Scotch Whisky Market Size, Share & Industry Analysis, By Type (Single Malt Scotch Whisky, Blended Scotch Whisky, and Others), By Distribution Channel (On-trade and Off-trade), and Regional Forecast, 2025 – 2032

The global scotch whisky market size was valued at USD 36.38 billion in 2024. The market is projected to grow from USD 38.67 billion in 2025 to USD 60.71 billion by 2032, exhibiting a CAGR of 6.66% during the forecast period. Europe dominated the scotch whisky market with a market share of 33.75% in 2024.

Scotch whisky is a globally renowned distilled spirit made in Scotland from cereals, water, and yeast. The whisky has a distinctive smoky flavor due to the selection of ingredients and the distillation method. The key market is expected to experience substantial growth due to the growing consumer demand for premium products. According to the Scotch Whisky Association (SWA), in 2023, whisky market exports were valued at over USD 6.97 billion, which is equivalent to 1.35 billion 700 ml bottles. Although these figures were slightly lower than the previous year, they marked a substantial increase from pre-pandemic levels, with value up by 14% and volume up by 3% since 2019. The market is further gaining traction due to the wide availability of various unique flavors such as malt and honey, dry fruit and nuts, elegant and floral notes, fresh fruit, and vanilla. This diversity of flavors continues to attract new customers every year.

Furthermore, the market encompasses several major players with Diageo plc, Pernod Ricard SA, Bacardi Ltd, William Grant & Sons Ltd, and The Edrington Group are at the forefront.

Scotch Whisky Market Trends

Growth of Regional Brands and Premiumization are Trends Emerging in Market

Consumption of single malt scotch whisky beverages is more likely to be associated with consumers' affluent and lavish lifestyles. This association is a key driver behind the global market growth. Consumers in major developed economies exhibit a strong interest in buying premium alcoholic products. Manufacturers are trying to emphasize launching premium and palatable brands as consumers become ‘whisky connoisseurs’ and taste assessors. Luxury whisky is one of the current consumer trends, contributing to increased revenue on a global scale.

With the recent introduction of products by companies such as Royal Statue, Pernod Ricard, and Diageo Plc., millennials and less experienced consumers will have more opportunities to explore and enjoy these offerings. In March 2023, Pernod Ricard and The Glenlivet launched The Goonlivet, a unique whisky that blends the finest single malt Scotch with the cultural phenomenon of the goon bag. The Goonlivet contains 1.5 liters of Glenlivet premium 12-year-old single malt in a bag. This innovative product, built on The Glenlivet's longstanding brand foundation, 'Original by Tradition,' has successfully resonated with a younger audience, extending the reach of the brand that has been producing single malt since 1824.

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MARKET DYNAMICS

Market Drivers

Rising Disposable Income and Growing Middle Class Population to Stimulate Market Growth

Growing disposable incomes and a rising middle class population are strong drivers of scotch whisky market growth globally, driving premium drinks consumption and redefining consumption trends in developing and emerging markets. Growing discretionary expenditure allows more consumers, notably in the Asia Pacific region, including India, Africa, and Latin America, to buy luxury spirits, driving whisky market volumes and market value. As per the National Bureau of Statistics of China, in 2023, the national per capita disposable income in China was USD 5,543.18, a nominal growth of 6.3% compared with the same period of the previous year, and a real growth of 6.1 %.

The growing demand further encourages manufacturers to launch innovative products, ensuring market growth. For instance, Bainbridge Organic Distillers has developed artisan-distilled spirits from USDA-certified organic wheat and barley, specifically grown for their distillery. Considering another instance, in September 2022, Nc’nean launched its first organic single malt whisky, which comes in a 100% recycled clear glass bottle. The new product is certified organic and is made using 100% renewable energy.

MARKET RESTRAINTS

Increasing Consumer Inclination Toward Other Alcoholic Beverages May Hamper Market Growth

In recent years, a considerable percentage of the global population has turned its preference toward beer, wine, and other alcoholic beverages. This factor has negatively affected product sales in different regions of the globe. Increasing modernization and growing alcohol consumption globally have prompted alcohol industry producers to launch innovative and bold drink variations. The gradual change in consumer preference toward different types of alcoholic beverages, such as spirits, wine, beer, and others, due to their affordability and availability, could hamper market growth. According to the American Addiction Center (AAC), a major portion of alcohol consumption globally consists of beer, cider, wine, and spirits. According to Statistics Canada, wine sales in 2020/2021 saw a 2.1% year-on-year increase, reaching USD 8 billion. Hence, the trend toward other alcoholic beverages is anticipated to pose a challenge to the global scotch whisky market forecast in the coming years, which may hamper market growth.

Segmentation Analysis

By Type

Blended Scotch Segment Holds Major Share Due to Its High Consumption and Availability

Based on type, the market is segmented into single malt, blended, and others.

The blended whisky segment held the largest global scotch whisky market share as it is the most widely consumed whisky variant due to its quality, authenticity, and rich taste. Additionally, blended scotch is crafted by mixing single malt and single grain whiskies, resulting in a balanced, approachable flavor that appeals to a broad consumer base. Its affordability relative to single malts makes it a preferred choice for daily consumption among a wide range of consumers, including those in emerging and mature markets.  

The single malt scotch whisky is the fastest-growing segment in the market, with a CAGR of 7.35%.

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By Distribution Channel

Off-trade Segment to Dominate Due to Strong Sales of Scotch Market

On the basis of distribution channel, the market is segmented into off-trade and on-trade.

The off-trade channel segment witnessed highest growth in 2024 and is expected to retain its dominance in the upcoming years. A trade distribution channel is one of the most effective sales channels for bringing products to the market. Off-trade channels include supermarkets, convenience stores, and specialty stores. It offers a wide range of products at low prices over pubs, bars, and other retail channels. This has increased the popularity of retail outlets globally. Investors are focusing on developing modern convenience stores, aiming to provide affordable and easy shopping options, thereby attracting high revenues.

The on-trade sales are also increasing due to Westernization and multiculturalism globally, which are expected to bolster the popularity of on-trade channels in the near future.

SCOTCH WHISKY MARKET REGIONAL OUTLOOK

Based on region, the market is segmented into Europe, North America, Asia Pacific, and the Middle East & Africa. Europe dominated the global market due to high product consumption.

Europe

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Europe held the major market share in 2024. Europe’s dominance is attributed to a strong tradition of whisky consumption, particularly in the U.K., as well as robust demand in countries such as France, Germany, Spain, and Italy.

Scotland is the largest producer of scotch whisky globally, exporting to various countries. The whisky production industry is one of the key industries in Europe, specifically in Scotland. With an annual output of more than 100 billion liters from more than 125 distilleries in Scotland, it constituted nearly 20% of the U.K.’s overall food and drink exports in 2019. Among European countries, France emerged as the largest consumer, importing over 174 million bottles of scotch whisky in 2019, reflecting a robust market presence. The industry has experienced a diverse global expansion over the past decade, including the emergence of start-ups and innovation.

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Asia Pacific

Asia Pacific is the fastest-growing market, with Taiwan, Singapore, India, and China witnessing growth due to changing consumer lifestyles and rapid urbanization. The increase in disposable income of consumers and the widespread adoption of Western culture have led to a growing scotch market in these regions. These factors have driven the growth of this market in the region.

North America

North America is expected to witness significant growth in the global market due to the growing popularity and preference for whisky, while being the largest importer globally. The U.S. became a significant whisky importer, and the growing number of distilleries has fueled the market demand.

Middle East & Africa

South Africa has the largest consumer food service sector in the Middle East & Africa. This region comprises various chain stores, including well-known franchises and independent food & beverage enterprises. The hotel and tourism industries are strongly related to the industry. The hospitality and tourism industry in South Africa is fiercely competitive and one of the fastest-growing economies, with a wide range of accommodations and a mix of business and leisure travelers.

COMPETITIVE LANDSCAPE

Key Industry Players

Key Players Focus on New Product Development to Stay Competitive in Market

The industry comprises both local and international players, with the number of local players exceeding that of international players. Due to the increasing demand, market players are expanding their presence globally by diversifying their product portfolios and launching new offerings. For instance, in August 2023, Eden Mill launched a new blended scotch whisky, the Guard Bridge. This blend is centered around the St. Andrews-based distillery's single malt and other single malts from distilleries in the Highlands and Lowlands of Scotland. It is bottled at 46% alcohol by volume (ABV) and retains its natural color. This product launch helped the company to enhance its product portfolio globally.

LIST OF KEY SCOTCH WHISKY COMPANIES PROFILED

• William Grant & Sons (U.K.)
• Pernod Ricard (France)
• Diageo Plc (U.K.)
• Beam Suntory, Inc. (U.S.)
• Aceo Ltd. (U.K.)
• La Martiniquaise (France)
• Edrington (U.K.)
• Asahi Group Holdings, Ltd. (Japan)
• Gordon & Macphail (U.K.)
• Bacardi & Company Limited (U.S.)

KEY INDUSTRY DEVELOPMENTS

• September 2025: Wolfcraig Whisky launched in the U.S. through a partnership with González Byass U.S. The new launch consists of a Hand-Crafted Series that includes three limited expressions for the U.S. market: Wolfcraig 14-Year-Old Deluxe Blend, 30-Year-Old Premium Blend, and 35-Year-Old Blended Grain.
• December 2024: Glenfiddich launched a limited-edition 16-year-old single malt whisky to celebrate the first anniversary of its partnership with the Aston Martin Formula One Team. The new product is aged in a combination of American oak wine casks, new American barrels, and second-fill bourbon casks. It offers tasting notes of maple syrup, caramelized ginger, fresh fruit salad, and sweet cream on the palate, bottled at 43% ABV.
• April 2023: Royal Salute launched two luxury blended scotch whiskies. The company announced the launch of a rare decanter, the Royal Salute Platinum Jubilee Edition, and the Royal Salute House of Quinn decanter. This release would be available at the Duty-Free store at the departures store of Chhatrapati Shivaji Maharaj International Airport, Mumbai. This launch helped the company increase the company’s presence in the Indian market.
• September 2022: Thirstie, an e-commerce provider of liquor brands, partnered with Benriach single malt scotch by launching a store that allows U.S. consumers to purchase whisky online. Benriach became the first brand in Brown-Forman's prestigious spirits portfolio to offer an online shopping experience in the U.S. Through Benriach's online store, powered by Thirstie, consumers enjoy a seamless digital experience through Thirstie retail partnerships and collaborations.
• April 2022: Chivas Brothers, Pernod Ricard's scotch whisky business, announced a USD 95.20 million investment in Aberlour and Miltonduff, two of the company's strategic single malt distilleries. This investment would improve sustainable distillation technology at Speyside distilleries and significantly expand production capacity to meet the growing global demand.

REPORT COVERAGE

The market research report provides a comprehensive global scotch whisky market analysis and focuses on key aspects such as key players, market share, competitive landscape, types, and distribution channels. Besides this, the report offers key insights into the market trends and highlights key industry developments. In addition to the above-mentioned factors, the report encompasses several factors that have contributed to the market's growth over recent years.

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Report Scope & Segmentation