While Scotch whisky sales surged in 2021 and 2022, the industry has since taken consistent hits. Last year, global Scotch whisky exports slid by 4.3 percent in volume, according to The Spirits Business’ annual Brand Champions Report. The report, which ranks the world’s 20 top-selling Scotch brands by 9-liter case sales, found 13 of the biggest brands were down year-over-year.
The Spirits Business attributes the sagging sales to the tug-of-war over tariffs, mounting operational costs in the U.K., and wilting demand for Scotch in general, but the outlook isn’t entirely grim. The three best-selling brands in 2025 each fell by less than 10 percent. Black & White, which ranks No. 4, expanded by 14 percent. And, of all 20 brands, each sold one million or more cases last year.
