Japanese whisky was the standout spirit in global travel retail in 2025, with value up 44% and volume up 37%, according to IWSR, the beverage alcohol market-data provider. Over the same year, Asia-Pacific spirits value in the channel grew just 2%, so the surge is a global traveller story rather than an Asia-wide boom.
TL;DR
- Japanese whisky value rose 44% and volume 37% in global travel retail (GTR) in 2025, per IWSR.
- Whisky overall rose 12% in value, with Scotch up 10%, Irish whiskey up 11% and American whiskey up 10%.
- Asia-Pacific spirits value in GTR grew only 2%, and IWSR's visible analysis gives no Singapore, Changi or China split.
What did IWSR report about global travel retail in 2025?
IWSR is a beverage alcohol market-data provider. In an analysis dated 16 September 2026 by Helen Jagger, it said combined spirits and wine volumes in global travel retail, the duty-free and travel-linked sales channel, rose 5% in 2025. Spirits value rose 7% and spirits volume 6%, while wine value rose 5%. Whisky value rose 12% and was the main growth driver. By region, value growth was 11% in Europe, 11% in Africa and the Middle East, 7% in the Americas and 2% in Asia-Pacific. BeverageDaily, in a report by Michelle Perrett dated 21 September 2026, carries the same figures.
How did Japanese whisky compare with Scotch, Irish and American whiskey?
Japanese whisky grew far faster than its peers, according to IWSR's 2025 figures:
- Japanese whisky: value up 44%, volume up 37%
- Irish whiskey: value up 11%
- Scotch whisky: value up 10%
- American whiskey: value up 10%
IWSR's Charlotte Reid, Senior Insights Manager for global travel retail, described Japanese whisky as the standout category, pointing to cultural cachet, traveller curiosity and a willingness to spend at premium levels. Growth rates start from different bases, and the figures we reviewed do not give absolute sales values, so a 44% rise does not mean Japanese whisky now outsells Scotch in the channel.
Why does the 2% Asia-Pacific figure matter?
IWSR described Asia-Pacific spirits performance in the channel as lacklustre, although India continued to grow strongly. The visible analysis contains no separate figures for Singapore, Changi Airport or China. That limits what Asian readers can conclude: the 44% is a worldwide number, and it does not show how much of the gain was captured in Asian airports.
What does this mean for APAC buyers and collectors?
Travel retail is a useful signal of what travellers will pay for, but it is not the same market as casks, auction bottles or private collections. For APAC buyers, three things are worth watching: whether Japanese whisky keeps its momentum in 2026, whether Scotch holds its 10% value growth, and whether Asia-Pacific travel retail recovers from 2%. IWSR expects Scotch to lead the growth opportunity to 2030, with Japanese and Irish whiskies leading on momentum. That is a forecast, not a result. For related reading, see our earlier coverage of IWSR's data on status whisky (https://whiskybulletin.com/status-whisky-slumps-for-a-second-year-what-iwsrs-10-drop-means-for-apac-buyers/), UK whisky exports to Thailand and the Philippines (https://whiskybulletin.com/uk-whisky-exports-to-thailand-and-the-philippines-diverge-in-h1-2026-what-asian-buyers-should-watch/) and the US tariff change on Scotch (https://whiskybulletin.com/us-drops-scotch-whisky-tariff-to-zero-what-it-means-for-asian-cask-investors/). This is market context, not investment advice.
What is not confirmed?
The full IWSR article sits partly behind a registration gate, so we worked from the visible text and BeverageDaily's report. Absolute sales values, price tiers and any Singapore, Changi or China breakdown are not confirmed, and we have not seen IWSR's travel retail methodology.
Frequently Asked Questions
How much did Japanese whisky grow in global travel retail in 2025?
IWSR reports value up 44% and volume up 37% in 2025.
Did Scotch whisky grow in travel retail too?
Yes. IWSR reports Scotch value up 10%, within whisky overall up 12%.
Is the 44% figure an Asia-Pacific number?
No. It covers global travel retail. IWSR put Asia-Pacific spirits value growth in the channel at 2%.
Sources and Method
Written from IWSR, "Shifting sands: fresh category opportunities in GTR", 16 September 2026 (https://www.theiwsr.com/insight/shifting-sands-fresh-category-opportunities-in-gtr/), cross-checked against BeverageDaily, 21 September 2026 (https://www.beveragedaily.com/Article/2026/09/21/iwsr-emerging-spirits-categories-reshape-global-travel-retail-market/). Figures are as reported by those outlets and attributed to IWSR. Dachex has not independently verified the underlying data.
