Exports of Scotch whisky surged by 4.4% to reach a record £4.9 billion in value last year, despite the threat of higher tariffs and and trade wars. But how are the world’s biggest brands faring now?

A mammoth 1.3 billion bottles of Scotch were exported to 180 markets in 2019, according to the Scotch Whisky Association, with a total value of £4.9bn – an increase of 4.4% by value and 2.4% in volume compared to the previous year.

• This amounts to a £200m rise in Scotch whisky’s export value in the space of a year, when 1.28bn bottles were sold outside of the UK.

Click through for our update on the world’s biggest and best-selling whisky brands in the world…

NB: All figures are based on the number of nine-litre cases sold in 2019, and have been obtained directly from brand owners, unless otherwise stated. 

 

10. Bells

Brand owner: Diageo

Volume 2018: 2.2m

Volume 2019: 1.9m

Change: -13.6%

While still one of the world’s biggest blended Scotch whiskies, Bell’s suffered a fairly significant 13.6% drop in volumes in 2019.

The Bells distillery was founded in 1798 by Arthur Bell, who was among the first to blend single malts together to create a blended whisky, which remains the key driver behind the brand. Following the end of Prohibition in America, demand surged and the company acquired two distilleries in 1933: Blair Athol and Dufftown, followed the Inchgower distillery in 1936. Bell’s became a public company in 1949. By the late 1970s, the brand became the UK’s biggest-selling whisky. It became part of Diageo in 1985, when it was bought by Guinness.

Today it is exported to more than 130 countries, with its biggest markets being the UK, Spain, South Africa and Brazil.

 

 

 

 

9. Label 5

Brand owner: La Martiniquaise-Bardinet

Volume 2018: 2.6m

Volume 2019: 2.7m (Figure provided by The Spirits Business)

Change: 3.8%

Label 5 was first launched in 1969 and has been making steady gains in the global market in recent years, particularly since the late 2000s when it purchased the Glen Moray distillery from The Glenmorangie Company. It went on to open another distillery, Starlaw, in 2010 at its original Bathgate distillery site in Edinburgh, putting it in control of its production.

Much of its power comes from its dominance of the French market, where it sells two thirds of its whisky, but it is also available in more than 100 countries.

 

 

 

 

 

 

8. Black & White

Brand owner: Diageo

Volume 2018: 2.7m

Volume 2019: 2.84m

Change: 5.2%

Owned by Diageo, Black & White whisky made a 5.2% gain last year, propelling it into 8th place ahead of Label 5, having reported consistent growth over the past five years.

First conceived by James Buchanan in the 1890s, the blended whisky was originally produced by  the London-based James Buchanan & Co Ltd, and was originally known as House of Commons, and later rebranded as Black & White in a nod to its distinctive labelling.

It’s now owned by Diageo, and is known for containing a high proportion of grain whisky in its blend. Unusually for a top-selling whisky, it is not sold in the UK, with its biggest markets being France, Venezuela, and Brazil.

 

 

 

 

 

7. J&B Rare

Brand owner: Diageo

Volume 2018: 3.15m

Volume 2019: 2.96m

Change: -6%

J&B reported the third biggest decline in volumes of the world’s top 10 whiskies, dropping by 6% to 2.96m cases, but it remains one of the world’s biggest blended whiskies.

The blended Scotch was created by London merchant Justerini & Brooks in the 1930s, blending single malts with grain whiskies from distilleries across Speyside, including Knockando, Auchroisk, Strathmill and Glen Spey. The brand rose to prominence thanks to its association with the Hollywood Rat Pack of the 1950s and 60s, and has remained one of the world’s biggest selling whiskies ever since.

It was in 1997 that Justerini & Brooks, part of International Distillers & Vintners since 1962, became part of Diageo through the United Distillers & Vintners subsidiary, and the whisky has been distributed by Diageo ever since. However in 2018 Justerini & Brooks took back distribution in the UK after a 21-year gap.

 

 

 

 

6. Dewar’s

Brand owner: Bacardi

Volume 2018: 2.8m

Volume 2019: 3m

Change: 7.1%

The biggest growth gained out of the world’s top 10 whiskies was achieved by Bacardi’s Dewar’s. which reported a 7.1% gain taking its volume sales to 3m cases and pushing it past J&B to take sixth place.

Its White Label is one of the biggest-selling blended whiskies in the US market, and is the flagship label in a portfolio that includes Dewar’s Scratched Cask, Dewar’s 12, Dewar’s 15, Dewar’s 18 and Dewar’s Signature

Founded in 1846 by John Dewar Sr, the brand took off in the global market in the late 1800s, with the Aberfeldy Distillery being built in 1896 to support its expansion. The company joined Distillers Company in 1925, which was subsequently acquired by Guinness in 1986, which later became part of Diageo. Diageo sold the brand to Bacardi in 1998.

 

 

 

 

5. William Lawson’s

Brand owner: Bacardi

Volume 2018: 3.3m

Volume 2019: 3.3m

Change: 0%

William Lawson’s maintained its fifth place position in 2019, staying close to Bacardi’s other top-selling whisky, Dewar’s.

First produced by William Lawson in 1949, it is a classic blended Scotch known for its high malt content, with the key component of its blend a single malt from the Macduff Distillery.

Bacardi acquired the brand when it took over Martini & Rossi in 1993, which had already become part of William Lawson Distillers. Since Bacardi took ownership of the brand, its volumes have grown significantly. Since taking the brand to Russia in 2008, Bacardi has seen William Lawson’s grow to become one of the country’s biggest imported spirit brands, while its key markets remain in France, Spain, Portugal and Mexico.

 

 

 

 

 

4. Grant’s

Brand owner: William Grant and Sons

Volume 2018: 4.6m

Volume 2019: 4.2m

Change: -8.7%

Reporting the second biggest decline in volumes after Bell’s is Grant’s, which has seen it slip into 4th position.

The group’s flagship blend has taken a bit of a battering in recent years, with efforts to revamp its image and overhaul its brand ongoing. In 2018 it streamlined its core range and releasing three new blends.

As part of the shake up the brand discontinued Grant’s Signature, Grant’s Cask Ale Finish and Grant’s Sherry Cask Finish. Its core range now includes four expressions: Grant’s Triple Wood, Grant’s Triple Wood Smoky, Grant’s Rum Cask Finish and Grant’s 8 Year Old Sherry Cask Finish. Grant’s Family Reserve label meanwhile was rebranded as Grant’s Triple Wood.

Grant’s current master blender is Brian Kinsman, who after becoming apprentice to his predecessor David Stewart in 2001, was appointed to the top job in 2009.

 

 

 

 

3. Chivas Regal

Brand owner: Pernod Ricard

Volume 2018: 4.5m

Volume 2019: 4.5m

Change: 0%

Standing firm in third place is Chivas Regal, but some 300,000 cases ahead of Grant’s. The first of Pernod Ricard’s big whisky brands to appear in our top 10, Chivas Regal maintained its volumes in 2019, a year which saw it create a Manchester United blended Scotch in tribute to its former manager, Sir Alex Feguson. Its launch followed a deal with the sports club in 2018 to become its official spirits partner.

The biggest development for the brand in recent years happened in 2015, when its opened its new £25m Chivas Brothers Dalmunach Distillery in Carron, Speyside, which is capable of producing up to 10 million litres of whisky per year and will support the production of Chivas Regal, Ballantine’s and Royal Salute whiskies.

 

 

 

 

 

2. Ballantine’s

Brand owner: Pernod Ricard

Volume 2018: 7.4m

Volume 2019: 7.6m

Change: 2.7%

Pernod Ricard’s Ballantine’s achieved growth of 2.7% in 2019, comfortably placing it in a second place.

The brand’s history can be traced to 1827 when farmer’s son George Ballantine set up a grocery store in Edinburgh supplying a range of whiskies. The now global company was acquired by Pernod Ricard in 2005, with Sandy Hyslop its master blender since 2006. Its range of blended whiskies spans from its Finest and Limited expressions, to its 12,17,21 and 30 and 40-year-olds. 

But while the brand has built its reputation on blended whiskies, in 2017 it entered the single malt Scotch category for the first time with the launch of a trio of 15-year-old Single Malts, capitalising on growing demand in this category. Ballantine’s debut Single Malt Series comprised The Glenburgie, Miltonduff and Glentauchers, which together are used to create the Ballantine’s blend.

.

 

 

 

1. Johnnie Walker

Brand owner: Diageo

Volume 2018: 18.93m

Volume 2019: 18.4m

Change: -2.8%

Still the biggest whisky brand in the world, Johnnie Walker remains head and shoulders above its competitors in terms of volume sales, shifting 18.4m nine-litre cases in 2019. This was nevertheless a 2.8% drop on 2018, but a drop that hardly puts a dent in its global dominance.

This year the brand unveiled a new eco-friendly paper bottle that it will use to package a limited edition run of its Johnnie Walker whisky set to be released in the spring of 2021. The bottle is made from sustainably sourced pulp, and will be “fully recyclable in standard waste streams”. It follows a partnership between Diageo and venture management company Pilot Lite, resulting in the launch of Pulpex Limited – a new business aimed at sustainable packaging development for major food and drinks manufacturers.

Founded in 1820, this year the brand celebrates its 200th anniversary, marking the milestone with the launch of four exclusive limited edition whiskies, which will be available from October.