Meanwhile, Irish and Japanese categories continue to succeed in convincing the developed markets there is an alternative to scotch. Jameson, now over 5m cases, has accelerated past the likes of Chivas Regal and Grant’s and is rubbing shoulders with the second tier of premium whisky players that includes Crown Royal, Ballantine’s and Jim Beam. Jameson will likely be joined in the Club next year by Tullamore Dew, which has also found success in its shadow in the US.

Unlike the smaller but more internationally famous Nikka and Suntory malts, the Japanese blends Suntory Kakubin and Black Nikka Clear are heavily dependent on their domestic market. Right now, whisky is the drink of young people so growth is on an upturn.