| In China, Scotch whisky is becoming
a status symbol for the young and rich |
These new whisky drinkers – mostly
affluent, self-made men – are shelling out big money for
the blended Scotches; typically a starter for
new drinkers of this liquor in the West.
Blended Scotch refers to whisky that is a mix of
different vintages from different distilleries. Blended
whiskies make up 90% of the Scotch market, which is
dominated by brands like Johnnie Walker, Chivas Regal
and The Angus. Some mature drinkers will go for
single-malt Scotch which is made from a single vintage
from a single distillery and only made from water and
malted barley (Glengoyne, Glenfiddich, Macallan, Bowmore
and Glencadam are some well-known names); single malts
are often aged a decade or longer — the older it is, the
more developed the flavor and the higher the price of
the bottle.
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| Scotch whisky exports
to Asia are rising so fast that supplies may run short |
The Scotch whisky industry is on track
to break another export record, with executives warning
that the surge in sales could lead to supply shortages.
The latest quarterly figures from the Scotch Whisky
Association (SWA) show that, in the last nine months, its sales
overseas climbed by 23% compared to last year. That is
before Christmas and New Year sales are taken into
account, putting the industry on course to shatter last
year's £3.4bn export record.
SWA executives said this surge in popularity, built on
the growth of an affluent, image-conscious middle class
in emerging markets in South America and Asia, could
mean that some distilleries and producers might
temporarily run short of supplies, as whisky production
has a "lag time" of 10 to years or more. The association
calculated that this rate of sales meant the whisky
industry was earning £125 every second for Britain's
balance of payments, making it the "stellar" export
performer and the most successful of all "fast moving"
products made in the UK.
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| Join our team today as
a district distributor |
According to the Scotch Whisky
Association, Scotch exports rose to 4.3 billion British
pounds (US$5.8 billion) in 2012 with direct sales to
China alone increasing by 8 percent.
We are appealing to the emerging markets ... the
affluent, middle-class aspirational people --
people who see Scotch whisky as the drink of choice ...
Why not join us today?!
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| Blended whiskies make up 90% of the Scotch market. |
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| Whisky's popularity is soaring with
the newly affluent Chinese middle class. |
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| Blended Scotch Whiskies has
become today's party favourites. |
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