How did Scottish Whisky go from a barn on a farm industry to selling in over 200 countries around the world? This amazing story looks set to continue with the growth of the middle classes in emerging markets such as China, Russia, India and Brazil. Even Africa is seeing a growth in whisky consumption. Whisky is actively being marketed by the large multinationals at the aspirational consumer with the message if you can afford it you have succeeded in life; you are now part of the global elite. Although champagne still holds an important place in the market, whisky is more flexible as it is not just considered a drink for celebration. The vast range of whisky products available also helps as the managing director in Sao Paulo can impress his friends by producing a bottle which none of his friends have heard of. This is becoming easier now that you can buy whisky online. Incidentally Brazil’s whisky imports grew by 48% in just 1 year.
In 2011 40 bottles of whisky were shipped overseas every second, yes every second, earning the UK government treasury £134 per second. It perhaps no surprise the UK government is now fighting hard against Scottish Independence.