Sep 18, 2023

18 September 2023 By Jessica Mason Asia has taken the lead as the market that is the biggest consumer of Scotch whisky, overtaking Europe, according to reports. According to the Japan Times , the Scotch Whisky Association (SWA) reported sales growth throughout Asia in a trend that has seen spirits makers experience double-digit sales growth for the region. The findings outlined how Chivas Brothers CEO Jean-Etienne Gourgues recently noted the extent of Chivas’ marketing efforts and revealed how it has worked with Chinese wedding planners to introduce the new tradition of whisky-sharing as a wedding day ritual. Support also came in the fiscal year report from Pernod Ricard which indicated Scotch whisky sales increased by 17% reaching a 10-year high with Asia being the biggest contributor to this growth, passing 21% in regional sales. Chivas, owned by Pernod Ricard, additionally showed a sales increase of 32%, mostly driven by Asian consumption. Meanwhile, Diageo highlighted in its sales report for its Johnnie Walker brand that there were only a 2% increase in Asian exports, but at the same time sales volume reportedly rose 7% showing that the category still has headroom. This year, according to the SWA, six out of 10 export destinations were Asian. Speaking about the trend, Bloomberg Intelligence analyst Duncan Fox told reporters: “Asia is where the longer-term growth will be, especially as you convert people from whatever the local whiskies are or the cheaper blends to more expensive whiskies over time.” Subscribe to our daily newsletter Subscribe