The global dark spirits market value reached around USD 98.69 Billion in 2023 due to increasing popularity of premium craft spirits, particularly among millennials. Brands like Bulleit Bourbon and Havana Club Rum have gained traction for their artisanal production methods and distinctive flavours. As a result, the industry is expected to grow at a CAGR of 6.50% during the forecast period of 2024-2032 to attain a value of USD 173.95 Billion by 2032. The growing interest in spirit tourism, exemplified by distilleries like Jack Daniel's Distillery in Tennessee offering tours and tastings, contributes to market growth.
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Dark spirits are liquors that are darker in appearance. All distilled liquors start out clear, like clear spirits but eventually turn darker. This can be due to their ageing in the barrels or adding caramel to maintain their golden amber colour. Brandy is distilled from wine or mash of any fruit, especially grapes. As per the dark spirits industry analysis, whiskey is distilled from barley, corn, rye, and wheat. Rum, on the other hand, is distilled from sugarcane and its by-products, such as sugarcane juice, molasses, and others. The base is then mixed with water and yeast to complete the process. Emerging markets, especially in Asia Pacific and Latin America, are witnessing rapid urbanisation and rising disposable incomes. This economic growth leads to increased consumption of premium dark spirits in these regions.
Value in USD Billion
2024-2032
Dark Spirits Market Outlook
*this image is indicative*
Burgeoning popularity of craft spirits, increased awareness of organic and clean labelled drinks, and a rise in spirit tourism are the key trends propelling the market growth.
The increase in the demand for craft spirits among millennials and baby boomers in both developed and developing countries is driving the growth of the dark spirits market. Karen Hoskin, founder of Montanya Rum, observed a distinct difference in the willingness of millennials and baby boomers to try new spirits. At events, millennials are generally more adventurous, with a significant majority eager to explore craft options. This enthusiasm is fuelling the craft spirits boom, as younger consumers actively seek unique and high-quality beverages. In January 2022, Bacardi announced the launch of Palette, a new non-alcoholic spirit brand developed in collaboration with Amsterdam-based bartenders. This product aims to cater to the growing demand for non-alcoholic options among health-conscious millennials while maintaining the craft spirit ethos.
Due to the rising awareness and consciousness among consumers about clean label, organic, natural, additives-free, and GMO-free alcohol, including dark spirits, the dark spirits demand is further catalysed by the introduction of new product variants that meet consumer demands. Several distilleries are responding to the rising awareness among consumers regarding clean-label and additive-free products. For instance, brands like Koval Distillery in Chicago offer organic whiskey made from grains sourced from local farmers. Their commitment to using non-GMO ingredients and sustainable practices appeals to health-conscious consumers seeking transparency in their alcoholic beverages. Diageo has announced plans to expand its portfolio of organic and sustainable spirits. The company is focusing on producing dark spirits that are not only high-quality but also environmentally friendly. Their recent launch of Baileys Almande, a dairy-free alternative made from almond milk, showcases their commitment to meeting the demands of consumers.
The dark spirits market is significantly influenced by the growth of e-commerce and online delivery services. In India, the online alcohol delivery market has seen substantial growth, with estimates suggesting that e-commerce sales for alcoholic beverages has witnessed 20-30% increase. This shift is facilitated by partnerships with delivery platforms such as Zomato and Swiggy, which have expanded their offerings to include alcohol delivery in several cities. In China, e-commerce plays a crucial role in the distribution of dark spirits, with around 40% of consumers purchasing alcoholic beverages online as of 2022. Major brands like Moutai and Wuliangye have embraced online sales channels, significantly increasing their reach. The convenience of online shopping and home delivery services has become a key driver for consumer engagement, especially among younger demographics who prefer the ease of purchasing from home.
Emerging markets, particularly in Asia-Pacific, are witnessing a rapid increase in the number of bars, pubs, and breweries. In India, the number of pubs and bars has grown from approximately 5,300 outlets in 2013 to around 6,700 outlets by 2016, reflecting a robust growth trajectory. By 2022, it was reported that India has over 800 bars and clubs that serve alcohol, with the younger generation driving demand for these establishments. The popularity of craft distilleries is also on the rise in these markets. For example, Indian brands like Amrut Distilleries have gained recognition globally for their single malt whiskeys, appealing to both local and international consumers. Similarly, as of 2023, there are over 50,000 bars across major cities like Beijing and Shanghai. This growth is fuelled by a rising middle class and changing social norms that favour nightlife and social drinking. Additionally, India has seen a rise in microbreweries, with more than 1,000 microbreweries operating nationwide as of 2023, contributing to growth of the market.
In the historical period, there has been a rise in spirit tourism, which has been further augmenting the growth of the global market for dark spirits. Suntory Holdings, known for its premium whiskey brands, has been expanding its distillery tours and whiskey tasting experiences globally. The company has seen an increase in international tourists visiting its Yamazaki and Hakushu distilleries in Japan. This increase in visitors is attributed to the growing popularity of Japanese whiskey worldwide, which has significantly boosted dark spirits demand growth.
Many craft distilleries are capitalising on the spirit tourism trend by offering tours and tastings that highlight their unique production methods. For example, Westward Whiskey in Oregon has reported an increase in visitors seeking authentic experiences that showcase local ingredients and artisanal craftsmanship.
One of the significant challenges for the market is the high taxation imposed on alcoholic beverages, particularly whiskey. These taxes can deter consumer purchasing decisions and create pressure on market prices, making it difficult for brands to remain competitive. Fluctuations in raw material costs due to climate change and other environmental factors can further impact production costs for dark spirits, impacting the dark spirits demand forecast.
The dark spirit industry was adversely affected by the COVID-19 pandemic. The pandemic had not only impacted the overall alcoholic beverage industry but also the supply chain and value chain of other industries. This led to a situation of a standstill in operations in 2020. Due to the lockdown restrictions, various pubs, hotels, and bars across the globe were closed to prevent the spread of coronavirus, because of which the on-trade segment was adversely affected. However, the spike in sales through e-commerce platforms helped the dark spirits industry survive the pandemic.
The rise in online grocery and delivery services has also positively driven the growth of the dark spirits industry. Recent reports show that global whiskey sales, particularly Scotch and American bourbon, have continued to grow. The trend is driven by increased consumer interest in premium and aged varieties, especially in markets like the US and Asia.
Dark rum brands are seeing a rise in demand, particularly in the US and European markets, as consumers seek out craft and premium rum options. Companies are focusing on enhancing their portfolios with aged and limited-edition rum. Several dark spirit brands, especially whiskey and rum, have gained traction through celebrity endorsements. For example, actors and musicians have launched their own premium whiskey or rum labels, boosting market visibility.
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“Dark Spirits Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup by Distribution Channel
Market Breakup by Region
Market Insights by Type
Whiskey holds the highest dark spirits market share compared to rum and brandy. Recent data indicates that whiskey accounts for most of the sales revenue within this segment, driven by its popularity in mature markets such as the United States, Europe, and Japan. The premium and super-premium whiskey segments are experiencing the fastest growth as consumers increasingly seek high-quality products. Rum is also a significant player in the market, particularly in regions like Latin America and the Caribbean, where it is widely produced and consumed.
Market Insights by Distribution Channel
Off-Trade refers to the retail sector, such as liquor stores and supermarkets, where consumers purchase bottles for home consumption. On-Trade refers to bars, restaurants, and clubs where drinks are consumed on the premises. Off-Trade often outperforms On-Trade in terms of sales volume due to the higher frequency of home consumption and broader retail availability, positively impacting the dark spirits market dynamics and trends.
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Asia Pacific Dark Spirits Market Dynamics
The Asia Pacific grew at a robust pace within the global industry and is expected to continue to witness healthy growth in the coming years. The demand of dark spirits market in the Asia Pacific is being aided by the healthy production of dark spirits in the developing countries of the Asia Pacific like India. Further, the demand in the premium section has shown a witnessable rise over the past few years as with rising purchasing power, many customers are developing their taste in the premium section that offers unique and classic experiences. Due to rapid urbanisation and an increase in disposable incomes of consumers, the dark spirits industry in the Asia Pacific is expected to witness robust growth over the forecast period.
North America Dark Spirits Market Growth
The resurgence of cocktail culture in North America has further fuelled the demand for dark spirits. Dark spirits like whiskey and rum are frequently featured in both classic and innovative cocktails, driving consumption in bars, restaurants, and at home and increasing dark spirits market revenue. This trend is particularly strong among younger demographics who enjoy experimenting with mixology.
Increasing consumer preference for premium spirits alongside the growth of e-commerce platforms for alcohol delivery is also aiding the regional market growth. The rise of celebrity-endorsed whiskey brands, such as Ryan Reynolds' Aviation Gin and Dwayne ‘The Rock’ Johnson's Teremana Tequila is contributing to the increasing interest in dark spirits.
Europe Dark Spirits Market Outlook
High demand for premium and craft spirits, especially whiskey (Scotch) and rum, along with a growing trend of "whiskey tourism" in countries like Scotland and Ireland. In 2022, Scotland's whisky exports reached a £5.6 billion value, marking a 20% increase in exports over the previous year which increased the dark spirits market value. The demand for single malt Scotch and aged whiskies continues to rise, especially in countries like Germany and France.
The Scotch Whisky Association (SWA) has released its latest Economic Impact report, revealing that the Scotch whisky industry contributed an impressive £7.1 billion to the UK economy in 2022.
Middle East and Africa Dark Spirits Market Overview
Although alcohol consumption is restricted in many countries, the region is witnessing growth in non-Muslim populations and high-end hospitality sectors, particularly in the UAE and South Africa. The trend of dark spirits market towards luxury and imported dark spirits is expanding in markets like the UAE, with new bars and lounges focusing on premium rum and whiskey experiences. Furthermore, in South Africa, the rising middle class is driving demand for imported dark spirits.
Latin America Dark Spirits Market Drivers
Rising demand for rum, especially in Caribbean countries and Brazil, and increased consumption of premium and craft spirits. Latin America's growing interest in imported spirits has led to an increase in rum exports to the region, with countries like Mexico and Colombia seeing a rise in demand for dark spirits, particularly rum and whiskey, which increases the dark spirits industry revenue.
There is a growing trend among consumers in the region towards health-conscious choices, leading to increased demand for clean-label products that are organic and free from additives. Brands are responding by launching new variants that cater to these preferences, which may include lower-alcohol options or spirits made with natural ingredients.
Many startups are focusing on craftsmanship and premiumisation, emphasizing high-quality, artisanal products that appeal to discerning consumers. For instance, companies in dark spirits market like Stilldistilling Spirits in India are creating unique rum offerings, such as their Maka Zai series, which includes both a versatile white rum and an elegant aged gold rum designed for sipping. Additionally, some startups are leveraging educational initiatives to reshape perceptions about alcohol consumption.
Stilldistilling Spirits
Founded in 2020 by Kasturi Banerjee, Stilldistilling Spirits is an innovative Indian startup specialising in rum production. The company has launched several unique products, including the Maka Zai White Rum, which is designed for cocktails and features a range of flavours from sweet and floral to spicy and herbaceous. They also offer the Maka Zai Gold Rum, an elegant sipping rum, and a limited-release barrel-aged rum called Mesma.
Happenstance Beverages
Happenstance Beverages is another emerging player in the dark spirits sector with its flagship product, Pitbull Rum. The startup quickly gained traction, producing 3,500 cases within its first year of operation. Happenstance focuses on quality and innovation, with plans for significant growth by introducing new variants and expanding into additional markets.
The report presents a detailed analysis of the following key players in the global dark spirits industry, looking into their capacity, market shares, and latest developments like capacity expansions, plant turnarounds, and mergers and acquisitions. Companies are increasingly introducing premium and super-premium dark spirits to cater to the growing demand among consumers for high-quality products. This trend is particularly strong among millennials and affluent consumers who seek unique and authentic drinking experiences.
Anheuser-Busch InBev (AB InBev) is a multinational beverage and brewing company headquartered in Leuven, Belgium. AB InBev is committed to reducing its environmental impact and has set ambitious sustainability goals for water usage, carbon emissions, and responsible drinking initiatives.
Asahi Group Holdings, Ltd., established in Japan in 1889, is a leading global player in the beverage industry,...
Kirin Brewery Company, Limited is one of Japan's largest beverage manufacturers and a significant player in th...
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other major players in the market are Suntory Holdings Limited and Diageo Plc, among others.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2023, the market reached an approximate value of USD 98.69 Billion.
The dark spirits market is assessed to grow at a CAGR of 6.50% between 2024 and 2032.
The market is estimated to witness healthy growth in the forecast period of 2024-2032 to reach a value of around USD 173.95 Billion by 2032.
The major market drivers include the rising population, growing urbanisation, and the growing demand for craft spirits among millennials.
The key trends guiding the market growth are the rising demand for clean labelled, organic, natural, additive-free, and GMO-free alcohol and the introduction of new product variants that meet evolving consumer demands.
The major regions in the market are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
The various dark spirit types considered in the market report are whiskey, rum, and brandy.
The leading distribution channels of dark spirits are on-trade and off-trade.
The major players in the market are Anheuser-Busch InBev SA/NV, Asahi Group Holdings, Ltd., Kirin Brewery Company, Limited, Suntory Holdings Limited, and Diageo Plc, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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| Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
| Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61-448-061-727
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63-287-899-028, +63-967-048-3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84-865-399-124
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