Abstract
This brand new report from just-drinks, the Global market review of blended
whisky, looks at what is happening to blended Scotch in emerging and mature
markets.
We examine their opportunities and challenges, and ask the question; is the
industry correct in believing that blended whisky will enter a new golden age
via the potential in the economies of Brazil, Russia, India and China (BRIC)?
We examine whether there has been a change in the nature of whisky marketing,
and answer questions such as:
Is blended Scotch (r)evolutionary or simply resilient? If the ' purist view' is
falling away, what is it being replaced with? Can the same approach be made to
work both in the eager new markets, and the sluggish mature markets? Brand
image, self-image and innovation are addressed, plus we take a look at the
role of, and the opportunities for ' smaller' brands.
Interviews with key executives from the top players in the industry are a main
focus of the report, and we provide commentary from executives at J&B, Chivas
Bros, Diageo, Whyte & Mackay, Burn Stewart, Cutty Sark and Beam Global among
others.
The report discusses the issues around current shortage of supply of blended
Scotch, and finally, we give a perspective on the future of this global
category.
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