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 from
APAC region


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



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 1.2 million 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 past 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 whiskies 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.

Source: Knight Frank 2019