The Top 10 Scotch Markets in the World

Whisky is a sprit enjoyed all over the globe, and for good reason. It’s a spirit that is synonymous with Scotland, and it is one which is deemed to be incredibly value.

Whereas whisky/whiskey comes in a variety of different strengths, flavours, and varieties, it is Scotch whisky that many consider to be the best of the best. Needless to say, there is a huge global market for Scotch and as the whisky industry continues to grow and expand, the demand for premium quality Scotch is only going to increase.

What many people fail to realise however, is just how popular Scotch is across the globe. Not only is it hugely popular in North America, France, and Japan, there is also an incredible demand for it in countries such as Taiwan, India, and Germany.

Each year the demand for Scotch whisky increases, and to emphasise this we’re going to look at the top 10 Scotch markets in the world right now, in terms of value and in terms of volume.

So, without any further delay, here’s a look at the top 10 Scotch markets in the world for 2023, compared with 2022.

Top 10 Scotch Whisky Markets by Value H1, 2023

Up first we’re going to look at the top 10 markets for Scotch whisky in terms of value.

Just like last year, it’s the USA and Europe leading the way here, with France in particular, swapping a glass of red for a wee dram of single malt Scotch.

But who else is leading the way in terms of Scotch whisky markets by value? Some of the answers may surprise you.

  1. USA £437 Million (down 5.1% compared with H1, 2022, which stood at £460 Million)
  2. France £235 Million (up 4% compared with H1, 2022, which stood at £226 Million)
  3. Singapore £165 Million (up 59.0% compared with H1, 2022, which stood at £104 Million)
  4. Taiwan £149 Million (up 21.4% compared with H1, 2022, which stood at £123 Million)
  5. China £135 Million (up 39.5% compared with H1, 2022, which stood at £97 Million)
  6. India £94 Million (down 28.1% compared with H1, 2022, which stood at £131 Million)
  7. Germany £91 Million (up 3.1% compared with H1, 2022, which stood at £88 Million)
  8. Japan £86 Million (up 6.1% compared with H1, 2022, which stood at £81 Million)
  9. Spain £81 Million (up 14.9% compared with H1, 2022, which stood at £71 Million)
  10. South Korea £64 Million (up by 9.6% compared with H1, 2022, which stood at £59 Million)

Top 10 Scotch Whisky Markets by volume (70cl bottles equivalent) H1, 2023

Once again, we’ve seen a huge shift in the amount of Scotch whisky being consumed in France, and indeed, in India, despite the latter seeing a decline of nearly 30% in value compared with H1, 2022.

As a result of global economics and the economic uncertainty we find ourselves in, all but two of the markets we’ll be looking at shortly are down for H1 2023 compared with H1, 2022.

Here’s a look at the top 10 Scotch whisky markets by volume compared with H1, 2022.

  1. France: 88 million bottles (down 12.6% compared with H1, 2022, which stood at 101 million bottles)
  2. India: 72 million bottles (down 31.4% compared with H1, 2022, which stood at 106 million bottles)
  3. USA: 59 million bottles (down 14.9% compared with H1, 2022, which stood at 70 million bottles)
  4. Japan: 31 million bottles (down 14.5% compared with H1, 2022, which stood at 36 million bottles)
  5. Spain: 28 million bottles (down 6.7% compared with H1, 2022, which stood at 31 million bottles)
  6. Germany: 27 million bottles (down 23.0% compared with H1, 2022, which stood at 35 million bottles)
  7. Brazil: 21 million bottles (down 57.0% compared with H1, 2022, which stood at 50 million bottles)
  8. Turkey: 19 million bottles (up 14.5% compared with H1, 2022, which stood at 16 million bottles)
  9. Netherlands: 17 million bottles (up 8.4% compared with H1, 2022, which stood at 16 million bottles)
  10. Poland: 16 million bottles (down 9.9% compared with H1, 2022, which stood at 18 million bottles)

Why Have Scotch Whisky Exports Increased so Much?

Over the last few years, we’ve seen Scotch whisky exports on an upward trajectory, exported to close to 200 markets all over the world.

We’ve seen Scotch exports increase by more than 30% and as demand for this spirit grows, so too will that number.

Factors affecting this increase in Scotch exports are things such as:

  • Affordability
  • Improved transport and shipping links
  • Marketing and advertising
  • Improved quality of Scotch in general

Despite the fact that, by volume, Scotch whisky sales are largely down compared with last year, considering the economic uncertainty we find ourselves in, those numbers are still impressive and economic forecasters are confident 2024 will be a better year.

Photo by Edgar Chaparro on Unsplash 

Tags: Scotch Marketstop 10
Greg

Greg

My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.

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