stable growth

FROM THE LEADING NATIONS SHOW

UK whiskies sales remain dominated by Scotch Whisky and American Whiskies, which together account for 95% of the volume sold and 94% of the value in the category

UK whisky

2018-2021

+8%

to 6,600,000 cases

UK whiskies sales remain dominated by Scotch Whisky and American Whiskies, which together account for 95% of the volume sold and 94% of the value in the category.

Scotch Whisky alone accounts for 70% of the volume sold in the UK and for 68% of the value in the market.

Edrington-Beam Suntory research shows that growth will be sustained for both whiskies-making nations in the next four years.

Scotch Whiskies will grow a modest 1% year-on-year during 2018 in volume terms – to 6.2 million cases (a rise of 68,000 cases).

Growth in the coming years will continue at this level through to 2021 when we expect to reach sales of 6.6 million cases, which would represent 8% growth on 2017 levels.

However, this forecast for Scottish whiskies as a whole masks the changes that are going on within Scotch. The move away from blends, the rise and rise of single malt whiskies and the premiumisation of Scotch are further discussed in

2.4 million

Growth to 2021 will continue when we expect to reach sales of 2.4 million cases, which would represent 16% growth on 2017 levels.

US whiskies will grow ahead of their Scotch counterparts with growth of 5% year-on-year during 2018 in volume terms – with 95,732 more cases sold this year than last (notwithstanding the impact of tariffs imposed on import of US whiskey).

Growth to 2021 will continue when we expect to reach sales of 2.4 million cases, which would represent 16% growth on 2017 levels.

The risk to the continued success of US whiskies brands is that potential cost increases – due to exchange rate fluctuations and to the potential for additional tariffs imposed on imports of American goods into the EU – stunts growth.

Relative to their Scottish counterparts, US whiskies have historically tended to perform well at the entry level of the market and as a base spirit for cocktails. There is clearly a risk that, as higher prices filter through to the market, demand will soften and consumers will look elsewhere within the category.

US whisky

2018-2021

+16%

to 423,500 cases

00