They drink a lot of scotch in America. In the US, Americans consumed 9.17 million 9 litre cases in 2020. We can all agree, that's a lot of whiskey. So it's no surprise America is one of the top five importers of Scotch. But would you have guessed Johnnie Walker would be two of the top three most popular whisky brands in the US?
In 2020, Johnnie Walker Black and Johnnie Walker Red, both supplied by Diageo, rounded out the top three whiskies. In that year, Diageo was the leading supplier of Scotch whisky in the United States, capturing 32 percent of the market share.
Dewar's was the second leading Scotch whisky brand in the United States, with about 1.01 million 9 litre cases sold.
Leading brands of Scotch whisky in the United States in 2020, based on volume sales
Beverage Information Group (September 30, 2021). Leading brands of Scotch whisky in the United States in 2020, based on volume sales (in 1,000 9 litre cases). In Statista.
Johnnie Walker is the Most Popular Scotch Brand in America
Originating in Kilmarnock in East Ayrshire in Scotland in the early nineteenth century, Johnnie Walker is now among the world's most popular and recognisable spirits brands. In 2021, it was ranked among the top ten most valuable spirits brands worldwide, with a brand value of 2.4 billion US dollars.
As a household name globally, Johnnie Walker sold more than 14 million 9-litre cases worldwide in 2020, making Scotch whisky the most lucrative alcohol category for its manufacturer, Diageo.
Offering a diverse range of blends, Johnnie Walker's most popular bottles include Red Label, Black Label and Double Black Label. In addition, the brand also caters to the higher price tiers with its premium blends, such as the Blue Label, one of the most expensive Scotch whisky brands in the world.
The Second Most Popular Whisky in the US is Chivas Regal
Chivas Regal is a brand of Scotch whisky aged 12 years and older introduced by the Chivas Brothers, Stewart and James, in early nineteenth-century Scotland.
The home of Chivas Regal is the Strathisla distillery, which is the oldest distillery in the Scottish Highlands that has been operating continuously since 1786. In 2001, the Chivas Regal brand was acquired by Pernod Ricard, one of the leading beverage companies in the world and a key player in the wine and spirits market.
The brand portfolio of the French alcoholic beverages manufacturer also includes other stellar spirits brands such as Jameson Irish Whiskey, Absolut Vodka, Ballantine's, Imperial Blue, Beefeater Gin and more.
Americans Are Drinking a Lot of Whiskey
The amount of whiskey Americans drink has been relatively consistent since 2016.
Consumption of Scotch whisky in the United States from 2013 to 2020
Beverage Information Group. (September 30, 2021). Consumption of Scotch whisky in the United States from 2013 to 2020 (in 1,000 9 litre cases). In Statista.
High volumes of whisky consumption makes this an exciting time for whisky investors. The investment opportunity in casks is excellent because, without casks today, there won’t be any whiskies in the future. It is a forward-looking market and there are opportunities today to meet future demand.
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