The market for malt whiskey is expected to grow at a CAGR of 4.8% during the forecast period of 2023 to 2031. The rising demand for luxury spirits as a result of shifting consumer preferences is a significant factor that is contributing to the expansion of the Single Malt Whiskey Market worldwide. According to Vinexpo, an international brand that generates and develops essential features in the wine and spirits sector, the recent trend of drinking less but better would result in a rise in the consumption of pure alcohol. This prediction was made by Vinexpo. Because of this, customers will shift their consumption away from wine and beer and toward whisky. In addition, the particular flavor of single malt whisky is a significant contributor to its appeal among millennial customers, which in turn supports the expansion of the industry. Millennials are the consumers that are driving the growth of the market. The market expansion is being fueled by the launch of new products as well as an increased taste for high-end single malt whiskey. The companies Bacardi, Beam Suntory, Brown-Forman, Diageo, Pernod Ricard, Asahi Breweries, Distell, Gruppo Campari, John Distilleries, RadicoKhaitan, and United Spirits are the most significant competitors in this market.
Since 2021, a global pandemic has wreaked havoc on the world of business to an extent that has never been seen before on a scale that spans the entire planet. One of the areas that has been adversely affected and that has had major disruptions as a result of lockdowns and market closures that have been imposed is the industry that deals with alcoholic beverages. The expenditure of consumers has fallen even further across the board for all types of alcoholic beverages, including vodka, whiskey, and gin. Several businesses were forced to face the full force of the pandemic, which included increasing health concerns, restrictions on travel and going out, and the closing of on-trade establishments for the drinking of alcoholic beverages.
The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends, and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.
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Since 2021, a global pandemic has wreaked havoc on the world of business to an extent that has never been seen before on a scale that spans the entire planet. One of the areas that has been adversely affected and that has had major disruptions as a result of lockdowns and market closures that have been imposed is the industry that deals with alcoholic beverages. The expenditure of consumers has fallen even further across the board for all types of alcoholic beverages, including vodka, whiskey, and gin. Several businesses were forced to face the full force of the pandemic, which included increasing health concerns, restrictions on travel and going out, and the closing of on-trade establishments for the drinking of alcoholic beverages.
Scotch Whiskey Dominates the Malt Whiskey Market by Product
Scotch Whiskey, American Whiskey, Irish Whiskey, and Other Types of Whiskey make up the Scotch Whiskey, American Whiskey, and Irish Whiskey segments of the market, respectively. Because of its excellent quality, authenticity, and flavorful profile, scotch whiskey is by far the most popular type of whisky, and as a result, the category dominated in terms of market revenues in 2021. Blended single malt is a type of whiskey that is created by combining Single Malt Whiskey with wheat. Because of its subtle and complex flavor undertones, blended single malt is a favorite among consumers. As a consequence of this, it is anticipated that the Single Malt Whiskey business would rise significantly in the market due to an increase in exports.The Off-trade Segment Dominated the Market by Distribution Channel
The market by distribution channel is segmented as off-trade and on-trade. The off-trade market is the one in which single malt whisky is traded globally in 2021. Off-trade sales channel comprises all retail outlets including supermarkets/hypermarkets, wine spirits shops, and convenience stores. Because purchasing alcoholic beverages from off-trade outlets, such as supermarkets and specialty stores, is typically less expensive for customers than purchasing alcoholic beverages from on-trade outlets, such as pubs, bars, and restaurants, these off-trade outlets are preferred by customers. Additionally, the on-trade channel is picking up speed as customers in developed nations seek appealing ambiance and engaging surroundings when drinking liquor. This has led to an increase in the popularity of on-trade establishments. As a direct consequence of this, the development of the sales channel is given a push.North America Remained as the Global Leader
The Global Single Malt Whiskey Market is divided into the following segments based on the results of the regional analysis: North America, Europe, Asia Pacific, and the Rest of the World. It is anticipated that the market for single malt whiskey would enjoy substantial growth in North America because of the rising popularity and preference for scotch whisky, as well as the fact that the region is the largest importer of this product on a global scale. In 2021, the United States was the country that imported the most single malt whisky, and the vast majority of distilleries that produce single malt whisky have contributed to the expansion of the market. The Asia-Pacific region is the market that is expanding at the quickest rate as a result of shifting consumer lifestyles and rising urbanization. Because consumers now have more discretionary income and because western culture is increasingly prevalent, there has been a shift toward the consumption of premium spirits. The Single Malt Whiskey Market in the region has seen substantial expansion as a direct result of these several factors.Historical Forecast Period
This study report represents an analysis of each segment from 2021 to 2031 considering 2022 as the base year. Compounded Annual Growth Rate (CAGR) for each of the respective segments estimated for the forecast period of 2023 to 2031.The current report comprises of quantitative market estimations for each micro market for every geographical region and qualitative market analysis such as micro and macro environment analysis, market trends, competitive intelligence, segment analysis, porters five force model, top winning strategies, top investment markets, emerging trends, and technological analysis, case studies, strategic conclusions and recommendations and other key market insights.
Research Methodology
The complete research study was conducted in three phases, namely: secondary research, primary research, and expert panel review. A key data point that enables the estimation of the Malt Whiskey market are as follows:- Research and development budgets of manufacturers and government spending
- Revenues of key companies in the market segment
- A number of end users and consumption volume, price, and value.
- Geographical revenues generate by countries considered in the report
- Micro and macro environment factors that are currently influencing the Malt Whiskey market and their expected impact during the forecast period.
Market Segmentation
Application
- Supermarket and Hypermarkets
- On-Trade
- Specialist Retailers
- Online
- Convenience Store
Product
- Scotch Whiskey
- American Whiskey
- Irish Whiskey
- Other
Key questions answered in this report
- What are the key micro and macro environmental factors that are impacting the growth of Malt Whiskey market?
- What are the key investment pockets with respect to product segments and geographies currently and during the forecast period?
- Estimated forecast and market projections up to 2031.
- Which segment accounts for the fastest CAGR during the forecast period?
- Which market segment holds a larger market share and why?
- Are low and middle-income economies investing in the Malt Whiskey market?
- Which is the largest regional market for Malt Whiskey market?
- What are the market trends and dynamics in emerging markets such as Asia Pacific, Latin America, and Middle East Africa?
- Which are the key trends driving Malt Whiskey market growth?
- Who are the key competitors and what are their key strategies to enhance their market presence in the Malt Whiskey market worldwide?
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Table of Contents
1. Preface1.1. Report Description
1.1.1. Purpose of the Report
1.1.2. Target Audience
1.1.3. Key Offerings
1.2. Market Segmentation
1.3. Research Methodology
1.3.1. Phase I - Secondary Research
1.3.2. Phase II - Primary Research
1.3.3. Phase III - Expert Panel Review
1.3.4. Assumptions
1.3.5. Approach Adopted
2. Executive Summary
2.1. Market Snapshot: Global Malt Whiskey Market
2.2. Global Malt Whiskey Market, By Application, 2022 (US$ Million)
2.3. Global Malt Whiskey Market, By Product, 2022 (US$ Million)
2.4. Global Malt Whiskey Market, By Geography, 2022 (US$ Million)
2.5. Attractive Investment Proposition by Geography, 2022
3. Malt Whiskey Market: Competitive Analysis
3.1. Market Positioning of Key Malt Whiskey Market Vendors
3.2. Strategies Adopted by Malt Whiskey Market Vendors
3.3. Key Industry Strategies
3.4. Tier Analysis 2022 Versus 2031
4. Malt Whiskey Market: Macro Analysis & Market Dynamics
4.1. Introduction
4.2. Global Malt Whiskey Market Value, 2021 - 2031, (US$ Million)
4.3. Market Dynamics
4.3.1. Market Drivers
4.3.2. Market Restraints
4.3.3. Key Challenges
4.3.4. Key Opportunities
4.4. Impact Analysis of Drivers and Restraints
4.5. See-Saw Analysis
5. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
5.1. Market Overview
5.2. Growth & Revenue Analysis: 2022 Versus 2031
5.3. Market Segmentation
5.3.1. Supermarket and Hypermarkets
5.3.2. On-Trade
5.3.3. Specialist Retailers
5.3.4. Online
5.3.5. Convenience Store
6. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
6.1. Market Overview
6.2. Growth & Revenue Analysis: 2022 Versus 2031
6.3. Market Segmentation
6.3.1. Scotch Whiskey
6.3.2. American Whiskey
6.3.3. Irish Whiskey
6.3.4. Other
7. North America Malt Whiskey Market, 2021-2031, USD (Million)
7.1. Market Overview
7.2. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
7.3. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
7.4.Malt Whiskey Market: By Region, 2021-2031, USD (Million)
7.4.1.North America
7.4.1.1. U.S.
7.4.1.1.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
7.4.1.1.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
7.4.1.2. Canada
7.4.1.2.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
7.4.1.2.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
7.4.1.3. Rest of North America
7.4.1.3.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
7.4.1.3.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8. UK and European Union Malt Whiskey Market, 2021-2031, USD (Million)
8.1. Market Overview
8.2. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.3. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8.4.Malt Whiskey Market: By Region, 2021-2031, USD (Million)
8.4.1.UK and European Union
8.4.1.1. UK
8.4.1.1.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.4.1.1.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8.4.1.2. Germany
8.4.1.2.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.4.1.2.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8.4.1.3. Spain
8.4.1.3.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.4.1.3.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8.4.1.4. Italy
8.4.1.4.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.4.1.4.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8.4.1.5. France
8.4.1.5.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.4.1.5.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
8.4.1.6. Rest of Europe
8.4.1.6.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
8.4.1.6.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9. Asia Pacific Malt Whiskey Market, 2021-2031, USD (Million)
9.1. Market Overview
9.2. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.3. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9.4.Malt Whiskey Market: By Region, 2021-2031, USD (Million)
9.4.1.Asia Pacific
9.4.1.1. China
9.4.1.1.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.4.1.1.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9.4.1.2. Japan
9.4.1.2.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.4.1.2.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9.4.1.3. India
9.4.1.3.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.4.1.3.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9.4.1.4. Australia
9.4.1.4.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.4.1.4.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9.4.1.5. South Korea
9.4.1.5.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.4.1.5.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
9.4.1.6. Rest of Asia Pacific
9.4.1.6.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
9.4.1.6.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
10. Latin America Malt Whiskey Market, 2021-2031, USD (Million)
10.1. Market Overview
10.2. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
10.3. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
10.4.Malt Whiskey Market: By Region, 2021-2031, USD (Million)
10.4.1.Latin America
10.4.1.1. Brazil
10.4.1.1.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
10.4.1.1.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
10.4.1.2. Mexico
10.4.1.2.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
10.4.1.2.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
10.4.1.3. Rest of Latin America
10.4.1.3.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
10.4.1.3.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
11. Middle East and Africa Malt Whiskey Market, 2021-2031, USD (Million)
11.1. Market Overview
11.2. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
11.3. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
11.4.Malt Whiskey Market: By Region, 2021-2031, USD (Million)
11.4.1.Middle East and Africa
11.4.1.1. GCC
11.4.1.1.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
11.4.1.1.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
11.4.1.2. Africa
11.4.1.2.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
11.4.1.2.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
11.4.1.3. Rest of Middle East and Africa
11.4.1.3.1. Malt Whiskey Market: By Application, 2021-2031, USD (Million)
11.4.1.3.1. Malt Whiskey Market: By Product, 2021-2031, USD (Million)
12. Company Profile
12.1. Bacardi
12.1.1. Company Overview
12.1.2. Financial Performance
12.1.3. Product Portfolio
12.1.4. Strategic Initiatives
12.2. Beam Suntory
12.2.1. Company Overview
12.2.2. Financial Performance
12.2.3. Product Portfolio
12.2.4. Strategic Initiatives
12.3. Brown-Forman
12.3.1. Company Overview
12.3.2. Financial Performance
12.3.3. Product Portfolio
12.3.4. Strategic Initiatives
12.4. Diageo
12.4.1. Company Overview
12.4.2. Financial Performance
12.4.3. Product Portfolio
12.4.4. Strategic Initiatives
12.5. Pernod Ricard
12.5.1. Company Overview
12.5.2. Financial Performance
12.5.3. Product Portfolio
12.5.4. Strategic Initiatives
12.6. Asahi Breweries
12.6.1. Company Overview
12.6.2. Financial Performance
12.6.3. Product Portfolio
12.6.4. Strategic Initiatives
12.7. Distell
12.7.1. Company Overview
12.7.2. Financial Performance
12.7.3. Product Portfolio
12.7.4. Strategic Initiatives
12.8. Gruppo Campari
12.8.1. Company Overview
12.8.2. Financial Performance
12.8.3. Product Portfolio
12.8.4. Strategic Initiatives
12.9. John Distilleries
12.9.1. Company Overview
12.9.2. Financial Performance
12.9.3. Product Portfolio
12.9.4. Strategic Initiatives
12.10. RadicoKhaitan
12.10.1. Company Overview
12.10.2. Financial Performance
12.10.3. Product Portfolio
12.10.4. Strategic Initiatives
12.11. United Spirits
12.11.1. Company Overview
12.11.2. Financial Performance
12.11.3. Product Portfolio
12.11.4. Strategic Initiatives
12.12. Others
12.12.1. Company Overview
12.12.2. Financial Performance
12.12.3. Product Portfolio
12.12.4. Strategic Initiatives
List of Figures
Figure 1 Global Malt Whiskey Market: Market Coverage
Figure 2 Research Methodology and Data Sources
Figure 3 Market Size Estimation - Top Down & Bottom-Up Approach
Figure 4 Global Malt Whiskey Market: Quality Assurance
Figure 5 Global Malt Whiskey Market, By Application, 2022
Figure 6 Global Malt Whiskey Market, By Product, 2022
Figure 7 Global Malt Whiskey Market, By Geography, 2022
Figure 8 Market Geographical Opportunity Matrix - Global Malt Whiskey Market, 2022
Figure 9 Market Positioning of Key Malt Whiskey Market Players, 2022
Figure 10 Global Malt Whiskey Market - Tier Analysis - Percentage of Revenues by Tier Level, 2022 Versus 2031
Figure 11 Global Malt Whiskey Market, By Application, 2022 Vs 2031, %
Figure 12 Global Malt Whiskey Market, By Product, 2022 Vs 2031, %
Figure 13 U.S. Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 14 Canada Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 15 Rest of North America Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 16 UK Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 17 Germany Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 18 Spain Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 19 Italy Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 20 France Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 21 Rest of Europe Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 22 China Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 23 Japan Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 24 India Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 25 Australia Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 26 South Korea Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 27 Rest of Asia Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 28 Brazil Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 29 Mexico Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 30 Rest of Latin America Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 31 GCC Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 32 Africa Malt Whiskey Market (US$ Million), 2021 - 2031
Figure 33 Rest of Middle East and Africa Malt Whiskey Market (US$ Million), 2021 - 2031
List of Tables
Table 1 Global Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 2 Global Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 3 North America Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 4 North America Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 5 U.S. Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 6 U.S. Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 7 Canada Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 8 Canada Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 9 Rest of North America Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 10 Rest of North America Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 11 UK and European Union Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 12 UK and European Union Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 13 UK Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 14 UK Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 15 Germany Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 16 Germany Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 17 Spain Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 18 Spain Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 19 Italy Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 20 Italy Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 21 France Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 22 France Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 23 Rest of Europe Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 24 Rest of Europe Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 25 Asia Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 26 Asia Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 27 China Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 28 China Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 29 Japan Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 30 Japan Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 31 India Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 32 India Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 33 Australia Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 34 Australia Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 35 South Korea Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 36 South Korea Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 37 Latin America Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 38 Latin America Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 39 Brazil Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 40 Brazil Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 41 Mexico Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 42 Mexico Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 43 Rest of Latin America Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 44 Rest of Latin America Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 45 Middle East and Africa Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 46 Middle East and Africa Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 47 GCC Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 48 GCC Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 49 Africa Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 50 Africa Malt Whiskey Market By Product, 2021-2031, USD (Million)
Table 51 Rest of Middle East and Africa Malt Whiskey Market By Application, 2021-2031, USD (Million)
Table 52 Rest of Middle East and Africa Malt Whiskey Market By Product, 2021-2031, USD (Million)
Companies Mentioned
- Bacardi
- Beam Suntory
- Brown-Forman
- Diageo
- Pernod Ricard
- Asahi Breweries
- Distell
- Gruppo Campari
- John Distilleries
- RadicoKhaitan
- United Spirits
