Leading brands of Scotch whisky in the U.S. based on volume sales 2023

In 2023, Johnnie Walker Black was the leading Scotch whisky brand in the United States, with about 1.11 million 9-liter cases sold. The third most popular Scotch whisky brand was Buchanan, also supplied by Diageo. In 2023, Diageo was the leading supplier of Scotch whiskey in the United States, capturing 34.5 percent of the market share. 

Johnnie Walker

Originating in Kilmarnock in East Ayrshire in Scotland in the early nineteenth century, Johnnie Walker is now among the most popular and recognizable spirits brands in the world. In 2021, it was ranked among the top ten most valuable spirits brands worldwide, with a brand value of 2.4 billion U.S. dollars. As an established household name globally, Johnnie Walker sold more than 14 million 9-liter cases worldwide in 2020, making Scotch whisky the most lucrative alcohol category for its manufacturer Diageo in terms of revenue sources. Offering a diverse range of blends, Johnnie Walker’s most popular bottles include Red Label, Black Label and Double Black Label. In addition, the brand also caters to the higher price tiers with its premium blends such as the Blue Label, one of the most expensive Scotch whisky brands in the world.

Chivas Regal

Chivas Regal is a brand of Scotch whisky aged 12 years and older that was introduced by the Chivas Brothers, Stewart and James, in early nineteenth century Scotland. The home of Chivas Regal is the Strathisla distillery, which is the oldest distillery in the Scottish Highlands that has been operating continuously since 1786. In 2001, the Chivas Regal brand was acquired by Pernod Ricard, one of the leading beverage companies in the world and a key player in the wine and spirits market. The brand portfolio of the French alcoholic beverages manufacturer also includes other stellar spirits brands such as Jameson Irish Whiskey, Absolut Vodka, Ballantine’s, Imperial Blue, Beefeater gin and more.