According to CGA’s BeverageTrak, the Whiskey category experienced a 16% uplift in Q4 of 2022 compared to the previous quarter. Winter showed the most growth, with 2023’s Q1 having a 11% raise compared to Q3 of 2022.
This outperformed the overall spirits market, which had a 9% increase in Q1, compared to Q4 and a 7% increase compared to Q3. New York and Florida showed the most substantial grown, (26% and 31%, respectively) between Q3 2022 and Q1 2023.
This is attributable to increased sales within eating outlets, preferred by Japanese Whiskey and Scotch drinker, according to Andrew Hummel, CGA’s Client Director. Japanese Whiskey is most selected during celebratory meals, (59%) in food centered business meetings (28%) and over meals involving children (18%).
Around 64% of Canadian, Irish, and Scotch Whiskey drinkers enjoy their drinks during meals with friends and nearly 50% during meals with family. CGA’s report shows that the International Whiskey category presents a multitude of prospects for suppliers, operators and brands to capitalize on.
Says Hummel; “By incorporating current insights into their strategic planning, stakeholders can effectively harness the category’s potential and achieve substantial gains in the dynamic American On Premise market. Adapting swiftly and implementing optimal strategies will be crucial in seizing the opportunities that lie ahead in the upcoming months.”
Source: Kane’s Beverage Daily