Whisky - Brits Trading Up
More
of us are drinking better whisky than ever before, according
to figures in the 2005 Scotch Whisky Industry Review, published
by stockbrokers Charles Stanley. In 2004 Single Malt whisky
continued its upward march increasing by 10% on 2003; the
export growth rate soared to 12%.
The
consumer is trading up. In 1984 only 1 in 40 bottles of
whisky consumed was a single malt. In 2004 the figure had
increased to 1 in 10 bottles (3.35m litres of pure alcohol
or LPA). Within two decades, UK single malt consumption
had trebled from 2.6% of all whisky drunk to 10.5% - while
blended whisky has fallen by a third.
UK
sales of Single Malt whisky now contributes £100m
to the Exchequer - £62m in Excise Duty and about £38m
in VAT - and it is guessed that about a similar amount is
lost in cross border smuggling, owing to excessive Excise
Duty discrepancies with neighbouring countries.
Export
growth is equally impressive: almost 5 times as much single
malt is exported (15.58 m LPA) as is consumed in the UK.
In 1984 1 in 50 bottles of whisky consumed overseas was
a single malt. In 2004 it had increased to 1 in 17 bottles.
The
Islay category is the fastest growing sector. Between 2000
and 2003 it expanded at 27% outperforming the UK industry
growth rate twice over.
Bruichladdich,
an Islay Single malt, is the fastest growing single malt
distillery in the UK, case sales having grown 500% in the
same period. In value terms, it is the 2nd fastest growing
single malt in the world.
Bruichladdich
Sales Director, Andrew Gray: "This is a remarkable
achievement. It's all the more surprising as we are selling
the most expensive, premium quality, single malt whisky
with the smallest sales team and marketing budget in the
industry".
Distilling
groups historically have preferred to market the cheaper
to produce and easier to market blended whisky. The single
malt category was, in effect, suppressed. But a new, affluent,
younger middle-aged group has emerged attracted by the quality
profile of single malt, eager to experiment.
Marketing
Director, Mark Reynier: "Bruichladdich's distinctive
packaging, authentic whisky quality, and large portfolio
allows consumers to appreciate the excitement that Bruichladdich
offers. We treat single malt more like wine. A different
bottling for the time of day, mood you are in or company
you are with. Our natural approach, means we bottle on Islay
with Islay Spring water, without chill-filtering or artificial
colouring to accentuate those natural flavours".
Andrew
Gray concludes: "In the UK we are growing 36 times
faster than the industry average, making Bruichladdich THE
cult brand with single malt connoisseurs. The "Love
the Laddie" clan will grow as long as the consumer
considers natural flavour more important than mere price.
And we feel there are plenty more folk out there tired of
the blandola, ready to move up to Bruichladdich. We have
only just begun."
Enquiries:
01496 850 917 Mobile 07799 346 137 pr@bruichladdich.com
