Tag Archives: Whisky

The SWA has released the 2021 global export figures for Scotch Whisky

Global exports of Scotch Whisky grew to £4.51bn during 2021, according to figures released recently by the Scotch Whisky Association (SWA), as the industry continues to recover from the impact of the Covid-19 pandemic and US tariffs.

In 2021, the value of Scotch Whisky exports was up 19% by value, to £4.51bn. The number of 70cl bottles exported also grew by 21% to the equivalent of 1.38bn.

Growth in 2021 was driven in particular by consumers in Asia Pacific and Latin America, with value increases of 21% and 71% respectively. Key emerging markets for Scotch Whisky – like India, Brazil, and China – grew strongly. Exports grew by 8% in the United States – the industry largest market by value – despite the first quarter of 2021 impacted by the 25% tariff on Single Malt Scotch Whisky. Exports to the European Union grew by 8% in the first year since the UK left the transition period.

Despite the return to growth in 2021, the value of Scotch Whisky exports has not recovered to pre-pandemic levels, with exports remaining 8% lower than 2019.

Commenting on the figures, Chief Executive of the Scotch Whisky Association Mark Kent said, “The global footprint of the industry in 2021 is a clear sign that the Scotch Whisky industry is on the road to recovery.

“Value and volume are both up as consumers return to bars and restaurants, people return to travel and tourism, and we all return to a degree of normality after a period of enormous uncertainty for consumers and business.

“Scotch Whisky growth in global markets means more jobs and investment across Scotland and the UK supply chain. The industry has continued to invest in its production sites, tourist attractions and workforce to ensure that Scotch Whisky remains at the heart of a dynamic international spirits market and attracts new consumers around the world.

“But this this is no time for complacency. The industry continues to face global challenges, including ongoing trade disruption, growing supply chain costs and inflationary pressures, and undoubtedly there is some road to run before exports return to pre-pandemic levels.

“The UK and Scottish governments should do all they can to support the industry’s continued recovery by making the most of global opportunities, including the ongoing UK-India trade talks, ensuring fairness in the UK duty system, and investing in a more sustainable future as the industry works to reach net-zero by 2040.”

Summary

Export value of Scotch Whisky in 2021 was £4.51bn, up £705m compared with 2020, but down £403m compared to 2019.

Export volume of Scotch Whisky in 2021 was 1.38bn 70cl bottles (equivalent), up 238m 70cl bottles compared with 2020 and up 73m compared to 2019.

On average, 44 bottles of Scotch Whisky are exported every second (up from 36 bottles per second in 2020).

Top 10 Markets

The largest export destinations for Scotch Whisky (defined by value) in 2021 were:

USA:	£ 790m	8.4% (£729m in 2020)
France:	£ 387m	2.8% (£376m in 2020)
Taiwan:	£226m	24.3% (£182m in 2020)
Singapore:	£212m	-14.3% (£247m in 2020)
China:	£198m	84.9% (£107m in 2020)
Latvia:	£156m	-11.8% (£176m in 2020)
Germany:	£148m	6.4% (£139m in 2020)
India:	£146m	42.9% (£102m in 2020)
Japan:	£133m	16.2% (£114m in 2020)
Spain:	£118m	7.9% (£109m in 2020)

The largest export destinations for Scotch Whisky (defined by volume, 70cl bottles equivalent) in 2021 were:

France:	176m bottles	-0.1% (176m bottles in 2020)
India:	136m bottles	44.3% (95m bottles in 2020)
United States:	126m bottles	12.6% (112 m bottles in 2020)
Brazil:	82m bottles	80.5% (45 m bottles in 2020)
Japan:	56m bottles	25.9% (45 m bottles in 2020)
Spain:	48m bottles	32.0% (36 m bottles in 2020)
Mexico:	48m bottles	13.0% (42 m bottles in 2020)
Germany:	46m bottles	7.2% (43 m bottles in 2020)
Poland:	45m bottles	19.4% (37 m bottles in 2020)
Russia:	42m bottles	40.7% (30 m bottles in 2020)

Regional data

In 2021, Scotch Whisky exports by global region (defined by value) were (% change vs 2020):

European Union:	£1360m	8.2% (30% of global exports)
Asia Pacific:	£1210m	21.4% (27% of global exports)
North America:	£1000m	11.2% (22% of global exports)
Central and South America:	£443m	70.7% (10% of global exports)
Middle East and N Africa:	£187m	55.0% (4% of global exports)
Africa:	£157m	14.6% (3% of global exports)
Western Europe (ex.EU):	£98m	6.0% (2% of global exports)
Eastern Europe (ex.EU):	£47m	33.8% (1% of global exports)

Russia’s alcohol market

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As vodka comes under the spotlight amidst Russia’s invasion of Ukraine, IWSR takes a deeper look at the Russian alcohol market.

Russia is the 4th largest alcohol market in the world in terms of volume, with imports accounting for 9% of total consumption. Whisky makes up 5% of Russia’s spirits consumption, and a third of its spirits imports. 91% of Russia’s whisky consumption is from imported whisky. While there have been calls to ban Russian-made goods in light of the country’s invasion of Ukraine, boycotts of Russian vodka brands will have a fairly minimal impact on Russian vodka producers. Any significant impact is more likely to be symbolic.

While Russia is the largest vodka producer in the world, with over 30% of global production, the vast majority (over 90%) of Russian-made vodka is consumed domestically.

Outside of Russia, the UK, Germany, the US and Israel round out the top five markets for Russian-made vodka, although volumes are relatively small.

Russian vodka accounts for under 3% of all vodka consumed in Europe (excluding CIS) by volume.

In the US, the world’s second largest vodka market by volume, Russian vodka accounts for less than 1% of all vodka consumed. Approximately half of all vodka consumed in the US is made in the US. While vodka is the country’s largest export, Russia is also a relatively large producer of beer and wine – though much of this is consumed domestically.

Russian beer makes up 1% of the global beer market. Over 99% of Russian beer is consumed domestically.

Similarly, Russia produces 2% of the world’s still wine, with almost all of it consumed locally.

Russia also produces 6% of the world’s sparkling wine, with 99% of it consumed domestically.

Dewar’s Scotch Whisky Celebrates its 175th Anniversary

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Dewar’s Scotch whisky marked 175 years of Scotch-making recently. Over the course of these spectacular 175 years, Dewar’s has created some mighty fine products along the way and crafted an unparalleled experience for patrons. The whisky maker has a rich history with over 15 plus products which cater to the premium category. Dewar’s is also widely known for pioneering the double ageing process to serve its drinkers a refined and balanced taste.

Founded in 1846 by John Dewar, the journey of Dewar’s started from a small wine and spirits merchant shop in Perth, Scotland to become a global brand that it is today. John Dewar was so proud of the quality of his blended Scotches that he was one of the first Scotch blenders to put his name on a bottle as a guarantee of quality. In 1880’s, Alexander and Tommy Dewar inherited Scotch whisky business from their father. They divided the responsibility between themselves and embarked on a journey to make Dewar’s one of the fastest growing premium whiskies in the world. In 1890, Master Blender A.J. Cameron joined Dewar’s and pioneered the novel Double Ageing process for greater harmony and extra smoothness to all the Dewar’s blend.

Taking inspiration from Dewar’s first Master Blender- A.J. Cameron’s achieved notes, Master Blender Stephanie Macleod created the Dewar’s Double Double whisky range using an innovative four-step ageing process. The unique taste of this double blended scotch has enabled the brand in winning multiple/several prestigious titles and accolades like ‘World’s Best Blended’ and ‘Best in Class’ among others.

Commenting on the wins, Vijay Dev, Consumer Marketing Lead, Whiskies at Bacardi India said, “This is a significant milestone for Dewar’s! We are elated to be a part of one of the world’s most awarded Scotch whisky, after all double is better. With our commitment to serve the smoothest blend to our consumers, we will be bringing multiple variants like Japanese Smooth and Ultra-Premium Double Double Series 21, 27 and 32 year old to India in the near future.”

Currently at the historical achieve of Dewar’s in Glasgow, Jacqui Seargeant, Global Heritage Manager & Whiskies Archivist, Bacardi has been preserving more than 10,000 items from the rich heritage of the DEWAR’S family including bottles from the 19th century, documenting family photos from company founders, curating museum collections, and fact finding the origin stories of classic cocktails. The archive has inspired bottle designs, brand campaigns, and recipes. While going through the archives, Jacqui came across Tommy Dewar’s Original Highball recipe, which is today whisky drinkers’ favourite cocktail across the globe.

The All-New Royal Challenge: A Smooth & Rich New Blend

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Royal Challenge Whisky, India’s most aspirational whisky brand that’s known to challenge the norms, recently unveiled its brand-new renovation. The new Royal Challenge Whisky has a completely new liquid and a striking new pack that will stand out on the shelf.

Diageo India has created a truly unique blended whisky dedicated to the spirit of Delhi. The all-new Royal Challenge whisky is a perfect fusion of select imported scotch blended with perfection to deliver a sweet profile and subtle notes of vanilla, that will give the consumers a richer and smoother drinking experience.

With the vision to be an iconic millennial brand, Royal Challenge’s new pack has been re-designed for a premium look-and-feel and an elevated experience – the Lion sigil and red and black colours represent the bold and fearless spirit that the brand exemplifies. Further, with this renewed blend, Royal Challenge has evolved to be the most accessible and preferred brand for the younger generation.

Speaking about the renovation, Ruchira Jaitly, VP of Marketing and Prestige portfolio head said, “Royal Challenge is a brand which has always believed that, to build a better tomorrow, we must challenge the stereotypes of today and reinvent the rules. With the vision to become the first whisky of choice that appeals to the people of Delhi, there was a need to reinvent and offer an experience that perfectly blends into the changing consumer palettes and choices. I am excited with what is in store and look forward to the people of Delhi embracing an all-new refreshed Royal Challenge as they have always done.”

The launch of the all-new pack will look to explore an integrated communication strategy in Delhi that builds on this new positioning.

The phased launch will see the refreshed pack on shelves across the city this Festive season.

Oaksmith launched in Delhi

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Oaksmith, India’s First Truly International Blended Whisky, crafted by Suntory’s Chief Blender Shinji Fukuyo, creator of iconic Japanese whiskies Hibiki and Yamazaki – combines the finest Scotch Malts with the smoothest American Bourbons using world class Japanese blending techniques, bringing the best of East and West to Indian consumers

Beam Suntory, a world leader in premium spirits, has launched Oaksmith, India’s first International Blended Whisky in Delhi. After a successful launch in December 2019 in Maharashtra and Telangana followed by rapid expansion in West Bengal, Goa, Assam, Chandigarh, UP and Karnataka, the iconic brand is now available in Delhi with both blend variants – ‘Oaksmith Gold’ and ‘Oaksmith International’. The brand has delivered 300,000 cases since its launch in India.

Oaksmith has been created by world-renowned Shinji Fukuyo, Chief Blender, Suntory, the founding house of Japanese Whiskies – with world-class Japanese craftsmanship, blending high quality Scotch Malt whiskies and smoothest American Bourbons to build a recipe that is unique and designed taking inspiration from the Indian palate. From seed to sip, the whisky is meticulously crafted to achieve a blend like no other resulting in a bold spirit that is rich on the nose yet approachable and well balanced with a bright, smooth and unexpectedly long finish. Launch of Oaksmith Gold and Oaksmith International whisky in Delhi is key to Beam Suntory’s growth strategy, and this expansion signifies the importance of India to the global spirits company.

“We are delighted with the response that the blends of Oaksmithhave received from consumers since it’s launch. The growing premiumisation of the Indian market and the appreciation for finely crafted spirits made this the right time to expand the brand across various markets in India, finally bringing it to the nation’s capital – New Delhi. Delhi’s rich history blended with modernity adorned with touches of its traditional heritage attracts people from across the country and the world. We see a growing opportunity for high quality, world class spirit brands and look forward to receiving the same overwhelming appreciation for Oaksmith Gold and Oaksmith International here,” says Neeraj Kumar, Managing Director of Beam Suntory India.

Beam Suntory moves towards 2030 goal, launches Oaksmith in North India

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Following a massive success in various markets since its launch, Oaksmith, a premium Indian whisky and the Iconic portfolio from The House of Suntory – Yamazaki, Hibiki, Toki – and Japanese craft gin – Roku – are all set to expand presence in North Indian states including UP, Haryana, Chandigarh, Rajasthan, Punjab and Delhi.

Beam Suntory, the global premium spirits company, has introduced a range of five premium spirits in markets of North India, signaling its commitment and strategy to grow in India in line with its ambition to reach USD 1 billion in revenue by 2030. Continuing the momentum after launching successfully in pilot markets in 2019, the entry of five premium brands in North Indian market is a huge stride for the company to tread strongly towards its 2030 ambition. The launch of Oaksmith in North India is key to Beam Suntory’s growth strategy in India.

“India is a strategic market for Beam Suntory, and we are thrilled by the appreciation that Oaksmith, Toki, Hibiki and The Yamazaki have received from consumers in India. The growing premiumization of the Indian market and the appreciation for finely crafted spirits make this an exciting time to expand the launch of these brand in India. Indians today are exposed to global trends, which inspired the creation of Oaksmith for whisky lovers in India,” says Neeraj Kumar, Managing Director of Beam Suntory India. On Oaksmith and Oaksmith Gold, he said, “The beautiful blend incorporates our East Meets west competitive advantage and incorporates years of tradition that the Beam Suntory family upholds while showcasing Shinji-san’s award-winning blending capabilities making it a whisky that, quite simply, no one else could possibly create. We are excited to launch our brands across North India with its diverse offerings in terms of culture, people and places. We see a growing opportunity for premium quality spirits across these states”

Marking the Million Milestone: Royal Green Celebrates 10 Million Sales

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Home grown Brand, Royal Green whisky from the house of ADS Group has crossed a massive milestone in the highly competitive Indian Made Foreign Liquor – deluxe segment dominated by multinational companies. The brand recently announced the crossing milestone sale of 10 million cases (cases of 9 ltrs) since it was introduced in the market in 2015.

ADS group started by First Generation Entrepreneurs – Maan Family, launched Royal Green in the deluxe segment with an objective of providing a premium quality product at an affordable price. Crafted by a seasoned master blender for the most discerning palate, Royal Green Whisky is a carefully curated melange of the finest premium Indian Grain spirits and imported scotch malts. Packed in an exquisite green bottle, the blend is far superior in terms of taste, smoothness and after feel.

Pan-India presence

Royal Green was initially launched only in Delhi and Haryana, but slowly has imprinted a strong presence pan-India. Today, it is available in 20 states in India and exported to other countries as well. The Royal Green Whisky has an alcohol percentage of 42.8% V/V, similar to other brands in its category, and is available in 1L, 75cl, 37.5cl, 18cl, and 9cl bottles. In India, the Royal Green Whisky price varies from territory to territory due to the variation in liquor taxation across Indian states and union territories. However, generally, it’s considered an Indian whisky brand priced under `1000.

Fastest growing millionaire Indian whisky brand

In spite of the pandemic induced lockdown in 2020, when most of the brands reported drop in their volume, Royal Green continued its march and grew to become (Source – Millionaire whisky Brands – 2020 by Drinks International) Fastest Growing Millionaire Indian Whisky Brand along with the following tags – fourth fastest growing whisky in the world, 26th biggest whisky brand in the world and 80th biggest spirits brand in the world.

It was quite an impressive show by a home-grown new brand within a short span of time. The sale of 10 million cases has been the major highlight.

Commenting on achieving this milestone – Mr. Virat Maan – CEO – ADS Spirits stated, “We thank all our consumers, Trade Partners and Team at ADS who made it possible. We commenced our journey with a passion to create a whisky brand which would be a treat for the consumer’s senses, and that was the genesis of Royal Green. We take utmost care to ensure best of the quality in each and every ingredient that gets into this blend and also ensure last mile delivery of our product through right channels. I feel that passion for quality and ADS team’s passion to excel in all aspects has made this milestone achievement possible”

To celebrate this breakthrough and to thank its loyal customer base, Royal Green is planning a celebratory campaign with a special commemorative pack bundled with exciting consumer rewards.

Epitome Reserve Whisky Review

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In this video we review the limited edition Epitome Reserve Rare Grain Whisky that was launched recently by United Spirits, a Diageo Company. With only 2000 bottles made yet this is India’s first 100% Rice Grain whisky which celebrates India’s iconic people that have shaped the various landscapes and industries that they’ve been in.

The ABV percentage is 46% of this whisky and check out our Exclusive First Review of what we thought.

This video is for entertainment purpose only and the magazine, channel and the host do not promote alcohol consumption.

Glengarry Highland Scotch Whisky

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Not to be confused with the similarly named Glen Garry, Glengarry takes its name from the traditional Scottish bonnet worn for centuries, including the days when tartan and kilts were banned.

It is an ongoing part of the range of whiskies produced by the Loch Lomond Distillery Company, and includes an NAS blend and two single malt expressions.

The blend is described as full-bodied, with a hint of peat smoke, while the NAS malt also has a smoky edge. The 12-year-old single malt is light and floral in character with grassy tones, matured in a mix of Bourbon, refill and recharred casks.

Glengarry is distinct from the much older Glen Garry blended Scotch brand, which was first produced by John Hopkins & Co in the late 19th century, before being acquired by the Distillers Company Ltd (DCL) some decades later.

First launched into the US in 2015, Glengarry is produced at the multi-functional Loch Lomond distillery in Alexandria, Dunbartonshire, which was built in 1966.

Jack Daniel’s Tennessee Apple introduced in India

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Consolidating its leadership position in the flavoured whiskey segment, Jack Daniel’s recently announced the introduction of Tennessee Apple in India. It will be the third flavoured whiskey to be introduced in India after Jack Daniel’s Tennessee Honey and Jack Daniel’s Tennessee Fire. The company would like to add more consumers to the whiskey category.

Jack Daniel’s Tennessee Apple is crafted from the iconic Jack Daniel’s Tennessee Whiskey, charcoal mellowed and matured in new American oak barrels, and apple liqueur made from the highest quality ingredients to deliver a delicious Jack Daniel’s experience. Jack Apple is a deliciously smooth and refreshing apple-flavoured whiskey that’s uniquely Jack.

The initial launch has taken place in Mumbai, Goa, Pune and Gurugram and will soon be rolled-out in other parts of the country.

“Mr. Jack was known for being an innovator and always exploring how to do things differently, including adding different flavours and ingredients,” said Jack Daniel’s Master Distiller, Chris Fletcher. “Tennessee Apple is a perfect blend of crisp, green apples enhanced by the sweet bold notes of Jack. It is like a freshly picked apple in a glass of Jack.” Currently, they have no plans to launch another flavour in the near future, he points.

Says Siddharth Wadia, General Manager – India, Middle East and North Africa, Brown-Forman Worldwide LLC, “After a great response to our other flavoured whiskey brands, we are excited about our latest offering to our consumers in India and I am sure will help us expand the Jack Daniel’s consumer franchise in the country. With in-home consumption on a rise and consumers looking for varied options, Jack Daniel’s Tennessee Apple will surely connect with not only existing friends of Jack, but also enable us to make new friends.”

It’s available in retail stores (at 70 proof, 750 ml bottle) with a starting price of `2300 and it is recommended to serve Jack Daniel’s Tennessee Apple chilled – neat, on the rocks or with tonic water for people who love cocktails.