Italy Whiskey Market Overview, 2028

Whisky is often seen as a sophisticated and elegant spirit in Italy. It is associated with refined tastes and is enjoyed for its depth and complexity. Italians may choose to savour whisky as a contemplative drink, often enjoyed in leisurely moments or during social gatherings. Italians value the quality and craftsmanship that go into producing whisky. They recognise the attention to detail in the production process, such as the selection of grains, distillation methods, and ageing in barrels, which contribute to the overall quality and character of the whisky. It is often appreciated in conjunction with food in the country. Italians enjoy exploring the synergy between whisky and different types of cuisine, considering flavour profiles, complementary notes, and the overall dining experience. Whisky's complex flavours can complement a wide range of dishes, from rich cheeses and cured meats to decadent desserts. Whisky is often considered a thoughtful and sophisticated gift in Italy. It is commonly given on special occasions, such as birthdays, anniversaries, or as a token of appreciation. There is an increasing interest in whisky knowledge and education among Italians. They are willing to learn about different whisky regions, production techniques, and flavour profiles by attending tastings, workshops, and events to enhance their understanding of whisky. The Italian Whisky Society (IWS) is an organisation dedicated to promoting whisky culture and knowledge in Italy. The society organises tastings, masterclasses, and educational events to further the understanding and appreciation of whisky among its members.

According to the research report "Italy Whisky Market Overview, 2028," published by Bonafide Research, the Italy Whisky Market is expected to grow at above a 6.72% CAGR from 2023 to 2028. In Italy, the preference for whisky varies among individuals, but there are certain types of whisky that tend to be more popular. Scotch whisky, particularly single malt Scotch, is highly regarded in Italy. The rich and diverse flavours, ranging from light and fruity to peaty and smoky, appeal to Italian whisky enthusiasts. Brands from different regions of Scotland, such as Speyside, Islay, and Highland, are appreciated for their distinct characteristics. Irish whisky is also well-received in Italy. Its smooth and approachable nature, often with notes of vanilla, honey, and floral tones, appeals to those seeking a milder and more accessible whisky style. Irish whisky is enjoyed both neat and in cocktails. Italy has its own emerging whisky scene, with several distilleries producing Italian whisky. These local expressions, often crafted using traditional techniques and local ingredients, have garnered interest and pride among Italian whisky enthusiasts. Premium whiskies are generally well-regarded in Italy, as they offer a step up in terms of quality, flavour complexity, and overall experience. These whiskies often come from reputable and well-established distilleries, both within Italy and around the world. High-end and super-premium whiskies, which are typically associated with limited editions, rare bottlings, and higher price points, also have a following among Italian whisky connoisseurs.

Several well-known whisky brands that are highly regarded and popular among whisky lovers may be found in Italy. Johnnie Walker, Macallan, Glenfiddich, Ardbeg, Talisker, and Puni are among them. Large retail chains that have dedicated sections for spirits, where a variety of whiskies are available for purchase. It includes Carrefour, Esselunga, Conad, and Coop. E-commerce platforms and online whisky retailers that provide a convenient way for consumers to explore and purchase a wide range of whiskies from different brands and regions. Tannico, Drizly, Whisky Italy, The Whisky Shop, and Whisky Italia are major online retailers. Airports and international travel hubs have duty-free shops where travellers can purchase whiskies and other spirits without paying certain taxes and duties. Furthermore, whisky must comply with specific labelling requirements, including the indication of the product's origin, alcoholic content, and any additional information required by Italian law. The labelling should also adhere to the regulations for whisky classification, such as the type of whisky and its ageing period. The country has strict regulations regarding the sale of alcoholic beverages to minors. Retailers and establishments that sell whisky must verify the age of customers to ensure they are of legal drinking age. The sale and distribution of whiskey in Italy are regulated by licensing requirements. Establishments that sell whisky, such as bars, restaurants, and retailers, must obtain the appropriate licences to operate legally and comply with regulations regarding the sale of alcoholic beverages. Additionally, regulations dictate the maximum alcohol content allowed in whisky products.

Italian consumers are known to be price-sensitive, and the premium nature of many whisky brands can be a barrier to widespread adoption. Higher-end whiskies may be considered luxury products, limiting their accessibility to a broader consumer base. The country has a strong tradition of wine, grappa, and other traditional spirits, which can make it challenging for whisky to compete in terms of consumer preference. Whisky may be seen as a foreign or non-traditional spirit, leading to a lower level of familiarity and adoption among Italian consumers. Italy's strong food and beverage culture has influenced the way whisky is enjoyed. Whisky is increasingly being paired with Italian cuisine, highlighting the versatility of the spirit and enhancing the dining experience. Italy's tourism industry provides an opportunity for whisky producers and distilleries to attract visitors. Distillery tours, whisky tastings, and whisky-themed experiences have become popular among tourists, contributing to the growth of the whisky market. The rise of e-commerce platforms and online retailers has made whisky more accessible to Italian consumers. Online platforms offer a wide selection of whisky brands, including rare and limited editions, enabling consumers to explore and purchase whisky conveniently.

Considered in this report
• Geography: Italy
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Italy 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

• 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

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.

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Manmayi Raval

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