Really interesting numbers on U.S. Scotch whisky sales from Shanken News Daily today. For the first time ever, a single malt -- The Glenlivet -- is one of the top five Scotch sellers. The Glenlivet passed J&B to cross over the 300,000 case threshold. If you needed further proof of premiumization in this market, Johnnie Walker Black is selling significantly more than JW Red:
The brand, including Black, Red, Blue, Green, Gold and Swing, had total volume of 1.61 million cases in the U.S. market last year. Black continues to comprise a greater portion of the total Johnnie Walker brand, reaching an estimated 810,000 cases last year compared to Red’s 720,000 cases. Back in 2000, Black was the smaller player with 550,000 cases, compared to Red’s 675,000 cases.Fascinating.The top five sellers' total volume was down 4.3% (The Glenlivet was up 8%, but #2 Dewar's was down over 14%), but the overall market was up 8%, while dollar sales grew 14%. Sound familiar to folks who follow the craft beer market?
For those of you who asked for more numbers...
|USA - Top Five Scotch Whisky Brands|
(thousands of nine-liter case depletions)
|1||Johnnie Walker1||Diageo North America||1,415||1,579||1,610||2.6%||2.0%|
|3||Clan MacGregor||William Grant & Sons USA||650||637||594||-1.8%||-6.8%|
|4||Chivas Regal||Pernod Ricard USA||484||397||402||-3.6%||1.3%|
|5||The Glenlivet||Pernod Ricard USA||232||286||309||5.9%||8.0%|
|Total Top Five||4,156||4,299||4,115||-0.2%||-4.3%|
1 includes Black, Red, Blue, Green, Gold and Swing
2 average annual compound growth rate
Source: IMPACT DATABANK