Public Study B2B Ireland 2024

Cask whiskey: A barrel of wealth

Are we living in a whiskey renaissance? KPMG Ireland, Whiskey Wealth Club, and Potloc partnered up to share survey insights on cask whiskey as a booming alternative investment.

Distilling the investment potential of cask whiskey

Currently valued at an impressive $70 billion, and with projections set to soar to $125 billion by 2032, the whiskey industry is not just fermenting fine spirits — it's distilling golden opportunities for savvy investors.

Gaspard Delcroix

Senior Sales Director at Potloc

Christopher Brown

Partner at KPMG Ireland

Sampling details

  • 200

    respondents surveyed

  • 3

    continents targeted

  • 10

    types of data quality checks

  • 6

    field time, in days

Whiskey investment trends in 2024

1

A toast to a rising alternative asset

kpmg-cask-whiskey-graph-2
The volume of global sales of Irish whiskey has increased by 100% from 2014 to 2024. This surge has propelled cask whiskey investment into the limelight, possibly fueled by youth drinking habits, a growing middle class in developing countries, and renewed investment in Irish production.
2

Bridging the knowledge gap

kpmg-cask-whiskey-graph-1-1
We recognize that for many, the whiskey market remains a domain of uncharted potential. Key concerns include a lack of understanding of investment strategies, the returns on offer, and how to obtain reliable valuations.
3

Winning whiskey styles revealed

kpmg-cask-whiskey-graph-3
For those with an interest in the market, Scotch, bourbon, and Irish whiskey are the preferred styles. But despite a 100% increase in global sales in the last decade, Irish whiskey has room to catch up to its Scottish and US peers.

Why pour into the cask whiskey market?

  • lock

    Exclusive market access

    Tap into a market that’s projected to grow significantly in the next decade.

  • hand

    Inflation resistant

    Whiskey has historically outperformed traditional investments during periods of inflation.

  • happy

    Enjoyment & legacy

    Beyond financial gains, owning a cask of whiskey can provide personal enjoyment and the opportunity to leave a legacy.

  • clock

    Tangible asset ownership

    Invest in a real, aging asset that appreciates over time.

  • chart-data

    Diversification

    Add a robust layer to your investment portfolio, reducing risk and increasing potential returns.

We were seeking a survey research partner who would provide a high-quality data set and access to a specific audience on a niche topic. The key criteria that made Potloc our first choice were (a) high quality of data collection, (b) access to our target audience, and (c) real-time updates and transparency on data collected.
Christopher Brown BW-1
Christopher Brown Partner at KPMG Ireland
KPMG_logo

Our team

Gaspard Delcroix
SENIOR SALES DIRECTOR, POTLOC
gaspard.delcroix@potloc.com

 

 

Alexis Ressy
GLOBAL ACCOUNT MANAGER, KPMG
alexis.ressy@potloc.com

Shape your strategy for success.

Uncork more insights on cask whiskey.

potloc-kpmg-whiskey-club-paper-report-2024-cover
Download full report

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