How Scotch whisky conquered the world.
Scotch whisky is a national brand worth toasting. It is a drink that can only be distilled and matured in one country - Scotland - but which sells in to 200 markets around the world. How did Scotch go from cottage industry to global phenomenon and how does it benefit its country of origin?
Scotch whisky is ideally positioned to gain from the growth of the middle class in emerging markets such as Asia, South America and Africa. And for the new clientele it comes packaged in tradition and offers quality provenance...