Year over year across the last two years, the global sales of Scotch whisky appear to have declined by 11.9 % x 2 = 23.8%” compounded to around = 25%
Not good I’m sure you will agree, but not surprising either, because Sotch as A World wide Brand has “Ruled the Roost” for most of my life …….Don’t forget 55 years in the business !!
Times are changing, attitudes will have to change ….. Entrenched positions will have to change, or be blown away .
It is inevitable, Society itself is changing rapidly, and we in the drinks business must respond rapidly.