市場調查報告書
商品編碼
1453989
2030 年蘇格蘭威士忌市場預測:按類型、風味、原產國、價格分佈、包裝、分銷管道、最終用戶和地區進行的全球分析Scotch Whisky Market Forecasts to 2030 - Global Analysis By Type, Flavour, Region of Origin, Price Range, Packaging, Distribution Channel, End User and By Geography |
根據 Stratistics MRC 的數據,2023 年全球蘇格蘭威士忌市場規模為 331.1 億美元,預計到 2030 年將達到 578.7 億美元,預測期內年複合成長率為 8.3%。
蘇格蘭威士忌以其豐富的傳統和複雜的風味而聞名於世,是一種起源於蘇格蘭的深受喜愛的蒸餾酒。這款威士忌由大麥芽和水製成,在橡木桶中陳釀至少三年,體現了數百年的傳統。不同的地區、水源和泥炭含量導致了不同威士忌的不同細微差別。透過一絲不苟的製造程序和嚴格的監管,蘇格蘭威士忌成為工藝和文化意義的巔峰之作,以其無與倫比的深度和品質吸引著鑑賞家。
根據蘇格蘭威士忌協會(SWA)統計,2019年蘇格蘭威士忌全球出口銷售額成長超過4%,達63.6億美元。
全球對頂級烈酒的需求不斷成長
隨著消費者對高品質和獨特飲用體驗的要求越來越高,優質蘇格蘭威士忌以其豐富的傳統、複雜的風味和工藝而受到關注。這一趨勢在北美和歐洲等成熟市場以及亞太和拉丁美洲等快速擴張的市場尤為明顯。由於眼光敏銳的消費者願意投資優質飲料,釀酒商正專注於優質化策略,並推出陳年風味、限量版和創新混合飲料,以迎合這個利潤豐厚的細分市場。
高稅收
蘇格蘭威士忌的高課稅主要是由於政府收入目的和監管措施。由於蘇格蘭威士忌產業利潤豐厚,這些稅收為政府財政做出了巨大貢獻。然而,過度課稅可能導致零售價格上漲,使消費者無法負擔蘇格蘭威士忌。此外,它還可能促進非法貿易和走私,進一步影響合法銷售管道。這可能會減少需求,尤其是對價格敏感的細分市場,並阻礙市場成長。
遊客和釀酒廠參觀人數增加
遊客擴大尋求身臨其境型的體驗,例如釀酒廠之旅、品酒會和教育課程,以加深對蘇格蘭威士忌工藝和傳統的了解。這些參觀不僅可以推動釀酒廠的直接銷售,還可以在與朋友和家人共用體驗的參觀者中建立品牌忠誠度和宣傳。此外,他們還透過住宿設施、餐飲和其他旅遊活動創造收入,為當地經濟做出貢獻。因此,釀酒廠旅遊業成為市場成長的催化劑,促進了世界各地對蘇格蘭威士忌的持續興趣和需求。
來自其他烈酒類別的激烈競爭
來自波本威士忌、伏特加酒和龍舌蘭酒等其他烈酒類別的激烈競爭給蘇格蘭威士忌帶來了挑戰。這些競爭對手的烈酒提供多種口味,通常價格分佈較低,吸引了更廣泛的消費者群體。此外,消費者偏好的變化,尤其是年輕人的口味,喜歡嘗試和多樣化,這進一步加劇了競爭。這些動態條件轉移了消費者對傳統威士忌的支出,從而阻礙了蘇格蘭威士忌市場的成長。
COVID-19 的影響
COVID-19 大流行對蘇格蘭威士忌市場產生了重大影響,擾亂了全球生產、分銷和消費。封鎖措施、旅行限制以及酒吧和餐廳關閉導致商店銷售額大幅下降。然而,隨著人們轉向在家喝酒,店外消費激增。由於經濟不確定性和消費行為的變化,出口市場,特別是亞洲和歐洲的出口市場出現波動。虛擬品嚐和線上銷售已成為在社交距離措施中吸引消費者的重要策略。總體而言,儘管面臨挑戰,蘇格蘭威士忌市場已經適應並表現出了對這場流行病的適應能力。
混合蘇格蘭威士忌產業預計將在預測期內成為最大的產業
混合蘇格蘭威士忌市場預計將出現良好的成長。混合蘇格蘭威士忌是來自多個釀酒廠的麥芽和穀物威士忌的混合物。這種風格佔生產的大部分,以其流暢性、一致性和多功能性而聞名。調酒大師精心挑選並混合不同年份和特色的威士忌,創造出平衡的風味,吸引廣大消費者。透過提供從入門級到高級混合酒的各種表現形式,我們吸引了廣泛的人群,從威士忌新手到尋求威士忌品質和價值體驗的愛好者。
預計高階細分市場在預測期內的年複合成長率最高
預計高階細分市場在預測期內將出現最高的年複合成長率。優質蘇格蘭威士忌代表了蘇格蘭威士忌市場工藝和品質的巔峰。這些威士忌採用最優質的原料精心釀造,並經過長時間陳釀,以形成複雜的風味和香氣。優質蘇格蘭威士忌通常由知名釀酒廠生產,因其卓越的品質、有限的供應和獨特的特性而售價高昂。優質蘇格蘭威士忌體現了傳承、傳承和卓越,吸引世界各地的鑑賞家和收藏家。
由於日益富裕、不斷變化的消費者偏好和快速成長的中階,亞太地區蘇格蘭威士忌市場正在經歷顯著成長。中國、日本和印度等國家正成為重要市場,推動了對優質和超優質蘇格蘭威士忌品牌的需求。主要趨勢包括威士忌作為身份象徵的流行、人們對威士忌鑑賞和教育的興趣增加,以及雞尾酒文化在城市中心的興起。我們與蘇格蘭威士忌生產商和當地經銷商的合作也推動了多元化和充滿活力的亞太地區的市場滲透和品牌認知度。
歐洲蘇格蘭威士忌市場依然強勁,需求穩定,消費者偏好多樣化。蘇格蘭繼續佔據大部分產量,傳統釀酒廠保持其據點,但精釀和精品釀酒廠的趨勢不斷成長。英國、德國、法國等歐洲主要市場消費格局穩定,東歐新興市場成長潛力大。蘇格蘭威士忌保持著典型歐洲烈酒的地位。
According to Stratistics MRC, the Global Scotch Whisky Market is accounted for $33.11 billion in 2023 and is expected to reach $57.87 billion by 2030 growing at a CAGR of 8.3% during the forecast period. Scotch whisky, renowned globally for its rich heritage and complex flavours, is a beloved spirit originating from Scotland. Crafted from malted barley, water, and aged in oak barrels for a minimum of three years, it embodies centuries of tradition. The diverse geography, water sources, and peat levels contribute to the varied nuances found in different whiskies. With a meticulous production process and strict regulations, Scotch whisky represents a pinnacle of craftsmanship and cultural significance, enticing connoisseurs with its unparalleled depth and character.
According to the Scotch Whisky Association (SWA), global export sales of scotch whisky rose by more than 4%, reaching a total of USD 6.36 billion in 2019.
Growing global demand for premium spirits
As consumers increasingly seek high-quality and distinctive drinking experiences, they are turning to premium scotch whisky for its rich heritage, complex flavours, and craftsmanship. This trend is particularly evident in mature markets like North America and Europe, as well as in rapidly expanding markets across Asia Pacific and Latin America. With discerning consumers willing to invest in luxury beverages, distillers are focusing on premiumization strategies, introducing aged expressions, limited editions, and innovative blends to cater to this lucrative segment of the market.
High taxation
High taxation on scotch whisky primarily stems from government revenue objectives and regulatory measures. These taxes contribute significantly to government coffers due to the lucrative nature of the Scotch industry. However, excessive taxation can lead to inflated retail prices, making scotch whisky less affordable for consumers. Moreover, it can also incentivize illicit trade and smuggling, further impacting legitimate sales channels. This can hinder market growth by dampening demand, particularly among price-sensitive demographics.
Rising tourism and distillery visits
Tourists increasingly seek immersive experiences, including distillery tours, tastings, and educational sessions, fostering a deeper appreciation for the craft and heritage of Scotch Whisky. These visits not only boost direct sales at distilleries but also create brand loyalty and advocacy among visitors who share their experiences with friends and family. Furthermore, they contribute to local economies by generating revenue from accommodation, dining, and other tourist activities. As a result, distillery tourism serves as a catalyst for market growth, fostering sustained interest and demand for scotch whisky worldwide.
Intense competition from other spirits categories
Intense competition from other spirits categories, such as bourbon, vodka, and tequila, presents challenges for the scotch whisky. These rival spirits offer diverse flavor profiles, often at lower price points, appealing to a broader consumer base. Additionally, changing consumer preferences, particularly among younger demographics favour experimentation and variety, further intensifying competition. This dynamic landscape hampers the growth of the Scotch whisky market by diverting consumer spending away from traditional whisky offerings.
Covid-19 Impact
The covid-19 pandemic profoundly affected the scotch whisky market, leading to disruptions in production, distribution, and consumption globally. Lockdown measures, travel restrictions, and closures of bars and restaurants significantly decreased on-premise sales. However, off-premise consumption saw a surge as people turned to home drinking. Export markets, particularly in Asia and Europe, experienced fluctuations due to economic uncertainties and changes in consumer behaviour. Virtual tastings and online sales emerged as crucial strategies for engaging consumers amidst social distancing measures. Overall, while facing challenges, the scotch whisky market adapted and showed resilience during the pandemic.
The blended scotch whisky segment is expected to be the largest during the forecast period
The blended scotch whisky segment is estimated to have a lucrative growth. Blended scotch whisky is a harmonious marriage of malt and grain whiskies sourced from multiple distilleries. This style accounts for the majority of the production and is known for its smoothness, consistency, and versatility. Master blenders carefully select and combine whiskies of different ages and characteristics to achieve a balanced flavor profile that appeals to a wide range of consumers. It offers a diverse range of expressions, from entry-level offerings to premium blends, making it accessible to both novice drinkers and connoisseurs seeking quality and value in their whisky experience.
The premium segment is expected to have the highest CAGR during the forecast period
The premium segment is anticipated to witness the highest CAGR growth during the forecast period. Premium Scotch whisky represents the pinnacle of craftsmanship and quality in the Scotch whisky market. These whiskies are meticulously crafted using the finest ingredients and aged for extended periods to develop complex flavours and aromas. Often produced by renowned distilleries, premium Scotch whiskies command higher prices due to their exceptional quality, limited availability, and unique character. Premium Scotch whisky exemplifies tradition, heritage, and excellence, appealing to aficionados and collectors worldwide.
The Scotch Whisky market in the Asia Pacific region has experienced remarkable growth driven by rising affluence, evolving consumer tastes, and a burgeoning middle class. Countries like China, Japan, and India have emerged as significant markets, with a growing demand for premium and ultra-premium Scotch Whisky brands. Key trends include the popularity of whisky as a status symbol, increasing interest in whisky appreciation and education, and a surge in cocktail culture across urban centers. Additionally, collaborations between Scotch Whisky producers and local distributors are facilitating market penetration and brand awareness in the diverse and dynamic Asia Pacific region.
The Scotch Whisky market in Europe remains robust, characterized by steady demand and diverse consumer preferences. Scotland continues to dominate production, with traditional distilleries maintaining their stronghold alongside a rising trend in craft and boutique distilleries. Key European markets such as the UK, Germany, and France exhibit stable consumption patterns, while emerging markets in Eastern Europe show promising growth potential. Scotch Whisky maintains its status as a quintessential spirit in Europe.
Key players in the market
Some of the key players profiled in the Scotch Whisky Market include Diageo PLC, Pernod Ricard SA, William Grant & Sons Limited, Bacardi Limited, Edrington Group, Beam Suntory Inc., John Dewar & Sons, Whyte & Mackay Limited, Glenmorangie Company, Chivas Brothers, BenRiach Distillery Company, Ian Macleod Distillers Limited, Longmorn Distillery, Johnnie Walker and Brown-Forman Corporation.
In February 2024, Longmorn, a Scotland Speyside single malt Scotch, is proud to begin another chapter in its 130-year history of craftsmanship with the introduction of two new whiskies and the unveiling of a contemporary new appearance. Unmatched in its refined craft and flavor, Longmorn has made the commitment to release single malt whiskies matured for no less than 18 years, beginning with the newly released 18-Year-Old and 22-Year-Old expressions.
In October 2023, Dewar's(R) blended Scotch whisky has unveiled its highest age expression released to date - DEWAR'S Double Double 37 Year Old - a rare, limited edition. The first in the brand's Collector's Series, it is one of four blended malts in the set, with each expression finished in a unique and innovative way.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.