Edrington-Beam Suntory UK Whisky News
Whisky Category Set To Grow To £2.44 Billion by 2022
Inaugural
Edrington-Beam Suntory UK Whisky Yearbook Forecasts
The whisky category will return to growth over the coming year and, by 2022, will be worth £2.44 billion (up from £2.31 billion in 2018) according to research in the inaugural Edrington-Beam Suntory UK Whisky Yearbook.
The report, designed to be a guide to the trends in the UK whisky market, has been launched by Edrington-Beam Suntory UK to create a comprehensive guide to the key shifts in the category, as well as forecast the underlying trends and their impact.
The research shows that whisky as a whole will grow by £138 million in value in the coming three years – 6% growth over the period – and by over 200,000 cases.
|
2018 (actual) |
2022 (forecast) |
CAGR |
Total change |
Change |
|
|
Volume |
7.44m |
7.65m |
0.7% |
2.7% |
201k |
|
Value |
£2.31b |
£2.44b |
1.5% |
6.0% |
£138.37m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Mark Riley, Managing Director of Edrington-Beam Suntory UK said: “Whisky is one of the most diverse and dynamic of the spirits categories. Our forecast is that it is also one that will see growth over the next three years. Bartenders and retailers tell us that whisky is a key focus for them, with plans to invest in broadening their knowledge and range, ensuring they can accommodate the increasing appetite for the spirit from consumers in both on and off-trade.
“We would like the Edrington-Beam Suntory UK Whisky Yearbook to become a vital resource to track the changes as they happen and to look at the underlying trends in the category – both as a way to understand the market today and to forecast what is to come – as well as to offer insight into how we navigate the challenges and opportunities presented to us.”
Growth in Scotch single malt and US whisky
The principle drivers of this growth are set to be the Scotch single malt category which Edrington-Beam Suntory UK expects to see grow in value from £394 million in 2018 to £439 million in 2022.
The growth will come as a result of new “accessibly priced” single malts in the market and a closing of the price gap between single malts and blends – encouraging more blends drinkers to “trade up”.
At the same time, existing single malt drinkers are showing strong signs of trading up within the category as they explore limited bottlings and premium releases from the biggest names such as The Macallan and Bowmore amongst others.
Meantime, The Whisky Yearbook research also forecasts that American whiskies will see growth to 2022 – up from £688 million in 2018 to £742 million in 2022.
While there is uncertainty over the current tariffs imposed on US whiskies, the report is optimistic that growth will come from the growing “American premium” brands such as Maker’s Mark, Knob Creek, Bulleit and Woodford Reserve, which are helping to add value to the category.
Mark Riley said: “Our forecast is that Scotch single malt and American whiskies will drive future growth, continuing to attract new consumers to the whisky category and successfully appealing to existing customers with new expressions. Both are seeing customers trade-up as they explore the categories, which is supporting the increase in the value and volume of sales.”
Scotch and US Whiskies Volume Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Scotch Blend |
4.78m |
4.77m |
-0.3% |
-14.3k |
4.57m |
|
US Whiskey |
1.72m |
1.72m |
0.1% |
1.7k |
1.81m |
|
Scotch Malt |
0.81m |
0.85m |
3.7% |
30.1k |
0.90m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Scotch and US Whiskies Value Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Scotch Blend |
£1.05b |
£1.05b |
– |
– |
£1.01b |
|
US Whiskey |
£687.89m |
£694.77m |
1.0% |
£6.88m |
£742.23m |
|
Scotch Malt |
£393.86m |
£408.43m |
3.7% |
£14.57m |
£438.76m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Emergent categories in whisky
Further supporting the overall growth of whisky in the coming years will be the smaller sub-categories where growth will be substantial to 2022, according to Edrington-Beam Suntory UK forecasts.
Irish whiskey will grow by £28.5 million from its sales in 2018 to 2022 and is forecast to be worth £163.9 million. This has been largely driven by the category-leading brand, Jamesons, but the wider easing of supply of Irish whiskey into the UK market will support this growth yet further.
The growth of single grain whisky, meanwhile, has been one of the success stories of the last five years and growth will continue as the value of sales will almost double to £42.1 million in 2022 (from £21.5 million in 2018). As with Irish whiskey, a clear market leader – Haig Club – has led the increase, but there are now further brands joining the category which will increase the pace of growth.
Growth in sales of Japanese whisky will accelerate over the coming three years as there is greater volume available for export, as supply has been the only major barrier to its growth hitherto. The total value of sales will rise to £11.7 million by 2022 marking 44.4% growth. Canadian whisky also will grow to become a £9.0 million category over the next three years.
Mark Riley said: “Irish and single grain whiskies have been real success stories over the past twelve months – sharing rapid growth on an already strong base of both volume and value in the market. We expect both to play a greater role in shaping the wider market in the coming years.
“The supply challenges that have arguably held back growth in Japanese and Canadian whiskies have eased. While there remains a challenge securing enough liquid from leading brands from both nations to satisfy UK demand, there is far greater supply forecast and we predict we will see growth as a result.”
Irish, single grain, Japanese and Canadian Whiskies Volume Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Irish Whiskey |
304.33 |
330.20 |
8.5% |
25.87 |
366.41 |
|
Single Grain Whisky |
89.18 |
109.24 |
22.5% |
20.07 |
179.78 |
|
Japanese Whisky |
7.19 |
8.27 |
15.0% |
1.08 |
10.70 |
|
Canadian Whisky |
10.52 |
12.42 |
18.1% |
1.90 |
14.20 |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
Irish, Single Grain, Japanese and Canadian Whiskies Value Growth to 2022
|
2018 |
2019 |
Change 2018-2019 |
Change 2018-2019 |
2022 |
|
|
Irish Whiskey |
£135.42m |
£147.21m |
8.7% |
£11.78m |
£163.86m |
|
Single Grain Whisky |
£21.51m |
£26.03m |
21.0% |
£4.51m |
£42.15m |
|
Japanese Whisky |
£8.10m |
£9.20m |
13.6% |
£1.10m |
£11.69m |
|
Canadian Whisky |
£6.62m |
£7.86m |
18.8% |
£1.24m |
£9.02m |
Source: CGA & Nielsen sales data for 2018 and IWSR growth forecasts for 2019 and 2022. Volume of 8.4 litre cases and total whisky value
The Edrington-Beam Suntory UK Whisky Yearbook will be published annually and can be accessed digitally at: www.thewhiskyyearbook.co.uk
ENJOY LAPHROAIG WITH PICTUREHOUSE CINEMAS
LAPHROAIG LAUNCHES PARTNERSHIP WITH PICTUREHOUSE CINEMAS
The UK’s Favourite Peated Whisky Will Be Featured In Bars Across The Picturehouse Network
June 2019: Single Malt Whisky brand, Laphroaig has partnered with cinema network, Picturehouse Cinemas in a unique collaboration that will bring together the worlds of whisky and cinema through the lens of Laphroaig’s iconic and award-winning ‘Opinions Welcome’ positioning.
Launching in June, this articulation of ‘Opinions Welcome’ is part of a long term strategy for the brand that will introduce the UK’s favourite peaty whisky to a host of new consumers and forms part of the biggest investment put behind the brand. With Laphroaig dividing opinions since 1815, the campaign is the latest to invite people to discuss and share their opinions of the whisky and its unique flavour.
#OpinionsWelcome content will form a key part of the partnership, with bespoke idents being shown on-screen ahead of Picturehouse members screenings. Alongside this, Laphroaig will be sampled with the thousands of passionate cinema-goers who visit the 25 Picturehouse venues across the UK, allowing them to enjoy a peaty dram in the cinema environment.
Visitors will be encouraged to leave their own opinion of this award winning and much-loved whisky, to feed into the ever-growing bank of unusual and poetic opinions of Laphroaig. Previous opinions include “the perfect gift for someone you love or hate… or haven’t made your mind up about” and “smells like medicine. Tastes like soil. My whisky of choice”.
Alongside sampling, a number of on-screen branded advertisements in 60 and 30 second formats will run across Picturehouse, Everyman and Curzon sites prior to feature length films. A bespoke launch film will air during the partnership both at member and public screenings, during which friends try Laphroaig for the first time and compare their opinions – whether positive or negative.
With Laphroaig listed across all Picturehouse venues, bar staff will receive expert training in all things Laphroaig, enabling them to create the perfect cocktail for consumers including smoky twists on classics with a Popcorn Old Fashioned and Laphroaig and ginger. Training will also enable bar staff to educate guests on this famously unique liquid.
Nick Ganich, Head of Beam Suntory Brands at Edrington-Beam Suntory UK said, “Partnering with Picturehouse Cinemas is a fantastic opportunity for Laphroaig as it gives us the chance to put our much-loved but divisive whisky into the glasses of new consumers, encouraging them to share their unique thoughts. Cinema always stokes healthy debate, so it felt the ideal match to include Laphroaig, which instils similarly strong but divided opinion. Luckily, we welcome them all and we can’t wait to hear what people think.”
XX, XX, Picturehouse Cinemas said, “TO BE ADDED BY PICTUREHOUSE”
There will also be brand inclusion within Picturehouse newsletters and the printed magazine. Additionally, digital panel support and members content will showcase the partnership on-site.
The partnership between Laphroaig and Picturehouse Cinemas will start in June 2019 and continue throughout the year.
BOWMORE SUCCESS ON INTERNATIONAL STAGE
BOWMORE WINS GOLD AT THE INTERNATIONAL SPIRITS CHALLENGE 2019
3rd June 2019: Bowmore has been awarded gold medals for its 15-Year-Old and 18-Year-Old in the Whisky category at the International Spirits Challenge (ISC) 2019. Such an accolade from the ISC is regarded to be the most respected and sought after in the drinks industry, due to the stringent nature of the judging process.
The Bowmore 15-Year-Old and 18-Year-Old passed a scrupulous blind tasting by a world-renowned expert panel of specialist judges to beat strong competition to win the prestigious accolade of gold. The quality of Bowmore’s craftsmanship and liquid is reflected in this superb result.
Matured first in bourbon barrels then Oloroso casks, there’s no finer example of a sherry cask finish than the Bowmore 15-Year-Old. It’s the final three years spent in Oloroso sherry casks that gives Bowmore 15-Year-Old the rich, deep colour and robust warming finish.
Cosseted away in the finest, hand-selected oak casks and allowed to mature at its own sedate pace, the Bowmore 18-Year-Old is one of the most remarkable, perfectly balanced single malt scotch whiskies of its kind. One of the rarest whiskies, bottles of Bowmore 18-Year-Old may be limited, but there’s no end to its enjoyment.
Awards Organiser Justin Smith said: “This ISC grows every year, with producers entering a diverse mix of spirits from across the globe who are looking to benchmark their spirit at the very highest level”.
Chiara Giovanacci, International Marketing Manager Malts for Beam Suntory, commented: “Both the Bowmore 15-year-old and Bowmore 18-year-old are exceptional whiskies meticulously matured and sitting proudly at the heart of our portfolio. To be recognised by such a prestigious and respected awards organisation demonstrates their qualities as two of the finest aged single malts in the world.”
Now in its 24th year, the ISC is the premier event in promoting outstanding quality spirits from across the globe. The competition is founded on a rigorous and independent judging process, which serves to encourage the high calibre of spirits and designs entered into the competition each year. Receiving more than 1,700 entries from nearly 70 countries worldwide, the ISC is a truly global competition. It is supported by many of the world’s leading spirits producers as the international standard for quality and excellence.
For the Tasting Awards, a highly controlled operation is held over fifteen days of intense blind tastings by panels of more than 50 respected and experienced industry professionals. Samples are delivered to the judging area in flights of numbered tasting glasses to ensure the accuracy of the blind tasting. Each judge assesses products according to their age, region and variety which is then determined by the entrant and verified by the chairman.
Such a precise judging process has provided the basis of the strong reputation the ISC has established for rewarding quality and celebrating excellence.
Full results have been released and published on the International Spirits Challenge (ISC) website, www.
On 10th July, the world’s leading drinks producers and design specialists will gathered at The Plaisterers Hall, London for the annual ISC Awards Dinner. Paying tribute to some of the finest spirits, and packaging designs in the world, results for categories are announced with the evening highlights, which include the acclaimed Trophies, Producer of the year, Distiller of the Year, Supreme Champion Spirit and Special Recognition awards.
For more information please contact:
BSI@hopeandglorypr.com
Facebook.com/BOWMORE
Twitter.com/BOWMORE
Instagram.com/BOWMORE
THE MACALLAN ESTATE
THE MACALLAN INTRODUCES ESTATE: A TRIBUTE TO OUR HERITAGE AND HOME
The Macallan has unveiled Estate, an extremely special new single malt containing rare spirit distilled with barley grown at Easter Elchies estate, the iconic home of the world-famous whisky.
A rich and complex whisky with a remarkably long finish, The Macallan Estate was created by Whisky Makers to celebrate the single malt’s peerless provenance and heritage.
It also represents a unique opportunity to experience a single malt containing spirit made from The Macallan’s precious home-grown barley, which is distilled just once a year over the course of a single week. Previously, this spirit has been limited to The Macallan’s most exclusive and sought-after releases.
The 485-acre Easter Elchies estate is set within the legendary Speyside region of Scotland, where The Macallan has been creating extraordinary single malts since 1824. Its carefully tended barley fields are located on the banks of the River Spey, overlooked by The Macallan’s new award-winning distillery.
The distillery, which was inspired by Scotland’s undulating hills and cut into the slope of the land to complement its Spey Valley setting, opened its doors to the public in June 2018.
Displaying a warm conker, chestnut hue, The Macallan Estate exudes aromas of wood spice and orange oil. The sweet, subtle hint of citrus acts as the perfect counterbalance to the traditional sherried richness associated with The Macallan’s distinctive single malts.
Sarah Burgess, Whisky Maker for The Macallan, said: “Our Easter Elchies estate lies within the legendary Speyside region of Scotland, a place of timeless natural beauty, and a place that we are proud to call home.
“With its wonderful sweet citrus hints and warming wood spice, The Macallan Estate is a rich, satisfying and complex spirit that pays homage to the fertile Speyside lands where The Macallan is located and celebrates the unrivalled craftsmanship for which we have been known since 1824.”
The Macallan Estate is presented in an elegant gift box featuring landscape-inspired designs and it reflects the natural stones found on our estate, with an inlay of slate. Inside, aerial photography showcases the estate’s impressive barley fields on the banks of the beautiful River Spey. Priced at £195, Estate will be available to buy from selected whisky specialists from July.
For further information, please contact:
Highland Park Launches Søren Limited Edition Single Malt
A Limited Edition 26-Year-old Whisky
(23 May 2019, London) Highland Park today announces the launch of Søren Solkær 26 Years of Photography – a limited-edition single malt whisky that’s been created in honour of Danish photographer, Søren Solkær.
Best known for his portraits of world-famous musicians including Björk, The White Stripes, Franz Ferdinand, David Lynch, The Arctic Monkeys, R.E.M. and U2, Søren has worked with Highland Park since 2016 to capture the brand’s Viking Soul – taking over 250 images of the people of Orkney, the distillery and the island itself.
Matured in sherry seasoned American oak casks and first fill Bourbon casks, the limited-edition liquid has a spicy nose with a rich heathery peat smoke. The packaging is inspired by a traditional, vintage square shaped box camera and contains a 230-page book featuring a selection of Søren’s work split into three key themes: men, women and places.
The whisky will be available to purchase globally from 23rd May 2019. UK retailers include The Whisky Exchange, The Whisky Shop and Harrods. RSP £499.
Jason R. Craig, global brand director, Highland Park, said: “We are delighted to be working with Søren on this very special project. He truly embodies a modern day Viking Soul through his unique photographic style and how he gets the best out of all his subject matters.
“Whilst he is best known for his distinctive images of musicians and movie stars, he has worked with us to develop a collection of over 250 images capturing our people at the distillery, our location in Orkney and of course, our whisky.”
Søren Solkær, said: “My journey began 26 years ago when I decided to leave my literature studies and pursue my passion for photography. From my homeland in Denmark, I travelled many thousands of miles with my camera, exploring some of the world’s most fascinating places, absorbing each new environment I found myself in and photographing the people I met which helped me grow into the visual storyteller that I wanted to be.
“During those 26 years, the whisky that now bears my name stayed in just one place, sheltered from the same world I was so busy exploring. A contrast perhaps, but in its quiet warehouse in the remote Orkney Islands, this whisky too was absorbing the environment around it and slowly acquiring rich nuances of flavour and character to mature into the fine spirit it is today.
“We shared a similar journey of honesty and integrity, of patience and craftsmanship to arrive here together, 26 years on.”
For more information visit: www.highlandparkwhisky.com
