Single Malt Scotch Leaders Retrench To Connect With New Consumers
After a long-term growth run that peaked at nearly 2 million cases in 2021, single malt Scotch whisky in the U.S. has endured more challenging conditions in recent years, falling below 2015 levels last year to approximately 1.5 million 9-liter case depletions, according to Impact Databank. Still, the upscale category remains a value driver for spirits marketers, and leading players are redoubling their efforts to attract new consumers heading into 2026.
Pernod Ricard’s The Glenlivet remains the top-selling single malt in the U.S. at more than 400,000 cases, nearly twice the size of second-ranked The Macallan, although the latter drives outsized value owing to its super-premium and above stable. This fall, The Glenlivet extended with a 12-year-old Jamaica Edition, finished in Jamaican rum barrels. The new whisky marks the first entry in the brand’s new “Beyond Speyside” series, which will feature a variety of different cask finishes.
Edrington-owned The Macallan debuted new packaging this summer across three of its Timeless Collections—Double Cask, Sherry Oak, and Colour Collection. Developed by designer David Carson, the revamp includes a new bottle design, triangular shoulder label, rear labels upgraded with more information on the whisky, and unique QR codes for consumer engagement and traceability.
According to Impact Databank, The Macallan is the largest single malt Scotch whisky brand worldwide in retail value terms at $1.26 billion on volume of 900,000 cases in 2024. In the U.S., volume was at 222,000 cases last year. Macallan creative director Jaume Ferras said the new look “offers a multitude of visual cues to tell our story, from the sherry seasoning to the American and European oak casks, which contribute to the complex taste and flavor profiles in every bottle of The Macallan.”
Among the top five single malt brands in the U.S., William Grant & Sons’ Glenfiddich has held up best in control states this year through October, posting a roughly flat performance. “Both Glenfiddich and The Balvenie have continued to perform strongly in the U.S., driven by a focus on recruiting consumers into the category while reinforcing each brand’s premium credentials,” James Casey, president and managing director of William Grant & Sons U.S., recently told SND. “Glenfiddich has led category growth in Nielsen, maintaining its position as the world’s best-selling single malt.”
William Grant is tapping the smaller bottle size trend in spirits with both Glenfiddich and The Balvenie, which are introducing gift-oriented packs of their 14-year-old expressions, Glenfiddich Bourbon Barrel Reserve (375ml) and The Balvenie Caribbean Cask (200ml), each retailing at $25. “These limited offerings are designed to appeal to holiday shoppers,” notes Vérane de Marffy, CMO at William Grant & Sons U.S. “By introducing smaller formats, we’re providing an inviting entry point for those exploring Scotch for the first time.”
Also in the top five is Glenmorangie, part of the Moët Hennessy USA portfolio. Backed by a “Once Upon a Time in Scotland” campaign featuring actor Harrison Ford, Glenmorangie recently released A Tale of Spices ($100), which includes whisky finished in Moroccan red wine casks, new charred oak casks, shaved and toasted red wine casks, and Pedro Ximénez sherry casks.
We’ll have more on the evolving market for single malt Scotch in the second part of this feature.
| Single Malt Scotch Whisky—Top Five Brands in the U.S. | ||||||
| Rank | Brand | Importer | Total 2024 U.S. Depletions1 |
Control States’ Volume Growth 2025 YTD2 |
||
|---|---|---|---|---|---|---|
| 1 | The Glenlivet | Pernod Ricard USA | 412 | -6.7% | ||
| 2 | The Macallan | Edrington Americas | 222 | -4.3% | ||
| 3 | Glenfiddich | William Grant & Sons USA | 191 | -0.4% | ||
| 4 | The Balvenie | William Grant & Sons USA | 100 | -5.7% | ||
| 5 | Glenmorangie | Moët Hennessy USA | 80 | -23.3% | ||
| Total Top Five | 1,005 | -6.9% | ||||
| Other Brands | 499 | -8.6% | ||||
| Total Single Malt3 | 1,505 | -7.6% | ||||
| 1 Thousands of 9-liter cases. 2 Year-to-date ending through October. 3 Addition of columns may not agree due to rounding. Source: NABCA and IMPACT DATABANK © 2025 |
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Tagged : Edrington, Glenfiddich, Glenmorangie, Moët Hennessy USA, Pernod Ricard, The Balvenie, The Glenlivet, The Macallan, William Grant & Sons
