SCOTTISH WHISKY MARKET ANALYSIS

Market Concentration and Competitive Landscape

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Emergence of Experiential Whisky Tourism

Over the past decade, there has been a marked rise in experiential whisky tourism within Scotland. People are showing keen interest to visit whisky distilleries and learn about the unique whisky making processes, history, cultural importance, and appreciate the different expressions. Whisky tourism allows people to interact with the people behind their favorite drams and understand what makes Scottish Whisky truly special. Many distilleries have reinvented themselves as tourist attractions, offering guided tours, educational experiences, food pairing opportunities, and opportunities to blend whisky. Some of the most renowned distilleries receive tourists throughout the year, sustaining the local economies. The emergence of experiential whisky tourism has been a strong driver for Scottish Whisky, as it fosters deeper connections for consumers with the provenance, heritage and passion behind every bottle. By stimulating the senses and engaging visitors at various levels, experiential tourism is ensuring that interest in Scottish Whisky sustains for future generations as well.