Cider, premium tequila and American whisky enjoyed a spike in popularity in 2015, according to a new industry report on global consumption trends.
In the IWSR Global Trends Report 2016, analysts paint a portrait of what the world drank in 2015 – and what it didn’t.
According to the report, while sales of Scotch whisky were stagnant last year, consumption of US whisky increased by 5%, or an additional 2mil nine-litre cases.
One of the biggest driving forces behind increased demand is the rise of premium and super-premium whiskies and demand in North America, which accounts for 70% of the market. In total, 39.5mil cases were consumed last year.
By contrast, sales of Scotch whisky remained flat at 86.9mil nine-litre cases.
Consumers also seem to have been smitten by cider last year, as it recorded one of the largest increases of any category in 2015. Overall, consumption rose 3%, continuing on a five-year trend. The biggest cider consumers were in Africa and North America.
Over the last few years, the popularity of craft beers has carried over to cider, with breweries making small batches and using local varieties of apples to create a distinctly local product.
Europeans cut down on wine
Tequila continued to be popular in 2015, with consumption growing 4%, or an additional 1.2mil nine-litre cases.
Driving the growth was super-premium tequila, with consumption highest in North America and Latin America, together accounting for 90% of overall consumption.
Meanwhile, consumption of still wine dipped last year, to total a loss equivalent to 7.5 million cases.
According to the report, it seems that consumers in key European markets are drinking less wine, while consumption is rising the most in North America and posting modest growth in Asia and Africa.
The report also identifies light and floral varietals and spritzers as wine trends that emerged last year.
Meanwhile, 2015 was a lacklustre year for vodka, rum, cognac, brandy, flavoured spirits and beer, which all posted a dip in global consumption. – AFP Relaxnews