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