American Whiskey Market by Type (Bourbon, Tennessee, Rye Whiskey), Geography (U.S., Canada, Mexico, U.K., Germany, France, Spain, Russia, Poland, Italy, Austria, Switzerland, Australia, Japan, China, India, Brazil, Argentina, Chile) - Forecast to 2025

  • Report ID:MRFB - 104343
  • Pages: 120
  • Oct 2019
  • Formats*: PDF
  • Category: Food & Beverages

1. Research Methodology
    1.1. Research Process
           1.1.1. Secondary Research
           1.1.2. Primary Research
           1.1.3. Market Size Estimation

2. Executive Summary

3. Market Insights
    3.1. Introduction
    3.2. Market Dynamics
           3.2.1. Market Drivers
                     3.2.1.1. Growing demand for premium American whiskies and rising number of super-premium and ultra-premium                                      brands
                     3.2.1.2. Rapid urbanization across globe
                     3.2.1.3. Fast growing cocktail market
           3.2.2. Market Challenges
                     3.2.2.1. Stringent government rules and regulations
                     3.2.2.2. Changes in consumer preferences and threat of substitutes
           3.2.3. Market Trends
                     3.2.3.1. Marketing strategy & promotions and new product launches
                     3.2.3.2. Rising export of American whiskey

4. Global American Whiskey Market, by Product Type
     4.1. Introduction
     4.2. Bourbon Whiskey
     4.3. Tennessee Whiskey
     4.4  Rye Whiskey

5. Regional Analysis
     5.1. Introduction
     5.2. North America
            5.2.1. U.S.
            5.2.2. Canada
            5.2.3 Mexico
     5.3. Europe
            5.3.1. U.K.
            5.3.2. Germany
            5.3.3. France
            5.3.4. Spain
            5.3.5. Russia
            5.3.6. Poland
            5.3.7. Italy
            5.3.8. Austria
            5.3.9. Netherlands
            5.3.10. Switzerland
            5.3.11. Rest of Europe 
     5.4. Asia-Pacific 
            5.4.1. Australia 
            5.4.2. Japan
            5.4.2. China
            5.4.3. India
            5.4.4. Rest of Asia 
     5.5. Latin America
            5.5.1. Brazil
            5.5.2. Argentina
            5.5.3. Chile
            5.5.4. Rest of Latin America
     5.6 Middle East and Africa

6. Competitive Landscape
     6.1. Market Share Analysis

7. Company Profiles (Business Overview, Financial Overview, Product Portfolio, Recent Developments)
     7.1. Beam Suntory, Inc.
     7.2. Brown-Forman Corporation  
     7.3. Diageo PLC
     7.4. Davide Campari-Milano S.p.A. 
     7.5. Heaven Hill Brands   
     7.6. Sazerac Company, Inc. 
     7.7. Kirin Holdings Company, Limited
     7.8. Luxco, Inc.
     7.9. Castle Brands Inc.
     7.10. Tuthilltown Spirits

8. Appendix

List of Tables

Table 1 Top Ten Markets for American Whiskey across the Globe, 2018
Table 2 American Whiskey Market Size, by Product Type, 2017-2025 ($Million)
Table 3 American Whiskey Market Size, by Product Type, 2017-2025 (Liters)
Table 4 Bourbon Whiskey Market Size, by Country/Region, 2019-2025 ($Million)
Table 5 Bourbon Whiskey Market Size, by Country/Region, 2019-2025 (Liters) 
Table 6 Tennessee Whiskey Market Size, by Country/Region, 2019-2025 ($Million) 
Table 7 Tennessee Whiskey Market Size, by Country/Region, 2019-2025 (Liters)
Table 8 Rye Whiskey Market Size, by Country/Region, 2019-2025 ($Million) 
Table 9 Rye Whiskey Market Size, by Country/Region, 2019-2025 (Liters)
Table 10 North America: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 11 North America: American Whiskey Market size, by Country, 2017-2025 (Liters)
Table 12 North America: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 13 North America: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 14 U.S.: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 15 U.S.: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 16 Canada: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 17 Canada: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 18 Mexico: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 19 Mexico: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 20 Europe: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 21 Europe: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 22 Europe: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 23 Europe: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 24 U.K.: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 25 U.K.: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 26 Germany: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 27 Germany: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 28 France: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 29 France: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 30 Spain: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 31 Spain: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 32 Russia: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 33 Russia: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 34 Poland: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 35 Poland: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 36 Italy: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 37 Italy: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 38 Austria: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 39 Austria: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 40 Netherlands: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 41 Netherlands: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 42 Switzerland: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 43 Switzerland: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 44 RoE: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 45 RoE: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 46 Asia-Pacific: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 47 Asia-Pacific: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 48 Asia-Pacific: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 49 Asia-Pacific: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 50 Australia: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 51 Australia: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 52 Japan: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 53 Japan: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 54 China: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 55 China: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 56 India: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 57 India: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 58 Rest of Asia: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 59 Rest of Asia: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 60 Latin America: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 61 Latin America: American Whiskey Market size, by Country, 2017-2025 ($Million)
Table 62 Latin America: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 63 Latin America: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 64 Brazil: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 65 Brazil: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 66 Argentina: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 67 Argentina: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 68 Chile: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 69 Chile: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 70 Rest of Latin America: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 71 Rest of Latin America: American Whiskey Market size, by Product, 2017-2025 (Liters)
Table 72 Middle East & Africa: American Whiskey Market size, by Product, 2017-2025 ($Million)
Table 73 Middle East & Africa: American Whiskey Market size, by Product, 2017-2025 (Liters)

List of Figures

Figure 1 Research Process
Figure 2 Key Executives interviewed
Figure 3 Global American Whiskey Market, 2019-2025, $Million
Figure 4 Global American Whiskey Market by Type, 2019-2025, $Million
Figure 5 Global American Whiskey Market, Regional Analysis, 2018
Figure 6 Market Dynamics
Figure 7 U.S.: Share of American Whiskey by Volume, 2017
Figure 8 % of World’s Population Living in Cities (2016-2050)
Figure 9 Top American Whiskey Consumers Across the Globe
Figure 10 U.S. Spirit Export, by Value, 2017
Figure 11 North America: American Whiskey Market, by Country, $Million, 2019-2025
Figure 12 U.S.: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 13 U.S.: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 14 Canada: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 15 Canada: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 16 Mexico: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 17 Mexico: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 18 Europe: American Whiskey Market, by Country, $Million, 2019-2025
Figure 19 U.K.: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 20 U.K.: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 21 Germany: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 22 Germany: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 23 France: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 24 France: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 25 Spain: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 26 Spain: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 27 Russia: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 28 Russia: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 29 Poland: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 30 Poland: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 31 Italy: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 32 Italy: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 33 Austria: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 34 Austria: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 35 Netherlands: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 36 Netherlands: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 37 Switzerland: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 38 Switzerland: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 39 RoE: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 40 RoE: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 41 Asia-Pacific: American Whiskey Market, by Country, $Million, 2019-2025
Figure 42 Australia: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 43 Australia: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 44 Japan: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 45 Japan: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 46 China: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 47 China: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 48 India: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 49 India: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 50 Rest of Asia: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 51 Rest of Asia: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 52 Latin America: American Whiskey Market, by Country, $Million, 2019-2025
Figure 53 Brazil: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 54 Brazil: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 55 Argentina: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 56 Argentina: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 57 Chile: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 58 Chile: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 59 Rest of Latin America: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 60 Rest of Latin America: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 61 Middle East & Africa: American Whiskey Market Size, by Volume, in Liters, 2018
Figure 62 Middle East & Africa: American Whiskey Market Size, by Value, in $Million, 2019-2025
Figure 63 Global American Whiskey Market Share Analysis, by Value, 2018
Figure 64 Beam Suntory, Inc.: Financial Overview (2016-2018)
Figure 65 Brown-Forman Corporation: Financial Overview (2016-2018)
Figure 66 Diageo plc: Financial Overview (2016-2018)
Figure 67 Davide Campari-Milano S.p.A.: Financial Overview (2015-2017)
Figure 68 Kirin Holdings Company, Limited.: Financial Overview (2016-2018)
Figure 69 Castle Brands Inc.: Financial Overview (2016-2018)


The Global American Whiskey Market is expected to grow at a CAGR of 9.9% from 2019 to reach $16.8 billion by 2025. Over the last ten years, bourbon has seen a rapid rise in popularity around the world. International adult consumers are exploring more expensive U.S. spirits driven by their fascination with American whiskey’s heritage, as well as its mixability and versatility in cocktails. Growing demand for premium American whiskies and rising number of super-premium and ultra-premium brands, rapid urbanization across the globe, and fast growing cocktail market are the key factors driving the growth of American whiskey market across the globe.

Growing demand for premium whiskies from the millennial population with the introduction of new flavors

The demand for American whiskies – Bourbon, Tennessee, and Rye is growing significantly in the U.S. and abroad. The consumers are becoming more knowledgeable and their thrust to explore a different variety of premium whiskies is driving the demand for American whiskey. Moreover, consumer tastes for premium American spirits and favorable exchange rates are also supporting the global sales of American whiskies. Super-premium whiskies are particularly popular with American consumers, with luxury Bourbon and Tennessee whiskies recording double-digit growth in the past few years. Millennials of legal drinking age are the major drivers for innovation and premiumization. This further aids in the revenue growth of American whiskey manufacturers. Several American whiskey bottlers are working at 100% capacity to meet the demand for American whiskies in the U.S. and other foreign nations. With growing demand, the producers are focusing to expand their production capacity and it is estimated that approximately $1.2 billion would be invested in the expansion of these projects in the next two years.

Marketing strategy & promotions and new product launches are the emerging trends positively supporting the market growth

The companies are coming up with innovative ideas to promote their products and tackle competition in the market by positioning their products with better brand recognition, brand provenance, quality of product and packaging. The companies are boosting their sales by adopting new marketing strategies and doing campaigns to increase awareness about their products in the market. In 2017, Jack Daniel’s launched its new charcoal mellowed Tennessee rye whiskey and produced a new seasonal blend of apple cider liqueur, spices and Jack Daniel's Old No. 7 Tennessee Whiskey.

Brown-Forman, one of the leading players in the market, adopted the strategy of educating the bar staff and consumers about the American whiskey segment. In the U.K., the company launched a campaign "Welcome to the World of American Whiskey: The Story of Man and Oak" in 2015. The company is focusing on maximizing the sales of American whiskey by balancing styles and flavors. Also, Brown-Forman introduced three new flavor code profiles: laid back and mellow, full and spicy, and big and bold to attract more consumers for American whiskey.

Jim Beam also uses innovative marketing approach by executing a three-dimensional (3D) sound program for on-premise sampling and trial in the U.S. This interactive experience makes use of audio content, which provides consumers the unique experience of making and enjoying the new Jim Beam Apple and Soda cocktail through the depth and dimensional effects. To strengthen their consumer base and meet the growing demands of the market, the companies are boosting their product offerings by launching new products.

American Whiskey Market
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Asia-Pacific: The Fastest-growing regional market

North America commanded the largest share of the global American whiskey market, followed by Europe, Asia, Latin America, and Middle East & Africa. However, the Asia Pacific region is expected to grow at the fastest CAGR during the forecast period, primarily due to the growing demand for premium Japanese barrel-aged whiskey, favorable trade policies, and rising demand for the highball, a mix of whiskey and soda served over ice. Increasing consumption in developing countries like India and Australia is further supporting the growth of this market in this region.

American Whiskey Market Key Players:

The report includes a competitive landscape based on extensive assessment of the key strategic developments adopted by leading market participants in the industry over the past 4 years (2016-2019). The key players profiled in the global American whiskey market are Brown-Forman Corporation, Beam Suntory, Inc., Diageo PLC, Davide Campari-Milano S.p.A., Heaven Hill Brands, Sazerac Company, Inc., Kirin Holdings Company Limited, Castle Brands Inc., Tuthilltown Spirits, and Luxco, Inc. among others.

Scope of American Whiskey Market Report:

Market by Type

  • Bourbon Whiskey
  • Tennessee Whiskey
  • Rye Whiskey

 Market by Geography

  • North America
    • U.S.
    • Canada
    • Mexico
  • Europe
    • U.K.
    • Germany
    • France
    • Spain
    • Russia
    • Poland
    • Italy
    • Austria
    • Netherlands
    • Switzerland
    • Rest of Europe (RoE)
  • Asia-Pacific
    • Australia
    • Japan
    • China
    • India
    • Rest of Asia
  • Latin America
    • Brazil
    • Argentina
    • Chile
    • Rest of Latin America
  • Middle East & Africa

Key questions answered in American Whiskey Market report:

Bourbon whiskey accounted for the largest share of the global American whiskey market

  • What factors are contributing to the huge demand for bourbon whiskey across the globe?
  • How does the adoption of bourbon whiskey differ from other whiskey types?

The Asia-Pacific American whiskey market favors both larger and local manufacturers that compete in multiple segments

  • What are the top competitors in this market and what strategies do they employ to gain shares?
  • What factors are driving the growth and which market segments have the most potential for revenue expansion over the forecast period?
  • What strategies should new companies look to enter this market use to compete effectively?
  • What are the major drivers, challenges, and trends, in the global American whiskey market?
  • Who are the major players in various countries and what share of the market do they hold?
  • What are the geographical trends and high growth regions/countries?
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