Is US Whiskey a growth market?
Commercial Spirits Intelligence No.91
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.
US Whiskey – Exports plus Domestic Consumption - a category review
In this article we shine a light onto both the exports of US whiskey to the rest of the world and also add this to domestic consumption figures. This allows us to review the sales performance of the entire US whiskey category over the last 15 years. We recently came across similar data to that available from HMRC for Scotch but this time for US whiskey. We have spent some time analysing this to see what it can tell us. We are particularly interested in volume figures and understanding the magnitude of export trade at this critical juncture for all trade ex-USA. We also wanted to compare and contrast with domestic consumption figures to allows us to validate our thinking on the patterns at play.