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Quality not quantity?

 
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PostPosted: Sun Jul 24, 2005 9:00 am    Post subject: Quality not quantity? Reply with quote

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.”

Source: Bruichladdich
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Richard P.
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Joined: 17 May 2005
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PostPosted: Sun Jul 24, 2005 10:57 am    Post subject: Reply with quote

Quote:
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.”


Well done Bruichladdich Applause

Some of lifes pleasures you have to pay for. It's not about wealth as alot of people only buy a bottle occasionally. It's about having something that is absolute luxury once in a while, weather it be a good wine, whisky, beer or cigar. It's the things we celebrate lifes trials with and also during lifes troubles. Quality is always nice, but I have a few bottles of blends in for other times as well.
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PostPosted: Sun Jul 24, 2005 5:47 pm    Post subject: Reply with quote

mikey wrote:
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.


That's just people on this board filling up their cabinets Laughing
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Mad Dog
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Joined: 28 May 2005
Posts: 207

PostPosted: Sun Jul 24, 2005 6:43 pm    Post subject: Reply with quote

Mikey wrote:
mikey wrote:
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.


That's just people on this board filling up their cabinets Laughing


I admit i may of bought a few bottles this weekend. Including Bruichladdich, yum Razz
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