Whisky refers generically to a group of eaux-de-vie produced by distilling malted or non-malted cereals. There are three types of whiskies: single malt, made exclusively from malted barley from a single distillery, pure malt, made from malted barley from several distilleries, and blended, a mixture of malt and grain whiskies from different distilleries.
According to a study carried out by the IWSR (International Wine and Spirit Research) institute for the 2015 edition of Vinexpo, the whisky market worldwide should grow by nearly 9% by the end of 2018. In 2014, the whisky market reached 89 million 9-litre cases sold worldwide, and 200 million bottles sold in France. Thus, France is the leading whisky market in the world, ahead of the USA.
The whisky market in France and around the world is dominated by spirits giants, without excluding a few high-end brands positioned in niche segments.
To sustain the growth of the whisky market, the world's spirits giants are banking on international markets, particularly the most dynamic emerging markets (like India, China, Brazil).
In direct competition with vodka, the whisky market can count on cocktail fashion to broaden its consumer base.
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