Global Whiskey Sales Rankings 2024: Packaging Insights for Spirits Brands 2025&2026

DE VARO
Sep 12
3 min read

The global whiskey market continues to evolve, with consumer demand shifting toward premiumization, innovation, and unique flavor experiences. According to The Spirits Business 2024 Global Spirits Brand Sales Report, whiskey sales remain strong, particularly in the U.S., Ireland, Canada, and Japan.

At De Varo Packaging, we track these industry trends closely to better support our clients in creating custom whiskey bottles and luxury packaging that reflect brand identity and meet consumer expectations.

Top 10 Global Whiskey Brands by Sales (2024)

1. Jim Beam – 17.5M cases (+2.9%)

Owner: Suntory | Country: USA
Three-time global leader, fueled by innovation in flavor releases.

2. Jack Daniel’s Tennessee Whiskey – 14.1M cases (-1.5%)

Owner: Brown-Forman | Country: USA
U.S. slowdown offset by strong growth in Asia.
Jack Daniel's Tennessee Whisky

3. Jameson– 10.8M cases (+6.3%)

Owner: Pernod Ricard | Country: Ireland
Irish whiskey leader, expanding rapidly in India, China, and Europe.
Jameson Irish Whiskey

4. Crown Royal – 8.0M cases (+4.0%)

Owner: Diageo | Country: Canada
Flavored innovations like Blackberry drive U.S. growth.
Crown Royal Rye Whisky

5. Canadian Club – 5.3M cases (-15.2%)

Owner: Suntory | Country: Canada
Decline tied to weaker Canadian domestic demand.
Canadian Club Rye Whisky

6. Suntory Kakubin – 4.0M cases (-4.5%)

Owner: Suntory | Country: Japan
Impacted by changing Japanese consumption habits.
Suntory Kakubin Whisky

7. Black Nikka – 4.0M cases (0.0%)

Owner: Asahi | Country: Japan
Stable sales, with future growth linked to production expansion.
Black Nikka Whisky

8. Maker’s Mark – 2.7M cases (-10.1%)

Owner: Suntory | Country: USA
Small-batch pioneer facing sales volatility, with new launches expected.
Maker's Mark Whisky

9. Torys – 2.4M cases (-2.2%)

Owner: Suntory | Country: Japan
Known for a light, approachable taste; regulatory shifts affect growth.
Suntory Whisky Torys

10. Jack Daniel’s Tennessee Honey – 2.0M cases (-3.4%)

Owner: Brown-Forman | Country: USA
Returning to the top 10, signaling renewed interest in flavored whiskey.
Jack Daniel's Tennessee Honey Whiskey
Quality and Packaging Go Hand in Hand
While marketing and packaging play a vital role in helping whiskey brands stand out, product quality remains the foundation of long-term success. A truly great whiskey must first deliver on taste, consistency, and craftsmanship. Packaging then acts as an extension of that quality—communicating value, enhancing the consumer experience, and strengthening brand storytelling. At De Varo Packaging, we believe that exceptional spirits deserve equally exceptional packaging, ensuring that what’s inside the bottle is matched by what’s on the outside.
Key Market Insights for Whiskey Brands (2025–2026 Outlook)
- Flavors Drive Growth: Flavored whiskies, such as Crown Royal Blackberry, highlight strong consumer interest in new taste experiences.
- Premiumization Continues: Jameson’s growth in emerging markets underscores the rising demand for premium and luxury spirits.
- Regional Shifts: While the U.S. shows signs of maturity, Asia and Europe will remain key growth engines into 2026.
- Packaging Differentiation: Unique, luxury whiskey bottles will be critical for standing out on shelves and building lasting consumer loyalty.
Packaging as Brand Storytelling
At De Varo Packaging, we know packaging is more than protection—it’s a strategic branding tool. With the growing popularity of limited editions, collectors’ releases, and luxury launches, brands increasingly turn to:
- Custom glass bottles with refined finishes
- Ceramic bottles for distinct shapes and premium appeal
- Advanced decoration including painting, decals, embossing, and UV coating
These solutions help whiskey brands differentiate in a crowded market, capture attention, and reinforce their premium positioning.

Looking Ahead to 2026
The 2024 whiskey rankings and 2025 market trends confirm what the industry already recognizes: innovation, premiumization, and packaging design are the key growth drivers shaping the future of whiskey.
As we move into 2026, De Varo Packaging is ready to support both established global players and emerging distilleries with bespoke glass and ceramic packaging solutions. Whether it’s creating signature bottles for flagship products or developing unique designs for limited editions, we ensure your brand stands out with packaging that reflects craftsmanship, quality, and identity.
👉 Contact us today at sales@devaropackaging.com to discuss your next whiskey packaging project.