A strong end to the year for Scotch? 

It’s about to be that time of year when bar, pub and restaurant operators can expect to see their whisky sales spike, as regular whisky drinkers treat themselves and perhaps some customers who may not be regular drammers opt for a celebratory nip.

And it’s not just overall sales that could increase; the appeal of the sector could also broaden, from budget-friendly drams to premium bottlings, simple spirit mixers to complex cocktails.

“When surrounded by friends and family who are seasoned whisky drinkers, there’s more chance that people will try whisky for the first time over the festive period,” said Ryan Way, key account manager for La Martiniquaise Bardinet UK (LMBUK), the company behind the Glen Moray and Cutty Sark whiskies. 

“When surrounded by friends and family, there’s more chance people will try whisky”

“Or they might find themselves introduced to something new, and begin exploring styles or cask finishes as recommended by their group. For outlets, the secret is to keep their range approachable whilst having nuanced and interesting drams in the range that appeal to drinkers, wherever they are on their whisky journey.”

Ryan McFarland, chief commercial and strategy officer at Drinksology Kirker Greer, agreed. 

He said: “While whisky has a loyal following throughout the year, the festive season opens it up to a wider audience, including those who might not usually drink it.

“Its rich history, complex flavours, and association with luxury make it an ideal choice for Christmas and Hogmanay, when people are more inclined to indulge and explore new drinks. 

“Scotch remains central to festive traditions, while Irish and American whiskies attract those looking for alternative styles with similarly warming, comforting profiles.”

McFarland added that, although pub and bar customers are still willing to trade up on special occasions, they are ‘becoming more discerning’ in the products they are drinking. 

“They’re still willing to trade up, but expect genuine value, clear provenance, and flavour-driven whiskies that work both neat and in longer serves,” he said. 

As to the specific drams festive customers are likely to opt for, Graeme Sharp, customer marketing lead for whisky at Ian Macleod Distillers, reckoned richer, full-bodied whiskies will prove most popular.  

“For the on-trade, consumers tend to shift towards ‘dark night’ consumption during the festive period and whisky is often a category consumers move into due to flavour profile,” said Sharp.  

“Whisky consumers may look beyond lighter flavour profiles and into richer, fuller whiskies such as heavily sherried single malts which are often characterised by their ‘Christmas cake’ notes e.g. dried fruit or warming spices. 

“Others may look towards smokier whiskies.”

As 2025 draws to a close, brand owners were also upbeat about what 2026 might bring for the whisky category. 

McFarland, at Drinksology Kirker Greer, said that, in addition to innovations and cask finishes, he expects to see ‘cocktail-friendly’ whiskies increasingly in demand throughout next year. 

“Highballs and spritz-style long serves are helping to recruit new drinkers and keep whisky front of mind in busy trading windows. 

“Highballs and spritz-style serves are helping recruit new drinkers”

“Alongside this, sustainability and transparency in production will continue to influence purchase decisions, while global innovation, from regions such as Australia, India, and China, adds further energy and excitement to the category.”

Mixed drinks will also be squarely in the sights of Ian Macleod Distillers, with Sharp saying the company will be working with on-trade outlets to help them fashion serves suited to younger customers. 

“By working with our on-trade partners, we are targeting a younger consumer who might be looking to consume whisky outwith the traditional drams or ‘hauf & haufs’,” he said. 

“By supporting outlets with drinks development and mixed drink menus, we are able to bring our brands to consumers we might not have previously reached.”

Lauren Doherty of Morrison Scotch Whisky Distillers also reckoned new and different serves – as well as fresher branding – will be the key to younger whisky drinkers’ hearts in 2026. 

But she predicted that producers will additionally be looking to strengthen their sustainability credentials. 

“We’ll see distilleries going back to heritage barley varieties as well as more brands focusing on how they can operate in a more circular economy to help reduce carbon emissions,” she said. 

And while value will be important, flavour ultimately will be the whisky drinker’s top priority, reckoned Alasdair Stevenson of Turntable Spirits. 

“I believe value will continue to be crucial,” he said. 

“People are becoming less snobby about whisky (which is fantastic) and are very knowledgeable about the category. 

“This should see flavour come first.”