.S. VIRGIN ISLANDS
7.29 THE UNITED STATES
7.30 TRINIDAD AND TOBAGO
7.31 TURKS AND CAICOS ISLANDS
8 OCEANIA
8.2 AMERICAN SAMOA
8.3 AUSTRALIA
8.4 CHRISTMAS ISLAND
8.6 COOK ISLANDS
8.7 FIJI
8.8 FRENCH POLYNESIA
8.9 GUAM
8.10 KIRIBATI
8.11 MARSHALL ISLANDS
8.12 MICRONESIA FEDERATION
8.13 NAURU
8.14 NEW CALEDONIA
8.15 NEW ZEALAND
8.16 NIUE
8.17 NORFOLK ISLAND
8.18 PALAU
8.19 SOLOMON ISLANDS
8.20 THE NORTHERN MARIANA ISLAND
8.22 TOKELAU
8.23 TONGA
8.24 TUVALU
8.25 VANUATU
8.26 WALLIS AND FUTUNA
8.27 WESTERN SAMOA
9 THE MIDDLE EAST
9.2 AFGHANISTAN
9.3 ARMENIA
9.4 AZERBAIJAN
9.5 BAHRAIN
9.6 IRAN
9.7 IRAQ
9.8 ISRAEL
9.9 JORDAN
9.10 KUWAIT
9.11 KYRGYZSTAN
9.12 LEBANON
9.13 OMAN
9.14 PAKISTAN
9.15 PALESTINE
9.16 QATAR
9.17 SAUDI ARABIA
9.18 SYRIAN ARAB REPUBLIC
9.19 TAJIKISTAN
9.20 THE UNITED ARAB EMIRATES
9.21 TURKEY
9.22 TURKMENISTAN
9.23 UZBEKISTAN
9.24 YEMEN
10 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS
10.1 DISCLAIMERS & SAFE HARBOR
10.2 ICON GROUP INTERNATIONAL, INC. USER AGREEMENT PROVISIONS
graduate schools of business.
The 2020-2025 World Outlook for Deluxe and

Malt Whiskey
The 2020-2025 World Outlook for Deluxe and Malt Whiskey
This study covers the world outlook for deluxe and malt whiskey across more than 190
countries. For each year reported, estimates are given for the latent demand, or potential
industry earnings (P.I.E.), for the country in question (in millions of U.S. dollars), the percent
share the country is of the region, and of the globe. These comparative benchmarks allow the
reader to quickly gauge a country vis-à-vis others. Using econometric models which project
fundamental economic dynamics within each country and across countries, latent demand
estimates are created. This report does not discuss the specific players in the market serving
the latent demand, nor specific details at the product level. The study also does not consider
short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in
nature, taking an aggregate and long-run view, irrespective of the players or products involved.
This study does not report actual sales data (which are simply unavailable, in a comparable or
consistent manner in virtually all of the countries of the world). This study gives, however, my
estimates for the worldwide latent demand, or the P.I.E., for deluxe and malt whiskey. It also
shows how the P.I.E. is divided across the world's regional and national markets. For each
country, I also show my estimates of how the P.I.E. grows over time (positive or negative
growth). In order to make these estimates, a multi-stage methodology was employed that is
often taught in courses on international strategic planning at graduate schools of business.
1 INTRODUCTION
1.1 OVERVIEW
1.3 THE METHODOLOGY
3 AFRICA
3.2 ALGERIA
3.3 ANGOLA
3.4 BENIN
3.5 BOTSWANA
3.6 BURKINA FASO
3.7 BURUNDI
3.8 CAMEROON
3.9 CAPE VERDE
3.11 CHAD
3.12 COMOROS
3.14 COTE D'IVOIRE
3.15 DJIBOUTI
3.16 EGYPT
3.18 ERITREA
3.19 ETHIOPIA
3.20 GABON
3.21 GHANA
3.22 GUINEA
3.23 GUINEA-BISSAU
3.24 KENYA
3.25 LESOTHO
3.26 LIBERIA
3.27 LIBYA
3.28 MADAGASCAR
3.29 MALAWI
3.30 MALI
3.31 MAURITANIA
3.32 MAURITIUS
3.34 MOROCCO
3.35 MOZAMBIQUE
3.36 NAMIBIA
3.37 NIGER
3.38 NIGERIA
3.40 RWANDA
3.42 SENEGAL
3.43 SIERRA LEONE
3.44 SOMALIA
3.45 SOUTH AFRICA
3.46 SOUTH SUDAN
3.47 ST. HELENA
3.48 SUDAN
3.49 SWAZILAND
3.50 TANZANIA
3.51 THE GAMBIA
3.52 TOGO
3.53 TUNISIA
3.54 UGANDA
3.55 WESTERN SAHARA
3.56 ZAMBIA
3.57 ZIMBABWE
4 ASIA
4.2 BANGLADESH
4.3 BHUTAN
4.4 BRUNEI
4.5 BURMA
4.6 CAMBODIA
4.7 CHINA
4.8 HONG KONG
4.9 INDIA
4.10 INDONESIA
4.11 JAPAN
4.12 LAOS
4.13 MACAU
4.14 MALAYSIA
4.15 MALDIVES
4.16 MONGOLIA
4.17 NEPAL
4.18 NORTH KOREA
4.20 PHILIPPINES
4.21 SEYCHELLES
4.22 SINGAPORE
4.23 SOUTH KOREA
4.24 SRI LANKA
4.25 TAIWAN
4.26 THAILAND
4.28 VIETNAM
5 EUROPE
5.2 ALBANIA
5.3 ANDORRA
5.4 AUSTRIA
5.5 BELARUS
5.6 BELGIUM
5.8 BULGARIA
5.9 CROATIA
5.10 CYPRUS
5.11 CZECH REPUBLIC
5.12 DENMARK
5.13 ESTONIA
5.14 FINLAND
5.15 FRANCE
5.16 GEORGIA
5.17 GERMANY
5.18 GIBRALTAR
5.19 GREECE
5.20 GUERNSEY
5.21 HUNGARY
5.22 ICELAND
5.23 IRELAND
5.24 ISLE OF MAN
5.25 ITALY
5.26 JERSEY
5.27 KAZAKHSTAN
5.28 KOSOVO
5.29 LATVIA
5.30 LIECHTENSTEIN
5.31 LITHUANIA
5.32 LUXEMBOURG
5.33 MACEDONIA
5.34 MALTA
5.35 MOLDOVA
5.36 MONACO
5.37 MONTENEGRO
5.38 NORWAY
5.39 POLAND
5.40 PORTUGAL
5.41 ROMANIA
5.42 RUSSIA
5.43 SAN MARINO
5.44 SERBIA
5.45 SLOVAKIA
5.46 SLOVENIA
5.47 SPAIN
5.48 SWEDEN
5.49 SWITZERLAND
5.53 UKRAINE
6 LATIN AMERICA
6.2 ARGENTINA
6.3 BELIZE
6.4 BOLIVIA
6.5 BRAZIL
6.6 CHILE
6.7 COLOMBIA
6.8 COSTA RICA
6.9 ECUADOR
6.10 EL SALVADOR
6.12 GUATEMALA
6.13 GUYANA
6.14 HONDURAS
6.15 MEXICO
6.16 NICARAGUA
6.17 PANAMA
6.18 PARAGUAY
6.19 PERU
6.20 SURINAME
6.22 URUGUAY
6.23 VENEZUELA
7.2 ANGUILLA
7.4 ARUBA
7.5 BARBADOS
7.6 BERMUDA
7.7 CANADA
7.8 CUBA
7.9 CURACAO
7.10 DOMINICA
7.12 GREENLAND
7.13 GRENADA
7.15 HAITI
7.16 JAMAICA
7.18 MONTSERRAT
7.19 PUERTO RICO
7.20 SINT MAARTEN
7.23 ST. LUCIA
7.25 THE BAHAMAS
8 OCEANIA
8.2 AMERICAN SAMOA
8.3 AUSTRALIA
8.6 COOK ISLANDS
8.7 FIJI
8.9 GUAM
8.10 KIRIBATI
8.13 NAURU
8.14 NEW CALEDONIA
8.15 NEW ZEALAND
8.16 NIUE
8.17 NORFOLK ISLAND
8.18 PALAU
8.22 TOKELAU
8.23 TONGA
8.24 TUVALU
8.25 VANUATU
8.27 WESTERN SAMOA
9 THE MIDDLE EAST
9.2 AFGHANISTAN
9.3 ARMENIA
9.4 AZERBAIJAN
9.5 BAHRAIN
9.6 IRAN
9.7 IRAQ
9.8 ISRAEL
9.9 JORDAN
9.10 KUWAIT
9.11 KYRGYZSTAN
9.12 LEBANON
9.13 OMAN
9.14 PAKISTAN
9.15 PALESTINE
9.16 QATAR
9.17 SAUDI ARABIA
9.19 TAJIKISTAN
9.21 TURKEY
9.22 TURKMENISTAN
9.23 UZBEKISTAN
9.24 YEMEN
The 2020-2025 World Outlook for Blended

Whiskey
The 2020-2025 World Outlook for Blended Whiskey
This study covers the world outlook for blended whiskey across more than 190 countries. For
each year reported, estimates are given for the latent demand, or potential industry earnings
(P.I.E.), for the country in question (in millions of U.S. dollars), the percent share the country is
of the region, and of the globe. These comparative benchmarks allow the reader to quickly
gauge a country vis-à-vis others. Using econometric models which project fundamental
economic dynamics within each country and across countries, latent demand estimates are
created. This report does not discuss the specific players in the market serving the latent
demand, nor specific details at the product level. The study also does not consider short-term
cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an
aggregate and long-run view, irrespective of the players or products involved. This study does
not report actual sales data (which are simply unavailable, in a comparable or consistent
manner in virtually all of the countries of the world). This study gives, however, my estimates for
the worldwide latent demand, or the P.I.E., for blended whiskey. It also shows how the P.I.E. is
divided across the world's regional and national markets. For each country, I also show my
estimates of how the P.I.E. grows over time (positive or negative growth). In order to make
these estimates, a multi-stage methodology was employed that is often taught in courses on
international strategic planning at graduate schools of business.
1 INTRODUCTION
1.1 OVERVIEW
1.3 THE METHODOLOGY
3 AFRICA
3.2 ALGERIA
3.3 ANGOLA
3.4 BENIN
3.5 BOTSWANA
3.6 BURKINA FASO
3.7 BURUNDI
3.8 CAMEROON
3.9 CAPE VERDE
3.11 CHAD
3.12 COMOROS
3.14 COTE D'IVOIRE
3.15 DJIBOUTI
3.16 EGYPT
3.18 ERITREA
3.19 ETHIOPIA
3.20 GABON
3.21 GHANA
3.22 GUINEA
3.23 GUINEA-BISSAU
3.24 KENYA
3.25 LESOTHO
3.26 LIBERIA
3.27 LIBYA
3.28 MADAGASCAR
3.29 MALAWI
3.30 MALI
3.31 MAURITANIA
3.32 MAURITIUS
3.34 MOROCCO
3.35 MOZAMBIQUE
3.36 NAMIBIA
3.37 NIGER
3.38 NIGERIA
3.40 RWANDA
3.42 SENEGAL
3.43 SIERRA LEONE
3.44 SOMALIA
3.45 SOUTH AFRICA
3.46 SOUTH SUDAN
3.47 ST. HELENA
3.48 SUDAN
3.49 SWAZILAND
3.50 TANZANIA
3.51 THE GAMBIA
3.52 TOGO
3.53 TUNISIA
3.54 UGANDA
3.55 WESTERN SAHARA
3.56 ZAMBIA
3.57 ZIMBABWE
4 ASIA
4.2 BANGLADESH
4.3 BHUTAN
4.4 BRUNEI
4.5 BURMA
4.6 CAMBODIA
4.7 CHINA
4.8 HONG KONG
4.9 INDIA
4.10 INDONESIA
4.11 JAPAN
4.12 LAOS
4.13 MACAU
4.14 MALAYSIA
4.15 MALDIVES
4.16 MONGOLIA
4.17 NEPAL
4.18 NORTH KOREA
4.20 PHILIPPINES
4.21 SEYCHELLES
4.22 SINGAPORE
4.23 SOUTH KOREA
4.24 SRI LANKA
4.25 TAIWAN
4.26 THAILAND
4.28 VIETNAM
5 EUROPE
5.2 ALBANIA
5.3 ANDORRA
5.4 AUSTRIA
5.5 BELARUS
5.6 BELGIUM
5.8 BULGARIA
5.9 CROATIA
5.10 CYPRUS
5.11 CZECH REPUBLIC
5.12 DENMARK
5.13 ESTONIA
5.14 FINLAND
5.15 FRANCE
5.16 GEORGIA
5.17 GERMANY
5.18 GIBRALTAR
5.19 GREECE
5.20 GUERNSEY
5.21 HUNGARY
5.22 ICELAND
5.23 IRELAND
5.24 ISLE OF MAN
5.25 ITALY
5.26 JERSEY
5.27 KAZAKHSTAN
5.28 KOSOVO
5.29 LATVIA
5.30 LIECHTENSTEIN
5.31 LITHUANIA
5.32 LUXEMBOURG
5.33 MACEDONIA
5.34 MALTA
5.35 MOLDOVA
5.36 MONACO
5.37 MONTENEGRO
5.38 NORWAY
5.39 POLAND
5.40 PORTUGAL
5.41 ROMANIA
5.42 RUSSIA
5.43 SAN MARINO
5.44 SERBIA
5.45 SLOVAKIA
5.46 SLOVENIA
5.47 SPAIN
5.48 SWEDEN
5.49 SWITZERLAND
5.53 UKRAINE
6 LATIN AMERICA
6.2 ARGENTINA
6.3 BELIZE
6.4 BOLIVIA
6.5 BRAZIL
6.6 CHILE
6.7 COLOMBIA
6.8 COSTA RICA
6.9 ECUADOR
6.10 EL SALVADOR
6.12 GUATEMALA
6.13 GUYANA
6.14 HONDURAS
6.15 MEXICO
6.16 NICARAGUA
6.17 PANAMA
6.18 PARAGUAY
6.19 PERU
6.20 SURINAME
6.22 URUGUAY
6.23 VENEZUELA
7.2 ANGUILLA
7.4 ARUBA
7.5 BARBADOS
7.6 BERMUDA
7.7 CANADA
7.8 CUBA
7.9 CURACAO
7.10 DOMINICA
7.12 GREENLAND
7.13 GRENADA
7.15 HAITI
7.16 JAMAICA
7.18 MONTSERRAT
7.19 PUERTO RICO
7.20 SINT MAARTEN
7.23 ST. LUCIA
7.25 THE BAHAMAS
8 OCEANIA
8.2 AMERICAN SAMOA
8.3 AUSTRALIA
8.6 COOK ISLANDS
8.7 FIJI
8.9 GUAM
8.10 KIRIBATI
8.13 NAURU
8.14 NEW CALEDONIA
8.15 NEW ZEALAND
8.16 NIUE
8.17 NORFOLK ISLAND
8.18 PALAU
8.22 TOKELAU
8.23 TONGA
8.24 TUVALU
8.25 VANUATU
8.27 WESTERN SAMOA
9 THE MIDDLE EAST
9.2 AFGHANISTAN
9.3 ARMENIA
9.4 AZERBAIJAN
9.5 BAHRAIN
9.6 IRAN
9.7 IRAQ
9.8 ISRAEL
9.9 JORDAN
9.10 KUWAIT
9.11 KYRGYZSTAN
9.12 LEBANON
9.13 OMAN
9.14 PAKISTAN
9.15 PALESTINE
9.16 QATAR
9.17 SAUDI ARABIA
9.19 TAJIKISTAN
9.21 TURKEY
9.22 TURKMENISTAN
9.23 UZBEKISTAN
9.24 YEMEN
wiskey present in INDIA
Top 10 Whisky Brands In India
Top-Brands-India
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Whisky is a beverage which is alcoholic in nature. There are different types of whiskey which
differ depending upon the grain or fruit fermented to produce it, the quality of the grain used, as well as the alcoholic
content. The Indian whiskey market comes third after countries like China and Russia. However in certain states of India
there are prohibitions on sale of alcohol. States like Gujarat, Nagaland, Manipur and Mizoram are states where prohibition
is imposed by law. However, India has several brands of whisky which have their own niche market as well as reputation
among consumers.
List of Top Indian Whisky Brands

1. McDowell's No.1 Reserve
McDowell's No.1 is an Indian brand of whisky owned by United Spirits Limited (USL) which is a subsidiary of the United
Breweries Group. McDowell's No.1 whisky was launched in 1968. It has expanded over the years and at present has
several variants like McDowell's No.1 Reserve Whisky, McDowell's No.1 Diet Mate (which has metabolism increasing
ingredients ) and McDowell's No.1 Platinum Whisky (which is totally grain based). In 2012 the amount of whisky from
this brand that was sold was around 19.5 million cases, an impressive growth of 21%. Reader's Digest awarded it the gold
medal in 2006. McDowell's No.1 launches special packs on occasions like New Year, Holi, Diwali, etc. This brand also
sponsors several musical concerts in India.
2. Officer's Choice
Officers’ Choice whiskey is owned by Kishore Chhabria’s Allied Blenders and Distillers also known as ABD. It is
manufactured by blending Indian Malt Spirits and the best chosen Indian neutral spirits. It sold around 18.1 million cases
in 2012 an increase of 10%.
3. Royal Stag
Royal Stag is owned by the French company Pernod Ricard. This whisky was launched in India in 1995 by Seagram
which claimed it had 'No Artificial Flavours'. Royal Stag is a blend of Indian spirits, which are grain-based, and imported
Scotch malts. Pernod Ricard and Diageo had jointly procured Seagram's business in 2001. However these two companies
later parted ways and Seagram's Indian operations were given to Pernod Ricard based on a prior agreement. In 2012 Royal
Stag sold around 14 million cases which is growth of around 12%. Royal Stag came second in ranking amongst Indian
spirits brands, in Impact International's list of 'Top 100 Brands at Retail Value'.
4. Bagpiper
Bagpiper is another brand manufactured by United Spirits Ltd, which is a subsidiary of the United Breweries Group. This
brand was launched in the year 1976. Bagpiper was awarded the Reader's Digest Gold award in 2006 for being the ‘Most
trusted brand' and it has also been included in Impact International's list which comprises of 'Top 100 brands’. Bagpiper
was also among the first brands which introduced the 'Guala' international capping system. It was also responsible for
bringing in whisky in tetra packs. In 2012 this brand sold around 16 million cases.
5. Old Tavern
Old Tavern is a popular choice in the Indian states of Bihar and Uttar Pradesh, and has carved out a significant market
share in several African countries. Old Tavern achieved 5% growth in 2012, selling 11.6 m bottles.
6. Original Choice
Original Choice is the leading blended whisky brand produced by John Distilleries based in Goa. In 2013 John Distilleries
was granted permission by India’s Intellectual Property Appellate Board (IPAB) for the use of its trade name after a case
by Allied Blenders Distillers, which alleged the name was too similar to its Officer’s Choice product. Original Choice is
clearly a popular whisky of choice in the Indian market having sold 10.9 million cases in 2012.
7. Imperial Blue
Imperial Blue which is also called Seagram’s Imperial Blue is another reputed brand of Indian whisky. It is presently
owned by Pernod Ricard, the French company. However the brand was launched in 1997 by Seagram. It is manufactured
by blending Indian grain spirits along with imported Scotch malts. In 2012 this brand was the official sponsor of the World
Series Hockey tournament. In 2012 Imperial Blue sold around 8.8 million cases. This brand used a unique marketing
strategy by commissioning a 90-minutes movie called ‘Men Will Be Men’ which is the brand’s tagline.
8. Haywards Fine
Owned by United Spirits Limited, which is a subsidiary of the United Breweries Group, Haywards Fine is among the
fastest growing products in the economy whisky category, registering an impressive 15% sales growth in 2012. This brand
7.1 million cases in 2012, and is very popular in the Middle East and in certain African markets.
9. 8 PM
8 PM is an Indian brand of whisky owned by Radico Khaitan. Radico Khaitan was formerly known as Rampur Distillery
& Chemical Company Ltd. It was launched in 1999. It sold sound 4.9 million cases in 2013. Since it’s blended with fine
scotch it is extremely smooth.
10. Director's Special
Director's Special is manufactured by United Spirits Ltd, which is a subsidiary of the United Breweries Group. The UB
Group is owned by Vijay Mallya. This whisky brand initially was manufactured by Shaw Wallace before UCB acquired
Shaw Wallace in 2005. This Indian brand entered the Indian market in 1988. Director's Special Black is a whisky which is
distilled from fermented molasses. Shaw Wallace fought a legal battle against Scotch Whisky Association (SWA) and in
the end won the case to sell their product as Scotch whisky in a US court. In the year 2012 Director's Special registered a
sales of 4.3 million cases. The product has received its share of recognition from International Wine and Spirit
Competition (2007) by bagging the silver medal and ranking 44th in the world.
WISKEY RECENT TRENDS

8 American Whiskey Trends in 2019
Five cups with a cognac rum brandy or whiskey drink on a bar counter in night club.
No question about it: American whiskey is in a new golden era. Category sales have reached
heights unseen since the 1960s, the last time brown spirits boomed. But that prior golden
period came before the whiskey swoon of the ‘70s and ‘80s. Should we expect another
decline coming soon?
Not so fast, say the experts.
“For me, I’m of an age that I can remember when brown spirits were popular a long time
ago,” says Pam Heilmann, master distiller and EVP of production at Michter’s. “I remember
riding in a car with an old mentor in the late ‘80s or early ‘90s. We saw a funeral go by and
my mentor said, ‘Well, there goes another brown spirits drinker’.”
Now? “I think a ‘golden era’ is a great way to put it,” Heilmann says. “It’s still a growing
category, with a lot more room for growth. It’s a worldwide market now, and we’re growing
overseas and we’re growing in the U.S.”
“I think a ‘golden era’ is a great way to put it,” says Pam Heilmann, master distiller and EVP
of production at Michter’s, on the current state of whiskey. “It’s still a growing category,
with a lot more room for growth. It’s a worldwide market now, and we’re growing overseas
and we’re growing in the U.S.”
Part of the reason for this sunny forecast is that whiskey taps into several key consumer
trends: high-quality products, interesting brand stories, and educational opportunities.
We have not yet reached the ceiling for consumer interest in whiskey. Nor do we appear
close. So expect more good times for whiskey this year and in those ahead. With that in
mind, here are 8 trends that will help define the category in 2019.
1) High-Rye and Wheated Bourbons
Flavors that consumers enjoy today trend towards one spectrum end or the other: bold or
approachable. Either can describe whiskey, as evidenced by the rise of both high-rye and
wheated bourbons.
Given the appetite for bolder flavors, it’s no surprise that spicier high-rye mash bills like
Bulleit Bourbon have exploded in recent time, while rye whiskeys have come back into
fashion.
This trend took off around 2004. That’s when Four Roses first introduced their single barrel
bourbon — a famous high-rye. It “demonstrated an intensity of flavor heretofore unseen in
Kentucky bourbon,” recalls New Riff Distilling Co-founder Jay Erisman. “Things haven’t been
the same since.”
New Riff, opened in North Kentucky in 2014, goes for similarly bold bourbon with their 30%
rye mash bill. Erisman sees this style as “part of the zeitgeist now of bourbon flavors. These
are not going away. Our national palate has changed. It’s like when Julia Child released
Mastering the Art Of French Cooking. It’s a cultural moment of everyone waking up and
thinking, ‘This is delicious, and we’re never going back’.”
Wheated bourbons became popular thanks to the success of Makers Mark, and the cult-like
followings around Pappy Van Winkle and W. L. Weller. “The wheat adds a softer, smoother
mouthfeel,” says Old Elk Distillery President Luis Gonzalez. “It allows newer bourbon
drinkers to enter the category. This is bourbon without the heat that you would get from a
high-rye or high-proof whiskey.”
Accordingly, some distilleries have begun to tame their ryes and high-rye bourbons, hoping
for that balance where bold flavors exist without the super-spicy bite.
MGP Ingredients in Lawrenceburg, Indiana, produces approximately 80-85% of the rye on

the market. During recent taste testing, MGP researchers found a common complaint among
consumers was that rye “hurts.” So the company blended together a house style with less
burn on the back end.
Old Elk has taken a similar tack with their high-rye bourbon. Which makes sense: the
brand’s master distiller is the legendary Greg Metze, formerly of MGP. To avoid a very spicy
high-rye, Metze slows the spirit’s proofing process. from the typical 24-48 hours to a
multistep method that takes weeks. This softens the rye heat.
“A lot of people like the flavor of rye without the heat of it,” Gonzalez says. “This allows
them to drink it like they prefer it: a little bit softer. It’s a little bit more inviting.”
Which is all to say that rye and wheat bourbons will remain popular in 2019. Expect
customers to express interest in bold bourbons and also those more accessible.
“A lot of people like the flavor of rye without the heat of it,” says Old Elk Distillery President
Luis Gonzalez. “This allows them to drink it like they prefer it: a little bit softer. It’s a little
bit more inviting.”
2) Quality Whiskey is King
There is a quality issue in the whiskey industry, led by newer brands.
Launching a craft distillery or whiskey brand is not cheap. While distilled product rests in
barrels, the backers will naturally look for easier ways to recoup their hefty initial
investment costs. In some cases they release product that’s too young. Other times they
buy bulk spirit from sourcing houses like MGP and finish the spirit poorly before bottling.
Frankly, these whiskeys can taste terrible, but still carry high prices because new distilleries
want to break even quickly. The concern is that consumers who buy these subpar products,
spending top dollar on low quality, could get turned off from the category as a whole.
“We almost don’t associate

ourselves anymore with ‘craft distilling’ because of the low quality that sometimes can be
associated with that,” says Jay Erisman, co-founder of New Riff Distilling.
“We almost don’t associate ourselves anymore with ‘craft distilling’ because of the low
quality that sometimes can be associated with that,” says Erisman of New Riff.
Although New Riff did release sourced stuff (to positive reviews) four years ago while
getting off the ground, the distillery now prides itself on releasing only house-made whiskey
of high quality.
“Everything we make [except the single barrel], and everything we will make in the future,
is Bottled in Bond, made to those standards,” explains Erisman. “We don’t look at this as a
gimmick, because we are truly declaring ourselves as quality-first.”
Some distillers have concerns that the U.S. government has not done enough to dissuade
brands from releasing dubious product, and fudging details on labels.
“I think the TTB is really letting us down in not really helping us identify the whiskey
categories,” says Stranahan’s Master Distiller Rob Dietrich. “We need stronger boundaries
about what is and isn’t whiskey. For something that is so highly regulated, it’s odd that the
definitions are not so regulated.”
For instance, an “American Whiskey” can legally contain a certain percentage of neutral
grain spirit. “I think most consumers do not understand that,” says Heilmann of Michter’s.
But consumers do understand quality and consistency. It’s why they return to legacy
brands.
“The reality is that consumers should demand the utmost quality for products because they
are paying a premium,” says Sean Yelle, category director for brown/dark spirits at Campari
Group, which owns Wild Turkey. “As an industry we have a mandate to provide the best
whiskey. And remember that consumers get the final say, and they will find out who is
quality and who is not.”
Which means that the brown spirits wave may not lift all boats. Look for newer distilleries to
struggle in 2019 if their quality cannot keep up.
3) Younger Whiskey is Getting Better
With the influx of underaged products, many of them subpar, there is also a rising number
of younger whiskeys that taste quite nice.
Given the exploding number of craft distilleries, it makes sense that some will have figured
out how to produce quality whiskey on a quicker timetable.
Typically these are distillers that have experimented extensively with production
techniques.Rabbit Hole of Kentucky released a series of whiskeys after only several years of
aging. The company played around with unusual mash bills, higher proofs upon barrel entry,
and differently charred casks. The result was whiskey that attained mature flavor earlier
than anticipated.
“It was a complete surprise to me, as I had said that I would not release anything before
four years,” Kaveh Zamanian, owner and whiskey maker at Rabbit Hole Distilling, told us
last year. “But the color and the flavor were there. If the flavor is there, that’s the
benchmark. If the product is tasting good, then it makes sense. If not, then it needs to
wait.”
Reservoir Distilling from Richmond, Virginia, also makes younger whiskeys that taste better
than their age might suggest. They work with mash bills that are 100% rye, wheat or corn,
and age in casks five or ten gallons, rather than 53-gallon bourbon barrels. These smaller
containers (made of Virginia wood) impart flavors faster due to increased wood contact, the
company says. This shortens aging periods, at the cost of less time for oxidization:
Reservoir tosses more stock, and cuts deeper into distillate runs, than is typical.
than their age might suggest.
Drinking younger whiskey can also be a fun exercise in noting growth and change.
“There are some products out there that are good at three years old,” says Heilmann of
Michter’s. “With some of the younger whiskey, the quality is there, but it’s just not mature
yet. I think it’s interesting to try these products to see the progress they make. I’ll try them
when they’re one year, three years, and then five years when they’re wonderful. The
whiskey does change immensely in the bottle.”
Look for more innovative distilleries like Rabbit Hole and Reservoir to put out younger
product that’s not sharp and overly grainy like most underaged whiskey, but more smooth
and flavorful.
4) ‘White Whale’ Whiskeys Remain Hot
While the ‘white whale’ craze has worn off in craft beer — thanks to brand proliferation,
meaning top-shelf brews are more common and easier to obtain — it’s still a major factor in
whiskey.
Today’s consumer has never been more curious, more willing to experiment. They try a little
of everything. Problem is, in the brown spirits boom, many top whiskeys are now harder to
find than ever.
Want Pappy or Buffalo Trace Antique Collection? Better check out the secondary market,
and prepare for the prices to wallop your wallet.
Even hot brands under $100 have become difficult to track down. Non-Antique Wellers fly
off the shelves, as do Blanton’s Single Barrel and other whiskeys that have garnered loyal
followings within online tasting communities. Some stores will jack up prices for these hot
items, asking not far from what they’d fetch on the inflated secondary market.
Forget Antique Collection bottles, even less-expensive, less-rare trendier brands like
Blantons have become difficult to track down.
It’s a cycle of escalating costs that shows little sign of slowing down.
How do distillers feel about this?
“We want our products to be out there and available for consumers, so we price them
accordingly,” says Heilmann of Michter’s.
Limited-edition bottles of Michter’s can fetch thousands of dollars, sometimes five figures,
on the secondary market. “We have no control over that. It’s not something we are
promoting,” Heilmann says. “Though obviously we see it and are honored that someone
would spend that much money on our product.”
“Though we also do like when we see our 20 Year Old at an on-premise account, where
everyone can get a pour for $50, rather than pay secondary-market prices for that bottle,”
Heilmann adds.
Agreeing with her is Yelle from Campari and Wild Turkey. “When bottles of Master’s Keep
make it to the secondary market, they blow up in price,” he says. “But we remain focused
on selling whiskey that is accessibly and appropriately priced. We’re excited to see
consumers so engaged with our brand and hunting down rare bottles — though I wouldn’t
recommend paying six times what you should for it — but we are happy to see the
consumer passion.”
Which is all to say that whiskey prices will likely rise in 2019, especially for trendy brands.
5) More Unique Barrel Finishes and Mash Bills
Barrel finishes like sherry, rum, cognac, cabernet sauvignon and more are win-wins for
distillers. “I think it’s fun. It allows you to explore and provide different alternatives for
consumers,” says Yelle.
When distillers exercise their creative juices, it leads to more options for consumers. And
consumers have never been more willing to experiment. There is enormous demand today
for diversity in flavors, and barrel finishing is an effective manner to meet that need.
“Any time there’s another way to create a different flavor expression, people are going to do
it,” says Dietrich of Stranahan’s. “And there’s a lot of used barrels out there available now
for finishing. The sky is really the limit. There are more grey areas, more room to maneuver
as a producer.”
Mixing up mash bills with unique grains is another way that producers can offer more
different flavors. When Heilmann of Michter’s previously worked at Beam Suntory, she was
behind mash bill experimentations that became the brand’s Signature Craft series, featuring
rare oats and wheats. Now Heilmann anticipates similar innovations coming out of Michter’s.
“A lot of people are experiencing with mash bills and other production techniques right
now,” she says. “There are so many variables that the possibilities are endless. Have you
ever tasted two bourbons from different producers that taste exactly the same?”
The answer is no. Which is why brands will roll out more unusual barrel finishes and mash
bills in 2019.
6) Characters and Stories Sell Brands
What’s a whiskey without an interesting story? Brands today talk about old recipes
rediscovered in grandma’s attic, entrepreneurs who ditched Wall Street to follow lifelong
whiskey dreams, Prohibition icons whose names now grace bottle labels, or a million other
ways to differentiate all these new whiskeys.
Why does this work? Why do consumers care?
Stories connect with potential purchasers in a way that colored liquid in a bottle cannot.
“The truth is that stories have always been important in whiskey,” says Erisman of New Riff.
“Look at Elijah Craig and Jim Beam, the real-life people behind those old classic brands.”
These category pioneers were the stories behind American whiskey for many years. The
next-oldest brand-founding story that generates a ton of attention, Erisman argues, is the
Samuels family with Maker’s Mark in 1954.
“Think about how many whiskeys have the name ‘Old’ in their names, like Old Crow, Old
Forester or Old Weller,” Erisman adds. “We’ve been living with these brands so long now
that their stories have ossified and codified into something we all know. The old stories
were, quite simply, the only stories.”
“So when all these new distilleries came out, they all needed to find new stories too,”
Erisman adds. “Folks have decided, ‘Don’t we need a story? Isn’t that the way it’s done in
bourbon?’”
Unfortunately, this has also led to brands stretching the truth about the origination of their
liquid. Or taking names and likenesses of historical characters with questionable and violent
pasts.
But it’s been great for older brands that already boast larger-than-life characters. Like Wild
Turkey and the legendary Russell family. “It’s one of those things that previously people did
not care as much about,” says Yelle. “But now there’s a greater need for consumers to know
where the products they buy came from. It’s now a natural part of the human inclination to
track down where these stories came from.”
7) Consumers Now Care About Production, Too
Consumers who want to know the origin stories and characters behind brands have also
become more interested in advanced production techniques.
“I go out in the market now and am amazed at the questions I get from consumers,” says
Heilmann of Michter’s. “They’re so technology-savvy now. They want to know how we make
our whiskey, and why we use certain techniques.”
“The cooperage industry has really

responded to the call for innovation,” says New Riff Distilling Co-founder Jay Erisman. “I
think we might see more consumers wise up to solid, good coopering. They’ll learn the
difference from the crummy or basic barrels of massive Kentucky distilleries.”
“It’s pretty different than it was in the past,” she adds. “People in the past were more willing
to accept whiskey as it is. They didn’t take their knowledge as deep. Now we’ll tell them
how we enter all our products into barrel at 103 proof, and explain what that does to the
end product, and you can see the recognition in the consumers’ eyes. You can explain
scientific aspects like polyphenols and it still resonates with consumers. They get it. They’re
so much smarter now. ”
The next production technique that might catch consumer eyes is premium barrels. Many
distillers distinguish their products through premium cooperage techniques. Michter’s only
uses barrels that have been toasted before charring for more flavor and color in the final
whiskey. New Riff does the same, and also air dries their barrels for up to three years,
rather than the more standard 24 months.
“The cooperage industry has really responded to the call for innovation,” says Erisman. “I
8) Balance Between Blends and Age Statements
For a moment it looked like age statements might become old-fashioned, the numbers
written on grandpa’s dusty Scotch bottles. Brands racing to keep up with consumer demand
put out high-end blends that relied on flavors and branding — rather than stated age — to
capture consumer attention.
And it worked. “Blended” is no longer a dirty word in the whiskey world. Consumers
(Millennials especially) care more about how a whiskey tastes and where it came from than
the number that graces the label. For that reason, look for more artisanal blends to hit
shelves in 2019.
“Blends are just a different way to satisfy consumer demand,” says Yelle of Campari/Wild
Turkey. “Over time the consumer has become more educated. They will find their way to
products that fit with their palate, whether they have age statements or not.”
Still, reports on the death of age statements were greatly exaggerated. As many brands
zigged towards blends, other zagged and double-downed on age statements. Others simply
continued to support their existing age statements at the same time that they also produced
blends.
“Age statements remain critical to help some people navigate the category,” says Yelle.
“The removal of age statements became a reality because the bourbon category became so
hot that you didn’t necessarily always need them. But they are still critical in some aspects.
We put out our Russell’s Reserve 10 Year Old with pride because that name helps
consumers validate that purchase.”
Overall the American whiskey category should enjoy boom times for many years to come,
thanks to an immense passion for these products among the U.S. populace.
“I’m really excited about where we’re at and where we’re going,” Yelle says. “There’s an
alignment with consumer demand and what we want to put out there. The industry and
consumers are lining up in a way that will lead to better drinks while making the whiskey
industry a great place to be right now.”
Kyle Swartz is editor of Beverage Dynamics magazine. Reach him

at kswartz@epgmediallc.com or on Twitter @kswartzz or Instagram @cheers_magazine.
Read his recent piece 3 Emerging American Whiskey Brands.
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GOVERNMENT SUPPORT
Five cups with a cognac rum brandy or whiskey drink on a bar counter in night club.
No question about it: American whiskey is in a new golden era. Category sales have reached
heights unseen since the 1960s, the last time brown spirits boomed. But that prior golden
period came before the whiskey swoon of the ‘70s and ‘80s. Should we expect another
decline coming soon?
Not so fast, say the experts.
“For me, I’m of an age that I can remember when brown spirits were popular a long time
ago,” says Pam Heilmann, master distiller and EVP of production at Michter’s. “I remember
riding in a car with an old mentor in the late ‘80s or early ‘90s. We saw a funeral go by and
my mentor said, ‘Well, there goes another brown spirits drinker’.”
Now? “I think a ‘golden era’ is a great way to put it,” Heilmann says. “It’s still a growing
category, with a lot more room for growth. It’s a worldwide market now, and we’re growing
overseas and we’re growing in the U.S.”
“I think a ‘golden era’ is a great way to put it,” says Pam Heilmann, master distiller and EVP
of production at Michter’s, on the current state of whiskey. “It’s still a growing category,
with a lot more room for growth. It’s a worldwide market now, and we’re growing overseas
and we’re growing in the U.S.”
Part of the reason for this sunny forecast is that whiskey taps into several key consumer
trends: high-quality products, interesting brand stories, and educational opportunities.
We have not yet reached the ceiling for consumer interest in whiskey. Nor do we appear
close. So expect more good times for whiskey this year and in those ahead. With that in
mind, here are 8 trends that will help define the category in 2019.
1) High-Rye and Wheated Bourbons
Flavors that consumers enjoy today trend towards one spectrum end or the other: bold or
approachable. Either can describe whiskey, as evidenced by the rise of both high-rye and
wheated bourbons.
Given the appetite for bolder flavors, it’s no surprise that spicier high-rye mash bills like
Bulleit Bourbon have exploded in recent time, while rye whiskeys have come back into
fashion.
This trend took off around 2004. That’s when Four Roses first introduced their single barrel
bourbon — a famous high-rye. It “demonstrated an intensity of flavor heretofore unseen in
Kentucky bourbon,” recalls New Riff Distilling Co-founder Jay Erisman. “Things haven’t been
the same since.”
New Riff, opened in North Kentucky in 2014, goes for similarly bold bourbon with their 30%
rye mash bill. Erisman sees this style as “part of the zeitgeist now of bourbon flavors. These
are not going away. Our national palate has changed. It’s like when Julia Child released
Mastering the Art Of French Cooking. It’s a cultural moment of everyone waking up and
thinking, ‘This is delicious, and we’re never going back’.”
Wheated bourbons became popular thanks to the success of Makers Mark, and the cult-like
followings around Pappy Van Winkle and W. L. Weller. “The wheat adds a softer, smoother
mouthfeel,” says Old Elk Distillery President Luis Gonzalez. “It allows newer bourbon
drinkers to enter the category. This is bourbon without the heat that you would get from a
high-rye or high-proof whiskey.”
Accordingly, some distilleries have begun to tame their ryes and high-rye bourbons, hoping
for that balance where bold flavors exist without the super-spicy bite.
MGP Ingredients in Lawrenceburg, Indiana, produces approximately 80-85% of the rye on

the market. During recent taste testing, MGP researchers found a common complaint among
consumers was that rye “hurts.” So the company blended together a house style with less
burn on the back end.
Old Elk has taken a similar tack with their high-rye bourbon. Which makes sense: the
brand’s master distiller is the legendary Greg Metze, formerly of MGP. To avoid a very spicy
high-rye, Metze slows the spirit’s proofing process. from the typical 24-48 hours to a
multistep method that takes weeks. This softens the rye heat.
“A lot of people like the flavor of rye without the heat of it,” Gonzalez says. “This allows
them to drink it like they prefer it: a little bit softer. It’s a little bit more inviting.”
Which is all to say that rye and wheat bourbons will remain popular in 2019. Expect
customers to express interest in bold bourbons and also those more accessible.
“A lot of people like the flavor of rye without the heat of it,” says Old Elk Distillery President
Luis Gonzalez. “This allows them to drink it like they prefer it: a little bit softer. It’s a little
bit more inviting.”
2) Quality Whiskey is King
There is a quality issue in the whiskey industry, led by newer brands.
Launching a craft distillery or whiskey brand is not cheap. While distilled product rests in
barrels, the backers will naturally look for easier ways to recoup their hefty initial
investment costs. In some cases they release product that’s too young. Other times they
buy bulk spirit from sourcing houses like MGP and finish the spirit poorly before bottling.
Frankly, these whiskeys can taste terrible, but still carry high prices because new distilleries
want to break even quickly. The concern is that consumers who buy these subpar products,
spending top dollar on low quality, could get turned off from the category as a whole.
“We almost don’t associate

ourselves anymore with ‘craft distilling’ because of the low quality that sometimes can be
associated with that,” says Jay Erisman, co-founder of New Riff Distilling.
“We almost don’t associate ourselves anymore with ‘craft distilling’ because of the low
quality that sometimes can be associated with that,” says Erisman of New Riff.
Although New Riff did release sourced stuff (to positive reviews) four years ago while
getting off the ground, the distillery now prides itself on releasing only house-made whiskey
of high quality.
“Everything we make [except the single barrel], and everything we will make in the future,
is Bottled in Bond, made to those standards,” explains Erisman. “We don’t look at this as a
gimmick, because we are truly declaring ourselves as quality-first.”
Some distillers have concerns that the U.S. government has not done enough to dissuade
brands from releasing dubious product, and fudging details on labels.
“I think the TTB is really letting us down in not really helping us identify the whiskey
categories,” says Stranahan’s Master Distiller Rob Dietrich. “We need stronger boundaries
about what is and isn’t whiskey. For something that is so highly regulated, it’s odd that the
definitions are not so regulated.”
For instance, an “American Whiskey” can legally contain a certain percentage of neutral
grain spirit. “I think most consumers do not understand that,” says Heilmann of Michter’s.
But consumers do understand quality and consistency. It’s why they return to legacy
brands.
“The reality is that consumers should demand the utmost quality for products because they
are paying a premium,” says Sean Yelle, category director for brown/dark spirits at Campari
Group, which owns Wild Turkey. “As an industry we have a mandate to provide the best
whiskey. And remember that consumers get the final say, and they will find out who is
quality and who is not.”
Which means that the brown spirits wave may not lift all boats. Look for newer distilleries to
struggle in 2019 if their quality cannot keep up.
3) Younger Whiskey is Getting Better
With the influx of underaged products, many of them subpar, there is also a rising number
of younger whiskeys that taste quite nice.
Given the exploding number of craft distilleries, it makes sense that some will have figured
out how to produce quality whiskey on a quicker timetable.
Typically these are distillers that have experimented extensively with production
techniques.Rabbit Hole of Kentucky released a series of whiskeys after only several years of
aging. The company played around with unusual mash bills, higher proofs upon barrel entry,
and differently charred casks. The result was whiskey that attained mature flavor earlier
than anticipated.
“It was a complete surprise to me, as I had said that I would not release anything before
four years,” Kaveh Zamanian, owner and whiskey maker at Rabbit Hole Distilling, told us
last year. “But the color and the flavor were there. If the flavor is there, that’s the
benchmark. If the product is tasting good, then it makes sense. If not, then it needs to
wait.”
than their age might suggest. They work with mash bills that are 100% rye, wheat or corn,
and age in casks five or ten gallons, rather than 53-gallon bourbon barrels. These smaller
containers (made of Virginia wood) impart flavors faster due to increased wood contact, the
company says. This shortens aging periods, at the cost of less time for oxidization:
Reservoir tosses more stock, and cuts deeper into distillate runs, than is typical.
than their age might suggest.
Drinking younger whiskey can also be a fun exercise in noting growth and change.
“There are some products out there that are good at three years old,” says Heilmann of
Michter’s. “With some of the younger whiskey, the quality is there, but it’s just not mature
yet. I think it’s interesting to try these products to see the progress they make. I’ll try them
when they’re one year, three years, and then five years when they’re wonderful. The
whiskey does change immensely in the bottle.”
Look for more innovative distilleries like Rabbit Hole and Reservoir to put out younger
product that’s not sharp and overly grainy like most underaged whiskey, but more smooth
and flavorful.
4) ‘White Whale’ Whiskeys Remain Hot
While the ‘white whale’ craze has worn off in craft beer — thanks to brand proliferation,
meaning top-shelf brews are more common and easier to obtain — it’s still a major factor in
whiskey.
Today’s consumer has never been more curious, more willing to experiment. They try a little
of everything. Problem is, in the brown spirits boom, many top whiskeys are now harder to
find than ever.
Want Pappy or Buffalo Trace Antique Collection? Better check out the secondary market,
and prepare for the prices to wallop your wallet.
Even hot brands under $100 have become difficult to track down. Non-Antique Wellers fly
off the shelves, as do Blanton’s Single Barrel and other whiskeys that have garnered loyal
followings within online tasting communities. Some stores will jack up prices for these hot
items, asking not far from what they’d fetch on the inflated secondary market.
Forget Antique Collection bottles, even less-expensive, less-rare trendier brands like
Blantons have become difficult to track down.
It’s a cycle of escalating costs that shows little sign of slowing down.
How do distillers feel about this?
“We want our products to be out there and available for consumers, so we price them
accordingly,” says Heilmann of Michter’s.
Limited-edition bottles of Michter’s can fetch thousands of dollars, sometimes five figures,
on the secondary market. “We have no control over that. It’s not something we are
promoting,” Heilmann says. “Though obviously we see it and are honored that someone
would spend that much money on our product.”
“Though we also do like when we see our 20 Year Old at an on-premise account, where
everyone can get a pour for $50, rather than pay secondary-market prices for that bottle,”
Heilmann adds.
Agreeing with her is Yelle from Campari and Wild Turkey. “When bottles of Master’s Keep
make it to the secondary market, they blow up in price,” he says. “But we remain focused
on selling whiskey that is accessibly and appropriately priced. We’re excited to see
consumers so engaged with our brand and hunting down rare bottles — though I wouldn’t
recommend paying six times what you should for it — but we are happy to see the
consumer passion.”
Which is all to say that whiskey prices will likely rise in 2019, especially for trendy brands.
5) More Unique Barrel Finishes and Mash Bills
Barrel finishes like sherry, rum, cognac, cabernet sauvignon and more are win-wins for
distillers. “I think it’s fun. It allows you to explore and provide different alternatives for
consumers,” says Yelle.
When distillers exercise their creative juices, it leads to more options for consumers. And
consumers have never been more willing to experiment. There is enormous demand today
for diversity in flavors, and barrel finishing is an effective manner to meet that need.
“Any time there’s another way to create a different flavor expression, people are going to do
it,” says Dietrich of Stranahan’s. “And there’s a lot of used barrels out there available now
for finishing. The sky is really the limit. There are more grey areas, more room to maneuver
as a producer.”
Mixing up mash bills with unique grains is another way that producers can offer more
different flavors. When Heilmann of Michter’s previously worked at Beam Suntory, she was
behind mash bill experimentations that became the brand’s Signature Craft series, featuring
rare oats and wheats. Now Heilmann anticipates similar innovations coming out of Michter’s.
“A lot of people are experiencing with mash bills and other production techniques right
now,” she says. “There are so many variables that the possibilities are endless. Have you
ever tasted two bourbons from different producers that taste exactly the same?”
The answer is no. Which is why brands will roll out more unusual barrel finishes and mash
bills in 2019.
6) Characters and Stories Sell Brands
What’s a whiskey without an interesting story? Brands today talk about old recipes
rediscovered in grandma’s attic, entrepreneurs who ditched Wall Street to follow lifelong
whiskey dreams, Prohibition icons whose names now grace bottle labels, or a million other
ways to differentiate all these new whiskeys.
Why does this work? Why do consumers care?
Stories connect with potential purchasers in a way that colored liquid in a bottle cannot.
“The truth is that stories have always been important in whiskey,” says Erisman of New Riff.
“Look at Elijah Craig and Jim Beam, the real-life people behind those old classic brands.”
These category pioneers were the stories behind American whiskey for many years. The
next-oldest brand-founding story that generates a ton of attention, Erisman argues, is the
Samuels family with Maker’s Mark in 1954.
“Think about how many whiskeys have the name ‘Old’ in their names, like Old Crow, Old
Forester or Old Weller,” Erisman adds. “We’ve been living with these brands so long now
that their stories have ossified and codified into something we all know. The old stories
were, quite simply, the only stories.”
“So when all these new distilleries came out, they all needed to find new stories too,”
Erisman adds. “Folks have decided, ‘Don’t we need a story? Isn’t that the way it’s done in
bourbon?’”
Unfortunately, this has also led to brands stretching the truth about the origination of their
liquid. Or taking names and likenesses of historical characters with questionable and violent
pasts.
But it’s been great for older brands that already boast larger-than-life characters. Like Wild
Turkey and the legendary Russell family. “It’s one of those things that previously people did
not care as much about,” says Yelle. “But now there’s a greater need for consumers to know
where the products they buy came from. It’s now a natural part of the human inclination to
track down where these stories came from.”
7) Consumers Now Care About Production, Too
Consumers who want to know the origin stories and characters behind brands have also
become more interested in advanced production techniques.
“I go out in the market now and am amazed at the questions I get from consumers,” says
Heilmann of Michter’s. “They’re so technology-savvy now. They want to know how we make
our whiskey, and why we use certain techniques.”
“The cooperage industry has really

responded to the call for innovation,” says New Riff Distilling Co-founder Jay Erisman. “I
“It’s pretty different than it was in the past,” she adds. “People in the past were more willing
to accept whiskey as it is. They didn’t take their knowledge as deep. Now we’ll tell them
how we enter all our products into barrel at 103 proof, and explain what that does to the
end product, and you can see the recognition in the consumers’ eyes. You can explain
scientific aspects like polyphenols and it still resonates with consumers. They get it. They’re
so much smarter now. ”
The next production technique that might catch consumer eyes is premium barrels. Many
distillers distinguish their products through premium cooperage techniques. Michter’s only
uses barrels that have been toasted before charring for more flavor and color in the final
whiskey. New Riff does the same, and also air dries their barrels for up to three years,
rather than the more standard 24 months.
“The cooperage industry has really responded to the call for innovation,” says Erisman. “I
8) Balance Between Blends and Age Statements
For a moment it looked like age statements might become old-fashioned, the numbers
written on grandpa’s dusty Scotch bottles. Brands racing to keep up with consumer demand
put out high-end blends that relied on flavors and branding — rather than stated age — to
capture consumer attention.
And it worked. “Blended” is no longer a dirty word in the whiskey world. Consumers
(Millennials especially) care more about how a whiskey tastes and where it came from than
the number that graces the label. For that reason, look for more artisanal blends to hit
shelves in 2019.
“Blends are just a different way to satisfy consumer demand,” says Yelle of Campari/Wild
Turkey. “Over time the consumer has become more educated. They will find their way to
products that fit with their palate, whether they have age statements or not.”
Still, reports on the death of age statements were greatly exaggerated. As many brands
zigged towards blends, other zagged and double-downed on age statements. Others simply
continued to support their existing age statements at the same time that they also produced
blends.
“Age statements remain critical to help some people navigate the category,” says Yelle.
“The removal of age statements became a reality because the bourbon category became so
hot that you didn’t necessarily always need them. But they are still critical in some aspects.
We put out our Russell’s Reserve 10 Year Old with pride because that name helps
consumers validate that purchase.”
Overall the American whiskey category should enjoy boom times for many years to come,
thanks to an immense passion for these products among the U.S. populace.
“I’m really excited about where we’re at and where we’re going,” Yelle says. “There’s an
alignment with consumer demand and what we want to put out there. The industry and
consumers are lining up in a way that will lead to better drinks while making the whiskey
industry a great place to be right now.”
product
Whiskey (usually spelled whisky in Canada and Scotland) is a spirit produced from
fermented grain and aged in wood. A spirit is any alcoholic beverage in which the
alcohol content has been increased by distillation. Other spirits include brandy (distilled
from wine), rum (distilled from sugarcane juice or molasses), vodka (distilled from grain
but not aged), and gin (also distilled from grain and unaged but flavored with juniper
berries and other ingredients.)
Undistilled alcoholic beverages such as mead, wine, and beer have been produced
since at least 7000 B.C. The process of distillation (heating an alcoholic beverage in
order to boil off, collect, and concentrate the alcohol) was first used in China no later
than 800 B.C. to produce rice spirits. About the same time in other parts of Asia,
distillation was used to produce arrack, a beverage similar to rum, made from rice and
sugarcane juice or palm juice. The ancient Arabs, Greeks, and Romans all distilled wine
to produce beverages similar to modern brandy. The practice of distillation spread to
westetn Europe with the Arabs in the eighth century, particularly in Spain and France.
No one knows where or when the first grain spirits were produced, but they certainly
existed in Europe no later than 500 years ago. Some claim that whiskey was invented in
Ireland as long as 1,000 years ago and carried to Scotland by monks. In any case, the
first written records of Scottish whiskey-making date as far back as 1494. (The word
whiskey comes from the Irish Gaelic uisge beatha or the Scottish Gaelic uisge
baugh, both meaning "water of life.")
Spirits were carried to the New World with the earliest European settlers. Rum was
distilled in New England in the early 17th century, and distillation also took place in New
York as early as 1640. During the early 18th century whiskeymaking became an
important industry in the western part of the American colonies, particularly in western
Pennsylvania. Farmers found it difficult to store their perishable grains and to transport
them to distant eastern cities. It was much simpler to use them to make whiskey, which
could be stored for years and more easily transported.
Whiskey played an important part in the early history of the United States, especially
during the so-called Whiskey Rebellion of 1794. Farmers in western Pennsylvania
refused to pay an unpopular tax on whiskey and attacked federal officers who tried to
collect it. After the home of the local tax inspector was burned by a group of 500 armed
rebels, President George Washington sent in 13,000 troops to stop the uprising. The
rebellion ended without bloodshed, and the power of the federal government was firmly
established. Many whiskey makers moved farther west, into what was then Indian
territory, to escape federal authority. They settled in southern Indiana and Kentucky,
areas that are still famous for whiskey.
American whiskey making reached a peak in 1911, when about 400 million liters were
produced, a figure not exceeded until after Prohibition. On November 16, 1920, the
Volstead Act became the Eighteenth Amendment to the Constitution of the United
States, and no American whiskey was legally made until the amendment was
repealed on December 5, 1933. Production reached another peak in 1951, when about 800
million liters were made. Today about 400 million liters are produced each year.
The earliest devices for distillation consisted of a closed, heated container, a long tube
(known as a condenser) through which the alcohol vapor could cool and turn back into a
liquid, and a receptacle to catch the alcohol. These were later refined into pot stills, in
which alcohol vapor from a heated copper pot was condensed in a helical, water-cooled
copper tube called a worm. Pot stills are still often used to make whiskey in Scotland
and Ireland and brandy in France. In Scotland in 1826 Robert Stein invented continuous
distillation, in which alcohol could be distilled continually rather than batch by batch.
This process was improved by the Irishman Aeneas Coffey in 1831 and is still used to
make most mass-produced whiskey today.
Whiskey is popular around the world and is made almost everywhere. The United
States makes and consumes more whiskey than any other nation, but the most
celebrated whiskey is still Scotch whiskey, often just called Scotch.
Raw Materials
Whiskey is made from water, yeast, and grain. The water used is often considered the
most important factor in making good whiskey. It should be clean, clear, and free
from bad-tasting impurities such as iron. Water that contains carbonates, found in areas that are
rich in limestone, is often used in the United States, particularly in Maryland, Pennsylvania,
Indiana, and Kentucky. Scottish water is famous for being suited to making fine whiskey, for
reasons that are still somewhat mysterious.
Every whiskeymaker keeps a supply of yeast available, grown on barley malt and kept
free from bacterial contamination. Some whiskeymakers use several kinds of yeast to
control the fermentation process precisely.
The type of grain used varies with the kind of whiskey being made, but all whiskeys
contain at least a small amount of malted barley, which is needed to start the
fermentation process. Scotch malt whiskey contains only barley. Other whiskeys contain
barley in combination with corn, wheat, oats, and/or rye. Corn whiskey must contain at
least 80% corn, while Bourbon whiskey and Tennessee whiskey must contain at least
51% corn. Rye whiskey must contain at least 51% rye, and wheat whiskey must contain
at least 51% wheat.
Straight whiskeys contain no other ingredients, but blended whiskeys may contain a
small amount of additives such as caramel color and sherry.
The Manufacturing
Process
Preparing the grain

 1 Truckloads of grain are shipped directly from farms to the whiskey manufacturer to be
stored in silos until needed. The grain is inspected and cleaned to remove all dust and
other foreign particles.
 2 All grains except barley are first ground into meal in a gristmill. The meal is then mixed
with water and cooked to break down the cellulose walls that contain starch granules.
This can be done in a closed pressure cooker at temperatures of up to 311°F (155°C) or
more slowly in an open cooker at 212°F (100°C).
 3 Instead of being cooked, barley is malted. The first step in malting barley consists of
soaking it in water until it is thoroughly saturated. It is then spread out and sprinkled with
water for about three weeks, at which time it begins to sprout.
During this germination the enzyme amylase is produced, which converts the
starch in the barley into sugars. The sprouting is halted by drying the barley and
heating it with hot air from a kiln. For Scotch whiskey, the fuel used in the kiln
includes peat, a soft, carbon-rich substance formed when plant matter
decomposes in water. The peat gives Scotch whiskey a characteristic smoky
taste. The malted barley is then ground like other grains.
Mashing
 4 Mashing consists of mixing cooked grain with malted barley and warm water. The
amylase in the malted barley converts the starch in the other grains into sugars. After
several hours the mixture is converted into a turbid, sugar-rich liquid known as mash. (In
making Scotch malt whiskey the mixture consists only of malted barley and water. After
mashing the mixture is filtered to produce a sugar-rich liquid known as wort.)
Fermenting
 5 The mash or wort is transferred to a fermentation vessel, usually closed in Scotland
and open in the United States. These vessels may be made of wood or stainless steel.
Yeast is added to begin fermentation, in which the single-celled yeast organisms convert
the sugars in the mash or wort to alcohol. The yeast may be added in the form of new,
never-used yeast cells (the sweet mash process) or in the form of a portion of a previous
batch of fermentation (the sour mash process.) The sour mash method is more often
used because it is effective at room temperature and its low pH (high acidity) promotes
yeast growth and inhibits the growth of bacteria. The sweet mash method is more
difficult to control, and it must be used at temperatures above 80°F (27°C) to speed up
the fermentation and to avoid bacterial contamination. After three or four days, the end
product of fermentation is a liquid containing about 10% alcohol known as distiller's beer
in the United States or wash in Scotland.
Distilling
 6 Scottish whiskey makers often distill their wash in traditional copper pot stills. The
wash is heated so that most of the alcohol (which boils at 172°F [78°C]) is transformed
into vapor but most of the water (which boils at 212°F [100°C]) is not. This vapor is
transferred back into liquid alcohol in a water-cooled condenser and collected. Most
modern distilleries use a continuous still. This consists of a tall cylindrical column filled
with a series of perforated plates. Steam enters the still from the bottom, and distiller's
beer enters from the top. The beer is distilled as it slowly drips through the plates, and
the alcohol is condensed back into a liquid. With either method, the product of the initial
distillation—known as low wine—is distilled a second time to produce a product known
as high wine or new whiskey, which contains about 70% alcohol.
 7 The temperature of distillation and other factors determine the proportions of water,
alcohol, and other substances (called congeners) in the final product. If it contains more
than 95% alcohol it will have no flavor because it has no congeners. This product is
known as grain neutral spirit and is often used to add alcohol without adding taste during
blending. If the final product has too many congeners of the wrong kind it will taste bad.
Distillers remove bad-tasting congeners (usually aldehydes, acids, esters, and higher
alcohols) in various ways. Some congeners boil at a lower temperature than alcohol and
can be boiled off. Some are lighter than alcohol and will float on top, where they can be
poured off.
 8 Tennessee whiskey is unique in that the high wine is filtered through charcoal before it
is aged. The charcoal is produced by burnning wood from sugar maples. This filtration
removes unwanted congeners and results in a particularly smooth whiskey. Premium
Tennessee whiskey may be filtered through charcoal again after it is aged to produce an
even smoother product.
Aging
 9 Water is added to the high wine to reduce its alcohol content to about 50% or 60% for
American whiskeys and about 65% or higher for Scotch whiskeys. Scotch whiskeys are
aged in cool, wet conditions, so they absorb water and become less alcoholic. American
whiskeys are aged in warmer, drier conditions so they lose water and become more
alcoholic. Whiskey is aged in wooden barrels, usually made from charred white oak.
White oak is used because it is one of the few woods that can hold a liquid without
leaking but which also allows the water in the whiskey to move back and forth within the
pores of the wood, which helps to add flavor. In the United States these barrels are
usually new and are only used once. In most other countries it is common to reuse old
barrels. New barrels add more flavor than used barrels, resulting in differences in the
taste of American and foreign whiskeys.
The aging process is a complex one, still not fully understood, but at least three
factors are involved. First, the original mixture of water, alcohol, and congeners
react with each other over time. Second, these ingredients react with oxygen in
the outside air in oxidation reactions. Third, the water absorbs substances from
the wood as it moves within it. (Charring the wood makes these substances more
soluble in water.) All these factors change the flavor of the whiskey. Whiskey
generally takes at least three or four years to mature, and many whiskeys are
aged for ten or fifteen years.
Blending
 10 Straight whiskeys and single malt Scotch whiskeys are not blended; that is, they are
produced from single batches and are ready to be bottled straight from the barrel. All
other whiskeys are blended. Different batches of whiskey are mixed together to produce
a better flavor. Often neutral grain spirit is added to lighten the flavor, caramel is added
to standardize the color, and a small amount of sherry or port wine is added to help the
flavors blend. Blended Scotch whiskey usually consists of several batches of strongly
flavored malt whiskeys mixed with less strongly flavored grain whiskeys. A few blends
contain only malt whiskeys. Blending is often considered the most difficult and critical
process in producing premium Scotch whiskeys. A premium blended Scotch whiskey
may contain more than 60 individual malt whiskeys which must be blended in the proper
proportions.
Bottling
 11 Glass is always used to store mature whiskey because it does not react with it to
change the flavor. Modern distilleries use automated machinery to produce as many as
400 bottles of whiskey per minute. The glass bottles move down a conveyor belt as they
are cleaned, filled, capped, sealed, labeled, and placed in cardboard boxes. The
whiskey is ready to be shipped to liquor stores, bars, and restaurants.
Marketing
Market insights
The global whisky market is expected to reach USD 7.40 billion by 2023, witnessing a
CAGR of 5.3% during 2018-2023 (forecast period). Whiskey is considered as an
affordable luxury item, leading many whiskey manufacturing companies to launch more
premium and super premium products in the market. As a product innovation, the
brewing industry is launching an organic whiskey without any artificial colors.
Benromach, Bruichladdich, Organic Spirits Company and Da Mhile are the top brewers
who are continuously launching such organic products in the market. or animal. Plant
protein, being a sustainable source of protein with high digestibility, has a growing
market.
Market Dynamics
The global whiskey market is driven by the changing lifestyles, consumption habits of
whiskey, high disposable income, growing affordability of whiskey, and increasing
demand for premium whisky. However, there are a few restraints slowing down the
pace of the industry, such as heavy taxation, legal regulations by the governments,
health issues related to whiskey consumption and increasing number of consumers
preferring alternatives such as wine and beer. As per the whiskey industry, there are
some good opportunities in the market, such as innovative organic whiskey products,
and an opportunity to penetrate the different geographies and demography.
Market Segmentation
The global whiskey market can be segmented by product, quality, and geography. By
product types, whiskey can be classified into malt, wheat, rye, corn, blended, and
others. Out of all these sub-categories, blended whiskey has 79% of the market share.
By quality of whiskey products, the market can be divided into premium whiskey, high-
end premium whiskey, and super premium whiskey. Premium whiskey is in demand and
has the largest share of the whiskey market by quality.
Regional Analysis
As per the regional analysis of the global whiskey market, Europe is the market leader
in whiskey production with almost 34% market share. Germany, Italy, Spain, and
France are the major countries for whiskey production and consumption in this region.
Europe is also the largest producer and consumer of whiskey. North America is the
other major region with 23% of the market share, and the US alone consumed the
highest whiskey per person. South America accounted for one-tenth of the global
market share and is a slow-growing market for whiskey. Asia-Pacific is the fastest
growing market for whiskey production & consumption. The regional whiskey market is
largely supported by the high adoption rate of western culture and lifestyle, large
population, and the growing middle-class households. China, Japan, and India are the
big markets in this region. India is the largest whiskey consumer in the Asia-Pacific
region.
Competitive landscape
Some of the leading manufacturers and suppliers whiskey market are Affymetrix, Inc,
Agilent Technologies, Inc, Bio-Rad Laboratories, Inc, Bruker Corporation, Clontech,
Danaher Corporation, GE Healthcare, Luminex Corporation, Merck KGaA, New
England Biolabs, Perkinelmer, Inc, Qiagen, Thermo Fisher Scientific, Inc. and Waters
Corporation.
Our report on global Whiskey market covers the following
Market Trends & Dynamics
Latest News & developments
Porter’s Five Force Analysis
Investment Scope
Deep-Dive Insights

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Brief Excerpt from Industry Overview Chapter:

PRODUCTS, OPERATIONS & TECHNOLOGY

Spirit Manufacturing in Australia - Industry Market Research Report

Spirit Manufacturing in Australia

PRODUCTS & MARKETS

JARGON & GLOSSARY

Whiskey and Dark Rum - Ireland - February 2019

– James Wilson, Research Analyst TOC available on reques

PRODUCTS & MARKETS

JARGON & GLOSSARY

Spirits in Austria (2018) – Market Sizes

Spirits in Russia (2018) – Market Sizes

Spirits in South Africa (2018) – Market Sizes

DoSpirits in Australia (2018) – Market Sizes

Distilleries in Canada - Industry Market

Spirits in Germany (2018) – Market Sizes

Spirits in Mexico (2018) – Market Sizes

Spirits in Italy (2018) – Market Sizes

Spirits in Spain (2018) – Market Sizes

The 2020-2025 World Outlook for Whiskey

The 2020-2025 World Outlook for Deluxe and

The 2020-2025 World Outlook for Blended

List of Top Indian Whisky Brands

10. Director's Special

WISKEY RECENT TRENDS

Not so fast, say the experts.

1) High-Rye and Wheated Bourbons

MGP Ingredients in Lawrenceburg, Indiana, produces approximately 80-85% of the rye on

2) Quality Whiskey is King

There is a quality issue in the whiskey industry, led by newer brands.

“We almost don’t associate

3) Younger Whiskey is Getting Better

4) ‘White Whale’ Whiskeys Remain Hot

How do distillers feel about this?

5) More Unique Barrel Finishes and Mash Bills

6) Characters and Stories Sell Brands

Why does this work? Why do consumers care?

7) Consumers Now Care About Production, Too

“The cooperage industry has really

8) Balance Between Blends and Age Statements

Kyle Swartz is editor of Beverage Dynamics magazine. Reach him

New Budweiser Beer Honors 50th Anniversary of Moon Landing

Jack Daniel’s Releases No. 27 Gold in the U.S.

Not so fast, say the experts.

1) High-Rye and Wheated Bourbons

MGP Ingredients in Lawrenceburg, Indiana, produces approximately 80-85% of the rye on

2) Quality Whiskey is King