Top 10 Biggest-selling Scotch Whiskies in 2023

Top 10 Biggest-selling Scotch Whiskies in 2023

In 2023, seven out of the ten largest Scotch brands by volume saw a decline in sales, although the category remains optimistic about future growth. Following a record-breaking 2022, when Scotch whisky exports surpassed £6 billion (US$7.3bn), reaching £6.2bn (US$7.5bn), exports fell to £5.6bn (US$7.1bn) in 2023, a decline that was expected. The Brand Champions report highlighted that most million-case-selling Scotch brands experienced reduced volume sales compared to the previous year, with only three brands managing to maintain or grow their sales. The report, available online, lists the top ten Scotch whisky brands in millions of nine-litre cases, with data rounded to one decimal place and percentage changes based on full data.

Label 5

In 2023, Label 5, owned by La Martiniquaise-Bardinet, experienced a slight decrease in sales from 2.5 million nine-litre cases in 2022 to 2.4 million, marking a -1.6% change. The brand has seen gradual declines over the past five years, with volume sales totaling 2.7 million cases in 2019. Label 5's portfolio features several offerings including its flagship Label 5 Classic Black, Label 5 Bourbon Barrel, and Label 5 18 Years whiskies. Shop Label 5 whisky!

J&B

In 2023, J&B (Justerini & Brooks), owned by Diageo, experienced a significant decline in volume sales, dropping from 2.9 million cases in 2022 to 2.5 million cases, marking a -13.5% change. This decrease follows a near return to its 2019 sales peak in the previous year. The brand now aims to regain growth momentum in 2024 after falling short of its peak of 3.0 million cases in 2019. Buy it now!

William Peel

In 2023, William Peel, owned by Marie Brizard Wine & Spirits, maintained its volume sales at 2.7 million cases, showing a marginal increase of 0.7% compared to 2022. This stability in sales comes after a decline in the previous year, amidst an overall trend of decreasing volume sales in the category. Despite challenges, the parent company, Marie Brizard Wine & Spirits, reported strong financial performance in 2023, with sales reaching €194.2 million (US$208.4 million), reflecting a 7.2% increase from the previous year. 

Black & White

In 2023, the Diageo-owned blended Scotch whisky brand experienced a significant decline in volume sales, dropping from 3.6 million cases in 2022 to 3.2 million cases, marking an 11.2% decrease. Despite this decline, the brand managed to maintain its position in the top 10, staying above its 2021 sales levels. Shop Black & White whisky!

Dewar’s

In 2023, Dewar’s, owned by Bacardi, saw its volume sales decline by 7.1%, from 3.5 million nine-litre cases in 2022 to 3.3 million cases. This decrease interrupted several years of positive growth following a sales drop in 2020, yet the brand's sales remained higher than its 2019 level of 3.0 million cases. Noteworthy developments for Dewar’s in 2023 included the launch of its oldest age-statement whisky to date, the Dewar’s Double Double 37 Years Old. Shop Dewar’s whisky!

William Lawson’s

In 2023, William Lawson’s, part of the Bacardi portfolio, experienced a slight decline in volume sales, dropping from 3.5 million cases in 2022 to 3.4 million cases, marking a 2.3% decrease. Over the past five years, the brand has shown relative stability with minor fluctuations in sales figures.

Grant’s

In 2023, William Grant & Sons' Grant’s brand achieved its highest volume sales in five years, reaching 4.4 million cases, up from 4.2 million cases in 2022, marking a 3.4% increase. This solid single-digit growth has positioned the brand positively, especially with a new CEO leading its parent company. There is anticipation for renewed momentum and initiatives for the brand in 2024. Shop Grant’s whisky!

Chivas Regal

In 2023, Pernod Ricard’s Chivas Regal brand faced significant challenges with a 12.0% decline in volume sales, dropping from 5.2 million cases in 2022 to 4.6 million cases. This decline pushed its sales just above the 2019 levels. Despite these setbacks, Chivas Regal launched a new advertising campaign at the end of 2023, focusing on the 'golden hour' as the ideal time to enjoy Chivas XV. This initiative, the brand’s first US-led national campaign, aims to potentially stimulate growth for Chivas Regal in 2024. Shop Chivas Regal whisky!

Ballantine’s

In 2023, Ballantine’s whisky, owned by Pernod Ricard, maintained its second-place position despite a significant decline in volume sales. The brand sold 8.2 million cases, down from 9.2 million cases in 2022, marking a 10.5% decrease. This drop followed a trend from its lowest sales of 7.0 million cases in 2020 over the past five years. Ballantine’s has actively engaged consumers through initiatives like partnering with Wu-Tang Clan’s RZA to release a vinyl record player in 2023, continuing into 2024. Such efforts may contribute to potential growth for the brand in the current year. Shop Ballantine’s whisky!

Johnnie Walker

In 2023, Johnnie Walker, owned by Diageo, maintained its leading position in the Scotch whisky market, selling 22.1 million cases. Despite a 2.7% decline compared to 2022, the brand's sales remain significantly higher than the 18.4 million cases sold in 2019 and the 14.1 million cases during the pandemic in 2020. Johnnie Walker's Princes Street visitor experience in Edinburgh attracted 359,000 visitors in 2023, contributing to Diageo's overall distillery brand homes' visitation of 1.13 million people across Scotland. This strategy continues to bolster consumer engagement and may pave the way for future growth, reaffirming its position as the top-selling Scotch whisky brand. Shop Johnnie Walker whisky!