A year in whisky


A year


friends. Many consumers are sampling exciting cocktails made with Scotch whisky by innovative mixologists. In China, cosmopolitan consumers with aspirations are pouring themselves a dram, often mixed with cold green tea. Others in that country who have grown accustomed to Scotch whisky are now seeking out single malts and premium blends that they haven’t tried before. It is thought that more Scotch whisky is consumed in the Brazilian city of Recife per head of population than anywhere else in the world. Scotch whisky’s global appeal ben- efi ts the Scottish economy and supports jobs and communities across the country. Despite the uncertain global economy, Scotch


whisky exports remain at record levels. They saw an increase of 12% to £4.2 billion over the 12 months to the end of June. Exports held steady in the fi rst six months of 2012 and strong growth was registered in a number of key markets. The USA remains the top export market by


value for Scotch. Shipments hit £303 million in the fi rst half of 2012, up 13% from the same pe- riod in 2011. Venezuela, the ninth biggest market for Scotch, recorded signifi cant growth – leaping 31% to £42m. In Europe, Germany saw exports increase 4% to £65m in the fi rst six months of the year. Latvia and Estonia now appear in the top 20


in whisky B


ars in New York are buzzing with trendy young men and women ordering Scotch whisky as their drink of choice when they socialise with


WORDS ROSEMARY GALLAGHER, COMMUNICATIONS MANAGER, SCOTCH WHISKY ASSOCIATION


markets, refl ecting a surge in demand for Scotch whisky in Russia. In emerging markets, particularly across Asia and South America, premium blends are becoming even more popular among young, newly affl uent consum- ers who drink Scotch to ‘make a statement’ about their aspirations and internationalism. Scotch is by far the biggest export in Scotland’s


food and drink sector – it makes up almost 80% of the total – and contributes £134 every second to the UK’s balance of trade. 2012 was an especially important year for the


Scotch Whisky Association (SWA) and the wider Scotch Whisky industry – it marked the Associa- tion’s centenary. Celebrations were launched in June when Liz Lochhead, the Makar or Scottish National Poet, recited her specially-commissioned poem For the Centenary of The Scotch Whisky As- sociation for the fi rst time. The year culminates in The Scotch Whisky: From


Grain to Glass exhibition in the Main Hall of The Scottish Parliament, which explores the history of the industry over the last 100 years, and looks to the future. It runs from 29 November-25 January. The SWA was originally established as the Wine


& Spirit Brand Association in London in 1912, be- fore becoming the Whisky Association in 1917 and the SWA as it is known today in 1942. Despite a gap of 100 years in which the world has been transformed, the work of the SWA remains


Scottish Field Whisky Challenge 7 sf12 Whisky Supp_a year in whisk7 7 25/10/2012 16:29:29


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