After a very troubling few years in America, Scotch whisky finally looks set to be on the rise Stateside. Below, we’ll be exploring exactly why that is. 

By Greg Dillon 

Greg Dillon is the founder of GreatDrams.com, an award-winning independent bottler. A whisky writer and author of The GreatDrams of Scotland, his work focuses on authenticity, production, and whisky as something to be shared.

On paper, single malt Scotch whisky from Scotland, and bourbon whiskey from America couldn’t be more different. They’re produced and matured differently, using different ingredients and casks, and then of course, they taste completely different. 

Despite their differences however, the American whiskey industry has had a profound influence on Scotch here in the UK. Due to a glut of casks for example, more than 90% of all whisky produced in Scotland is first aged in American oak ex-bourbon casks. 

In America, the last few years have been fairly trying for the Scotch whisky industry, and it has seemingly been one issue after another. In recent months however, change has been in the air, and much like Obi-Wan Kenobi sensed a disturbance in the force, industry insiders have been sensing a distinct paradigm shift in the Scotch whisky markets over in America. 

Without getting ahead of myself, it looks as if the American comeback is very much on. Here are a few examples of why that could be. 

A Love-‘Like’-Love Relationship

Bourbon here in the UK has been steadily increasing in popularity over the years, but what about when we reverse the roles? Scotch whisky in America has been very up and down in terms of popularity. It seems as if the American market goes through spells of loving the stuff, before switching to something different, and then realising just how fabulous Scotch really is, and switching back. 

I wouldn’t necessarily call it a love-hate-love relationship, as surely nobody could hate Scotch. I mean, how could you? It does seem however, as if the US markets for Scotch do experience peaks and troughs and are very up and down. For a while now, they’ve been down, rather than up. That, however, is rapidly changing and all the signs and figures are pointing to the fact that America is once more going through a spell of loving our beloved Scotch, and quite right too. 

Since 2022, demand for Scotch in the USA had been steadily declining. To begin with, due to a variety of different economic factors, the cost of living globally skyrocketed. Energy prices were through the roof, as were fuel prices, as was inflation, and as were interest rates to tackle said inflation. What did this mean for American drinkers? Basically, less cash in their pockets, which meant less money to spend on luxuries such as their favourite bottles of Scotch. 

On top of that, a post-pandemic slump in terms of consumer demand meant that not as many Americans were drinking Scotch as they had been years prior. Rather than buying premium whiskies, they instead looked for cheaper alternatives, or worse still, alternatives to whisky in general. 

As if the above wasn’t bad enough, Donald Trump’s 10% import tariffs in late 2025 resulted in a considerable increase in costing. In that same year, Scotch whisky import values dropped by as much as 4%, with volume dropping by a staggering 9%. 

Yep, it’s been a rough few years Stateside, but thankfully, there is light at the end of the tunnel. Scotch whisky’s popularity is once again surging, and demand is greater now than it has been in a considerable amount of time. 

Why is Scotch Becoming Popular in America Once Again?

Life has a funny way of repeating itself, and as the saying goes ‘the more things change, the more they stay the same’. 

Scotch has very much been in and out of fashion in America over the decades, and currently, it finds itself very much in vogue. This is hardly surprising considering the fact that the US has been the number one global market for Scotch whisky exports for quite some time. So far, Q2, 2026 looks set to see a Scotch whisky resurgence. 

Here are a few examples of why that may be. 

Popularity Amongst Younger Drinkers 

While stereotypically considered to be an ‘old man’s drink’ for many years, it seems as if America’s younger drinkers are finally discovering the beauty of a fine single malt. 

Thanks to clever marketing, social media ad campaigns, “trendier” branding, and an increase in the number of cocktails using Scotch, younger drinkers across America in the 21 – 34 demographic, are now turning to Scotch, trying it, and loving it. 

Greater Emphasis on Premium Quality 

While 2022 – 2024 saw virtually everybody turn to cheaper alternatives to their regular favs, it seems as if more drinkers across America are now placing a greater emphasis on quality. 

Instead of a cheap whisky that gives them a buzz, and not much else, they’re looking for premiumisation and quality. Scotch consumers Stateside would much rather enjoy a more expensive, more mature, premium quality dram over a cheap and inferior product, even if it means drinking less.