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Whisky 2021: Sector Outlook

The global whisky market is expected to reach $95.9bn by 2026, up from $61.7bn in 2019 (Facts & Factors, 2020). Driving this growth is a surge of savvy brands and distillers, who are deftly balancing whisky’s luxury aura and wide appeal. A renewed emphasis on terroir, experimental production and light-hearted flavourings is propelling the category beyond its traditional roots. Stylus identifies the trends shaping the whisky sector in 2021.

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