Scotch Soars in the Americas

on 24/08/11 at 1:09 pm

Spirits

Central and South America has emerged as the biggest growth region for Scotch whisky exports, despite the buzz about Asia.

Figures from the Scotch Whisky Association show that Central and South America has seen 50% volume growth and 58% value growth over the past year for Scotch exports.

Africa saw 42% volume growth and 48% value growth, while Asia managed 22% volume growth and 34% value growth.

Despite this, Asia is still seen by the industry as the key to driving future growth.

Speaking to the drinks business, Scotch Whisky Association communications manager Rosemary Gallagher said: “Provisional HMRC figures show that in the 12 months to the end of May 2011, shipments of single malt to Asia totalled £147 million (up 1,442%), sales of bottled blended malt reached £14.9m (up 987%) and bulk blended malt reached £43m (up 1,386%).

“Asia and Far East are certainly growing in importance and companies are launching a number of marketing initiatives to boost sales. Diageo, for example, recently opened its Johnnie Walker House in Shanghai.

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