Malt whiskey/whisky at a crossroads as production ramps up – Category Intel

New World malts face growing global oversupply, rising costs and increasing price sensitivity among many of their consumersLocal markets remain essential strategic strongholds for driving credibility, sales and brand building, as well as showcasing malts to international travellersBrand owners highlight the need for continued investment in consumer education through 'tasting events, masterclasses and bespoke events'India is reshaping the malt landscape, with domestic malts outselling scotch maltsAs a category in its own right, New World whiskey