Commercial Spirits Intelligence

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Commercial Spirits Intelligence
Boom and Bust in the Whisky Market – a need for better insights

Boom and Bust in the Whisky Market – a need for better insights

Commercial Spirits Intelligence No.80

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Martin Purvis
Jan 31, 2025
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Commercial Spirits Intelligence
Boom and Bust in the Whisky Market – a need for better insights
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This newsletter is a collaboration between Duncan McFadzean of Noble & Co, and Martin Purvis. In this newsletter we leverage our experience, contacts and market intel to provide meaningful analysis that speaks to relevant issues for you.

Commercial Spirits Intelligence is a reader-supported publication. To receive new posts and support our work, consider becoming a paid subscriber.


Boom and Bust in the Whisky Market – does better insight help smooth the cycles?

Introduction

In recent years, the overall whisky market has experienced significant growth, driven by increased consumer interest in premium spirits and a fascination with the heritage and craftsmanship associated with whisky production. However, this growth has not come without its challenges. The market is currently facing several issues that threaten its stability. In this article we wanted to look at why this may be happening and what could be done in the future to prevent such severe boom and bust cycles. The analysis is broadly applicable to most brown spirits categories where today's production of new make spirit does not get sold for a few years as it requires maturation in oak (most commonly) barrels.

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