January 2026 saw the publication of Drinks International's annual Brands Report. For this survey, leading bars worldwide are surveyed about their sales figures as well as their views on brands that have momentum. The result is an international compass that shows which labels have a dominant presence behind the bar and which names are gaining ground.
Within the report, a consistent distinction is made between two key concepts: 'best selling' and 'top trending'. The first category is purely about volume - what is actually poured most often. The second category reflects which brands bartenders think are most relevant or promising. In practice, it turns out that a strong position in trending is often a harbinger of later commercial growth. In other words, today's trending whiskies are very often tomorrow's toppers, so we mark them in our lists below with *** so you can easily recognise them.
In this blog, we look at the toppers in the whisky segment.
Scotch whisky
Scotch whisky has long been the starting point for those first introduced to this spirit. The country has a rich and long history of whisky making, the names in these top 10 lists will make newcomers and fans alike salivate. You've probably heard of Johnnie Walker, the tart Ardbeg or the imaginative Macallan.
Notable names in the trend list then are Kilchoman, Compass Box and Auchentoshan, perennial favourites in our range for years.
Drinks International - Brand Report 2026 - Scotch Whisky (page 34)
Best Selling Scotch Whisky Brands |
Top Trending Scotch Whisky Brands |
All Time League Scotch Whisky BrandsJohnnie Walker |
American whiskey
Like Scotland, the US has a rich history and has produced several special drinks over the past centuries including bourbon whiskey and moonshine.
Interestingly, Michter's appears to be the top favourite in both lists, but the rest of the top three also perform similarly in both rankings.
Drinks International - Brand Report 2026 - American Whiskey (page 36)
Best Selling American Whiskey Brands |
Top Trending American Whiskey Brands
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All Time League American Whiskey BrandsMaker's Mark |
Irish whiskey
Irish whiskey is up and coming. Although the supply in Ireland is much smaller than that from, say, Scotland, more and more exceptionally good whiskeys from Ireland have been popping up in recent years, and Sailor's Home was also recently added to our webshop.
Anyone looking for new names is in for a treat, because all in all there are few surprises in these top lists. Sounding names like Jameson, Redbreast and Teeling once again swing the baton, and thankfully have plenty of goodies to discover.
Drinks International - Brand Report 2026 - Irish Whiskey (page 38)
Best Selling Irish Whiskey Brands
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Top Trending Irish Whiskey Brands
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Whiskies of the World
Outside the United States, Scotland and Ireland, whisky is also eagerly distilled in the rest of the world. Several European countries have their own whisky distilleries (think Belgian Owl with us or Armorik in France), but a lot of whisky comes from Asia where they have spent decades setting up, improving and grafting their processes onto those of the high masters.
Drinks International - Brand Report 2026 - World Whisky (page 40)
Best Selling World Whisky Brands |
Top Trending World Whisky Brands
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About the Drinks International Brands Report 2026
What sets the report apart is its combination of data and interpretation. For 17 years, a rotating panel of renowned bars from 26 countries has gathered not only hard data, but also professional assessments on relevance and growth potential. This dual perspective makes the report more than a snapshot; it acts as an early indicator of shifts that often become more widely visible in retail and hospitality later on.
The focus is emphatically on the top end of the international bar scene. Much of the participating business can be found in rankings such as The World's 50 Best Bars and similar regional lists. Almost half of the panel is European, with additionally a solid representation from Asia and North and South America. This international spread creates a nuanced picture in which local taste preferences and global trends influence each other.
Drinks International - Brand Report 2026
Marketing • IT • Klantenservice
I've known Broekmans since I graduated in 2006 and thanks to Jan I've come to know the passion for spirits. I dedicate myself every day to the webshop, customer service and all the IT involved. In my spare time, besides whiskey, I can also really enjoy rum, but just as much as a gin tonic or a simple bellini. In the words of Martien Meiland, if there's no alcohol in it, don't call me!
