Scotch Whiskey Sales Dip in 2013

Sales in major European markets, notably France, the UK and Spain, continued to decline, the whisky market research report states, with Spain shedding some 57 percent in volume terms from 2004 to 2013.

LONDON, (PRNewswire) — Global Scotch whisky sales fell by 0.8 percent in 2013 to 96m cases, according to data in a new just-drinks/The IWSR report, with 14 of the category's top 25 markets showing a decline.

Sales in major European markets, notably France, the UK and Spain, continued to decline, the whisky market research report states, with Spain shedding some 57 percent in volume terms from 2004 to 2013. Greece, Portugal and Italy also saw falls last year.

Elsewhere, sales fell in China, Thailand, South Korea and travel retail also declined.

Nevertheless, the report states that last year's dip may only be a "one- or two-year aberration", with Scotch's global spread serving as a "natural hedge in tough times", as declining sales in one part of the world are offset with growth elsewhere.

"Bright spots" in 2013, the whisky trends report continues, included growth in the "buoyant" US market, where sales rose by 3 percent from 2012 to 8.5m cases.

Growth also continued in key emerging markets, Russia, Brazil and India, the report added. However, the rate of growth has slowed in all three markets, particularly in Russia, where sales rose by just 1.2 percent in 2013, to 4.05m cases, against growth in 2012 of 26.4 percent. Sales in Brazil were up by almost 7 percent. According to the IWSR figures, the rate of growth in India also slowed in 2013, but was still 9 percent, which took total sales in the country to 2.8m cases.

In spite of the slower growth in 2013, the report said emerging markets "will still drive growth in the near future - geo-political tensions permitting - with Russia, India and Brazil among the key destinations, and malt playing an increasingly important role".

Among other emerging markets, Burma and Indonesia are becoming "significant growth prospects", along with Colombia and Mexico.


Established in 1999, just-drinks is the online resource for the global beverage industry, publishing around 20 news articles, analysis features and insights every working day. Under the direction of managing editor Olly Wehring, its experienced team of journalists, consultants and analysts provide a unique and comprehensive blend of reports and interpretation of the beverage industry, including key events, trends, interviews and research that are delivered to over 92,000 business executives per month.

Through its drinks industry analysis, research, news and CONSULT bespoke market research service, just-drinks offers insight into wine, beer, spirits, soft drinks, and bottled water industry developments and key supply-chain trends.

For details of how just-drinks is helping decision makers make decisions, visit

About The IWSR 

The IWSR is the leading source of analysis on the alcoholic beverage market. The IWSR's database, essential to the industry, quantifies the global market of wine, spirits, beer and RTDs by volume and value, and provides insight into short- and long-term trends. Our data is used by all of the largest multinational wine and spirits companies, as well as many more local companies.

The IWSR's unique methodology allows us to get closer to what is actually consumed and better understand how markets work. The IWSR conducts face-to-face interviews with 1,500 companies in 118 countries each year, with further input from 350 companies. The IWSR tracks overall consumption and trends at brand, quality and category level.