Almost a fifth (19%) of exports of Scotland’s national drink goes to Commonwealth countries. Last year exports to the Commonwealth were up 1% on 2012 to £793 million, out of a global total of £4.3 billion. Singapore is the largest market in the Commonwealth for Scotch Whisky with exports of £330m last year. However, a lot of that Scotch will go to other parts of Asia as Singapore is a distribution hub for the region. The second biggest overseas destination for Scotch in the Commonwealth is South Africa with exports of £163m last year. It has been a growing market for several years now. While this growth is expected to continue, new markets are also emerging across Africa. For example, there is great potential in Nigeria. Last year, exports to Nigeria were up 43% to almost £14m, making it the seventh biggest market in the Commonwealth. Africa is one of the fastest developing markets for Scotch Whisky.
Economic growth is occurring and individual disposable incomes are increasing for many of the population. There is a growing middle class in many cities across Africa who regard Scotch as an aspirational drink. India is the fourth largest export market for Scotch in the Commonwealth, with exports of £69m last year. It is hoped the European Union-India Free Trade Agreement talks will resume which will lead to the reduction of the onerous 150% import tariff on spirits in that market. David Frost, Scotch Whisky Association chief executive, will be involved in a panel discussion on ‘Trade as a driver for development and economic growth’ at the Commonwealth Games Business Conference, organised jointly by UK Trade and Investment, the Scottish Government and Scottish Enterprise, at the University of Glasgow on Tuesday 22 July. He said: “In many Commonwealth countries Scotch Whisky has been popular for years. As economies in other countries develop, young, professional consumers are developing a taste for Scotch Whisky which they rightly regard as an aspirational drink of quality.
21 Jul 2014
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The Macallan has today (5th August 2014) been granted planning permission by The Moray Council for a new £100m iconic distillery and visitor centre.
Works will now progress on the delivery of the new facility which is scheduled to open to the public in Spring 2017. The Macallan, one of the core brands of Edrington, Scotland’s premier producer and distributor of global spirits brands, has appointed Robertson, as preferred contractor for the new facility and Forsyths of Rothes as supplier of the distillation equipment.
Graham Hutcheon, Group Operations Director, Edrington, said: “We are delighted with the decision taken today by The Moray Council planning committee. This permission enables us to forge ahead with our work on site. Following a competitive tender process we have selected Robertson as our preferred contractor to deliver our new distillery and visitor centre. We have assembled a first class team, including internationally renowned architects Rogers, Stirk, Harbour and Partners, and are confident that Robertson will complement the existing team and our aspirations for this project.
“Only the external appearance of the distillery will change, the exceptional quality of The Macallan, which has been produced for many years using copper stills from Forsyths, will not be compromised and the same focus on attention to detail and personal care of the whisky’s production will be upheld. The new distillery will undoubtedly become one of the most talked about distilleries, not only in Speyside but globally, and we look forward to starting on site soon.”
In addition to creating a site of major architectural significance, the new distillery will ensure the on-going quality control of the production of The Macallan, both of which further consolidate The Macallan’s position as one of the world’s leading luxury spirits. Over time the distillery will deliver additional capacity to meet the growing demand from existing and new international markets. With its rolling roofscape, the distillery has been designed to complement the natural beauty of the area and The Macallan Estate, which overlooks the River Spey.
Bill Robertson, Executive Chairman, Robertson, said: “We are delighted and honoured to have been selected by The Macallan to build their new world-class, iconic distillery and visitor centre.
“As a local business we have worked in the whisky industry for many, many years and fully understand the aspirations of the sector. Perhaps more importantly we have taken the time to understand The Macallan, the business, its objectives and its reputation for high quality in all it does.
The project will be delivered in true partnership between ourselves and The Macallan and will result in a distillery and visitor centre which will become the benchmark for others to aspire to.”
Graham Hutcheon, Edrington, concluded; “With Robertson and Forsyths joining our professional team, we are delighted that regionally based businesses will benefit from our investment. It is anticipated that due to the locations of both these companies even greater economic and employment benefits for the local and surrounding areas will be realised.”
The Macallan is recognised around the world as a marque of excellence and craftsmanship. The new facility will embody The Macallan’s uncompromising approach to quality and luxury. Work on site is due to commence in October this year.
Maxxium UK is launching Jim Beam’s® Make History™ bartender challenge, “Shake History,” welcoming contestants nationwide into the Jim Beam® Bourbon family and rewarding the winning team with a once-in-a-lifetime opportunity to make their own history in Kentucky and meet Jim Beam’s seventh generation Master Distiller Fred Noe.
As Jim Beam, the world’s No. 1 selling bourbon, invites legal drinking age bourbon fans to “Come As Friends, and Leave As Family” in the next chapter of the global Make History™ campaign, the winners will travel to the Jim Beam® American Stillhouse in Clermont, Kentucky and make history in the home of the world’s number one bourbon.
Bar teams of three or four can enter by submitting an original, inspirational Jim Beam cocktail that they feel is worthy of making history and represents the personality and style of their bar. Successful teams will be judged based on speed, accuracy and creativity through a series of unique and sensory challenges that will take place in a fun and fast-paced final this autumn in London.
Maxxium UK’s Marketing Controller for Imported Whiskey, Eileen Livingston says: “Our Make History campaign marks an exciting time for Jim Beam. To celebrate those who have helped bring this brand to life in the on-trade, we’ve created a unique competition that will reward the winning team with a trip to Kentucky and the opportunity for them to make history.
“Bourbon is thriving in the UK and Shake History celebrates the growth of the category and our brand while inspiring bartenders to make history with Jim Beam.”
The competition is open to all bars that stock Jim Beam. Bar teams can enter online or contact their Maxxium UK representative.
For more information, please contact: Jennifer Cirillo or Simone Harvey
The Macallan single malt whisky, distributed by Maxxium UK, has reported strong consumer engagement and sampling figures after the launch of The Macallan Lifestyle Lounge experience in the windows of Harrods. The luxury whisky brand took over windows five and six on Brompton Road from 2nd – 10th July and created a gentleman’s lounge in the window display of the world’s most famous luxury department store. The sampling activity kicked off with an exclusive event showcasing some essential skills every gentleman should master led by Maxxium’s Mixxit team; including a master class by Wayne Collins in the art of creating a classic whisky cocktail, The Macallan Old Fashioned, and a tutored session from David Miles on how to expertly nose and taste a whisky. The space was created to celebrate the award winning The Macallan 1824 Series, with over 1,000 consumers sampling the Series’ four expressions; Gold, Amber, Sienna and Ruby over the course of nine days.
Consumers explored the whiskies via style pillars, each perfectly designed to represent the four single malts through the world of fashion, grooming and lifestyle. To complete the experience The Refinery, London’s luxury Grooming Emporium for men, was on hand to offer complimentary treatments such as wet shaves, hairstyling and massages. Peter Sandstrom, Marketing Director at Maxxium UK, commented: “We wanted to create an experience for consumers to engage with The Macallan in a very different environment and one that reflected the brand’s luxury credentials. With Harrods as the perfect host, The Macallan Lifestyle Lounge achieved great stand out, intrigue and interaction with consumers passing through. With a high trial to conversion rate it’s important we allow people to taste The Macallan for themselves. Sampling is therefore a key part of The Macallan’s investment plan, which will allow us to grow the brand’s popularity and introduce new consumers to whisky. Venturing into the world of men’s lifestyle through The Macallan Lifestyle Lounge provided us with an excellent platform to do just that.” www.themacallan.com l www.twitter.com/The_Macallan l www.facebook.com/TheMacallan l www.instagram.com/the_macallan www.drinkaware.co.uk Issued by The BIG Partnership. For more information please contact Laura Hutchinson/Stephanie Sarafilovic at email@example.comfirstname.lastname@example.org or 0131 557 5252
With the summer season now very much into full swing, allow Malt Marketing to help bring increased consumer and brand awareness to your whisky/whisk(ey) shop, bar/hotel or distillery by listing in our bespoke whisky directory. All listings automatically list in our Malt Marketing app directory, ideal for remote access. With our premium listing service, why not showcase your business with an entire page dedicated just to you. Host ample text outlining your business as well as up to 7 photographs, product lists, menus or whatever other information you feel best sells your business. For more information, contact: email@example.com
Whether you’re specialising in only the finest hard to find single malt whiskies tailored to a niche consumer group, or offering a broad range of spirits, Malt Marketing, can through a variety of means help develop the online profile of your business thereby ensuring increased awareness for your business. Should you be a specialised premium whisky shop, a 5* Highland retreat or a Michelin Star restaurant, Malt Marketing’s focus of matching consumer with service is sure to be of assistance as you build your own business brand profile.
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