Insights / Emerging Trends from Whisky Live Paris 2024
Whisky is enjoying a remarkable surge in popularity. According to the Global Whisky Market Overview 2023-28 report by Bonafide Research, the whisky market is projected to hit $127 billion by 2028. Given this upward trajectory, it’s no surprise that Whisky Live Paris 2024 showcased some exciting new trends.
At this year’s show, enthusiasts and industry professionals were immersed in a dynamic display of the world's finest whiskies. While the event is always a celebration of tradition and craftsmanship, it also acts as a key indicator for future market trends. Here are four emerging trends our Barfliers identified to watch for in 2025 and beyond.
Range Extensions
At Whisky Live Paris 2024, numerous brands debuted new expressions within their existing portfolios, focusing on range extensions and limited-edition products. For whisky connoisseurs, this is an exciting development. By offering new variations—be it different cask finishes, age statements, or even blends—brands are pushing their creative boundaries while catering to the growing demand for diversity and novelty in the market.
Range extensions suggest that brands are not only responding to the desire for new experiences among established whisky fans but are also actively trying to capture the interest of younger consumers. Younger drinkers are often looking for something unique, something that tells a story beyond just tradition, and whisky producers are increasingly leveraging this by launching experimental editions. We can expect to see a continued rise in limited-edition releases, special packaging, and collaborations with other spirits or wine producers in the next year.
Barfly’s extensive research in the on-trade has suggested that limited edition or special releases have a positive impact on a brands reputation with consumers. With bars being an important location that encourages experimentation, a consumer can explore this wider portfolio. The result is a halo effect to the core range that creates and cements brand loyalty. For consumers, whisky collections could continue to grow as they seek out exclusive bottles.
Premiumisation of Bourbon
Bourbon has long been associated with affordability and approachability, but at Whisky Live, the emphasis was on premium bourbons, with more brands positioning themselves as luxury products. Distillers showcased older age statements, single-barrel selections, and bourbons finished in exotic casks. These premium bourbons are being marketed on par with fine Single Malts, emphasizing craftsmanship, rarity, and quality.
The premiumisation of bourbon signals a significant shift in the category’s positioning, particularly in Europe, where bourbon historically played second fiddle to Scotch. As more bourbon brands focus on crafting high-end expressions, we can anticipate a growing demand for premium American whisky not just in the U.S. but in international markets as well.
This move will likely drive prices upwards for bourbon across all tiers, as the halo effect of premium products influences the perception of the category as a whole. For high-end consumers, it adds bourbon to the list of collectible and investment-worthy spirits. For brands, it presents a challenge—balancing accessibility with the allure of luxury. Expect to see more small-batch releases, limited editions, and high age-statement bourbons in the coming year, as brands attempt to strike that balance.
It will be an interesting dynamic to watch as American Whiskey now steps into an occasion that has previously been dominated by the Scotch category. Will we begin to see high-age statement Bourbons around the tables of business meetings and celebratory dinners?
Single Malt American Whiskey
American whiskey is no longer synonymous with just bourbon and rye. Over the last decade, the rise of Single Malt American whiskey has caught the attention of whisky lovers worldwide. In 2022, the US government’s Tobacco Tax and Trade Bureau released its first proposal for a US Single Malt category definition and at Whisky Live Paris 2024, it became clear that this category is ready for its moment in the sun. American distillers showcased a diverse array of Single Malts, often experimenting with unique grains, climate conditions, and barrel finishes. For some smaller producers outside the traditional bourbon belt, like High West, FEW, and Balcones, this is nothing new. Westland were proudly exhibiting their range of entirely Single Malt whiskies at the show. However, we are now seeing releases from Bulleit and Jack Daniels as large-scale producers step into what has so far been seen as a craft, low-production category.
Single Malt American whiskey is poised to become a serious contender to traditional Scotch and Irish whiskies in both the premium and craft segments of the market. Its growth will likely be driven by consumers who are looking for something familiar but with an American twist—people who appreciate single malt craftsmanship but want to explore new flavour profiles and techniques.
In the next 12 months, we can expect to see Single Malt American whiskey gain more shelf space, both in specialist whisky shops and mainstream outlets. Craft distillers in the U.S. are well-positioned to capitalize on this trend, given the rising consumer interest in locally produced, artisanal goods. Internationally, the expansion of this category could once again challenge Scotch whisky’s dominance, potentially leading to a diversification of consumer tastes and a rise in cross-category experimentation. Or, will American Single Malt carve its own distinct flavour and style that can be a differentiator to Scotch?
Additionally, this shift could attract more international investment in American whiskey distilleries, accelerating innovation and competition. Expect more high-quality Single Malts from the U.S. on the global stage, with potential collaborations and limited releases drawing even more attention to this emerging category.
The Rising Love for French Whisky
While the whisky world has long been dominated by Scotch, Irish, and American varieties, French whisky is steadily gaining recognition and respect among connoisseurs. At Whisky Live Paris 2024, the spotlight on French whisky was unmistakable, with numerous distilleries showcasing their expressions and demonstrating the country's growing influence in the global whisky scene. From the Brittany and Alsace regions to Corsica, French distillers are crafting exceptional whiskies that reflect the unique terroir, with a focus on quality, craftsmanship, and often, a distinctly French touch.
The love for French whisky is part of a broader consumer shift toward embracing local, artisanal spirits. French distillers are bringing their rich heritage of wine and brandy production into whisky-making, experimenting with cask finishes like Sauternes, Cognac, and Armagnac. This cross-pollination of French wine and whisky culture is helping to create distinct flavour profiles that stand apart from traditional Scotch or American whiskies.
In the next 12 months, French whisky is poised to further carve out its niche in the international market. As more consumers become aware of its quality and uniqueness, demand will likely increase, especially in markets that already have an appreciation for French craftsmanship, such as Europe and parts of Asia. French whisky could also become a gateway for new whisky drinkers, especially those familiar with French wine and spirits but new to the whisky world.
Retailers and distributors may start allocating more space for French whisky as it rises in popularity, especially for those looking for something different and exclusive. Collectors and enthusiasts alike may begin to see French whisky as the next frontier for exploration and investment, similar to how Japanese whisky captured the world's attention in previous years. With its blend of innovation and tradition, French whisky will be one to watch closely in the upcoming year.
Conclusion: The Year Ahead in Whisky
Whisky Live Paris 2024 showcased a variety of exciting trends set to shape the industry over the next year. The rise of French whisky adds an intriguing new dimension to the global whisky market, reflecting both the passion for artisanal products and a renewed interest in terroir-driven spirits. Combined with the expansion of whisky ranges, the premiumisation of bourbon, and the emergence of American Single Malts, the future looks bright for whisky lovers worldwide. Whether you're interested in exploring French whiskies or watching how bourbon and American single malts evolve, 2025 is set to be a thrilling year in the world of whisky.
So, here's to new horizons and raising a glass to what's next!