The whisk(e)y trend – a global success story goes on

von Jürgen Deibel

Whisky at the ProWein trade fair / ©Andreas Wiese

Whisky has made enormous gains in popularity worldwide with rapid urbanisation, rising disposable income and the growth of tourism. Beyond this, consumers are prepared to pay more for high-quality and first-class whiskies encouraging manufacturers to place more high-end, aged and rare whisky products on retail shelves.

Discover the 2025 whisky trends 2025 at ProWein in Düsseldorf – from Single Malt Scotch to Craft Whisky from all over the world!

ProWein / ProSpirits 2025 from 16 to 18 March 2025 in Düsseldorf will also prove a centre of attraction again this year when it comes to whisk(e)y. More than 100 of the 400 exhibitors in total in the halls of ProSpirits (Hall 5) and “Same but different” (Hall 7) of ProWein 2025 are dedicated to this globally successful distillate.

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Whisky highlights at ProWein 2025

Whisky and its history / Copyright: Andreas Wiese

Whisk(e)y but above all the Scottish Blended Whisky and Single Malt Scotch Whisky will again be centrestage at this year’s trade fair. But also other countries such as Switzerland, Germany, Australia, America, Canada and, of course, Ireland will be highlighting the variety of this the world’s most successful spirit with various brands and varieties.

Whisky enjoys remarkable popularity. According to the Global Whisky Market Overview 2023-28 by Bonafide Research, the whisky market is expected to reach $ 127 billion by 2028 (Source: https://www.bonafideresearch.com/product/230529497/global-whiskey-market-overview).

Whisky production – simple and yet complex

Making whisky is so simple after all! Grain, water and yeast are the only ingredients permitted for its production – add fermentation and distillation as well as barrel ageing in a variety of casks and for different periods of time to round off the production process – and the product is ready.

Depending on the region, barley, barley malt, rye, rye malt, wheat and maize are used as ingredients. But the finishing touches for taste lie in the detail! Every whisk(e)y is different and each one tastes and smells different, thereby thrilling consumers the world over!

Demand for whisk(e)y has always been very high

In Europe the demand for whisky has always been very strong historically. In addition, the growing trends towards premium and craft-whisky products paired with positive regulatory measures have promoted market growth.

The consumption of Single Malt Scotch Whisky is associated more with the lifestyle of wealthy consumers. This association is a major driver for market growth. Consumers in large, developed economies are highly interested in buying high-quality alcoholic products. Manufacturers try to place emphasis on the launch of high-quality and great-tasting brands since consumers are turning into whisky connoisseurs and arbiters of taste. Luxury whisky is one of the current consumer trends contributing to higher sales worldwide.

The producers’ world

Such countries as Scotland, Ireland and the USA are famous for both their whisk(e)y production and whisk(e)y consumption. The governments of these countries support producers and have developed strategies to boost both the sales potential of whisk(e)y on their domestic markets and in worldwide exports.

Scottish and Irish whiskies/whiskeys in focus

Irish Whisky at the ProWein trade fair / Copyright: Messe Düsseldorf/ctillmann

Scottish, English, Welsh and Northern Irish whisky producers and bottlers will make for a strong group at the trade fair in 2025. Not only will Scottish Single Malt Whisky distilleries such as Loch Lomond (Hall 5, J56), Holyrood Distilleries (Hall 7, B02) and Angus Dundee Distillers (Hall 5, J08) showcase the variety of their Single Malt whiskies and other products, but Wales’s Penderyn Distillery (Hall 5, K35) and England’s Cotswold Distilling (Hall 5, G09) will also be represented.

Independent bottlers, predominantly from Scotland, will present their new bottlings this year and increasingly focus on Blended Scotch and Blended Malts. In addition to their Single Malt bottlings, Duncan Taylor will also exhibit the Blended Whisky brand Black Bull at their stand in Hall 5, H57. Douglas Laing (Hall 7, A07) as well as MacDuff International (Hall 5, J46) will showcase a wide portfolio with Blended Malt Whiskies from various Scottish regions and single-cask bottlings from various distilleries.

Single Malt Whisky Collections of several distilleries will also be presented by Morrison Scotch Whisky Distillers (incl. MacTalla and Old Perth in Hall 5, D39) and Brave New Spirits (incl. Whisky of Vooodoo and Whiskyheroes in Hall 7, B09).

Private-label bottlings and private labels based on Scottish whisky will be centrestage at Quality Spirits International (Hall 5, H40).

Irish whiskey is one of the fastest growing categories on the global whisk(e)y market. The growing tourist industry has developed into an additional, important driver for the sector since many distilleries have opened visitor centres offering guided tours.

Many Irish/Northern Irish whiskeys/whiskies can be found at the joint stand of Bord Bia in Hall 5. Boann Distillery (G18), Teeling (J17), Hinch (J39) and West Cork Distillers (J34) are just some of the producers represented at the stand. Furthermore, the Belfast-based Titanic Distillers can be found near the joint stand in Hall 5 at Stand J39, adding to the variety of Irish and Northern Irish whisk(e)y at ProWein 2025.

Whisky varieties from Central Europe

ProSpirits is not only host to Scotland and Ireland as classic whisk(e)y nations this year. Many whiskies are now also entering the market from Central Europe. Switzerland will be represented with the whiskies of the Langatun Brennerei and with Seven Seals Whisky (both in Hall 7, D07) or the distillates of DIWISA (Hall 5, K44). Some producers from France will be presenting their distillates in Halls 5 and 7. These include the whiskies of Destillerie Warenghem (Hall 5, D26), Whisky Bellevoye from Destillerie Les Bienheureux (Hall 5, D09) and the whisky of Alsace’s distillery Meyer (Hall 7, B52).

German whisky and importers

Whisky bottles at a whisky event/ Copyright: Messe Düsseldorf/ctillmann

German whisky has now also found its place on the world map of whiskies so it comes as little surprise that not one but several Germany whisky producers will exhibit their distillates at the trade fair. These include the numerous whiskies of St. Kilian Destillerie (Hall 7, D06), Hardenberg Wilthen with its Beverbach Whisky (Hall 5, A35), the whiskies produced by specialty distillery Liebl (Hall 1, E40) or Dresdner Whisky Manufaktur (Hall 7, A41).

Other German companies will also present their imported products from many corners of the whisky world alongside their own products. Stock Spirits (Hall 5, C09) Mack & Schühle (Hall 4, A01) and Kammer-Kirsch (Halle 5, M45) are recommended for a visit.

Beyond this, Kammer-Kirsch will present the multiple award-winning whisky of the Israeli M&H Distillery (Hall 5, L58) represented with its own stand.

Australia and India

Australia will be represented in Hall 5, D55 with The Gospel Distillers, New World Distillers (Starward Whisky) and Morris of Rutherglen Single Malt Australian Whisky. India, one of the biggest whisky producers worldwide, will be represented by John Paul Distilleries (Hall 5, K46).

USA – not just Bourbon

Whisk(e)y from the USA will also be featured as part of ProSpirits. American whiskey and specifically the bourbon whiskey segment, is widely expected to grow at a promising rate during the forecast period up to 2030 due to growing consumer interest in handcrafted and authentic products.

Heaven Hill Brands, America’s biggest family-owned independent manufacturer and distributor of spirits, and the Tennessee Distilling Group will exhibit their portfolios in Hall 5, J45. Also hailing from the USA will be Uncle Nearest und Southern Distilling in the “Same but different” segment of ProSpirits in Hall 7, A31.

Well worth a visit

ProWein 2025 will provide an outstanding overview of this diverse world of whisk(e)y with its Trendshow “Same but different” in Hall 7 and the new brand world “ProSpirits” in Hall 5. This makes ProWein in Düsseldorf from 16 to 18 March 2025 one of the world’s biggest and most relevant trade fairs for wines and spirits. Over 400 of the 5,000 exhibitors from throughout the world will showcase their extensive spirits offering. Visit ProWein 2025 and experience the world of whisk(e)y hands-on!

Other spirits trends covered at ProWein 2025 will include: