The entire whisky market has experienced strong global growth in recent years. The global trend is towards higher-quality and more expensive products. Total volumes have also risen significantly in recent years, with literal figures declining slightly in 2017 as well as in a few markets. In Germany alone, sales rose from EUR 735 million in 2010 to a forecast EUR 886 million in 2018, with the price per litre increasing in particular.
With over 1.5 billion litres, the Indian market is the largest whisky market in the world, followed by the USA. With the country's economic upswing, demand for high-quality products and luxury goods is also increasing. Many countries are developing their own whisky cultures; in addition to local products, Scottish whiskies are in particularly high demand worldwide.