Changing world, changing markets
Scotch whisky is a marker of global trade, carrying Scotland's name around the world. As some markets mature, other new markets emerge.
With its 'premium' label, Scotch whisky is ideally positioned to build on existing markets and gain from the growth in emerging markets. For repeat customers, Scotch offers a taste of heritage, while for new customers, it comes packaged in tradition and offers quality provenance.
New names, old traditions
The global growth in Scotch whisky sales has seen many changes within the trade.
The industry is diverse, made up of a mix of large global companies and long-standing family businesses. New boutique distilleries are coming on stream, with producers either building from scratch or restoring and reactivating long-closed facilities.
With Scotch whisky’s long production lifecycle, this displays a strong faith in the future of the industry.
Thankfully, even after the ‘angels’ have had their share (the percentage of raw spirit which evaporates from casks during maturation), there should still be enough to go around.