United Kingdom (UK) Whiskey Market Overview, 2028

UK consumers generally value high-quality spirits crafted with attention to detail and expertise. Whisky is deeply rooted in the cultural heritage of the UK, especially in Scotland, where Scotch whisky has a long history. Many people in the UK value the tradition and craftsmanship associated with whisky production, respecting the time-honoured techniques and expertise involved. It is recognised that the lengthy distillation, ageing, and blending processes add to the depth and personality of the whisky. Whisky is often associated with a sense of status and prestige in the UK. Collecting and tasting rare and limited-edition whiskies can be seen as a sign of sophistication and connoisseurship, adding to the allure and desirability of certain brands and expressions. Whisky is often enjoyed in social settings and on special occasions in the UK. It is seen as a drink to savour and share with friends and family, and it is often associated with celebrations, toasting, and moments of relaxation. Some UK consumers view certain whiskies as investment opportunities, recognising the potential for value appreciation over time. Limited editions, older bottlings, and whiskies from closed distilleries are often sought after by collectors and investors. The UK has a thriving whisky cocktail culture, with classics like the Old Fashioned, Whisky Sour, and Rob Roy being enjoyed in bars and homes across the country. Mixologists and bartenders often showcase their creativity by incorporating whisky into innovative and modern cocktails. According to the research report "United Kingdom Whisky Market Overview, 2028," published by Bonafide Research, the United Kingdom Whisky Market was valued at above USD 4.14 billion in 2022. The UK is home to a wide range of major whisky brands, both domestic and international, offering a diverse selection of whiskies to cater to different preferences. Johnnie Walker, Glenfiddich, The Macallan, Chivas Regal, Jack Daniel's, Jameson, Talisker, and Lagavulin are some of the major brands in the whisky offering. The UK hosts the annual World Whisky Awards, which recognise the best whiskies from around the world. These awards celebrate excellence in various categories, including best single malt, best blended whisky, and best bourbon, among others. The UK hosts several whisky festivals throughout the year, where attendees can sample a wide variety of whiskies, attend masterclasses, and learn from industry experts. Some notable festivals include the Whisky Lounge, Whisky Live, and the Birmingham Whisky Festival. Additionally, it has often been featured in UK pop culture, including literature, films, and television shows. Characters like James Bond, Sherlock Holmes, and various British spy and detective figures have become synonymous with their whisky preferences, adding to the allure and appeal of the spirit. Furthermore, whisky auctions have become increasingly popular in the UK, allowing collectors and enthusiasts to buy and sell rare and limited-edition bottles. These auctions attract whisky aficionados from around the world, showcasing the value and demand for certain whiskies. Whisky Auctioneer, Bonhams, McTear's Auctioneers, Just Whisky Auctions, and Catawiki are some of the auctions that take place in the UK. In the UK, Scotch whisky is the most famous and widely consumed type of whisky. Scotch whisky has a long-standing tradition and is highly regarded for its quality and diversity of flavours. It is produced in various regions of Scotland, each with its own unique characteristics. The main categories of Scotch whisky include single-malt Scotch whisky and blended Scotch whisky. Irish whisky, known for its smoothness and triple distillation, has gained popularity in the UK. It is produced in Ireland and offers a range of styles, from light and fruity to rich and complex. In the UK, the consumption of alcoholic whisky is more prevalent and widely enjoyed by whisky enthusiasts. This includes various types of whisky, such as Scotch whisky, Irish whisky, American bourbon, and other international whiskies. These alcoholic whiskies are valued for their unique flavours, ageing processes, and the craftsmanship involved in their production. Non-flavoured or traditional whisky is generally more preferred among whisky enthusiasts. Traditional whisky, often referred to as "straight" whisky, is appreciated for its authentic flavours derived from the grain, fermentation, distillation, and maturation processes. While flavoured whiskies have gained some popularity in recent years, they tend to be less commonly consumed compared to their non-flavoured counterparts. Flavoured whiskies are infused or finished with additional flavours such as fruit, spices, or honey, aiming to provide a different taste experience or appeal to a specific palate. Many different types of whiskies are sold in specialised retail establishments. Among these are The Whisky Shop, The Green Welly Shop, and The Scotch Whisky Experience Shop. Major supermarket chains in the UK, such as Tesco, Sainsbury's, Asda, Morrisons, and Waitrose, have a significant presence in the whisky market. They offer a range of whisky brands and expressions at different price points. Online platforms provide a convenient way to purchase whisky from the comfort of your home. Notable online retailers specialising in whisky include Master of Malt, The Whisky Exchange, Amazon, and various whisky auction websites. Airports, ferry terminals, and other travel retail outlets offer a selection of whiskies, including exclusive travel retail releases and promotional offers. The production, labelling, and sale of whisky in the United Kingdom are regulated by various government bodies and laws to ensure quality, authenticity, and consumer protection. The Scotch Whisky Regulations 2009 define the production, labelling, and marketing requirements for Scotch whisky. These regulations specify the processes, ingredients, maturation periods, and geographical indications necessary for a whisky to be classified as Scotch whisky. The Spirit Drinks Verification Scheme (SDVS) is administered by the UK government's Alcohol and Tobacco Tax and Trade Bureau (HMRC). It ensures that spirit drinks, including whisky, comply with the legal definitions and standards set by the European Union and the UK. The SDVS provides a framework for the protection and verification of geographical indications and traditional production methods. Whisky faces competition from other spirits such as gin, rum, and craft beer, which have gained popularity in recent years. The rise of these spirits can impact consumer preferences and market share. Changes in government regulations, including tax policies or trade agreements, can have an impact on the whisky market. These changes may affect production costs, pricing, and international trade. Consumers are increasingly willing to spend more on high-quality and premium whisky products. This trend has led to the growth of the premium and super-premium segments in the market. The rise of craft distilleries and artisanal whisky production has captured the attention of whisky enthusiasts. The demand for unique and small-batch whiskies with distinct flavours and production methods has contributed to market growth. growing interest in whisky among consumers in the UK. Whisky appreciation and knowledge have increased, with more people exploring different styles, regions, and expressions of whisky. Considered in this report • Geography: United Kingdom • Historic year: 2017 • Base year: 2022 • Estimated year: 2023 • Forecast year: 2028

Aspects covered in this report • United Kingdom Whiskey Market with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Grain Type

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Manmayi Raval

Research Consultant

• Malt/ Barley Whisky • Wheat Whisky • Rye Whisky • Corn Whisky • Blended Whisky • Others By Type • Scotch Whiskey • American Whiskey • Irish Whiskey • Canadian Whiskey • Japanese Whiskey • Others

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By Quality • Premium • High-End Premium • Super Premium By Beverage Type • Alcoholic • Non-Alcoholic By Flavor • Non-Flavored • Flavored By Distribution Channel • Off Trade • On Trade The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us. we have started verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to whiskey industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.