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Whisky: The Brand

Date: Thursday, July 7, 2011 Date: Thursday, July 7, 2011 Time: 07:45 - 09:00 Location: Corinthian Club

This is a past event

Whisky the brand

Scotch Whisky generates £109-every second for the UK Economy

Sales of Whisky in ‘developing’ markets are absolutely soaring. Last year, Brazil saw a 12 per cent increase to £67million, Russia went up 61 per cent, India up 46 per cent and China increased sales by 24 per cent, to £55million. These figures sound exciting, but what’s really exciting is that we’re only scratching the surface of these absolutely VAST markets, the biggest potential sales territories on Earth. The biggest ‘Whisky Live’ that takes place at the moment is in Taiwan. Last year, over 12,000 thirsty Asian, whisky-lovers turned up, ten times the amount that show up for the Glasgow event!

Our July breakfast saw Donald MacLellan, who is the International Business Development Executive for BenRiach & GlenDronach Distilleries educate us on all these global stats but also enlighten us on just how much revenue these Whisky sales aboard actually bring into the British coffers – £109 every single second!!. With his joint Islay and Australian heritage (including the accent), and years of International Marketing experience with some of Scotland’s most prestigious brands, Donald told us why Scotch Malt Whisky has been so successful. We learned:

  • How the Scotch Whisky Industry created the World’s very first Brands and movie Advertising
  • Why biodiversity, sustainability, craft and provenance are so important in making Scotch Whisky such a success
  • How viral marketing is helping Scotch Whisky communicate with a huge and burgeoning global market
  • How whisky is investing in Scotland’s future by using renewable energy

It was breakfast though, so we held off on any sampling, maybe we should do an evening event next time?