Global Single Malt Whisky Market Size 2017 by Type (Scotch Whisky, American Whisky, Irish Whisky, Others), by Distribution Channel (Supermarkets, On-Trade, Specialist Retailers, Online, Convenience Stores), By Region and Forecast 2020 to 2030

The rise of an aspiring and increasingly discerning middle class population in countries globally is among the most prominent demographic and social trends of the 21st century which is driving most of the consumer markets. The world is getting wealthier and is witness a rise in the number of middle-class consumers with higher disposable income and a higher propensity to consume. This number is projected to rise dramatically over the course of 15 years, especially in Asia- Pacific.

Across the world, this expanding demographic are not only exhibiting rising disposable income but also a readiness to pay for rare and expensive single malt whisky. With rising aspirations and increasing disposable incomes, consumers are upgrading towards premium segments. Furthermore, the rising popularity among millennials have led to the whiskey manufacturers to expand their customer reach via the introduction of novel and edgy drinks. Companies claim that a large volume of their sales is being driven by young consumers, thereby compelling distillers to position some of their brands as more edgy and vibrant. For instance, Monkey Shoulder, a quirky blend of three single malts that launched in India in 2015, sells nearly 100 bottles a day in just two markets — Delhi-NCR and Mumbai. Premium single malt whiskies historically have been bought usually at duty free shops at lower prices. However, distillers have begun to push their premium brands via pubs, restaurants and bars which attract younger patrons and thereby increase their revenues. Therefore, the global single malt whisky market is primarily been driven by trends which include rising number of middle class income with increased demand for premium produced, and targeting of millennial population with quirky and attractive offerings.

The single malt whisky refer to whisky distilled at a single distillery from malted barley and water without adding any other cereals, and via batch distillation inside pot stills. However, the single malt whisky produced in Scotland are the most preferred and are produced only form malted barley. The single malty whisky matures in minimum of three years, but Scotch malt Whisky takes at least ten years for its maturity, and more frequent that it exceeds this period. Generally, Scotch whisky is produced in similar manner, though they don't taste the same. Along with variance in production methods which defers from distillery to distillery, the single malt whisky belonging to different regions of Scotland possess a unique flavor profile. For instance, the Highland whiskies are lighter, whereas Seaside whiskies have a more elegant flavor, and those produced on the "Islands" have the tendency to be rendered slightly salty from the ocean air.

Similarly, single malts manufactured in other locations possess their own methods and characteristics. Few may make use of grains instead of barley. Japanese single malts are believed to rival the flavor from its Scottish rivals. Numerous American distilleries have made impressive experiments in their single malt whiskies. However, Scotch whisky is the most demanded single malt whisky all over the world. Distillers set levels of production by estimating the level of demand for their product over the next decade. The Scotch whisky demand can be effectively gauged from its import level in the global market. The global single malt whisky market segmented on the basis of type was dominated by Scotch whisky accounting for nearly 60% of the overall sales.

Scotch whisky exports in 2018 were record setting, according to data published by HM Revenue & Customs. The value of export of all Scotch whisky during 2018 was pegged at USD 6.05 billion which was a 7.8% gain from the previous year. Additionally the volume of exports grew to 1.28 billion 70cl bottles, an increase of 3.6% from 2017 and surpassing the previous high of 1.26 bottles set in 2011. Geographically, the U.S. dominated the market, becoming the first-ever export market termed as the “billion pound” market in 2018. The U.S. export of Scotch whisky increased by 12.8% increase to reach a value of USD 1.8 billion in 2018. The global single malt whisky market sales which is dominated by the Scotch whisky sales is therefore witnessing tremendous demand in the global market, which is evident through the record setting export volume.

The global single malt whisky market is dominated by Asia Pacific which accounted for nearly 30% of the overall market revenue in 2018. China is estimated to be the single largest consumer of alcohol in the world with an increasing luxury consumer base enabling higher penetration opportunity for international spirits, particularly for single malt whisky. By 2025, 75% of China’s urban population is expected to be classified as middle class; a trend which is assisting demand growth of premium products like Johnnie Walker.

The region’s revenue stood at USD 816 million in 2018. The revenue of the market in this region is driven by the demand in China, Japan, India and Southeast Asian countries. Singapore was the largest importer of Scotch whisky followed by Taiwan and India. Additionally, there has been a spurt of regional/local whisky brands in markets which include India, and Japan which presents opportunities for single malt whisky market to capitalize on premiumization trends as disposable incomes increase in these countries