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26th March 2014 |
Irish whiskey
shows real momentum as non-Scotch Whisky
market continues to grow.
 The global market for non-Scotch
whisk(e)y has continued to swell
significantly over the past eight years,
according to a new joint just-drinks/IWSR
report with Non-Scotch whiskies in
aggregate representing an enormous and
growing category, with Irish whiskey in
particular showing real momentum.
The "Global market review of non-Scotch
whiskies - forecasts to 2018", which was
released earlier this month, shows that
in the years between 2006 and 2012, the
sector grew to around 349.7m nine-litre
cases, representing a compound annual
growth rate (CAGR) of 7.6%. While
progress has slowed latterly, with
growth of 2.9% between 2011 and 2012,
this growth was chiefly attributable to
slowing sales of Indian whisky,
resulting from economic conditions in
the Indian market.
Over the longer review period, however,
Indian whisky has been the most dynamic
segment within the non-Scotch market,
rising by 115.7m cases over the past ten
years. At 170.6m cases, Indian whisky is
also the largest sub-category within the
non-Scotch whisk(e)y category. Only 2%
of Indian whiskies are consumed outside
of India, with the Gulf region
accounting for most of the exports.
US whiskey has also shown strong growth,
reaching 34.4m cases in 2012, a rise of
6.3% from 2011 on the back of a revival
in domestic sales. However, the Canadian
whisky sector, which is strongly reliant
on the US, only increased by 1% in 2012
over 2011.
Another fast-growing sub-category in the
non-Scotch market is Irish whiskey,
which saw global sales increase by 10.5%
in 2012 to 6.2m cases. Irish whiskey
remains dwarfed by Scotch, with volumes
of 96.3m cases, and US whiskey at 34.4m
cases.
In addition to Japan, South Africa,
Venezuela, Brazil, Uruguay and the
Dominican Republic, the report also
details whisky production in some less
well-known and unlikely countries, such
as Burma, which produces and consumes
around 6m cases of whisky annually,
Jordan and Iraq.
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