TREND REPORT

World Whisky Trends

What’s going on with World Whisky?

Written by

Jess Williamson

FINLAND

Kyrö Malt Rye Whisky

2021-2022: +1189.8%

Standout product: Kyrö Malt Rye Whisky

A quality offering of rye and single malt whiskies have seen Finnish whisky see some incredible growth, with Master of Malt sales in Q2 2023 so far having already overtaken the same period in 2022 by +74%.

DENMARK

Stauning Rye

2021-2022: +60.3% 2023

Standout product: Stauning Rye

It’s all about the grains, and the rise of Danish rye whisky allows for easy, worldly twists on classic cocktails – and in fact, more often than not mixing is encouraged, making them more accessible.

SWEDEN

2021-2022: +58.2%

2023 Standout product: Mackmyra Stjärnrök

Swedish whisky is constantly pushing flavour boundaries through cask finishes and wood types, in a particularly playful way. With a standout product like Mackmyra Stjärnrök, it’s clear that the thirst for peated whisky goes well beyond Scotch.

NEW ZEALAND

A bottle of Master of Malt exclusive bottling, Willowbank 18 Year Old.

Willowbank 18 Year Old (Master of Malt)

2021-2022: +270.8%

2023 Standout product: Willowbank 18 Year Old (Master of Malt)

It’s fair to assume that when drinkers are branching out into World Whisky, they’d start at the entry level bottlings – but the popularity of our own Willowbank 18 Year Old independent bottling suggests otherwise when it comes to New Zealand.

CANADA

A bottle of Maple Syrup& Toasted Oats& Orange Zest& Vanilla.

Maple Syrup & Toasted Oats & Orange Zest & Vanilla 7 Year Old

Q1 2022 - Q1 2023: +73.3%

2023 Standout product: Maple Syrup & Toasted Oats & Orange Zest & Vanilla 7 Year Old

On the flipside, Canadian corn whisky provides excellent value and bucketloads of flavour, with a brilliant value age statement making our standout product. Other grains are taking the stage, but it’s not all about rye.

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