“Overall if you look at the last two to three years, we’ve just been going through an incredibly buoyant time,” Rupert Patrick, the CEO of James Eadie, told the. “We’ve all been slightly scratching our heads saying, I wonder why it is so good at the moment.”has made whiskey more affordable for buyers outside Britain, including in markets like the United States and the Asia-Pacific region.
Another possible reason for Scotch’s success is that the spirit has become more accessible. Patrick noted that recent ad campaigns have helped whiskey appeal to younger customers, with actors such asappearing in campaigns and bringing whiskey to a wider audience. It’s also become more acceptable to drink Scotch on the rocks or even mix it with water or soda. “I think we’ve thrown off a few of the old stereotypes about Scotch, which has definitely helped in some markets,” Patrick said.
Still, the whiskey industry isn’t completely immune to the economic downturn occurring in Britain. Exporters are having to pay more for imported components thanks to the pound’s decline, and producers are being hit by increased borrowing costs for loans and higher energy prices. Some, though, are remaining optimistic about the spirit’s mass appeal. “I think Scotch will be quite resilient,” William Wemyss, the founder and CEO of Wemyss Malts, told the