Scotch sales in poor spirit as Britons soak up US whisky galore
on 16/01/11 at 10:58 amIndustry
Figures from International Wine and Spirits Research show bourbon sales in the UK rose by 25% between 2005 and 2009 and are forecast to increase by another 22% up to 2014. According to IWSR figures, bourbon sales are projected to reach 1.5 million nine-litre cases in the UK in four years.
If correct, the figures suggest demand for bourbon will grow twice as fast as other spirits categories up to 2014. The second-best performer is likely to be rum.
Scotch whisky, whose growing global sales are three times those of US whiskies combined, has seen a dramatic sales decline in the UK, its third-largest global market, prompting criticism of brand owners’ marketing strategies, the largest of whom also own fast-growing bourbon, rum and white spirits brands.
IWSR says UK whisky sales slipped by 11% between 2005 and 2009, and will stay static at 6.5 million cases to 2014.