Scotch Whisky Demand increasing in the Asia-Zone

The Asia Pacific region has become a powerhouse for Scotch whisky exports, exhibiting both significant size and impressive growth. It's a vast and diverse market, encompassing countries with long-established whisky cultures like Japan and more recently booming markets such as China and India. While established markets see consistent demand for premium expressions, the overall trend is one of rapid expansion driven by growing middle classes with increasing disposable income and a taste for aspirational, internationally recognized brands. This has translated into substantial volume gains and value increases, making Asia Pacific a critical engine for the Scotch whisky industry's global success and a key focus for future development.

As we embark on this exciting journey with our premium Scotch Whisky, we are deeply mindful of the discerning tastes and sophisticated palates within markets like China, Japan, India, Singapore, Australia, and New Zealand. These are regions known not only for their high concentration of individuals with substantial means, but also for their rich cultural appreciation of quality and craftsmanship. We recognize that our whisky will be welcomed into homes and gatherings where it will be savored and valued, not just as a drink, but as a contribution to moments of connection and refined enjoyment. We approach this launch with a genuine understanding that in these markets, luxury is more than just a price tag; it's about the story behind a product, the tradition it represents, and the respect it shows for heritage and artistry. With that in mind, we humbly offer this whisky, hoping it will resonate with those who appreciate the finer things in life and bring a touch of warmth and joy to their lives.

China Rising

A very strong market for Scotch, with exports in the tens of millions of bottles each year. While there has been some fluctuation due to Chinese government policies and more recent shifts in the economy and social activity, it remains a very important market. China is a significant high-value market, generating well over £200 million in export value annually. Figures are generally increasing over time.The market is driven by growing affluence and the desire for premium international brands.

Big in Japan

Japan has a sophisticated whisky culture and is an important market for Scotch, with figures in the tens of millions of bottles. A substantial market, usually in the range of £100-£200 million in export value, year on year, with variations. The Japanese drinking culture is well suited to Scotch. The market favors aged and premium varieties of whisky.

South Korea

South Korea has experienced a strong recent growth in Scotch consumption and imports. A significant market with export values in the hundreds of millions of pounds. Volume is in the millions of bottles range. Increasing popularity of blended and single malt whiskies.

India

India is a large market with huge potential, but import duties have historically limited consumption. Volumes are still in the millions. A growing middle class and increasing exposure to international brands are driving growth.

Malaysia

Steady sales in the low millions of bottles. A consistent market generating £10's of millions in export value. Blend remains a popular choice.

Indonesia

A developing market with a growing presence of global spirits, with figures in the low millions of bottles. A market with export values in the 10s of millions, but with growth potential. Increasing interest in western spirits from middle class consumers.

Singapore

A relatively high-value market, but with smaller overall volume. Singapore acts as a distribution hub for the region. A robust market, often contributing £100’s of millions of £ to exports. A focus on premium and rare expressions of Scotch.

Australia

A substantial market with volumes in the tens of millions of bottles. A major market for Scotch, with export values regularly reaching several £100 million. The market enjoys a wide variety of styles and price points.

New Zealand

A more moderate market, with annual numbers in the millions. Export values in the 10’s of millions of £. A preference for quality and established brands.

THE SCOTTISH DIASPORA: GENERATIONS ABROAD

For generations, the winds of change have carried Scots across the vast expanse of the Asia-Pacific, weaving their stories into the vibrant tapestry of Australia, New Zealand, China, Japan, and Singapore. Whether they are first-generation pioneers who courageously left the familiar shores of Scotland, second-generation individuals straddling two worlds, or third-generation descendants with a deep-seated connection to their heritage, these communities share a common thread: a longing for home. In the bustling streets of a Singaporean city, the serene mountains of New Zealand, or the vibrant metropolises of Australia, the taste of Robbie Burns Scotch Whisky can be a poignant reminder of their roots. It's more than just a drink; it's a liquid embrace of ancestral lands, the rolling hills, the heather-clad moors, and the warmth of a Scottish fire. For those who may have never stepped foot on Scottish soil, it's a tangible connection to their family history, a taste that sparks stories told around kitchen tables and evokes the spirit of their forefathers. Each sip can stir memories of ceilidhs, family gatherings, and the lilting melodies of the pipes, offering a moment of solace and belonging, a taste of Scotland brought to them, no matter how far they roam.

First Generation:

The first-generation Scots living abroad are those who were born in Scotland and moved to other countries. Many of them migrated in search of better economic opportunities, and their places of relocation include countries like Canada, the United States, Australia, and New Zealand. It’s estimated that upwards of 1.2 million Scots live overseas today, with a particularly large community in North America.

5.4M

Second Generation:

The children of first-generation Scots often maintain a connection to their Scottish roots, even if they have been born and raised outside of Scotland. This generation may have a more blended identity, often embracing both local culture and their Scottish heritage through family traditions, cultural events, and community involvement.

22M

Third Generation:

The third-generation Scots may be further distanced from their ancestral homeland, yet the bond with Scotland is often engrained through family stories, Scottish names, and cultural legacies. Festivals like the Scottish Highland Games and activities organized by Scottish societies worldwide help preserve this connection, enabling them to celebrate their heritage while fully participating in their local communities.

28M