How American and Irish brands are pulling non-scotch whiskey/whisky up global travel retail’s value ladder – Category Intel

In global travel retail, the non-scotch whiskey/whisky category is growing at a healthy pace. That said, scotch whisky’s crown is in no danger of slipping. In 2022, scotch remained more than two-and-a-half times larger in volume terms than non-scotch whiskey/whisky in the channel, despite the latter recording a post-pandemic sales increase of 79.4%, according to IWSR Drinks Market Analysis.Non-scotch also lags sizably in premiumisation terms. IWSR data shows that scotch's super-premium segment is over 14 times larger than non-scotch's. Even so, both American and Irish whiskies - the two larg