Top 10 best-selling Scotch whiskies

Everyone has their favorite whiskies, but what are the most loved Scotch whisky brands around the globe? Like you would expect, the top 10 in the world includes several well-known brands, but there are there are also lesser-known brands. And there’s not one single malt to be found. Richard Woodard reports.

If you ever need to be reminded of the fact that blends are the heart room of Scotch whisky production Take an examination of the top 10 most popular brands around the world.

None of them is an individual malt. In fact, none of them make it into the top 20 and the list is mostly dominated by popular brands, mixed with a couple of lesser-known brands.

Certain things aren’t changing However, some things don’t change. The largest of them of them all Johnnie Walker, continues to lead the pack, beating the closest three competitors. The top five spots have been the same for the last few years.

It’s more fought down the list – there’s nearly a three-way tie for the sixth spot, which is shared by Famous Grouse William Lawson’s, and William Peel – while Diageo’s price-fighting Black & White blend has been able to climb into the top 10 following its smashing the two million-case mark in 2017.

The list we have prepared is based on volume data, which has been supplied by the most reputable drinks industry data provider and expert IWSR Magazine, which is the IWSR Magazine, and which is calculated in relation to the sales of cases that weigh nine litres.

The picture changes significantly when you create an overall top 10 based on the value of the product, not its volume; in that sense the higher prices of single malts push Macallan and Glenfiddich into the top 10, and with The Glenlivet lurking on the edges, while the likes of William Lawson’s, William Peel and Black & White are omitted from the list.

However, as it is said, could be a different tale…

1: Johnnie Walker

Johnnie Walker Blue Label

2017 sales: 18.1m cases
Versus 2016: +2%
The 2016 ranking: 1.
Popular In …: Duty-free, US, Mexico, Brazil
Owner: Diageo

The most well-known Scotch whisky is a cut above the rest by selling over 2.5 times the amount of the closest competitor. It’s a long way since the Kilmarnock grocery store that was founded in 1820 by John Walker back in 1820.

Johnnie Walker has occupied the world’s top spot since the mid-1950s and has remained there due to its distinctive square bottle with its slanting label, the striding man logo that was first drawn by the cartoonist Tom Browne in 1908.

Since since then Walker has seen a significant expansion of its product line. Walker family has grown significantly to include many color variations, ranging starting from Double Black to Green and Blue. 2017 saw new innovations, such as the Blenders’ Batch and Ghost & Rare launch and the rechristening of the Platinum Label to Johnnie Walker Aged 18 Years.

2: Ballantine’s

Ballantine’s Finest

The 2017 sales figures: 6.7m cases
Versus 2016: +3.8%
The 2016 ranking: 2
Popular In …: France, Poland, Spain, Germany
Owner Chivas Brothers/Pernod Ricard

Although blended Scotch has faced difficult times in a variety of markets in recent years, Ballantine’s has been expanding, averaging almost 1 million cases of sales per year from 2013.

Similar to Johnnie Walker, its story began in a store – George Ballantine’s shop in Edinburgh precisely that opened in 1827. Since then, the history of the company has been shaped by the introduction in 1910 of the flagship blend, Ballantine’s Finest as well as the decision made in the 60s of its current Canadian owner to concentrate on the sale of its whiskies throughout Europe.

This philosophy has lasted both for good and evil The Ballantine’s philosophy was affected by the decline of Spanish Scotch market after the millennium, however, it has become a major success story in Poland since people in Poland increasingly trade vodka in exchange for Scotch.

The only thing that is constant is the main single malts that make up this blend: Glenburgie, Glentauchers and Miltonduff as well as the exquisite blend of smoothness and sophistication that is evident in classic expressions like Ballantine’s 17 Year Old.

3: Grant’s

Grant’s

The 2017 sales figures: 4.5m cases
Versus 2016: +1.1%
The 2016 ranking: 3
The most popular in …: France, UK, Poland
Owner: William Grant & Sons

As with many of its competition mixes, Grant’s has found some of its markets to be more difficult in recent times however, a significant increase in sales since 2015 has allowed it to take the top spot in the world rankings. position over Chivas Regal.

The story is not typical, and begins by a single malt. William Grant only started selling blended whisky in 1898, a little more than a decade after the establishment of Glenfiddich distillery in Dufftown. After a couple of branding blunders beginnings, the Grant’s Standfast is the brand that gained popularity and the word ‘Standfast’ has been printed on every bottle until today.

In the spring of this year the company announced an overhaul of the Grant’s portfolio, changing the name of the core expression Family Reserve as Triple Wood, and introducing new peated, Sherry- and rum-finished variations.

4. Chivas Regal

Chivas Regal 12 year old

The 2017 sales figures: 4.4m cases
Versus 2016: +1.1%
The 2016 ranking: 4
Popular In …: Duty-free, China, US, Japan
Chivas Brothers/Pernod Ricard is the owner.

The last decade has been a rollercoaster for the ‘original luxury Scotch’, but it’s perfect for its turbulent history.

The Chivas Regal brand was initially introduced as an (then unheard of) 25-year-old blend aimed at the elite of the early 20th century America, Chivas Regal has had multiple rebirths under various owners before settling on a 12-year-old blend that dates back to before the Second World War onwards.

In the period of post-millennium boom in luxury in China, it was the top import of spirits, until sales plummeted in the wake of Chinese government’s anti-expense crackdown. Since then, it’s been sluggish, before achieving an ebb this year.

Recent developments are blended malt, cognac-finished Chivas Regal XV and a tie-in with Manchester United FC. The sales in China are beginning to rebound, as well. Chivas Regal has returned (again).

5: J&B

J&B artwork

The 2017 sales figures: 3.3m cases
Versus 2016: -3.3%
The 2016 ranking: 5
The most popular In …: Spain, France, South Africa
Owner: Diageo

It might seem strange to think that a product with roots in the elegant surroundings of London’s clubs has been transformed into the party whisky of the Mediterranean however that’s the story that isn’t so common for J&B.

A wine retailer located in Pall Mall, Justerini & Brooks started blending whisky in the 1880s but the company really began to take off in the 1930s, with the launch of J&B Rare, a light-coloured and a light-bodied blend targeted towards the American taste.

It was successful however, the Stateside success was eventually overtaken by J&B’s leadership of the Spanish Scotch boom, which was exemplified by bars that offered generous drinks of J&B along with Coke.

The decline of Spain, however, has slammed J&B very hard which has led to sales declining annually for a number of years. Fresh, light and sour and with Knockando as well as Auchroisk single malts as its core, J&B is now waiting to kick off the celebration once more.

6=: Famous Grouse

The Famous Grouse Bourbon Cask

2017 sales: 3.04m cases
Versus 2016: +0.5%
The 2016 ranking: 6
The most popular in the …: UK and duty free, US
Owner: Edrington

The Scotch that is the most popular in Scotland remains popular in the UK all over and more than 50% of its sales coming from the UK. Brits might not have a waning enthusiasm for blended drinks however Grouse remains a hugely loved and has increased its market share to over 25 percent.

The origins of the brand lie in a different grocer’s store, which was located in Perth, as well as Matthew Gloag. The year was 1897. Two different blends that included The Grouse Brand and, with a cheaper price, The Famous Grouse – were launched; the latter was the one that caught the attention of.

The current Grouse collection has gone through numerous changes and tweaks The main lineup now containing the most popular name, accompanied with The Famous Grouse Smoky Black and The Famous Grouse Mellow Gold.

The Naked Grouse is now blended malt, has officially left the family, and this year saw the launch of a brand new Cask Series exploring maturation character.

6 7: William Lawson’s

William Lawson’s

2017 sales: 3.04m cases
Versus 2016: +4.7%
The 2016 ranking: 8
The most popular in …: France, Russia, Mexico
Owner of Bacardi

A sweet-tasting blend that has Macduff’s single malt at its heart, William Lawson’s is owned by the rum huge Bacardi from 1993 when it purchased its Martini & Rossi sparkling wine and vermouth business (which was itself acquired by Lawson’s 30 years prior).

Since the beginning, William Lawson’s been the leader in a few of the fastest-growing markets for Scotch like Russia and Mexico and has also gained acclaim in the most popular destination of them the bunch, France.

William Lawson himself was a Scot who immigrated to Ireland and entered the business of whiskey there. Lawson was dismissed as a director of the company in 1903 but the whiskey he named his name to lasted.

8. William Peel

William Peel

2017 sales: 3.03m cases
Versus 2016: +2.9%
The 2016 ranking: 7
Affluent In …: France
Owner: Marie Brizard Wine & Spirits

“Who is William Peel?” some might be asking, but this whisky is among the top-selling in the world that consumes more Scotch than any other country on the globe: France. With the exception of a tiny presence within Poland, William Peel sells nearly all of its whiskies through French stores and in hypermarches, and sales have been increasing over the last several years in the past.

There’s nothing romantic about the historical connection with this blend. William Peel was created by drinks businessman Bernard Magrez in 1964, initially as a brand umbrella for single malts, and later as a blend for mass-market use.

Magrez has since shifted into an area of high-end wines (owning several top-of-the-line Bordeaux estates which include Chateau Pape-Clement) and William Peel is now with Marie Brizard – a company that was in a bit of trouble as of the writing time, following several profits warnings.

9: Dewar’s

Dewar’s 12 year old

Sales for 2017: 2.5m cases
Versus 2016: -5.2%
The 2016 ranking: 9
Popular In the …: US, Spain Duty free
Owner of Bacardi

A few years ago Dewar’s sales outsold Bacardi William Lawson’s stablemate, however, the contrasting fortunes of Lawson and Dewar have led them to switch positions, with Dewar’s sales being impacted by the declining popularity of blended drinks in Spain and the US as well as Spain.

However, Dewar’s White Label is still one of the most renowned blends, with its honey- and vanilla-accented flavor profile is perfect for the post-war American taste. Dewar’s continues to sell 1 million cases of whisky each year.

The early success was based on the skills that were shared by brothers John as well as Tommy Dewar – the latter famous for his exuberant marketing skills and two-year journey across the globe.

The company has now reaffirmed its commitment to age-related statements by introducing Dewar’s 25 year old to replace Signature.

10. Black & White

Black & White advertisement

The 2017 sales figures: 2.3m cases
Versus 2016: +27.1%
The 2016 ranking: 12
Popular in…: Brazil, Mexico, India, South Africa
Owner: Diageo

A few years ago Black & White would not have even made the top 20 list of the top-selling Scotch whiskies and certainly not the top 10. The rise in its popularity since then has been awe-inspiring.

A large part of this success is due to the competitive pricing of Black & White and its long-standing ties to the Diageo blend Buchanan’s, which is a extremely popular blend in Black and White’s Latin American heartland.

Legend says there was a legend that James Buchanan, one of the Victorian whisky barons, picked as brand characters two white Scottie pet and white Westie or West Highland terrier, following going to a dog show.

Since then, Black and White’s canine brand has seen a lot of travel – it was once the most sought-after mix in England and was even drank in the presence of Emperor Japan in the beginning of the 20th century. It has also been featured in F. Scott Fitzgerald’s Tender is the Night, and Ian Fleming’s Moonraker.