Traditional whisky-producing countries like the United States, Canada, Scotland, and Ireland currently account for 99% of whisky consumed in America. In his presentation from Bar Convent Berlin, Fred Barnet, President of Anthem Imports, makes the case for why that other one percent is bound to grow its share in the coming years. Barnet discusses why world whisky is an emerging category, which brands are doing the most to boost recognition of the category, and the considerations for the U.S. market.
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With the world whisky segment on the rise, even familiar markets around the globe are innovating. In this presentation from Bar Convent Berlin, Stephen Gould, Founder/CEO and Master Distiller at Golden Moon Distillery, discusses the emergence of American single malt and the rise of Irish and Japanese whiskey. Gould argues that whiskey producers must continue to adapt and innovate, but must also ensure to prioritize consumer education at every step.
One of the major challenges that world whiskies face in increasing their share of sales is reaching a wide audience from smaller markets. Anssi Pyysing, the CEO of Teerenpeli Distillery, has worked to develop the whisky category in Finland and, in this video from Bar Convent Berlin, he shares his tips for reaching a broad range of consumers. Pyysing shares why he believes that consumers are looking to be part of a great story and try new and interesting bottlings.
Why World Whisky is an Emerging Category
Fred Barnet (00:09)
My name is Fred Barnet, President and Founder of Anthem Imports. We specialize in importing world whiskey, and today we are discussing the world whiskey category and great spirits from great places. Looking at sales in nine-liter cases within the United States, whiskey from Canada, Scotland, Ireland, and the US accounts for 99% of all whiskey consumed domestically. I believe this will shift rapidly over the coming years. Most of the remaining 1% comes from Japan, which has built its whiskey reputation to the point where it is essentially recognized alongside traditional whiskey-producing nations. World whiskey represents spirits produced outside these traditional countries. Beyond international producers, this category also encompasses domestic single malts in the US and emerging rye whiskies from regions like Scotland.
Fred Barnet (01:30)
Data from the Whisky Atlas illustrates the scale of European production. While most consumers think strictly of Scotch and Irish whiskey, Germany actually has more than twice as many whiskey distilleries as Scotland. Combined, Germany and France have twice as many whiskey distilleries as Scotland and Ireland combined. World whiskey is emerging rapidly from a production standpoint. Distillers are enthusiastic about crafting world-class spirits using locally grown grains and regional distillation methods that differ from traditional Scotch processes. Consumers are equally drawn to a dual appeal: supporting hyper-local craft distilleries nearby, or experiencing exotic whiskies from destinations they have visited, dream of visiting, or share heritage with. Furthermore, producers outside Scotland are utilizing unique cask maturations—such as freshly emptied German Pinot Noir barrels or French Armagnac casks—to craft distinct flavor profiles.
Fred Barnet (03:36)
Suntory deserves immense credit for marketing Japanese whiskey over recent decades. They established Japan as a recognized traditional whiskey nation, though rapid demand created severe allocation challenges that make finding bottles difficult. Taiwan’s Kavalan learned from those allocation issues, successfully securing widespread placement on high-end bar and retail shelves while earning significant international critical acclaim. Similarly, Australia’s Sullivan’s Cove put Australian whiskey on the global map by winning major awards—such as World’s Best Single Malt and World’s Best Single Cask—inspiring a wave of local craft distilleries. In Finland, Teerenpeli has earned 95+ point ratings and was named Worldwide Whiskey Producer of the Year by the IWSC, outperforming major global distilleries.
Fred Barnet (05:26)
Historically, US retail shelf sets were split strictly between Bourbon and Scotch, eventually expanding to separate Scotch by regions (Highlands, Speyside, Lowlands). More recently, Japanese whiskey earned its own dedicated section. Next, I expect retail layouts to evolve similarly to wine sections—first establishing a general European whiskey set, which will eventually sub-divide into Nordic, German/Alpine (Germany, Switzerland, Austria), and French sets based on distinct regional flavor profiles.
Fred Barnet (06:18)
For international producers evaluating US expansion, several critical factors apply:
- 51 Separate Markets: The US is not a single market; it comprises 51 distinct jurisdictions, each with unique regulations.
- Category Education: Retailers often do not know where to place world whiskey, occasionally misplacing German single malts in the Rye section or English rye next to Japanese whiskey. Extensive trade hand-holding and education are required.
- The Three-Tier System: Federal law mandates strict separation between producers/importers, distributors, and retailers. Each tier adds markup, so international pricing must account for these structural costs.
Fred Barnet (07:47)
Selecting the right importer is paramount. Producers should partner with importers who specialize in craft spirits and understand the world whiskey category, rather than selecting partners purely based on shared nationality or general business background. Regarding packaging, standard 700 mL bottles are now approved in the US, but 500 mL bottles remain unauthorized. Importers must use 700 mL or 750 mL bottles. Additionally, producers must manage sales expectations: selling 10,000 bottles in year one is unrealistic without massive marketing budgets.
Fred Barnet (09:13)
Looking ahead, two emerging global spirit trends will take shape:
- World Agave: As tequila and mezcal face production constraints, high-quality agave spirits are emerging globally—from Australia, India, South America, and US states like Montana.
- World Brandy: A global wine surplus will prompt producers to distill excess wine into premium, high-class regional brandies.
Thank you very much!
Three Categories Changing World Whisky
Stephen Gould (00:09)
My name is Stephen Gould. In addition to judging whiskies around the world, I also work as a consulting Master Distiller across several countries, including famous whiskey-producing nations like Ireland. I’ve observed significant shifts happening in the global whiskey market. Today, I will discuss three key examples across major whiskey markets:
- American Single Malt: How US craft producers are establishing a distinct category to differentiate from bourbon and rye.
- Irish Whiskey: How new distilleries are looking back to historical production methods to create unique flavor profiles.
- Japanese Whiskey: How Japanese producers are navigating inventory shortages resulting from their own global success.
We are living in an era of unprecedented global demand for brown spirits. Prior to 1922, Irish whiskey dominated global trade via British shipping routes, while most other whiskeys were produced and consumed locally. Before branded bottles became common in the late 19th century, consumers simply filled jugs or canteens directly from barrels at local stores. The rise of branding created the necessity for product differentiation, which remains vital today.
Stephen Gould (03:03)
While America is famous for bourbon and pre-Prohibition rye, American single malt has a long history tied to local brewing. Historically, rye was the primary whiskey grain, but when Prohibition ended, farmers pivoted to growing dent corn for livestock feed—which became the primary mash bill ingredient for post-Prohibition bourbon. As the craft brewing movement expanded over the last 30 years, brewers began distilling malted barley into single malts. Today, over 120 distillers belong to the American Single Malt Whiskey Commission, working to establish a formal legal definition in the United States. We have submitted the following proposed standards to the US government:
- Production: Must be mashed, distilled, and matured entirely at a single distillery within the United States and its territories.
- Grain Bill: Must be crafted from 100% malted barley.
- Cask Maturation: Must be aged in oak containers not exceeding 700 liters. Crucially, unlike bourbon or rye, these do not have to be new charred oak—allowing producers to use ex-wine, ex-bourbon, or alternative wood casks.
- Proof: Must be bottled at a minimum of 40% ABV (80 proof).
Stephen Gould (08:53)
The beauty of the American single malt category is that while all producers meet this overarching definition, individual styles vary dramatically:
- Boulder Spirits (Alistair Brogan): Imports Scottish barley, mashes using brewing techniques, distills on a Scottish-built pot still, and cuts the spirit with Rocky Mountain runoff water.
- Westward Whiskey (Tom Mooney & Christian Krogstad): Sourced entirely from local Pacific Northwest grains and mashed like a craft beer using local Portland water.
- Golden Moon Distillery (Stephen Gould): Uses Colorado and Wyoming malted barley, proprietary mashing techniques designed to emphasize malt character, and atypical yeast strains.
This structural diversity allows consumers to explore an American whiskey category that is distinct from bourbon and rye without becoming commoditized.
Stephen Gould (10:43)
Irish whiskey is currently the fastest-growing spirit category in the world. Twelve years ago, Ireland had only a handful of operating distilleries; today, there are over 40 active distilleries and nearly 70 licenses filed. However, the vast majority of volume is still produced by five or six major facilities making light, triple-distilled, approachable blended whiskeys.To differentiate themselves, a new wave of craft Irish distillers is reviving historical pre-1922 production methods from before Irish independence:
- Multi-Grain & Single Pot Still Mash Bills: Utilizing mixed grain bills (malted barley, unmalted barley, oats, rye, and wheat) fermented on the grain rather than lautered.
- Worm Tub Condensers: Utilizing traditional copper worm tubs instead of modern shell-and-tube condensers to yield a heavier, richer, and more viscous spirit.
At the Church of Oak (Monasterevin) distillery project, we installed the first traditional worm tub condenser in Ireland in 85 years. Other producers, such as Boann Distillery (working with historian Fionnán O’Connor) and Blackwater Distillery, are actively recreating historical 19th-century mash bills to offer distinct alternatives to mass-market Irish whiskeys.
Stephen Gould (15:04)
In Japan, whiskey production historically mirrored Scottish distillation techniques introduced by Masataka Taketsuru in the 1920s. Over the past two decades, Japanese whiskey achieved massive international acclaim. However, that popularity created a severe supply shortage of aged inventory, making aged expressions like Yamazaki 24 or Nikka Taketsuru 17 exceedingly rare and expensive.To adapt, major Japanese producers are innovating with new product architectures:
- World Blends: House Suntory launched expressions blending aged Japanese whisky with imported whiskies from Scotland, Ireland, Canada, and the US to maintain a consistent global supply.
- Flavor-Focused NAS Releases: Nikka’s Yoichi distillery released young single malts engineered around specific flavor profiles (e.g., Peated & Salty, Woody & Vanilla, Sherry Sweet) rather than age statements.
- Atypical Wood Maturation: Matsui Distillery utilizes young single malts finished in non-traditional casks—such as Japanese Cherry Wood (Sakura)—which imparts a unique pale color and distinct botanical flavor profile while maintaining a ultra-premium positioning.
Stephen Gould (19:07)
While innovation is essential for market differentiation, its primary challenge is customer education. When introducing novel categories like American Single Malt or historical Irish Pot Still expressions, consumers and trade partners require education on flavor expectations, production background, and cocktail applications. Building long-term brand equity requires combining product innovation with clear storytelling, field advocacy, and educational tasting events. If you are ever in Colorado, please visit us at Golden Moon Distillery—we would love to show you our stills and share a cocktail. Thank you!
How Whisky Can Reach a Wide Audience From Smaller Markets
Anssi Pyysing (00:11)
I am the owner and founder of Teerenpeli Distillery, Brewery, and Restaurant over in Finland. We are distilling whiskey in Finland against all odds. Located in the northern part of Finland, we experience extreme weather—snow, cold, wet, and hot. To give a little background: I was born in a town near the Russian border called Nuijamaa, which loosely translates from Finnish to English as “Idiot Land”—so maybe that explains a bit of why I decided to take on this venture!
Anssi Pyysing (01:23)
Operating “against all odds” in Finland means working within a strict government-ruled monopoly where alcohol marketing is heavily restricted. It is a very difficult market to navigate. Nevertheless, we started making whiskey back in 2002, pioneering craft whiskey distilling in Finland. The key to our survival and growth has been increasing consumer interest in small-scale brewing and distilling. Consumers actively seek unique flavor profiles, a better selection in bars and restaurants, and authentic stories behind the makers.
Anssi Pyysing (02:56)
Locally produced ingredients are extremely important to our consumers. In our case, all the malted barley we use is sourced within a 100-kilometer radius of the distillery, making it truly local. We are currently celebrating our 20th anniversary. Since we began in 2002, several other distilleries have emerged, bringing the total in Finland to nine active distilleries today. We are working toward establishing a recognized Nordic whiskey region—an exciting development within the broader category of New World whiskeys.
Anssi Pyysing (04:14)
From a producer’s perspective, consumers evaluating new craft distilleries are looking for:
- A compelling reason to follow your distillery’s journey
- New and interesting bottle releases
- Innovation and development in flavor profiles
- Genuine sustainability and an honest approach to business operations
- Opportunities to actively be part of the brand’s story
Anssi Pyysing (05:22)
To reach a wider global audience from a smaller domestic market, I recommend focusing on several key strategies:
- Maintain an active and engaging social media presence
- Partner with the best importers in each target market
- Participate selectively in the right industry events
- Enter international spirits competitions to generate content and validation
Anssi Pyysing (05:58)
Finally, carefully secure your cash flow. Distilling whiskey requires substantial upfront capital that remains tied up in aging stock for years. Unless you have significant personal capital—or bring in strategic investors—you must ensure you have strong financial backing from day one. Building a whiskey brand does not happen overnight, so be prepared: it takes time. Thank you all!
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