Europe Whiskey Market Outlook, 2028

The European whisky market is a tribute to centuries of tradition and unmatched expertise in the world of high-end spirits, where artistry and heritage are intertwined. From the verdant isles of Ireland to the harsh landscapes of Scotland and the hidden distilleries dispersed around the continent, a magnificent tapestry of whisky production emerges over the illustrious regions of Europe. With its varied topography, various seasons, and abundance of native grains, Europe has fostered an incredible variety of whisky styles, each with its own alluring personality. As intricate distillation and ageing procedures create rich flavours and alluring smells, the whisky enthusiast is taken on a sensory voyage. The stories of the ancient Celts, monastic orders, and pioneering families who painstakingly carried down their traditions from generation to generation may be heard in the history-rich distilleries of European whisky. The craft of manufacturing whisky incorporates time-tested methods, using exact ratios of precisely chosen grains that are properly malted and distilled with the finest precision. After that, the spirit is lovingly matured in oak casks hidden away in peaceful basements, where time works its magic and infuses flavours and nuances that tempt the discriminating palate.

According to the research report, Europe Whiskey Market Outlook, 2028, the market is anticipated to add more than USD 8.18 billion from 2023 to 2028. The whisky market in Europe is a vibrant and diverse landscape that encompasses a rich tapestry of traditions, flavours, and styles. From the well-established distilleries of Scotland and Ireland to the emerging players across the continent, Europe offers an extensive range of whisky options to delight enthusiasts and connoisseurs alike. Scotland, renowned as the birthplace of whisky, holds a prominent position in the European market. The country's distinct whisky regions, including Speyside, Highland, Lowland, Islay, and Campbeltown, each contribute unique characteristics to their spirits. Speyside whiskies, for example, are often known for their fruity and floral notes, while Islay malts embrace a peaty, smoky profile. Scotland's whisky industry showcases a remarkable blend of age-old traditions and innovative techniques, ensuring a diverse and captivating selection for whisky enthusiasts. Craft distilling has gained popularity across Europe as small-scale distilleries and boutique producers show off their talent and enthusiasm. In order to produce outstanding and frequently limited-edition expressions, these artists prioritise quality over quantity and use ancient techniques and locally obtained ingredients.

The whisky market in Europe boasts a wide array of esteemed brands, each renowned for their exceptional craftsmanship and unique expressions. From Scotland, iconic brands such as Glenfiddich, Macallan, Lagavulin, and Ardbeg captivate with their distinct flavours and rich heritage. Ireland contributes influential names like Jameson, Bushmills, and Teeling, celebrated for their smooth and approachable whiskies. Emerging players from across the continent, such as Sweden's Mackmyra, Germany's Slyrs, and France's Armorik, showcase their expertise and innovation. Wales contributes Penderyn, known for its smooth single malt whiskies. Additionally, renowned Scottish independent bottlers like Gordon & MacPhail and Compass Box continue to captivate whisky enthusiasts with their expertly curated selections. The European whisky market presents a remarkable tapestry of brands, each weaving together tradition, innovation, and a commitment to excellence. The on-trade channel includes places like bars, pubs, restaurants, hotels, and whisky lounges where whisky is consumed on-site. These places frequently provide sizable whisky choices, giving customers the chance to sample a variety of styles and get advice from educated staff. In the off-trade channel, whisky is distributed and sold through retail establishments such as specialty whisky shops, liquor stores, grocery stores, and internet marketplaces. Customers who choose to buy whisky for personal use or as gifts are catered to through these channels. In order to cater to a wide range of tastes and preferences, whisky dealers frequently curate a large selection of brands and expressions.

France is the leading country for the whisky market in Europe. Although known for producing wine, France has a great affection for whisky, and its consumption has been steadily rising over time. With a vast range of brands and expressions easily available to consumers, the French market demonstrates an exceptional enthusiasm for whisky. Whisky festivals and events draw a sizable following, and whisky bars and specialty stores have grown to be popular hangouts for lovers. France is a major consumer market in Europe due to its love of whisky, which extends to both native and foreign brands. However, as the popularity of whisky continues, it's important to note that whisky consumption is also considerable in other European nations, like the United Kingdom, Germany, Ireland, and Sweden, among others. In Europe, Scotch whisky is the most popular whisky due to its long history and reputation for creating top-notch spirits. There is a sizable market base for American bourbon, rye, Irish whisky, Japanese whisky, and Canadian whisky. The preference for premium and high-end premium whiskies in Europe reflects the desire for exceptional craftsmanship and unique whisky experiences.

In Europe, barley is the most commonly used grain for whisky production, particularly in Scotch whisky and Irish whisky. The quality of the barley, including its variety and malting process, is crucial for developing the desired flavours and aromas. Water, another vital ingredient, plays a significant role in the whisky-making process, both for mashing and diluting the spirit. Distilleries often seek out pristine water sources to ensure the purity and character of their whiskies. Whisky is a popular choice in North America due to its rich tradition of distillation and consumption, its depth of flavours, craftsmanship, and artistry. Non-alcoholic alternatives are growing, but alcoholic whisky remains the preferred choice due to its timeless allure and heritage. The European market does exhibit some experimentation and innovation, with some craft distilleries or limited-edition releases exploring distinctive flavour profiles through careful cask selection, cutting-edge maturation techniques, or utilising locally sourced botanicals for subtly enhancing flavour. While flavoured whiskies are available, their market share is often lower than that of their unflavored counterparts because whisky's natural flavours continue to be the main focus in Europe.

The whisky market in Europe is subject to a range of government regulations and certifications to ensure product integrity, quality, and consumer safety. These include the Scotch Whisky Association (SWA), the Irish Whisky Association (IWA), and the protection of geographical designations. Whisky produced and sold within the borders of the European Union is subject to EU rules, and industry-recognised certificates are offered by independent certification organisations. Events like the Spirit of Speyside Whisky Festival in Scotland and the Irish Whisky Festival in Ireland attract visitors from around the world, offering an immersive experience into the rich traditions and flavours of these iconic whisky regions. Whisky auctions also draw attention, providing collectors and connoisseurs with opportunities to acquire rare and limited-edition bottlings. The whisky industry in Europe is dedicated to quality, sustainability, and customer happiness, and it has attracted and enthralled whisky lovers from all over the world.

Considered in this report

• Geography: Europe
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Europe Whiskey market with its value and forecast along with its segments
• Country-wise Whiskey Market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United Kingdom
• Germany
• Italy
• Spain
• Russia
• France

By Grain Type

• Malt/ Barley Whisky
• Wheat Whisky
• Rye Whisky
• Corn Whisky
• Blended Whisky
• Others

By Type

• Scotch Whiskey
• American Whiskey
• Irish Whiskey
• Canadian Whiskey
• Japanese Whiskey
• Others

By Quality

• Premium
• High-End Premium
• Super Premium

By Beverage Type

• Alcoholic
• Non-Alcoholic

By Flavor

• Non-Flavored
• Flavored

By Distribution Channel

• Off Trade
• On Trade

Intended audience:

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Whiskey industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.