William Grant’s top UK spirits trends

11th July, 2014 by Amy Hopkins



William Grant & Sons UK claims that the whisky category is worth £925 million in the UK on-trade, an increase of 4.1% on the previous year. Within this category, blended whisky is the most popular sector despite a 1.2% decline in 2013/14, reaching sales of £420m in total. Meanwhile, malt whisky is the fastest growing spirits category, registering an increase of 22.7%. The growing Irish whiskey category was also found to have increased 7.6% to £54m. As a complete category, whisky is stocked in 115,000 outlets in the UK on-trade and is the industry’s third largest category. London is the number one region in the UK for on-trade whisky sales.


Research also shows that in the UK off-trade, the whisky market is worth almost £1.2bn, an increase of 1.7% on 2012/13 figures. In terms of value, Scotch accounts for 82.8% of all sales, while American whiskey is one of the main growth drivers, up 15.3%, and remains the third largest value segment behind malt. The grocery channel accounts for 82.3% of total whisky value sales. Figures also show that 68% of Scotch malt whisky shoppers are purchasing the category as a gift. The entire category has seen £12.8m of sales come from products launched in the past two years. Men were found to be the dominant whisky drinkers, taking up 70% of the market.

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