Abstract
Total malt Scotch sales fell by 4.8% in 2009 to 6.1m nine-litre cases, as the
global recession took hold. This drop reversed the prior five-year performance
of 2% CAGR growth. The impact of the recession was most pronounced in the more
developed Western markets. The recession was characterised by a shift from on-
to off-premise consumption. Although the malt category isn' t as on-trade
developed and focused as other categories, the fact that the on-trade was down
did have some impact on volumes. Destocking was also a factor in the first
half of 2009. The important travel retail channel, the third-largest malt
market, was also hard hit as global travel declined, with the business
traveller segment being particularly hard hit.
Ian Macleod Distillers' managing director Leonard Russell believes the
economic problems have led to polarisation within the market. “As a
company, we have benefited from polarisation of consumer demand whereby
affordable luxury whisk(e)y at the top end has seen some growth. A general
trading down from standard brands to more competitively priced Scotch whiskies
and own-labels has been prevalent.”
Nevertheless, the long-term outlook is very positive. This report forecasts
that total malt sales will rise by 14.7% between 2009 and 2015 to reach 7m
cases.
This latest report from just-drinks/IWSR provides a complete market analysis
of the global malt whisky sector, offering an expert review off the markets,
brands, categories and companies.
Latest consumption volume data includes actual 2009 volumes, with all data
tables trending from 1999 to 2009/2015. Coverage includes the top ten
companies' and brands' volumes in each major market and region, and overall
volumes globally and by region and major market.
In-depth interviews with the following major players provide unique and candid
opinion that enhances the analysis:
- Beam Global Spirits & Wine Scotch brand director
- Bushmills' global brand director
- Campari CEO
- Chivas Brothers' brand director for malts
- Chivas Brothers' chairman and CEO
- Chivas Brothers' marketing director
- Cooley Distillery sales and marketing director
- Dewars' global brand director
- Diageo' s global head of Whisk(e)y, Gins and Reserve brands
- Diageo' s Scotch Knowledge and Heritage director
- Duty Free Americas liquor purchasing manager
- Edrington director of malts
- Glenglassaugh managing director
- Ian Macleod director Americas, Africa and Europe
- Ian Macleod Distillers' managing director
- Morrison Bowmore CEO
- Suntory marketing director, whisky
- The Nuance Group Europe buying and merchandising director
- Whyte & Mackay global sales and marketing director
- William Grant & Sons' global marketing director
The report looks at the recent performance of the malt whisky sector, then
discusses the scope of the market, analysing the following key trends and
topics:
- Market drivers
- Room for growth?
- Industry structure
- Role of innovation
- The move into super luxury
- The comparison of young versus mature markets
- Future of blended malts
- Age statements
- Inventory situation
- Future competition
The report provides detailed analysis of the major markets' recent performance
including coverage of:
- United States
- United Kingdom
- Germany
- Switzerland
- The Netherlands
- Russia
- Spain
- France
- Taiwan
- China
- Japan
- South Korea
- India
- South Africa
- Travel retail
A couple of appendices round off the coverage looking at new regulations and
major production moves in the industry.
Market data is provided for the following brands:
- Aberlour
- Ballantines
- Balvenie
- Bowmore
- Bruichladdich
- Caol Ila
- Cardhu
- Classic Malts
- Dalmore
- Famous Grouse
- Glen Deveron
- Glen Grant
- Glen Moray
- Glen Turner
- Glenfarclas
- Glenfiddich
- Glenmorangie
- Glenrothes
- Heritage Scotch
- Highland Park
- Isle of Jura
- Johnnie Walker
- Knockando
- Laphroaig
- Loch Lomond
- McClellands
- Prime Blue Scotch
- Spey
- Speyburn
- Strathisla
- The Glenlivet
- The Macallan
- The Singleton
- Tomatin
Use this report to:
- understand the size and scope of the market
- know what' s driving the trends within the sector
- hear what the leading brands' latest thinking is
- see where the future lies for the sector
Table of Contents
Chapter 1 - Recent performance
Chapter 2 - Scope of the market
- Market drivers
- Headroom for growth
- Industry structure
- Role of innovation
- Move into super luxury
- Horses for courses
- Future of blended malts
- Age statements
- Vox pops
- Inventory situation
- Future competition
Chapter 3 - North America market performance
- United States
- Rest of Americas
- Canada
Chapter 4 - Europe market performance
- United Kingdom
- Germany
- Italy
- Switzerland
- The Netherlands
- Russia
- Spain
- France
Chapter 5 - Asia market performance
- Taiwan
- China
- Japan
- South Korea
- India
- Other markets: South Africa
Chapter 6 - Travel retail market performance
Appendix 1: New regulations
Appendix 2: Major production moves
List of figures
- Figure 1: Glenfiddich: The world.s largest single malt brand
- Figure 2: The Balvenie has a more esoteric positioning
- Figure 3: Glenfiddich.s new advertising campaign rolled out late last year
- Figure 4: The Macallan: success in Asia
- Figure 5: Smokehead is an attempt to make the category more contemporary
- Figure 6: Singleton is Diageo.s attempt to build a mainstream malt brand
- Figure 7: Hibiki is leading a renaissance for Japanese whisky
- Figure 8: Production of Japanese whisky is also struggling to meet demand
- Figure 9: The major Scotch companies have been boosting production capacity
- Figure 10: Production at Diageo.s new Roseisle distillery
List of tables
- Table 1: Global malt scotch consumption, 1999-2015 (‘000s nine-litre
cases) and 2009 value (US$‘000s)
- Table 2: Top ten countries by malt scotch consumption, 1999-2015
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 3: Top ten fastest growth markets by malt scotch consumption,
1999-2015 (‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 4: Share of malt Scotch on total Scotch in each market
- Table 5: Malt scotch consumption by region, 1999-2015 (‘000s
nine-litre cases) and 2009 value (US$‘000s)
- Table 6: Global top ten companies by malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 7: Global top ten brands by malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 8: 2008 and 2009 Scotch malt whisky stock by age
- Table 9: Top ten companies in North America malt scotch consumption,
1999-2009 (‘000s ninelitre cases) and 2009 value (US$‘000s)
- Table 10: Top ten brands in North America malt scotch consumption,
1999-2009 (‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 11: Top ten companies in United States malt scotch consumption,
1999-2009 (‘000s ninelitre cases) and 2009 value (US$‘000s)
- Table 12: Top ten brands in United States malt scotch consumption,
1999-2009 (‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 13: Top ten companies in Rest of America malt scotch consumption,
1999-2009 (‘000s ninelitre cases) and 2009 value (US$‘000s)
- Table 14: Top ten brands in Rest of Americas malt scotch consumption,
1999-2009 (‘000s ninelitre cases) and 2009 value (US$‘000s)
- Table 15: Top ten companies in Canada malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 16: Top ten brands in Canada malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 17: Top ten companies in Europe malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 18: Top ten brands in Europe malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 19: Top ten companies in UK malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 20: Top ten brands in UK malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 21: Top ten companies in Germany malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 22: Top ten brands in Germany malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 23: Top ten companies in Italy malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 24: Top ten brands in Italy malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 25: Top ten companies in CIS malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 25: Top ten companies in CIS malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 26: Top ten brands in CIS malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 27: Top ten companies in Spain malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 28: Top ten brands in Spain malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 29: Top ten companies in France malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
- Table 30: Top ten brands in France malt scotch consumption, 1999-2009
(‘000s nine-litre cases) and 2009 value (US$‘000s)
