世界のブレンドウイスキー市場

Abstract

This brand new report from just-drinks, the Global market review of blended whisky, looks at what is happening to blended Scotch in emerging and mature markets.

We examine their opportunities and challenges, and ask the question; is the industry correct in believing that blended whisky will enter a new golden age via the potential in the economies of Brazil, Russia, India and China (BRIC)?

We examine whether there has been a change in the nature of whisky marketing, and answer questions such as:

Is blended Scotch (r)evolutionary or simply resilient? If the ' purist view' is falling away, what is it being replaced with? Can the same approach be made to work both in the eager new markets, and the sluggish mature markets? Brand image, self-image and innovation are addressed, plus we take a look at the role of, and the opportunities for ' smaller' brands.

Interviews with key executives from the top players in the industry are a main focus of the report, and we provide commentary from executives at J&B, Chivas Bros, Diageo, Whyte & Mackay, Burn Stewart, Cutty Sark and Beam Global among others.

The report discusses the issues around current shortage of supply of blended Scotch, and finally, we give a perspective on the future of this global category.

Table of Contents

Chapter 1 Introduction

Chapter 2 Emerging markets

• The BRIC economies
• Brazil and Latin America
• Russia
• India
• China
• Are things as rosy as they appear?

Chapter 3 Mature markets

• The UK
• France
• Southern Europe
• Eastern Europe
• The US

Chapter 4 Brands and shifting sands

• Image

Chapter 5 Stock and supply

• If you' re not 12, you' re not getting in Stock

Chapter 6 Projections

List of tables

• Table 1: Blended whisky total volume estimates in major markets and overall 2006-2012 (nine-litre cases)