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Study
forecasts growth in Scotch whisky sales.
According to a report from VINEXPO,
the world’s leading wine and spirits
exhibition single and blended malt
whiskies are fuelling a revival of
Scotch whisky sales worldwide and this
year Scotch whisky began a new period of
growth.
The VINEXPO/IWSR global spirits study
2015-2020 forecasts that sales of all
types of Scotch whisky will start to
climb from a plateau of 86.5 million
9-litre cases to reach 93.8 million
cases by 2020.
The report comments that from their
smaller base malts will grow faster than
blended whiskies due to their craft and
provenance credentials. Higher priced
segments will continue to gain market
share while North America and Asia will
see the fastest development of malt
Scotch over the period.
The rapid development of malt Scotch in
the US will offset the decline of
blended Scotch leaving overall volumes
flat.
The major growth regions worldwide will
be Asia and Latin America. Volume sales
in the Asia Pacific region are forecast
to grow from just over 14 million
9-litre cases in 2016 to more than 16.5
million cases by 2020.
In the UK, Scotch continues to lose
ground as core consumers age or move to
more on-trend categories. Malts are
likely to see higher growth at
super-premium level.
Scotch and US whiskies are together
expected to be the best-performing
international spirits categories between
2016 and 2020. Consumption of Bourbon is
set to rise from 39.5 million cases in
2015 to 46.5 million cases in 2020.
But for volume they are outshone by
national spirits of which Baiju, almost
exclusively drunk in China, and
Indian-made foreign liquour are the
leaders. National spirits such as these
account for the rise in world spirit
consumption and will keep China in the
number one spot with sales of 1.27
billion 9-litre cases by 2020. Total
Baiju consumption is forecast to reach
1.4 billion cases that year.
Gin is another spirits sector
experiencing consumption growth ‘for the
first time in decades’. The rise is due
to the growth of premium-and-above gins
together with elaborate gin and tonic
mixes and imaginative marketing, says
the report.
While all regions, bar Asia and North
America, are expected to grow, Europe
will be the driving force behind the
category and is forecast to become the
world’s largest gin-consuming region by
2020.
Sales of Gin and Genever (the latter
falling) are forecast to reach 55.6
million 9-litre cases by 2020. In Europe
in the same period they are slated to
rise from 15.8 million 9-litre cases to
18.2 million cases by 2020.
The interest in Gin is attributed to
consumer curiosity aroused by the
explosion of different brands with
various craft and quality cues, as well
as the cocktail segment. Classic
cocktails are driving the trend in
Australasia while the emergence of
cocktail bars in major bars in Asia is
essential to the prosperity of
Premium-and-above Gins.
Tequila is poised to be ‘extremely
buoyant’ in coming years, especially in
the Americas where it is supported by
the growth in the Margarita cocktail.
The UK is expected to be a key sales
driver as perceptions of the spirit
improve. World consumption of Tequila is
set to reach 32.9 million cases over the
next five years
By contrast Vodka brandy and rum
expected to see most decline.
Vodka has seen sales fall at home in the
CIS and in Europe and the USA. As a
result world consumption will fall from
471.2 million cases in 2015to 438.8
million by 2020.
Rum consumption is showing a global
decline which has been apparent
from2011. However, the rate of decline
will slow in the next five years from
140 million 9-litre cases in 2015,
global rum consumption is expected to
fall to 136 million cases by 2020.
Global brandy peaked in 2011 and is now
set to fall from 175.7 million cases to
161.7 million by 2020.
Total world consumption of spirits is
expected to be 3.19 billion cases by
2020.
You will find a fantastic selection of
whisky and other spirits available from
specialist online whisky retailers such
as
Master of
Malt
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