Top Whisky Investing Trends 2024

Whisky Investing Trends to Watch in 2024


The global whisky market continues experiencing robust growth, valued at $56.8 billion in 2022 according to Market Research Future. The industry is projected to reach $83.32 billion by 2032 as demand for premium whiskies rises worldwide. While Scotland remains the spiritual homeland synonymous with whisky production, new craft distilleries are proliferating across the world from America to Asia seeking to capitalise on surging spirit demand. With bourbon, rye, and scotch all seeing heightened consumer interest, understanding the key trends shaping the broader whisky landscape provides invaluable perspective for investors evaluating where and how to allocate their maturation cask holdings over the next decade. Premiumisation, sustainability, e-commerce distribution, and other shifting forces will steer the industry’s trajectory in 2024 and beyond. Keeping a pulse on these emerging directions allows investors to spot promising opportunities early while adapting strategies amid whisky’s evolutionary yet exciting road ahead.

Please keep in mind investments can go down as well as up.


Continued “Premiumisation” of Offerings


One of the most pronounced whisky trends in recent years has been the premiumisation of offerings catering to the high-end market segment. Whereas whisky was once seen as an affordable, mass-market spirit, branding and pricing strategies have shifted to target more affluent consumers willing to pay premium prices for luxury products perceived as exclusive. From aged 18+ year expressions to special small-batch craft whiskies to ornate crystal decanter packaging, distillers are upping the opulence factor across their portfolios to attract investment interest. This dovetails with the rise of “flaunting culture” on social media, as consumers increasingly make luxury purchases as status symbols. For investors, premiumisation expands the niche cask strength and limited edition bottling opportunities likely to gain collector cachet over the long-term.


Explosion of Craft Whisky Distilleries


The past decade has seen an explosion in the number of small-batch craft whisky distilleries launching worldwide. Scotland alone now boasts over 130 active distilleries with new ventures cropping up constantly. Beyond the Scotch sector, American craft distilling has skyrocketed with nearly 2,000 craft whiskey producers operating today compared to just 24 back in 2000. This boom allows startups to experiment with unique mash bills, barrel-ageing techniques, and flavour profiles differentiated from well-known mass brands. For investors, the wave of craft whisky provides an opportunity to get in early with promising new distillers before wider recognition lifts valuations. However, with so many options, focus only on those with strong branding narratives, quality production values, and regional strengths catering to localised consumer bases rather than chasing broad mainstream approval right away.


Sustainability Becoming More Important


As climate change and environmental consciousness increasingly enter mainstream consumer awareness, adopting sustainable practices has become both an ethical and competitive imperative for distillers. From implementing renewable energy like wind turbines or bio-waste to eco-friendly packaging using recycled materials, brands catering their image and operations to appeal to eco-minded millennials and Gen Z drinkers gain a market edge. Many heritage distilleries also now highlight longstanding natural practices used before “sustainability” became a buzzword, like utilising local water sources and repurposing spent grains for livestock feed. For investors, sustainability adds a new factor to analyse if environmental branding could boost a brand’s marketing positioning over the long term. However, practices should meaningfully align with core distilling operations rather than superficial greenwashing.


E-Commerce and Social Media Disrupting Distribution


The ways consumers learn about, purchase, and engage with spirit brands continues evolving rapidly. E-commerce opens new direct-to-consumer pathways beyond traditional retail liquor store distribution, especially convenient amid the pandemic. At the same time, social media provides a thriving channel for brands to build engagement through influencer marketing and unique content tailored for digital networks. For smaller distilleries especially, these online channels allow highly targeted brand-consumer connections impossible through analogue platforms. Niche subscription services like tasting clubs similarly let speciality brands tailor unique custom experiences to client desires. For investors, the ability to cultivate brand awareness and demand digitally presents new strategic avenues from promising young distilleries not shackled to geographic retail presence. However, authentic connection and community-building remain essential rather than overly commercialised social promotion.




As consumer tastes and market forces continue rapidly evolving in the global whisky industry, versatility and foresight remain key attributes for successful investors. While Scotland and other established regions remain integral, staying attuned to new craft distilleries, niche premium offerings, sustainability practices, and online direct engagement pathways allows investors to nod early high-potential opportunities. Rather than rigidly sticking with tradition and history, blending those elements to emerge preferences and disruption trends can reveal prospects with standout future valuation potential. By maintaining flexibility and a forward-thinking perspective as the industry grows, investors can make smart allocations even amid fierce competition within the broader maturing cask marketplace.

For those eager to explore the rewarding world of cask whisky investment, consulting knowledgeable specialist brokers like our advisors at Whisky By Time provides an invaluable first step.

< Go Back
Whisky Barrel Investment Image
Download our
Free comprehensive guide to collecting Whisky