The Tasting Panel magazine

SCOTCH REPORT Mood: Optimistic I by Ian Buxton normally fi ll this column with brand news and announcements of new releases but for the new year, asked a few folks in the Scotch whisky industry for their thoughts on prospects in the U.S. during 2012. And, to a man, they were upbeat. While there are plenty of exciting new products coming—especially from The Macallan, Highland Park, Glenrothes, Isle of Jura and The Dalmore, among others—I wanted to fi nd out what underlies the current mood of optimism. The fourth in a series of Macallan special releases in Lalique decanters will be something to watch for in 2012. Americans are thirsty for whisky with a pedigree— especially single malts." —Dawn Lambert, Marketing Director, Americas Region, Whyte & Mackay 30 / the tasting panel / january/february 2012 But be sure that optimism is the mood. And not without cause: the Scotch Whisky Association just reported industry export fi gures for the fi rst three quarters of 2011, which show Scotch whisky earning £125 (nearly $195) every second for the U.K. Balance of Payments. The value of exports increased 23% on the same period of 2010, with the U.S. the world's largest market by value ($670 million). So, looking forward, Dr. Nicholas Morgan, Diageo's Head of Whisky Outreach, suggested that "With scotch becoming increasingly fashion- able amongst younger drinkers (partly due to the infl uence of TV pro- grams such as Mad Men), these trends seem set to stay in place, both in terms of blended Scotch whiskies and single malt scotches." Ken Grier, Director of Malts, The Edrington Group is responsible for The Macallan and Highland Park, both of which have seen strong growth. Grier attributes this to the strength of brands; authenticity of the products and new ethnic groups entering the market, as well as an innovative NPD program. "Our U.S.-exclusive Nick Veasey Xray Macallan gift pack was unveiled at Art Basel in Miami," he told THE TASTING PANEL "showing the appe- tite for innovative and creative executions, and reinforcing the power of our ever evolving photography platform, which we will drive hard in the U.S. in the coming year. Next up is the fourth of the stunning Lalique decanters, which have consistently appealed to our U.S. consumers, so we expect good things for 2012." Bearing in mind the typical $20,000+ price tag for these whiskies, that's a remarkable statement of confi dence. But premium pricing is echoed by The Dalmore, for whom Dawn Lambert, Marketing Director, Americas Region, Whyte & Mackay, had a slight note of caution. "The challenge in the U.S. is growing the market and not oversaturating it. We try to react to conditions in the marketplace and tailor what we launch based on a number of indicators—economic, lifestyle and, of course, trends." But overall, she too was upbeat. "We're getting more and more calls from consumers in the Midwest who normally would never even know about rare and collectible brands. Media is playing a big role in educating consumers; both small and large scotch companies continue to place edu- cation as an important element of their marketing strategies. Americans are thirsty for whisky with a pedigree—especially single malts." So there you have it! Whether it's education, innovation or just a stylish TV show—pack your shelves with more and better Scotch whisky for a successful 2012. AN UPBEAT MOOD ENLIVENS THE SCOTCH WHISKY INDUSTRY AS THE NEW YEAR DAWNS

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