Is Single Malt a growth story?
Commercial Spirits Intelligence No.86
This newsletter is a collaboration between Duncan McFadzean of Noble & Co, and Martin Purvis. In this newsletter we leverage our experience, contacts and market intel to provide meaningful analysis that speaks to relevant issues for you.
Single malt whisky sales – is the past a guide to the future?
Following our recent analysis of the Scotch whisky export data, I realised how much I presume and how little I know about the real details. The spin doctors across the industry are exceptionally good at persuading people that things are a certain way. With that in mind, we wanted to take a long, hard look at Single malt Scotch whisky to see how it is doing at a granular level.
How has the category evolved and where are the hot spots? We believe that the sector entices many new entrants, and it is increasingly getting crowded. We also think that most players' strategy is not founded in cold hard data. It takes a long time to make a return on initial investment (one for another article) and we wanted to present our view of the data to help everyone make more informed decisions.