Estimations of the value of the global spirit market vary significantly (between $230 bn to $329 bn). As far as the whiskey, whisky & bourbon segment is concerned, Johnnie Walker is the best-selling Scotch whisky, while Jack Daniel’s is the leader in the American whiskey sub-segment.
The consumption of whiskey is growing unlike the consumption of vodka. One of the factors contributing to the whiskey category’s growth is the relatively new segment of flavoured whiskies (e.g. honey or cinnamon), which accounted for about 12% of U.S. whiskey sales in 2015.
Whiskey vs. whisky vs. bourbon – the difference between whiskey and whisky lies mainly in the spelling. “Whiskey” is used in the US and Ireland, while the rest of the world and mainly Scotland, Canada and Japan use the word “whisky”. Bourbon, in many countries (though not everywhere) is the whiskey produced in the US (it’s mostly associated with the Kentucky region) and made primarily from corn.
India consumes most whiskey in the world. However, France consumes most per capita.
Communication themes typical for the category: heritage, craftsmanship, masculinity, responsible drinking.