Among whiskey aficionados world over, single-malt Scotch consistently ranks high in cachet. But in the UK itself, drinkers can’t seem to get enough American bourbon, and the American invasion shows no signs of stopping.
Bourbon sales in the UK rose by 25% between 2005 and 2009, and are forecast to increase by another 22% up to 2014, according to International Wine and Spirits Research figures. Meanwhile, Scotch whisky sales have fallen off by 11% in the UK between 2005 and 2009. Criticism in some quarters has focused on Scotch brands’ marketing strategies.
It’s not all bad news for Scotch: Global sales are still three times that of American whiskies and growing.
Looks like some Canadians, too, increasingly prefer their American cousins’ hooch: While overall whiskey sales in British Columbia fell 2% in the year that ended November 2010, American whiskey grew 9%. High-end American whiskey, which sells for more than $30 Canadian per bottle, grew by a whopping 35%.