Global American Whiskey Market 2016-2020

Market overview of the global American whiskey market

As per Technavio analysts, the global American whiskey market will grow at a CAGR of approximately 6% in terms of volume between 2016 and 2020. The US was the largest market for American whiskey in terms of volume during 2015. Growing urbanization, rising disposable income, and changing consumer demographics are factors that will likely fuel the growth of the global American whiskey market until 2020. The rising consumer demand for authentic products that have a high product value, such as rye whiskeys and small batch bourbons, will also exert a positive growth impact on the market during the forecast period. An increase in the demand for new flavors such as cherry-infused whiskey flavor is expected to fuel the growth of the global American whiskey market until 2020.

Companies are boosting their sales by adopting new marketing strategies and driving campaigns for increasing the awareness about their products in the market. Brown-Forman, one of the leading players in the market, have adopted a strategy of educating the bar staff and consumers about the American whiskey segment. In line with this, the company launched a campaign under the name "Welcome to the World of American Whiskey: The Story of Man and Oak" in 2015 in the UK.

Segmentation by distribution channel and analysis of the global American whiskey market

• Supermarket and hypermarkets
• On-trade
• Specialty retailers
• Others

The sale of American whiskey in terms of volume was largest through supermarkets and hypermarkets during 2015. The rapid rise in the number of supermarkets and hypermarkets in developing economies is a key driver for this growth. For instance, in ASEAN countries, the penetration of modern retail chains have increased from 11% during 2009 to more than 16% during 2014.

Geographical segmentation and analysis of the global American whiskey market

• Americas
• APAC
• EMEA

During 2015, the global American whiskey market was dominated by the Americas and accounted for more than half of the total market in terms of volume. The US was the key contributor to the market in the region, owing to the growing demand for bourbon and Tennessee whiskey among consumers. The region is expected to retain its market dominance until the end of the forecast period.

Competitive landscape and key vendors

The global American whiskey market is dominated by five vendors, who together accounted for more than 70% of the market during 2015. The players compete among themselves on the basis of new product launches, pricing, flavors, and innovative packaging. International players in the global alcoholic drinks market are acquiring small players and increasing their product portfolio in the global American whiskey segment.

The leading vendors in the market are -

• Beam Suntory
• Brown-Forman
• Diageo
• Gruppo Campari
• Heaven Hill Distilleries

Some of the other prominent vendors of the market include Alexandrion Grup Romania, Alltech Lexington Brewing and Distilling, Barrel House Distilling, Boone County Distilling, Boundary Oak Distillery, Kirin Brewery, Michter’s Distillery, Sazerac, and Willett Distillery.

Key questions answered in the report

• What will the market size and the growth rate be in 2020?
• What are the key factors driving the global American whiskey market?  
• What are the key market trends impacting the growth of the global American whiskey market?
• What are the challenges to market growth?
• Who are the key vendors in this market space?
• What are the market opportunities and threats faced by the vendors in the global American whiskey market?
• What are the trending factors influencing the market shares of the Americas, APAC, and EMEA?
• What are the key outcomes of the five forces analysis of the global American whiskey market?

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