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
Malt Marketing continues to introduce some of the finest places to shop for whiskey. Specialized retailer Whisky Galore at The Green Welly Stop has been selling scotch whisky since 1976. With many years of experience behind them, not to mention an exquisite selection of malts, blends and other whiskies, Whisky Galore prides itself in being an exceptional whisky retailer.
Venturing into the online world in 2007 and quietly building up their stock levels to what they are today, if there is a bottle that you are looking for – don’t hesitate to contact them at Whisky Galore.
In 2013 and 2015 they were ‘Highly Commended’ in The Whisky Magazine’s Icons of Whisky Scotland Award for Online Retailers, an award for which they are immensely proud.
Find out more about Whisky Galore on the main section of the Green Welly’s main website, there you will be able to see what they have on offer in other areas of the business, such as The Outdoor Store, their Gift Shops and more!
29 February 2016: Jim Beam®, the world’s No.1 bourbon, has undergone a transformation with all-new global packaging, marking the first time significant changes have been made to the brand in decades. As of mid-2016, the Jim Beam portfolio will have a unified, premium look in more than 100 markets around the world. Maxxium UK is rolling out the new packs from March, beginning with Jim Beam Bourbon followed by Jim Beam flavours, including Jim Beam Apple, Jim Beam Honey, Jim Beam Maple and Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.
This global packaging upgrade comes two years after the launch of Make History®, the first global marketing campaign for the iconic American brand, which traces its history to 1795. The updated bottle and exterior styling will better represent the premium bourbon inside, which is not changing and still follows the same Jim Beam family recipe used during the past two centuries. This redesign will contemporise the Jim Beam brand while celebrating its rich heritage at a time when American Whiskey is performing at +9.6% MAT volume in the UK.
The new Jim Beam bottle has a bolder structure with a clean label design featuring premium finishes, refreshed distiller portraits and a refined “rosette” logo, harmonising the flavoured product range. Jim Beam Devil’s Cut and Jim Beam Rye feature a bolder, more rectangular bottle structure with premium label enhancements, including extra fine detailing, crafted borders, real gold foil finishes, refined embossing and matte paper stock. It also includes a matte finished shrink sleeve along the closure.
Maxxium UK’s Marketing Controller for Imported Whiskey, Janice McIntosh, says: “We are continuing to Make History in 2016 with the launch of Jim Beam’s new, unified, premium packaging that reflects the quality and heritage that goes into every bottle.
“In the UK, Jim Beam is performing strongly with volume sales of the portfolio +10.2% MAT. The new packaging design comes at the perfect time for the brand as more consumers continue to discover Jim Beam, helping to grow the bourbon category. The new packs support our customers as they take advantage of the bourbon boom and meet shopper demand for premium, quality brands with heritage.”
Seventh Generation Master Distiller and Jim Beam’s Great-Grandson, Fred Noe: “This represents another historic milestone in my family’s history. I’ve always been proud to see the faces of every Beam Master Distiller displayed on Jim Beam bottles across the world and these bottles feel even better in my hands when pouring this fine bourbon.”
The new packaging for the Jim Beam portfolio will be available on shelves from April in the UK. This includes Jim Beam Bourbon, Jim Beam Apple, Jim Beam Honey, Jim Beam Maple, Red Stag by Jim Beam, Jim Beam Rye and Jim Beam Devil’s Cut.
As an ongoing evolution of Jim Beam’s successful Make History campaign, the premium packaging launch is being supported with in-store point of sale showcasing the upgraded bottles and advertising featuring global brand partner, Mila Kunis.
Additional packaging imagery and information is featured on the Jim Beam Twitter page @JimBeamUK.
For more information, please contact: Jennifer Cirillo or Simone Harvey
11 March 2014: Maxxium UK is launching Jim Beam’s new global campaign, Make History in the UK this month. The first multi-media global campaign for the world’s number one bourbon begins with a new television commercial featuring the brand’s new spokesperson, award-nominated actress Mila Kunis. With significant trade support and activation throughout the year, Make History is a ground-breaking initiative that inspires consumers to make their own mark in history in the same way Jim Beam has.
The TV advertising, which features the Hollywood actress, will break in the UK on 16 March with 30-second ads across multiple media channels such as ITV, Channel 4 and Sky. The campaign also includes online and digital advertising underpinned by PR.
From its humble beginnings as the first bourbon produced in 1795 to becoming the number one bourbon in the UK and across the globe, Jim Beam’s inspirational story is the motivation behind Make History. With taglines focused on encouraging consumers to Make History such as We’ve Made Our History Now Make Yours!, Come As A Friend, Leave As Family and Be The Story Others Tell, the campaign will deliver unprecedented visibility across the trade.
Make History will be activated across the off-trade, including Asda, Tesco, Sainsbury’s, Morrisons and Waitrose. In store visibility is key with eye-catching displays and innovative POS. The iconic Jim Beam Stillhouse is also being used as an important visual element across the retail trade, with replicas on display in the top Jim Beam depots across the country. The campaign will be heavily supported in depot with POS and retailer incentives and reinforced with a strong Make History presence online.
Consumers can win their chance to make history with on-pack promotions offering trips to the US including the Ultimate Road Trip across America. The activity in the off-trade will also be supported with in-store sampling.
The campaign will be activated in the on-trade with Make History kits to drive awareness and promote the Ultimate Road Trip competition. This will be complemented with a range of high-quality POS items as well as tent cards, posters, seasonal Make History Jim Beam serves and glassware. Bartenders will be supported through bourbon education sessions with training conducted by mixxit, Maxxium UK’s expert cocktail team. Bartenders can also take part in a Jim Beam Make History challenge, which will reward the winner with an historic Jim Beam experience.
Jim Beam’s rich history of producing bourbon goes back over 200 years. Jim Beam has continued to make history by being a pioneer in the category, recruiting consumers through innovation. Red Stag by Jim Beam was the first flavoured bourbon, launched in 2011. This was followed in 2012 by the first honey-infused bourbon to arrive in the UK, Jim Beam Honey. This commitment has resulted in strong Jim Beam performance across the UK trade with volume +13% year on year with +20.2% growth in the on-trade and +11.7% in the off-trade1.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “The UK is one of the largest markets in Europe for Jim Beam and Make History is set to make 2014 an historic year for the brand. Make History embodies the story of Jim Beam and the seven generations of Beam distillers who have been proud of their history, yet keen to make history of their own — innovating ahead of their peers and cementing the brand’s standing as a category leader.
“We are excited to introduce the new campaign to the UK and delighted to welcome Mila Kunis to the Beam family! In 2014 we will share a little of our own history while also encouraging consumers to follow in our footsteps and be inspired to make their own history.
“Our Jim Beam family of products is diverse and appeals to many consumers. This year we are determined to fuel the category growth in the UK even further by supporting the needs of customers across the on- and off-trade with our Make History campaign. This is the right time to execute an initiative of this scale and the year ahead is set to create momentous events for both Jim Beam and our customers.”
For more information, please contact: Jennifer Cirillo or Simone Harvey
Tel: 020 8544 6917 or e-mail
: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
19 February 2014: Maxxium UK is expanding the Jim Beam® Bourbon portfolio with the UK launch of Jim Beam® Signature Craft 12-Year. An ultra-premium expression crafted by 7th generation Beam Master Distiller Fred Noe, Jim Beam Signature Craft 12-Year builds on Jim Beam’s legacy as a leader in whiskey innovation and the brand’s position as the world’s #1 bourbon. Jim Beam Signature Craft 12-Year is a celebration of the family’s distilling method that has been practiced for more than two centuries. Each bottle bears James B. Beam’s signature, a tradition that has been in place since the repeal of Prohibition in the U.S. as a seal of a bourbon’s authenticity. Jim Beam Signature Craft 12-Year, which has already received global acclaim from industry experts for its quality1, is a unique expression that brings something special to small batch bourbon.
Aged for 12 years and bottled at 43% ABV, it is aimed at whiskey enthusiasts who enjoy trying something different and want a premium product from a trusted brand. The extensive ageing process results in a bourbon that is ideal for sipping neat or on the rocks. It is deep rich amber in colour and full bodied, with sweet vanilla notes and rich and robust oak flavours. Following the successful launches of Red Stag by Jim Beam®, Jim Beam® Honey and Jim Beam® Devil’s Cut®, Jim Beam Signature Craft 12-Year is now available in the UK initially to selected premium on-trade accounts. Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “It’s an exciting time to be introducing this ultra-premium bourbon in the UK. Interest in the category is at an all-time high and the launch of Jim Beam Signature Craft 12-Year allows our consumers to explore a small batch bourbon created by a brand they love and trust. This handcrafted bourbon brings something new to the world of small batch bourbons and showcases Jim Beam’s signature production process.” , its brands, and its commitment to social responsibility, please visit www.beamglobal.com and www.drinksmart.com. For more information, please contact: Jennifer Cirillo or Simone Harvey Tel: 020 8544 6917 or e-mail: j.cirillo@lime-pr.co.uk, s.harvey@lime-pr.co.uk
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