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How long can consumer curiosity protect global whisk(e)y from economic headwinds? – Category Intel

Kristiane Sherry
Last updated: 11/11/2024 at 5:07 PM
By Kristiane Sherry
11 November 2024
12 Min Read

Creative whisk(e)y distilleries have sprung up around the world, going toe-to-toe with long-established players. The challenges they face are plenty – but even in a bleak financial climate, optimism runs deep.


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It was a dark day for the world whisk(e)y industry. On 19 August, the news broke that Swedish distilling pioneer Mackmyra had filed for bankruptcy. At the time, acting-CEO Patrick Björsjö described the situation as “regrettable”. Profitability and cash flow had become so strained that it was “not possible” for the business to continue, he said.The news sent murmurings through the industry. Granted, scotch has been having a tough time of late, and other sectors have been struggling too. It made sense, then, that in a crowded market of small craft producers, the world whisk(e)y scene w

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Kristiane Sherry
ByKristiane Sherry
Kristiane Sherry is a specialist spirits writer, journalist and communicator. Her career has seen her lead the content team at multi-award-winning e-commerce site Master of Malt, edit The Spirits Business and Frontier magazines, and serve as head of brand at luxury wine and spirits platform Fine+Rare.
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