Whisky
WHISKY making WAVES RESIDENT WHISKY SCRIBE, KEN GARGETT PROBES THE DEPTHS OF THE AUSTRALIAN WHISKY MARKET AND ANALYSES HOW THE PERFORMANCE OF LOCAL LIQUID COMPARED TO BIG BRAND IMPORTS IS SLOWLY SHAPING THE CATEGORY’S FUTURE. WE CAN’T HELP BUT NOTE THE STRANGE COINCIDENCE OF AUSTRALIA’S WHISKY STATE OF QUEENSLAND ALSO BEING OUR WRITER’S HOME STATE. WE BELIEVE HE DID HIS BANANA BENDING BEST, DRAMMING THIS REPORT TOGETHER.
It would seem the era of Covid, closures, cuts and chaos is proving to be an exciting time for whisky in Australia, both imported and local. Before hearing the thoughts of producers and importers, and taking a look at the category, David Messum from eBev is well placed to assess the current state. David notes that over the last 12 months, 50% of the whisky market has been bourbon. Jack Daniels is solid with 26% of the total market and 52% of American whiskies – those stats might not be in the realm of the domination we see with Bundaberg Rum in its sector, but it is a powerful performance. Jim Beam has a respectable 10% and 20% across those sectors, Makers Mark third.
Rye is only 0.72% of the total sales, with Woodford Reserve (34%), Bulleit (32%) and Michters (11%) the leaders. Scotland holds 27% of the total market – blends and malts – Johnnie Walker dominates with 15% (Red Label with 11% and Black Label 3%). Chivas Regal represents 2% of total sales (the 12-Year-Old is 1.7%). Glenfiddich 12-Year-Old Single Malt leads the Single Malts (Scotland) category with 1.7% (6% of total Scotch, including blends). Lagavulin, Laphroaig and Talisker all equate to around 1% each. Given that these are relatively small and distant distilleries, it does suggest that the smoky/ peaty style from Islay is beloved by malt
drinkers in Australia. Glenmorangie is a whisker behind them. We might think of Queensland as the ‘rum’ state (and the ‘champagne state’), but according to David, it is also the “undisputed whisky state”, with 33% of total sales, 56% of which are bourbon/US whiskies. Queensland has not featured on the radar with local and Japanese whiskies (I am doing my bit, but clearly, I need to drink more). Victoria is next in line behind Queensland with 26% total sales, US whiskeys 39% and Scotch 32%. With 2% and 4% of state totals, respectively, Victoria leads both Australian and Japanese whiskies. Sales of Irish whiskey are 10% of the total sales. Jamesons is completely dominant.
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