While blended Scotch comprises
the majority of sales in the U.S.,
single malt sales are growing by
double-digit percentages, driven
by new, exciting expressions.
S
By Robert Plotkin
ingle malt Scotches are continuing to maintain
their solid growth. According to the Beverage
Information Group, the segment's sales gained
8.4% in 2011, and followed that up with a 10.7%
increase among the leading single malt brands in 2012.
Overall, the Scotch category, including all blends and
single malts, actually gained 0.2% in 2012, to almost 8.6
million 9-liter cases, a welcome reversal from 2011's
decline of 1.4%.
"Much of the reason for the uptick in Scotch malt
sales can be attributed to the steady stream of new and
exciting expressions," contends Brian Dvoret, Scotch
expert at International Beverage Company of Atlanta.
"Master distillers are continually looking to entice malt
enthusiasts by introducing older bottlings, more single
cask releases and whiskies
with compelling wood finishes. Although Scotch is a
mature category there is still
a great deal of innovation
happening. It's a great time
for malt aficionados—values
are high and creativity is the
watchword."
Two excellent examples
are the new single malts in
the Glengoyne range—
Glengoyne 15 Years Old
and the Glengoyne 18-Years
Old releases.
"We continuously look
at ways of improving our
single malt offerings and
believe the enhanced portfolio and premium packag-
Glengoyne 15 Years
Old Single Malt
Scotch.
ROBERT PLOTKIN is a judge at the San Francisco
World Spirits Competition and author of 16 books on
bartending and beverage management including Secrets
Revealed of America's Greatest Cocktails. He can be
reached at www.AmericanCocktails.com or by e-mail at
robert@barmedia.com.
58 • Beverage Dynamics • www.beveragedynamics.com • March/April 2013
