全球麥芽烕士忌市場：市場預測（至2012年）

Abstract

The global market review of malt whisky - forecasts to 2012 is the first of our joint titles with The International Wine and Spirit Record (The IWSR). The IWSR brings 35 years of experience in providing first-class, primary brand data that focuses exclusively on the global alcoholic beverage market.

This extensive new report provides exclusive research for the malt whisky market (blended and single), and contains 38 detailed tables. They include actual volume data from 1997 through to 2006, and forecast data to 2012 for the top 10 brands and companies, on a global, regional and country basis for malt whisky consumption.

The market for malt whisky continues to rise with volumes up by 5.2% in 2006, standing at just over 6m cases, making it worth an estimated US$2.4m.

It now grows faster than blended Scotch and the category continues to shift towards the premium end of the spectrum. And yet, amidst the optimism that pervades the industry just-drinks has found issues that need to be addressed if malt whisky is to truly establish itself as a premium spirits category.

If malt is to grow, should it disassociate itself from blended Scotch and establish itself as a separate premium spirits category with a wider competitive set? More worryingly, at only 7.3% of the total Scotch category, and given the growing premiumisation of the market, is malt whisky under-performing when compared to the rest of the drinks industry?

The report aims to answer these questions, and further investigate the performance of most of the major malt brands, such as Glenfiddich, The Glenlivet and The Macallan. It discusses the evolution of the category' s continuing shift to premium, and reviews the performance of the major markets. Comment from executives, such as Andrew Gray, sales director, Bruichladdich and David King, Glenrothes are included.

Table of Contents

Chapter 1 Brand performance

• The trend to premium
• The major markets
• The US
• France
• The UK
• Spain and Japan
• Taiwan
• Canada
• Duty free
• Germany
• Italy

Chapter 2 Brand marketing strategies

• Who drinks malt?
• How do malts differentiate themselves from the crowd?
• Malt as brand: a progress report
• Can malt be luxury?
• The over-arching idea?
• The consequence of slowness (or was Cardhu right?)
• Are we there yet?

Chapter 3 Does anyone know how much whisky there is?

• Will malts pay the price for blends' success?
• Pricing
• Play…or walk away?
• The flight of the mavens?
• Regional data
• Asia
• Australasia
• Commonwealth of Independent States (CIS)
• Europe
• North America
• Rest of Americas

List of tables

• Table 1: Global malt whisky consumption, 1997-2012 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 2: Malt whisky consumption by region, 1997-2012 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 3: Global top ten brands by malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 4: Global top ten companies by malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 5: Top ten markets by malt whisky consumption, 1997-2012 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 6: Top ten fastest growth markets by malt whisky consumption, 1997-2012 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 7: Top ten brands in US malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 8: Top ten companies in US malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 9: Top ten brands in France malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 10: Top ten companies in France malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 11: Top ten brands in UK malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 12: Top ten companies in UK malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 13: Top ten brands in Spain malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 14: Top ten companies in Spain malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 15: Top ten brands in Japan malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 16: Top ten companies in Japan malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 17: Top ten brands in Taiwan malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 18: Top ten companies in Taiwan malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 19: Top ten brands in Canada malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 20: Top ten companies in Canada malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 21: Top ten brands in duty free malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 22: Top ten companies in duty free malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 23: Top ten brands in Germany malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 24: Top ten companies in Germany malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 25: Top ten brands in Italy malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 26: Top ten companies in Italy malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 27: Top ten brands in Asia malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 28: Top ten companies in Asia malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 29: Top ten brands in Australasia malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 30: Top ten companies in Australasia malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 31: Top ten brands in CIS malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 32: Top ten companies in CIS malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 33: Top ten brands in Europe malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 34: Top ten companies in Europe malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 35: Top ten brands in North America malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 36: Top ten companies in North America malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 37: Top ten brands in Rest of Americas malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)
• Table 38: Top companies in Rest of Americas malt whisky consumption, 1997-2006 (‘000s nine-litre cases) and 2006 value (US$' 000s)