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Global Market Review of Malt Whisky – Forecasts to 2015
just-drinks, Feb 2011, Pages: 116
Total malt Scotch sales fell by 4.8% in 2009 to 6.1m nine-litre cases, as the global recession took hold. This drop reversed the prior five-year performance of 2% CAGR growth.
The impact of the recession was most pronounced in the more developed Western markets. The recession was characterised by a shift from on- to off-premise consumption. Although the malt category isn’t as on-trade developed and focused as other categories, the fact that the on-trade was down did have some impact on volumes. Destocking was also a factor in the first half of 2009. The important travel retail channel, the third-largest malt market, was also hard hit as global travel declined, with the business traveller segment being particularly hard hit.
Ian Macleod Distillers' managing director Leonard Russell believes the economic problems have led to polarisation within the market. “As a company, we have benefited from polarisation of consumer demand whereby affordable luxury whisk(e)y at the top end has seen some growth. A general trading down from standard brands to more competitively priced Scotch whiskies and own-labels has been prevalent.”
Nevertheless, the long-term outlook is very positive. This report forecasts that total malt sales will rise by 14.7% between 2009 and 2015 to reach 7m cases.
This latest report from just-drinks/IWSR provides a complete market analysis of the global malt whisky sector, offering an expert review off the markets, brands, categories and companies.
Latest consumption volume data includes actual 2009 volumes, with all data tables trending from 1999 to 2009/2015. Coverage includes the top ten companies' and brands' volumes in each major market and region, and overall volumes globally and by region and major market.
In-depth interviews with the following major players provide unique and candid opinion that enhances the analysis:
- Beam Global Spirits & Wine Scotch brand director
- Bushmills’ global brand director
- Campari CEO
- Chivas Brothers' brand director for malts
- Chivas Brothers' chairman and CEO
- Chivas Brothers' marketing director
- Cooley Distillery sales and marketing director
- Dewars' global brand director
- Diageo’s global head of Whisk(e)y, Gins and Reserve brands
- Diageo's Scotch Knowledge and Heritage director
- Duty Free Americas liquor purchasing manager
- Edrington director of malts
- Glenglassaugh managing director
- Ian Macleod director Americas, Africa and Europe
- Ian Macleod Distillers’ managing director
- Morrison Bowmore CEO
- Suntory marketing director, whisky
- The Nuance Group Europe buying and merchandising director
- Whyte & Mackay global sales and marketing director
- William Grant & Sons' global marketing director
The report looks at the recent performance of the malt whisky sector, then discusses the scope of the market, analysing the following key trends and topics:
- Market drivers
- Room for growth?
- Industry structure
- Role of innovation
- The move into super luxury
- The comparison of young versus mature markets
- Future of blended malts
- Age statements
- Inventory situation
- Future competition
The report provides detailed analysis of the major markets' recent performance including coverage of:
- United States
- United Kingdom
- Germany
- Switzerland
- The Netherlands
- Russia
- Spain
- France
- Taiwan
- China
- Japan
- South Korea
- India
- South Africa
- Travel retail
A couple of appendices round off the coverage looking at new regulations and major production moves in the industry.
Market data is provided for the following brands:
- Aberlour
- Ballantines
- Balvenie
- Bowmore
- Bruichladdich
- Caol Ila
- Cardhu
- Classic Malts
- Dalmore
- Famous Grouse
- Glen Deveron
- Glen Grant
- Glen Moray
- Glen Turner
- Glenfarclas
- Glenfiddich
- Glenmorangie
- Glenrothes
- Heritage Scotch
- Highland Park
- Isle of Jura
- Johnnie Walker
- Knockando
- Laphroaig
- Loch Lomond
- McClellands
- Prime Blue Scotch
- Spey
- Speyburn
- Strathisla
- The Glenlivet
- The Macallan
- The Singleton
- Tomatin
Use this report to:
- Understand the size and scope of the market
- Know what's driving the trends within the sector
- Hear what the leading brands' latest thinking is
- See where the future lies for the sector
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