The 2026-2031 World Outlook for Deluxe and Malt Whiskey

This study covers the world outlook for deluxe and malt whiskey across more than 190 countries. For each year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the country in question (in millions of U.S. dollars), the percent share the country is of the region, and of the globe. These comparative benchmarks allow the reader to quickly gauge a country vis-à-vis others. Using econometric models which project fundamental economic dynamics within each country and across countries, latent demand estimates are created. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved. In this report we define the sales of deluxe and malt whiskey as including all commonly understood products and/or services falling within this broad category, such as Scotch, bourbon, malt, and other deluxe whiskey distilled from corn, rye, barley, or other grain that contains approximately 40- to 50-percent ethyl alcohol by volume, irrespective of product packaging, formulation, size, or form. Companies participating in this industry include Chivas Regal, Glenmorangie, and Jack Daniel's. In addition to the sources indicated, additional information available to the public via news and/or press releases published by players in the industry was considered in defining and calibrating this category. All figures are in a common currency (U.S. dollars, millions) and are not adjusted for inflation (i.e., they are current values). Exchange rates used to convert to U.S. dollars are averages for the year in question. Future exchange rates are assumed to be constant in the future at the current level (the average of the year of this publication's release in 2025).