Global Bourbon Spirits Market 2024–2033

Reports Description

As per the current market research conducted by CMI Team, the global Bourbon Spirits Market is expected to record a CAGR of 6.2% from 2023 to 2032. In 2022, the market size is projected to reach a valuation of USD 8.2 billion. By 2032, the valuation is anticipated to reach USD 14.3 billion.

Top 10 Countries by Consumption of Liters of Pure Alcohol Per Capita

Source: According to CMI Market Research Team Analysis

The bourbon spirits market comprises the sector that involves producing, distributing, and consuming Bourbon, which is a specific type of American whiskey. This market encompasses both domestic and international arenas where Bourbon is purchased and traded, whether through retail channels or establishments where it is consumed on-site. It is influenced by factors such as production regulations, aging processes, flavour profiles, and consumer preferences.

The bourbon spirits market is highly competitive, with branding, quality, and innovation serving as vital factors in attracting consumers. Key trends shaping the market include the premiumization phenomenon, where consumers are willing to invest more in high-quality Bourbon. The market also sees a rise in craft distilleries and artisanal Bourbons, meeting the demand for unique and distinctive offerings.

Additionally, international demand for Bourbon is increasing, driven by its growing popularity in various regions. The market is further influenced by the rising cocktail culture, digital marketing, and e-commerce integration. There is a notable focus on sustainability and environmental responsibility, as well as a resurgence of tourism and distillery visits, providing immersive experiences for consumers.

Bourbon Spirits Market – Significant Growth Factors

The Bourbon Spirits Market presents significant growth opportunities due to several factors:

• Craft and artisanal segment: There are a growing consumer interest in craft and artisanal spirits, including Bourbon. This presents an opportunity for small-scale distilleries to differentiate themselves by highlighting their handcrafted production processes, unique flavour profiles, and local sourcing. By focusing on authenticity and the artisanal aspect of their products, these distilleries can attract consumers seeking distinct and locally produced Bourbons.

• Cocktail culture and mixology collaborations: The rising popularity of cocktail culture and mixology opens opportunities for Bourbon spirits in the creation of innovative and premium cocktails. Collaborations with bartenders and mixologists can help showcase the versatility of Bourbon and its use in crafting unique cocktail experiences. By positioning Bourbon as a key ingredient in signature cocktails and partnering with influential mixologists, distilleries can tap into this trend and expand their consumer base.

• Increasing consumer demand: The Bourbon spirits market is driven by a growing consumer demand for premium spirits. Consumers are seeking unique flavour profiles and are willing to pay more for high-quality Bourbons, driving the market’s growth.

• Global expansion: The international market for Bourbon has experienced significant growth, particularly in regions like Europe, Asia, and Latin America. The expansion of Bourbon’s reach beyond the United States has been a key driver, as more consumers worldwide develop a taste for this distinctive American whiskey.

• Emerging markets: There are vast opportunities to tap into emerging markets where the demand for Bourbon is growing rapidly. Expanding distribution networks and targeted marketing efforts can help capture the attention of consumers in these markets and establish a strong presence.

• Premiumization and luxury segment: There is an opportunity to further capitalize on the trend of premiumization, targeting consumers who are willing to pay a premium for exclusive and high-end Bourbons. By introducing limited editions, single barrel releases, and older age statements, distilleries can cater to this luxury segment and create additional revenue streams.

Bourbon Spirits Market – Mergers and Acquisitions

The Bourbon Spirits Market has seen several mergers and acquisitions in recent years, with companies seeking to expand their market presence and leverage synergies to improve their product offerings and profitability. Some notable examples of mergers and acquisitions in the Bourbon Spirits Market include:

• Jim Beam (Beam Suntory) and On The Rocks Cocktails: In 2018, Jim Beam formed a partnership with On The Rocks Cocktails, a premium pre-mixed cocktail brand. This collaboration aimed to meet the growing demand for convenient and high-quality cocktails, leveraging Jim Beam’s expertise in Bourbon production and On The Rocks Cocktails’ expertise in pre-mixed drinks.

• Maker’s Mark (Beam Suntory) and Food Network: In 2019, Maker’s Mark partnered with the Food Network for a collaborative campaign. This partnership involved joint marketing efforts, including television commercials and digital promotions, to showcase Maker’s Mark Bourbon in the context of food and entertaining, targeting culinary enthusiasts and Bourbon connoisseurs.

• Woodford Reserve (Brown-Forman) and Churchill Downs: Woodford Reserve formed a partnership with Churchill Downs, the renowned racetrack and home of the Kentucky Derby, in 2021. As the official Bourbon of Churchill Downs, Woodford Reserve gained brand exposure through various marketing initiatives during horse racing events, enhancing its association with Kentucky’s rich Bourbon heritage.

• Campari Group’s acquisition of Wild Turkey (Gruppo Campari): In 2018, Campari Group completed the acquisition of the Wild Turkey brand from Gruppo Campari. This acquisition expanded Campari Group’s portfolio with a renowned Bourbon brand, providing opportunities for global growth and leveraging the strong reputation and consumer base of Wild Turkey.

• Sazerac Company’s acquisition of 19 brands from Diageo: In 2019, Sazerac Company acquired a portfolio of 19 brands from Diageo, including brands like Seagram’s VO, Seagram’s 83, and Myers’s Rum. While not exclusively focused on Bourbon, this acquisition strengthened Sazerac Company’s overall presence in the spirits market and contributed to its Bourbon offerings.

These mergers and acquisitions have helped companies expand their product offerings, improve their market presence, and capitalize on growth opportunities in the Bourbon Spirits Market. The trend is expected to continue as companies seek to gain a competitive edge in the market.

COMPARATIVE ANALYSIS OF THE RELATED MARKET

Bourbon Spirits Market – Significant Threats

The Bourbon Spirits Market faces several significant threats that could impact its growth and profitability in the future. Some of these threats include:

• Shifts in consumer preferences: Rapid changes in consumer preferences and trends can pose a threat to the bourbon spirits market. Preferences may shift towards alternative spirits or beverages, impacting the demand for Bourbon. This can be influenced by factors such as health and wellness trends, changing taste preferences, or the emergence of new and innovative products that compete for consumer attention.

• Tariffs and trade disputes: The imposition of tariffs or trade disputes between countries can significantly impact the bourbon spirits market. Tariffs can increase the cost of imported Bourbon, making it less competitive in certain markets. Trade disputes may result in retaliatory measures, leading to reduced access to key export markets and potential decline in sales.

• Regulatory changes and taxes: Changes in regulations and taxes related to the production, distribution, or consumption of Bourbon can pose a threat to the market. Increases in excise taxes or stricter regulations on labelling and production methods can affect profitability and increase costs for distilleries. Such changes may also disrupt supply chains and require adjustments in operations.

• Counterfeit and illicit products: The presence of counterfeit and illicit Bourbon products poses a threat to both consumers and legitimate distilleries. Counterfeit products can damage brand reputation and erode consumer trust, leading to decreased sales and potential legal issues. Illicit production and distribution of Bourbon can undercut legitimate businesses, impacting market share and profitability while compromising consumer safety and product integrity.

Report Scope

Category-Wise Insights

By Event Type :

• Barrel Finished: Barrel-finished Bourbon refers to Bourbon that undergoes additional aging in a different type of barrel, such as wine barrels or barrels previously used for other spirits. This aging process imparts unique flavours and characteristics to the bourbon, creating a distinct taste profile. Barrel-finished Bourbons have gained popularity in recent years as consumers seek innovative and experimental flavour experiences.

• Barrel Select: Barrel select bourbons are carefully chosen from specific barrels for their exceptional quality and distinct characteristics. These barrels are often hand-selected by master distillers or blenders for their unique flavour profiles. Barrel select Bourbons are highly sought after by enthusiasts and collectors due to its limited availability and superior quality.

• Wheated: The wheated bourbon refers to bourbon that uses a higher proportion of wheat in the grain mash bill, alongside corn and malted barley. Wheated Bourbons are known for their smooth and mellow character, often with notes of sweetness. This style of Bourbon, popularized by brands like Pappy Van Winkle and W.L. Weller, has gained significant recognition and appreciation among Bourbon connoisseurs, driving the demand for wheated Bourbons in the market.

• Others: The “others” category in the bourbon spirits market encompasses a range of Bourbon variations and expressions. This can include flavoured Bourbons, high-proof Bourbons, limited-edition releases, and experimental barrel aging techniques. The “others” category caters to diverse consumer preferences and adds dynamism and variety to the bourbon market, attracting enthusiasts looking for unique and distinctive experiences.

By ABV

• 40-45% ABV: Bourbon spirits in the 40-45% ABV range are considered standard strength. They form a significant portion of the bourbon market, appealing to a wide range of consumers for their approachable flavours and versatility in cocktails. The trend in this segment includes a focus on flavour profiles, experimentation with finishes, and attracting new bourbon enthusiasts.

• 46-55% ABV: Bourbon spirits with 46-55% ABV, often labelled as high-proof or barrel-proof, cater to bourbon aficionados seeking bolder flavours and more intense experiences. This segment has seen a growing trend of limited-edition releases, single barrel offerings, and cask strength expressions, appealing to connoisseurs who appreciate the complexity and richness of higher-proof bourbons.

• 56% and above ABV: The 56% and above ABV range represents the ultra-high-proof segment in the bourbon market. These bourbons, often labelled as “overproof,” are sought after by enthusiasts looking for exceptionally robust and powerful flavour profiles. This segment showcases rare and limited releases, often preferred by collectors and whiskey enthusiasts who enjoy exploring the intensity and depth of higher-proof bourbons.

By Distribution Channel

• On-trade: In the Bourbon spirits market, on-trade refers to the distribution channel where Bourbon is consumed at on-premises establishments like bars, restaurants, and hotels. The on-trade segment has experienced challenges due to COVID-19 restrictions but is expected to recover as establishments reopen, offering opportunities for premium Bourbon experiences and cocktail innovations.

• Off-trade: In the Bourbon spirits market, off-trade represents the distribution channel where Bourbon is purchased from retail outlets such as liquor stores, supermarkets, and online platforms for consumption at home. The off-trade segment has seen significant growth, driven by increased consumer demand for at-home consumption, convenience, and the availability of a wide range of Bourbon options from various brands and expressions.

Bourbon Spirits Market – Regional Analysis

The Bourbon Spirits Market is segmented into various regions, including North America, Europe, Asia-Pacific, and LAMEA. Here is a brief overview of each region:

• North America: North America: In North America, the Bourbon spirits market is seeing a focus on premiumization and the rise of craft distilleries. Consumers are actively seeking high-quality, small-batch Bourbons with distinct flavours. There is also a growing enthusiasm for Bourbon tourism, with distillery visits and whiskey trails becoming popular attractions. Jim Beam (Beam Suntory), Maker’s Mark (Beam Suntory), Jack Daniel’s (Brown-Forman), and Buffalo Trace (Sazerac Company) are prominent brands in the North American market. These well-established players have a strong presence and are renowned for their rich heritage and exceptional Bourbon offerings.

• Asia-Pacific: The bourbon spirits market is driven by the growing international demand for Bourbon. Countries like Japan, China, and Australia are witnessing a rise in consumers developing a taste for Bourbon, appreciating its unique flavour profile and cultural significance. There is also an increasing interest in cocktail culture and mixology, with Bourbon being utilized in creative and fusion cocktails. Jim Beam (Beam Suntory), Jack Daniel’s (Brown-Forman), and Four Roses (Kirin Holdings Company) are the dominant market players in the Asia-Pacific region. These brands have successfully expanded their presence by leveraging their strong brand reputation and offering high-quality Bourbon products.

• Europe: In Europe, the trend in the bourbon spirits market is driven by increasing consumer interest in American whiskey, including Bourbon. There is a growing appreciation for the rich and complex flavours of Bourbon among European consumers, leading to a surge in demand. The cocktail culture is also gaining popularity, with Bourbon being used as a key ingredient in creative and innovative cocktails. The dominating market players in Europe include Jack Daniel’s (Brown-Forman), Maker’s Mark (Beam Suntory), and Woodford Reserve (Brown-Forman). These brands have successfully captured the European market with their high-quality Bourbon offerings and effective marketing strategies.

• LAMEA: The Bourbon spirits market in the LAMEA region is witnessing a rise in the popularity of premium spirits, particularly American whiskey. Consumers in countries like Brazil, Mexico, and South Africa are favouring Bourbon as a sophisticated and premium option, resulting in increased consumption. Jim Beam (Beam Suntory), Jack Daniel’s (Brown-Forman), and Wild Turkey (Campari Group) have successfully captured the LAMEA market with their high-quality Bourbon offerings and effective marketing approaches.

Competitive Landscape – Bourbon Spirits Market

The Bourbon Spirits Market is highly competitive, with a large number of manufacturers and retailers operating globally. Some of the key players in the market include:

• Jim Beam (Beam Suntory)
• Jack Daniel’s (Brown-Forman)
• Maker’s Mark (Beam Suntory)
• Woodford Reserve (Brown-Forman)
• Wild Turkey (Campari Group)
• Buffalo Trace (Sazerac Company)
• Knob Creek (Beam Suntory)
• Four Roses (Kirin Holdings Company)
• Evan Williams (Heaven Hill Brands)
• Bulleit Bourbon (Diageo)
• Others

These companies operate in the market through various strategies such as product innovation, mergers and acquisitions, and partnerships. For example, In 2021, a major partnership in the Bourbon spirits market occurred between Wild Turkey (Campari Group) and Matthew McConaughey. The actor and Wild Turkey’s creative director collaborated to promote the brand’s values of authenticity and craftsmanship, bringing a unique celebrity endorsement to the market.

There are several new players have entered the bourbon spirits market by adopting innovation and development strategies. These include emerging craft distilleries that focus on producing unique and small-batch Bourbons, leveraging innovative aging techniques and flavour profiles to attract consumers seeking distinct experiences.

Additionally, some established spirits companies have introduced new expressions and variations of Bourbon to capture market attention and cater to evolving consumer preferences. The bourbon spirits market is primarily dominated by major players like Jim Beam (Beam Suntory), Jack Daniel’s (Brown-Forman), Maker’s Mark (Beam Suntory), and Buffalo Trace (Sazerac Company). These brands have achieved market dominance by building a strong reputation, establishing wide distribution networks, and consistently delivering high-quality Bourbon.

They have also invested in effective marketing strategies, created engaging brand experiences, and maintained a reputation for excellence, solidifying their positions as leaders in the market while earning the trust and loyalty of consumers.

The Bourbon Spirits Market is segmented as follows:

By Type

• Wheated
• Barrel Finished
• Barrel Select
• Others

By ABV

• 40-45%
• 46-55%
• 56% and above

By Distribution Channel

• On-trade
• Off-trade

Regional Coverage:

North America

• U.S.
• Canada
• Mexico
• Rest of North America

Europe

• Germany
• France
• U.K.
• Italy
• Spain
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• New Zealand
• Australia
• South Korea
• Rest of Asia Pacific

The Middle East & Africa

• Saudi Arabia
• UAE
• Egypt
• Kuwait
• South Africa
• Rest of the Middle East & Africa

Latin America

• Brazil
• Argentina
• Rest of Latin America