What is Driving Japanese Whisky Growth?
Commercial Spirits Intelligence No.89
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.
Introduction
The consumption of Scotch whisky in Japan has undergone remarkable growth from 2011 to 2024. Over many decades, whisky has embedded itself into the cultural and social fabric of Japan. As one of the most important international markets for Scotch whisky both in terms of size, scale and growth we wanted to examine the country in more detail to see where the recent expansion has come from.