Earlier this year, many in the U.S. were charmed by the “tartan army” that descended on the United States for the 2026 FIFA World Cup. The Scottish soccer fans had a massive impact in Boston, and their enthusiasm, culture and camaraderie were celebrated throughout the country.

It might be a stretch—the Scottish soccer fans were reportedly drinking far more beer than Scotch—but some marketing are hoping the positive Scottish vibes might translate into newfound appreciation for Scotch whisky.

“[A] promising sign for Scotch with younger LDA audiences is the renewed interest in Scottish culture inspired by the return of Scotland’s national soccer team to the World Cup,” says Jason Daniel, CMO for Foley Family Wines & Spirits, which has Glen Scotia and Loch Lomond single malt Scotches in its portfolio. “Celebrations transcend borders, as shown on the viral videos of fans embracing the ‘tartan army’ with kilts, bagpipes, beers, and drams.”

Any renewed interest would be a boost to the single malt Scotch whisky segment which, along with blended Scotch, has suffered significant declines in recent years. Whether the Scottish presence in the World Cup serves as some sort of longer-term catalyst for renewed interest remains to be seen, but marketers are intent on reaching new consumers in myriad ways.

Recruitment Efforts

“Recruitment is one of our biggest priorities, and that means meeting consumers where their interests already are rather than expecting them to come to whisky in a traditional way,” says Greg Levine, vice president of marketing for malt whisky at William Grant & Sons.

“Today’s consumers are discovering whisky in a much broader range of settings than in the past,” agrees Brian Cox, vice president of Scotch whisky at Bacardi. “Social occasions, outdoor experiences, sporting events, travel, and premium hospitality environments are increasingly important touchpoints.

“As consumer behavior evolves, we’re focused on meeting people where they are and creating accessible entry points into the category,” Cox continues. “More broadly, we believe new consumers are drawn to authenticity and experiences. Whether through tastings, brand experiences, partnerships, or educational storytelling, our goal is to help people discover not only the whisky itself but also the heritage, craftsmanship, and people behind it.”

For The Glenlivet, brand owner Pernod Ricard is “focused on making single malt more approachable and relevant for today’s consumers,” says Kristen Colonna, vice president of marketing at Pernod Ricard USA. “That means meeting consumers where and how they’re drinking single malt.”

Colonna says the company is also “creating excitement through innovation, and platforms like Beyond Speyside invite consumers to explore new flavor experiences while honoring single malt credentials.”

Daniel suggests newfound affluence among some legal drinking age professionals could also spark new growth. “There has been a ‘digital saturation’ shift where Gen Z is rebalancing their lives with real-world experiences, substance, authenticity and nostalgia—from vinyl records 2026to cocktails,” he says. “As a result, some whisky brands have been engaging older Gen Z and millennial ambassadors to remind the younger LDA generations as their disposable income increases and their tastes become more sophisticated, that Scotch is not just for their fathers.”

Plus, Daniel adds, the general downturn creates opportunity. “There is a softening in the overall whisky market which gives single malt enthusiasts an opportunity to get really good whisky that was heavily allocated in the past,” he says. “It’s a buyers’ market right now.”

By The Numbers

That softening in the market is evidenced by a 5.5% decline in single malt Scotch whisky depletions in 2025, slightly better than the 6% decline recorded by blended Scotch brands, according to Impact Databank. Total volume for single malt Scotch came in at 1.44 million cases last year, down significantly from the peak of 1.91 million cases reached in 2021.

Nine of the top ten single malt Scotch brands posted declines in 2025, three at double digit rates. The lone growth brand among the top ten was second-ranked The Macallan. The Edrington-owned brand registered a 2.8% increase to 229,000 cases. The growth may have been spurred in part by aftermath of the brand’s 200th anniversary promotions and increased spend in 2025.

“The company continues its policy of brand investment that is high relative to the wider industry, reflecting our long-standing policy of prioritizing long-term brand building,” Edrington CEO Scott McCroskie said in the company’s annual report, referencing global strategy for The Macallan. “This policy is borne out by our brand health metrics, which provide an independent assessment of the extent that a brand is well known, well regarded and likely to be chosen by consumers.”

The Glenlivet was the No. 1 single malt Scotch whisky in the U.S. in 2025 with volume at 390,000 cases, a 5.7% decline. “Despite broader category headwinds, we remain confident in the strength of the brand,” Colonna says. “We’ll be investing in the on-premise to build our range and reinforce quality credentials.”

Glenfiddich and The Balvenie, two brands from William Grant & Sons, occupied the third and fourth positions and declined by 5.7% and 5.5%, respectively. Rounding out the top five, Glenmorangie, a Moet Hennessy brand, slumped 12% to 71,000 cases.

Demand for single malt Scotch whisky was likely impacted over the last year by 10% tariffs imposed the U.S. government, driving up prices at a time when consumers are suffering from economic strains in many other areas. Those tariffs carried through the spring of 2026 but were eliminated in July.

“The return of tariff-free trade for Scotch whisky in the U.S. is welcome news for businesses on both sides of the Atlantic,” Ian Duddy, international director at the Scotch Whisky Association, said in a statement announcing the change. “As Scotch Whisky’s most valuable global market, worth £933 million in 2025, the removal of tariffs provides greater confidence to invest, grow exports, and support jobs and communities across Scotland and the U.S. From Kentucky to Speyside, this will not only benefit the Scotch and U.S. whisky sectors, but our wider supply chains of cooperages, farmers, hospitality and retail.”

With the change, marketers see opportunity. “There’s excitement and optimism that the 10% U.S. tariffs on Scotch have been lifted, providing an opportunity for everyone from retailers and consumers, whether they are just discovering Scotch or collectors,” Daniel says.

New Opportunities

With tariffs back to zero, many marketers are homing in on unique expressions to drive new interest in single malt Scotch.

In early August, The Macallan unveiled the sixth and concluding release in its Harmony Collection. The release comprises two distinctive single malt Scotch whiskies: Inspired by Fresh Coconut and Inspired by Toasted Coconut. “With this concluding release in The Harmony Collection, we’ve carefully guided coconut notes into the forefront of the whisky through precise cask selection and maturation,” said Kirsteen Campbell, master whisky maker for The Macallan, when announcing the launch. “The result is two beautifully balanced expressions that showcase both the natural influence of the oak and the skill of our whisky mastery team, where each element has been carefully shaped to achieve a harmonious and distinctive character.”

Collections and series are the norm for many brands. Last fall, The Glenlivet widened its range with the launch of The Glenlivet 12-year-old Jamaica Edition, the first release in a series titled “Beyond Speyside.”

“Our upcoming launch of the second expression in our Beyond Speyside Series, following our successful Jamaica Edition launch, drives interest and trial through The Glenlivet 12-year-old, while future innovation pipelines will trade consumers up into our higher marques and more premium segments,” Colonna says.

From Glen Scotia Distillery, soon-to-be-released is the latest in the Icons of Campbeltown series, a five-part limited series inspired by Scottish folklore. Foley’s Daniel explains that Glen Scotia is one of two distilleries left in the once-burgeoning production town of Campbelton, which in the 1890s had 26 working distilleries. “Campbeltown is a hidden gem, and our mission is to put Glen Scotia back on the map,” Daniel says. The latest expression is a peated Glen Scotia whisky called The Dragon.

Other notable releases in recent months include Diageo’s Oban Aged 15 Years Port Cask Finish, the second release in the brand’s exclusive 15-year-old cask-finished series; Remy Cointreau’s Bunnahabhain An Cuan Garbh No.1, a 15-year-old single malt Scotch whisky finished in White Port casks sourced from Portugal’s Douro Valley; and others.

Cox says innovations, at least within the Bacardi portfolio, are about “creating expressions that deepen flavor, celebrate provenance, and offer consumers something differentiated.

“Consumers continue to respond strongly to innovation when it is rooted in authenticity and purpose,” he says. “Innovation works best when it enhances the whisky experience and tells a meaningful story.

“Aberfeldy’s Red Wine Cask Collection is a great example,” he continues. “Over the years, the series has featured casks from Napa Valley, Tuscany, Côte-Rôtie, and Sangiovese-producing regions, allowing consumers to explore how different wine finishes influence Aberfeldy’s signature honeyed spirit. Similarly, Craigellachie’s Bas-Armagnac Finish demonstrated how carefully selected cask partnerships can create a distinctive flavor experience while remaining true to the whisky’s bold, muscular character.”

Limited editions and unique finishes are also drivers of new growth for brands. “At Glenfiddich, we’ve continued to explore maturation and finishing through releases like Glenfiddich & Aston Martin Formula One Team 16-Year-Old, limited-edition releases connected to our Aston Martin Formula One Team partnership,” says Levine. “We’ve found that these expressions can help give consumers a new lens through which to discover single malt, particularly when there is a compelling story behind both the liquid and the way it was created.”

Levine adds The Balvenie “is synonymous with” cask finishing, pointing to expressions such as The Balvenie Caribbean Cask 14-Year-Old, which “show how a distinctive finish can create an approachable point of discovery for consumers while remaining true to the house style.”

Another limited edition dropped in May from Glenmorangie, which tapped into a high-profile celebrity for its latest offering. Actor Harrison Ford co-created his own limited edition of Glenmorangie Highland single malt Scotch whisky. The expression unites classic bourbon cask-aged Glenmorangie with a parcel of rare whisky finished in toasted Portuguese red wine casks. Ford stars in the brand’s advertising campaign, “Once Upon a Time in Scotland,” and promotes his signature whisky in a new episode from that series.

Continuing Evolution

With a plethora of choices for consumers, marketers are seeking to make connections wherever they can. Many marketers acknowledge that today’s consumers are increasingly unpredictable, both in their drink choices and in the occasions on which they choose to consume beverage alcohol.

“We’re continuing to see consumers drink more intentionally,” Levine says. There’s still a strong desire for quality and people are increasingly more choiceful about what they’re drinking based on the occasion.”

Cox acknowledges that the industry is “navigating a period of adjustment,” but says the fundamentals remain strong. “Consumers continue to value quality, craftsmanship, authenticity, and premium experiences,” he says. “We expect those trends to remain important drivers of the category for years to come. As whisky drinkers become increasingly knowledgeable, they are seeking products with genuine stories, distinctive production methods, and a clear sense of place. That plays directly to the strengths of our single malt portfolio.

“People have been discovering and enjoying Scotch whisky for generations, and we don’t see that changing,” Cox continues. “What may evolve are the occasions, formats, and pathways through which consumers discover the category. Our role is to continue balancing tradition and innovation while ensuring our brands remain relevant, accessible, and inspiring for the next generation of whisky drinkers.