Abstract
The global market review of malt whisky - forecasts to 2012 is the first of
our joint titles with The International Wine and Spirit Record (The IWSR). The
IWSR brings 35 years of experience in providing first-class, primary brand
data that focuses exclusively on the global alcoholic beverage market.
This extensive new report provides exclusive research for the malt whisky
market (blended and single), and contains 38 detailed tables. They include
actual volume data from 1997 through to 2006, and forecast data to 2012 for
the top 10 brands and companies, on a global, regional and country basis for
malt whisky consumption.
The market for malt whisky continues to rise with volumes up by 5.2% in 2006,
standing at just over 6m cases, making it worth an estimated US$2.4m.
It now grows faster than blended Scotch and the category continues to shift
towards the premium end of the spectrum. And yet, amidst the optimism that
pervades the industry just-drinks has found issues that need to be addressed
if malt whisky is to truly establish itself as a premium spirits category.
If malt is to grow, should it disassociate itself from blended Scotch and
establish itself as a separate premium spirits category with a wider
competitive set? More worryingly, at only 7.3% of the total Scotch category,
and given the growing premiumisation of the market, is malt whisky
under-performing when compared to the rest of the drinks industry?
The report aims to answer these questions, and further investigate the
performance of most of the major malt brands, such as Glenfiddich, The
Glenlivet and The Macallan. It discusses the evolution of the category' s
continuing shift to premium, and reviews the performance of the major markets.
Comment from executives, such as Andrew Gray, sales director, Bruichladdich
and David King, Glenrothes are included.
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