Global market review of blended Scotch whisky – forecasts to 2014

Global market review of blended Scotch whisky – forecasts to 2014

Published: April 2010
Publisher: / IWSR
Product ref: 96351
Pages: 191
Format: PDF
Delivery: Immediate download

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There are few categories that are as international in scope as Scotch whisky. Scotch sells more than a million cases in 20 markets, and more than half a million in an additional ten markets.

Scotch was in the throes of a golden period, with new markets coming on stream and, until the recent economic crisis, widespread trading-up. The blended Scotch market amounted to 82.5m cases in 2008, according to The IWSR’s estimates.

This latest report, at over 30,000 words and including over 100 data tables, is the definitive guide to the global blended Scotch market. It provides a complete review of the major markets, offers forecast data out to 2014, interviews the leading brand players and discusses the major issues that affect this key brown spirits category.

Chapter 1 Executive summary
Key findings of the report are summarised here for ease of reference.

Chapter 2 Scope of the market
This chapter provides a review of the key issues affecting the blended Scotch market worldwide. Starting with an overview of regional markets, historic and forecast market volume is provided for the world's major regions and key country data is provided within each region table.

The chapter then looks at the structure of the industry, analysing the top ten blended Scotch owners and their respective share of the market.

Other key market analysis and insight include:

- Recent performance of the market
- Candid interviews with Beam Global, Diageo, Bacardi, and Berry Bros & Rudd
- Forecasting the future of the market
- The discussion that long-term optimism remains

Extract: Diageo CEO Paul Walsh told The IWSR: "Longer-term, the future of Scotch can be bright, as long as we do three things. Firstly, we need to work hard to make sure the markets remain open: free trade is essential. Secondly, we need to continue to make sure that we promote the credentials of Scotch and protect its authenticity. The Scotch Whisky Association does a great job in that regard, making sure counterfeits, look-alikes and imposter brands are quickly dispatched. Then we all need to continue to invest in these markets."

- A comparison of the opportunity in India and China
- The challenges in mature markets
- Mixability - and how this could be one path toward broader acceptance
- The need for generic, worldwide marketing campaigns from the major players
- Lessons learnt from single malt
- Premiumisation
- The importance of age statements
- Supply and demand
- The role of innovation

Chapter 3 The markets
This chapter presents the latest-available historic consumption volume for blended Scotch in every key market worldwide, including top brand and brand owner volumes. Forecasts are also provided for volume by quality.

The data is presented with analysis of the key issues and trends in each market, with extracts of interviews with the major brand executives.

The report ends with three appendices:

Appendix A: Consolidation merry-go-round, wraps up all recent merger and acquisition activity in the sector.

Appendix B: Broad new Scotch regulations come into law, looks at the UK Government's Scotch whisky regulations that came into force late last year.

Appendix C: Key company brand data, provides consumption volume for each brand owner's top ten brands. Also, volumes for the top ten markets are provided for the following brands: Johnnie Walker, J and B, Buchanan's, Chivas Regal, Ballantines, Famous Grouse, Teachers, Cutty Sark, Dewars and Grants.

Read more about this report with just-drinks' research article here

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Related research categories

By sector: Whiskies (in Spirits)

By market: Global

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