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Global whiskey market: leading brands based on sales volume 2019

In 2019, some 30.7 million 9 liter cases of McDowell's No. 1 whiskey were sold worldwide. Officer's Choice was number two that year, selling about 30.6 million cases. Johnnie Walker and Jack Daniel’s stood in fifth and sixth place, respectively.

The most valuable spirit brands worldwide

Many of the world’s top spirits are brands produced in Asia: in 2019, Moutai had a brand value of over 30 billion U.S. dollars, making it the world’s most valuable spirit brand. Moutai or Maotai is a brand of baijiu, which is a distilled white liquor that originated in the Guizhou and Sichuan provinces of China. Wuliangye, which is a different Chinese brand of baijiu liquor, ranked second that year with a brand value of over 15 billion U.S. dollars.

key in China

While China is known for consuming unique liquor types, whiskey is also commonly consumed in the country. In 2018, retail whiskey sales amounted to almost one and a half billion U.S. dollars in China. By 2022, the retail sales value of whiskey is projected to grow by an estimated 600 million U.S. dollars. By far, the favorite type of whiskey among Chinese consumers in 2018, was blended malt scotch.

Leading whiskey brands worldwide in 2019, based on sales volume (in million 9 liter cases)*

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Release date

June 2020



Survey time period


Supplementary notes

* Includes globally and regionally operating brands.

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Statistics on "Spirits brands: Johnnie Walker"

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