UK Whisky Sales Surge: Scotland Leads Amid Market Resilience
2023 was almost a golden year for whisky in the UK’s pubs and bars, with sales nearly touching the £1 billion mark, an impressive £959 million to be exact. This news from CGA by NIQ comes at a time when other spirits seem to be losing their fizz in the market, especially according to their Christmas report.
Scotland’s Love Affair with Whisky
In this somewhat gloomy spirits scene, Scotland is a shining exception. Here, whisky isn’t just holding its own – it’s thriving. Sales shot up by 18.2% from the previous year. To put it into perspective, Scotland, with just about 12% of the UK population, now accounts for a hefty 15.4% of all the whisky sales by value across the UK.
Zooming in, it’s malt whisky that’s stealing the show in Scotland. Imagine this: in just a year, from 2022 to 2023, its value shot up by a staggering 35.9%.
Matt Meeks, CGA by NIQ’s senior client manager, sheds light on a unique Scottish tradition – Burns Night. This annual celebration, in honor of the country’s much-loved poet, seems to have a magic touch, charming more people into the world of whisky.
Shifting Whisky Tastes
Whisky preferences are also evolving. Now, malts make up nearly a third (31.8%) of all whisky sales in pubs and bars, up by 3.3% from last year. Meanwhile, blended whisk(e)y and American whiskey are somewhat receding in popularity.
Interestingly, whisky drinkers seem to be the more lavish lot. On average, they’re spending about £126 per month on dining and drinking out, while those who aren’t whisky enthusiasts typically spend around £99.
A Nod to Local Tastes
This surge in whisky sales, particularly in Scotland, feels like a nod to local tastes. It’s as if the Scots are raising a glass to their own Scotch whisky. Down in Southern England, there’s a similar story but with English sparkling wine gaining the spotlight.
