This brand new report from just-drinks, the Global market review of blended whisky, looks at what is happening to blended Scotch in emerging and mature markets.

We examine their opportunities and challenges, and ask the question; is the industry correct in believing that blended whisky will enter a new golden age via the potential in the economies of Brazil, Russia, India and China (BRIC)?

We examine whether there has been a change in the nature of whisky marketing, and answer questions such as:

• Is blended Scotch (r)evolutionary or simply resilient?
• If the 'purist view' is falling away, what is it being replaced with?
• Can the same approach be made to work both in the eager new markets, and the sluggish mature markets?

Brand image, self-image and innovation are addressed, plus we take a look at the role of, and the opportunities for 'smaller' brands.

Interviews with key executives from the top players in the industry are a main focus of the report, and we provide commentary from executives at J&B, Chivas Bros, Diageo, Whyte & Mackay, Burn Stewart, Cutty Sark and Beam Global among others.

The report discusses the issues around current shortage of supply of blended Scotch, and finally, we give a perspective on the future of this global category.

Chapter 1: Introduction - A brief overview of the report coverage.

Chapter 2: Emerging markets - We provide an overview of the BRIC enonomies, and discuss if the positive trend which is being seen in all of these emerging markets is as a direct result of each country's economic performance.

Chapter 3: Mature markets - This chapter covers the mature markets and looks at the more mixed market situation in the UK, France, the US and Southern and Eastern Europe. We also include comments from key executives, including James Pennefather, whisky portfolio brand director (GB) at Diageo and Bob Brannan, of Whyte & Mackay

Chapter 4: Brands and shifting sands - This chapter looks at whether brand owners need to radically challenge the imagery surrounding blends, and give the category a dramatic and innovative makeover in order to capture a new consumer. Plus, we discuss if smaller brands ever effectively challenge the hegemony established by Diageo and Chivas Bros. This chapter includes comments from Alberto Gavazzi, category director for whisky, gin and Reserve brands at Diageo and Michael Cockram, Scotch brand director at Beam Global.

Chapter 5: Stock and supply - The premiumisation of the blended market has changed the category's shape - perhaps permanently. These days, the entry point in most of the emerging markets is 12-year-old; from a consumer perspective that means two brands, JWBL and Chivas Regal. Many firms have tried to launch 12-year-old variants to tap into this trend but very few of these brands have captured the public imagination, but if this is the new entry point, will all the others be forced to follow suit?

We also look at the rise in sales within emerging markets that has led to the industry upping production significantly over the past two years. Firms are now investing heavily in production infrastructure in order to meet anticipated demand, illustrated by Diageo announcing a GBP100m investment in infrastructure in February 2007, and Chivas doubling capacity at Glenburgie.

The chapter is strongly supported by interviews with, among others Burn Stewart's Fraser Thornton, Cutty Sark's marketing director, David King and Sophie Gallois, brand director, super-premium at Chivas Bros.

Chapter 6: Projections - Blended whisky total volume estimates in major markets and overall 2006-2012 (nine-litre cases)

Chapter 1 Introduction

Chapter 2 Emerging markets
The BRIC economies
Brazil and Latin America
Russia
India
China
Are things as rosy as they appear?

Chapter 3 Mature markets
The UK
France
Southern Europe
Eastern Europe
The US

Chapter 4 Brands and shifting sands
Image

Chapter 5 Stock and supply
If you’re not 12, you’re not getting in
Stock

Chapter 6 Projections

List of tables
Table 1: Blended whisky total volume estimates in major markets and overall 2006-2012 (nine-litre cases)