World Whiskey Consumption

[MauiSon]

I saw an interesting article in Bloomberg Business Week (Nov 26-Dec 2) concerning worldwide consumption of various liquors. In the whiskey category, India is #1 with 47% of worldwide whiskey consumption, U.S. is #2 with 14%, then France, Japan and U.K., all with under 5%. India was also #1 in brandy (27%) and rum (32%), U.S. was #1 only in tequila (50%), Russia was #1 in vodka (45%) and the Philippines was #1 in gin (36%). The U.S. was the only country to make the top 5 in every category, though.

Edited March 3, 2013 by MauiSon

[GaryT]

Wow . . . with such a high population I guess that shouldn't be a surprise India came in first - but 47% was a shock!

[squire]

Gin in the Philippines? I would've lost that bet.

[ErikH]

From what I've read, most of the whiskey in India is made from molasses, and would be considered rum elsewhere.

[squire]

India seems to have a loose interpretation of what can be called whisky.

[Meruck]

The civilized world spells it with an "e". But including India isn't fair. The population is so huge. They have the highest number of Indians per capita than any other country.

[MauiSon]

India seems to have a loose interpretation of what can be called whisky.

Chuck Cowdery's latest blog post indicates that the U.S. has a 'loose interpretation' as well.

[Meruck]

Maybe so, but the interpretation of what can be called Bourbon is not. Other than it can be made out side KY that is. Plain wrong

[HighInTheMtns]

Maybe so, but the interpretation of what can be called Bourbon is not. Other than it can be made out side KY that is. Plain wrong

Why? Bourbon was historically made in Illinois and Pennsylvania as well as Kentucky (probably among other places.)

[squire]

The legal definition of Straight Bourbon allows it to be make anywhere in the United States.

[Meruck]

Define it as you will. I am somewhat of a purest. I made the comment in jest. I should have know better here. Today,there are no Bourbond made or bottled in Bourbon county. Regardless of your position, that's not right. If it wasn't a matter of money I would hope to see one of the bigs start one up there

[squire]

I am somewhat of a purists myself as I refuse to drink from the bottle with a straw.

[MyOldKyDram]

I was born in Bourbon county.

Even with a distillery I'm not sure there would be a reason to visit.

[Meruck]

That makes you the real deal. Where if I may ask? I'm from Jefferson county, Middletown

[Meruck]

Hot Urdells through a straw is the only way to go, bourbon, not so much.

[MyOldKyDram]

That makes you the real deal. Where if I may ask? I'm from Jefferson county, Middletown

[Meruck]

You didn't roam far. Paris is the county seat, is it not?

[CoMobourbon]

Back on track man, India likes their drank, huh?

[Meruck]

Well I would say yes they do, I am guessing g he only reason China isn't over Inda is the whole freedom thing, and China has no roads. Not that India has many, but when 70 percent of the population lives in 2 cities you don't need many.

[Meruck]

I think that's the Discovery Channels new show, Moonshiners; India.

[HighInTheMtns]

Well I would say yes they do, I am guessing g he only reason China isn't over Inda is the whole freedom thing, and China has no roads. Not that India has many, but when 70 percent of the population lives in 2 cities you don't need many.

Yeah, this is what it comes down to. There are a billion people in India and Chinese don't have the same access.

[CoMobourbon]

I should have looked at the beginning of the thread more closely. If most of the whisky is a molasses based rum-like blend with only a small fraction of malt whiskey, than it pretty much has to be domestically produced.

But that comparison to China raises an interesting question; why are the Chinese not hogging of the whiskey supply with their crazy huge number of potential consumers, and when will they do so?

Obviously that question addresses a much more general one: when will China transition to a consumer economy, and what will that look like? But I wonder how much the compatibilty of Chinse culture with whisky specifically matters. You know, how much the whole good ol' freedom-loving American culture accounts for high American whiskey consumption and how that lack of that culture in China accounts for lower whiskey consumption despite the higher population.

[Meruck]

China has 10 city's with more than 20 million people in each. And no road system to connect them. Bourbon is expensive to fly. Once the get the infrastructure you won't be able to compare with anyone. India has 2 cities with more than 70 percent of the population. Both have sea ports,

[CoMobourbon]

Right. But that lack of infrastructure has general implications to which bourbon is relatively incidental. It is hard to move most consumer products with lack of infrastructure, bourbon only somewhat more so than other products.

But what about the attributes of whisky in particular and its corresponding political, social, and political associations contribute to the low consumption rate? Is it because of government policy and/or the general political climate? etc.

[Meruck]

Good points. You also must consider the control of information. They ( China) may well out consume the remainder of the planet. But if the Central Committee doesn't want you to know it, you won't. That's why investing in pure Chinese companies is dangerous. You just don't know.