Most recent whisky news has centred around the growth of Scottish Whisky and sales in the Asian Market, however one area which if often overlooked by the British media is the growth of non-scotch whiskey. The top selling non Scotch whiskies are Irish and American (of course) however Indian, Japanese, Canadian and even Swedish whiskies are making strong progress in the ever more competitive export market. Since 2001 whiskey (not distilled in Scotland) exports have grown at an average of 6.9%.
This growth is led by mainly by Irish whiskey however the in the single malt Scotch whisky market it is Japan who have really brought some quality whisky to the international markets. Brands such as Suntory’s Yamazaki are now widely available across Scotland’s supermarkets, a mark of real success in the whisky business. Sales of American and Canadian Bourbon are also on the up internationally as people try new and exciting brands rather than the staple Canadian Club, Jack Daniels or Jim Beam. Much of this possible as consumers are now able to buy whiskey online rather than rely on the local alcohol retailer. Indian whisky sales although increasing is mainly increasing within its India’s borders but are growing mainly within the Indian ex-pat community. There is ample evidence that the Scottish Whisky Industry should not be complacent after the recent boom in scotch whisky sales, the competition is only going to increase.