Market Overview

Global Whisky Market 2019 - 2023

The market will be accelerating, growing at a CAGR of almost 6%

Incremental Growth

The year-over-year growth rate for 2019 is estimated at 5.09%

The market is fragmented with several players occupying the market share

65% of the growth will be from the APAC region

One of the key trends for this market will be the growing demand for whisky in connected bottles

A Luxury Investment

Rare whisky has topped the Knight Frank Luxury Investment Index as the asset with the biggest potential return, having achieved 40% value growth in the past year and a 582% increase since 2009 – the highest of any investment. The most significant sale of 2018 was a bottle of Macallan 1926, hand painted by Irish artist Michael Dillon, that sold for a record-breaking £1.2million in November. 

Whisky was followed by coins (12% annual growth) and wine, which was the third most investible asset have increased in value by 9% over the part 12 months and 147% over the past 10 years.

“The stunning price growth of rare single malt whiskies shows that the appetite for new ‘alternative’ asset classes remains strong among high-net-worth investors. The key to rare whisky’s sustained growth as an asset class, is the passion buyers worldwide share for investing, collecting, and occasionally drinking, some of the best and rarest Scotch whisky ever made.” 

Andrew Shirley, editor of The Wealth Report and the Knight Frank Luxury Investment Index.

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