Chinese consumer habits are changing, but heritage and soft power mean there’s still a huge opportunity for Scotch.
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The history of whiskey is one of perception, not necessarily quality.
‘Fast liquor’, aged in months rather than decades, is the holy grail for distillers who are trying techniques ranging from using special barrels to blasting their brew with ultrasound.
It’s been a disappointing couple of weeks for the Scotch whisky industry. Diageo reported that it is delaying plans on a £1bn new-build distillery just north of Inverness following a slow-down in the company’s…
Top contributors
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Lecturer in School of Chemistry, Monash University
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Associate professor, Monash University
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Visiting Professor in Malting, Brewing and Distilling, KU Leuven
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Assistant Professor of Entrepreneurship, University of Southern California
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Professor of Marketing and Innovation, Director, Marketing Innovation and The Chinese and Emerging Economies (MICEE) Network, Warwick Business School, University of Warwick