We need to talk about scotch whisky – Category Intel

Oversupply continues to dog the scotch industry, but some are hopeful the end is in sightDiscounting may allow for trial and feel helpful for consumers, but producers warn the approach could damage brand equity in the longer termTo appeal to wider audiences, brands are increasingly exploring lower-ABV scotch expressions, cheaper and slightly sweeter profiles, and whiskies designed specifically for mixingExports are declining in volume and value, but industry figures maintain this is a post-Covid pandemic ‘normalisation’Domestically, issues with duty continue, as does added financial press