Demand for malt whisky begins at home

07 September, 2007

Last year's tears have turned to cheers for malt whisky sales, up almost 6 per cent in value, making the 10 per cent drop between 2005 and 2006 seem like a distant memory.

Glenfiddich 12 Year Old retains pole position for a second year, following significant investment from owner First Drinks Brands, notably the Every Year Counts ad campaign. Glenmorangie has also retained its 2006 position at number two, although value sales have dropped almost 8 per cent, perhaps due to under-investment. This is shortly to be rectified through a revamp and an ad campaign. Pernod Ricard's Speyside malt Glenlivet has enjoyed the biggest sales boost of the top five malts, moving up one place to number three. The spirit has undoubtedly benefited from its position as one of Pernod's top 15 strategic brands.

At number four, Glen Moray Classic has also risen one place since last year. Islay malt Laphroaig's 10 Year Old, which enjoyed a 16 per cent sales boost from 2005 to 2006, has slipped two places.

This year's more encouraging figures are a timely reminder to brand owners, who are increasingly looking to export markets, that the Scottish spirit still has plenty of fans at home.

Off-trade malt

whisky value

Year to

11/8/2007: £136 million

Year to

15/07/2006: £122 million

Change from Aug 2006: +6%

Top five malt whisky brands

1 Glenfiddich +2%

2 Glenmorangie -8%

3 The Glenlivet +35%

4 Glen Moray Classic +16%

5 Laphroaig -17%

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Is blended Scotch overshadowed by single malt in retailers?

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