Scotch sales in poor spirit as Britons soak up US whisky galore

on 16/01/11 at 10:58 am

Industry

New figures from drinks industry analysts show sales of bourbon booming in the UK at the expense of Scotch whisky as consumers get a taste for “exotic” brown spirits.

Figures from International Wine and Spirits Research show bourbon sales in the UK rose by 25% between 2005 and 2009 and are forecast to increase by another 22% up to 2014. According to IWSR figures, bourbon sales are projected to reach 1.5 million nine-litre cases in the UK in four years.

If correct, the figures suggest demand for bourbon will grow twice as fast as other spirits categories up to 2014. The second-best performer is likely to be rum.

Scotch whisky, whose growing global sales are three times those of US whiskies combined, has seen a dramatic sales decline in the UK, its third-largest global market, prompting criticism of brand owners’ marketing strategies, the largest of whom also own fast-growing bourbon, rum and white spirits brands.

IWSR says UK whisky sales slipped by 11% between 2005 and 2009, and will stay static at 6.5 million cases to 2014.

{Full story via Herald Scotland}

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