A year in whisky


A year in whisky B


WORDS ROSEMARY GALLAGHER, COMMUNICATIONS MANAGER, SCOTCH WHISKY ASSOCIATION


ars in Brazil are buzzing with trendy young men and women ordering Scotch Whisky as their tipple of choice when they socialise with friends. In China, cosmopolitan


consumers with aspirations are pouring themselves a dram, of- ten mixed with green tea, and in France the Auld Alliance is still going strong when it comes to a love of Scotch. It is this increas- ingly global appeal that is ensuring exports of Scotch Whisky continue to rise. This, of course, benefi ts the Scottish economy and supports jobs and communities across the country. Scotch Whisky’s popularity in emerging markets is growing


alongside increasing demand from more traditional markets, such as the USA and France. In the fi rst six months of 2011, UK Government fi gures show the value of Scotch Whisky exports increased by 22%, defying economic uncertainty. Between January and June global shipments reached £1.8 billion, up from £1.47bn in the fi rst half of 2010. (see table) Analysis by the Scotch Whisky Association (SWA) shows the USA remains the number one market for Scotch in terms of value with shipments hitting £268m, up 14%. France is the sec- ond largest market for Scotch by value with exports growing 13% to £219.5m. Turning to emerging markets, exports to Central and South America jumped by 49% to £214m and shipments to Asia rose by a third £422.5m. In such mar- kets, are


to young,


premium popular newly


blends among affl uent


consumers who drink Scotch Whisky.


Scotch is by far the biggest export in Scot- land’s sector


about £114 every


food and drink and


partial to a Scotch when planning their next campaign. Scotch Whisky producers are putting money and creativity into raising the profi le of their brands across the globe and the SWA has been fi ghting in a number of corners for fairer treatment of the industry.


Protecting Scotch Whisky’s reputation for quality is a long-


standing priority for the SWA. Our team of lawyers has achieved great success in removing fake products from the market to protect consumers and producers. In a number of countries Scotch Whisky is now recognised as a product of ‘geographical indication of origin’ (GI) that can only be made in Scotland. In


‘Protecting Scotch Whisky’s reputa- tion for quality is a longstanding priority for the SWA. Our team of lawyers has achieved great success in removing fake products from the market’


July, Scotch became the fi rst foreign product to receive GI protection in Turkey where there were already around 150 domestic GIs. As well as Turkey, Scotch now has GI status in India, Panama, China, Viet- nam, Malaysia and Thailand. There are several more GIs in the pipe- line and our aim is to focus on achieving GI status in all the BRIC countries – having gained that recognition in India and China, our focus is now turning to Brazil and Russia.


contributes sec-


ond to the UK’s balance of trade.


So why is Scotch booming?


Some commentators say the Mad Men television phenomenon is making


it more desirable among a wider range of con- sumers.


The sharp-suited advertising


executives in the New York advertis- ing agency featured in the series are


4


Trade deals have been signed in other parts of the world to improve Scotch Whis- ky’s access to markets by removing


onerous tariffs


and taxation. A Free Trade Agreement


between the


European Union and South Korea came into force in July, representing the most ambitious trade deal nego- tiated by the EU and the fi rst


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