Jonny Forsyth
Jonny is a Director of Mintel Food & Drink, focusing on creating ‘big picture’ thought leadership content such as what Gen Z and the metaverse mean for the food and drink industry.

As Burn’s night approaches my mind has turned towards whisky and the fact that I have an excuse to indulge in a few glasses of the stuff tonight. While I am a drinks analyst whose job is to know about different alcohol products, I’ve also hit that mid-thirties lifestage when I’ve suddenly become interested in beverages that never appealed to me before – especially discerning ones. And malt is near the top of that list, especially given my love of HBO series Mad Men.

Whisky Market Trends

In my experience, malt is desirable – even revered – among many UK drinkers (and certainly not just Scots) so I was surprised to find, when writing the Dark Spirits market report in August 2011, that supermarket sales had declined by 7% in the past year – particularly given that Jack Daniel’s is leading such impressive growth in the US bourbon/whisky sector.

When I think of my own experiences of buying whisky though I can’t say I am that surprised it is not performing better. Going to a supermarket, the choice of malts is endless and with bottles being around