March 2004 management briefing

Although the international whisk(e)y market continues to be led by India, the global whisk(e)y market now accounts for around 130m cases, easily the largest spirits category. As are producers in other sectors, the whisk(e)y trade are trying to reach a younger audience, without losing their tradition. Scotch whisky is the largest of the whisk(e)y sectors. There are two deluxe Scotch brands amounting to almost 7m cases and 17 standard Scotch whisky brands now selling in excess of 1m cases annually

BRIEFING: The Global Market for Whisk(e)y

15 March 2004

Although the international whisk(e)y market continues to be led by India, the global whisk(e)y market now accounts for around 130m cases, easily the largest spirits category. As are producers in other sectors, the whisk(e)y trade are trying to reach a younger audience, without losing their tradition. Scotch whisky is the largest of the whisk(e)y sectors. There are two deluxe Scotch brands amounting to almost 7m cases and 17 standard Scotch whisky brands now selling in excess of 1m cases annually. With over 40 pages of data and analysis, this members-only management briefing discusses the leading international and regional brands ranked by volume, export statistics, the Diageo breakthrough in fight against counterfeit products and plenty more. Discover the sales figures for each brand, where their top markets lie and the brand portfolio for each company.

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March 2004 management briefing

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