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Issue 39 - Vatisthefussabout?

Whisky Magazine Issue 39
May 2004

 

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Vatisthefussabout?

Arevattedmaltssettobethesuccessstoryof2004?Weaskedagroupofexperts

Roundtablequestion:Vattedwhiskyisthewaytoattractnewdrinkers.Discuss

ThePanel

NeilMacdonald,branddirector,maltwhiskies–ChivasBrothers(NMcD)
AnnabelMeikle,ScotchMaltWhiskySociety(AM)
NickMorgan,marketingdirectorforClassicMalts,Diageo(NM)
RichardPaterson,masterblender,WhyteandMackay(RP)
DaveRobertson,directorofEasyDrinkingWhiskyCompany(DR)

Q:Willtherebeagrowthinvattedmaltsoverthenextfewmonths?

NMcD:VattedmaltisalreadyasignificantcategoryinanumberofcountriesmostnotablyFrancewhereitisalarge,lowpricesegment.Idonotenvisagesignificantgrowthintheshortterm

NM:Iagree.Thereisalreadyathrivingvattedmaltsegmentwithinthemaltwhiskycategorythataccountsforseveralhundredthousandsofcases.Ican'tseethisincreasingspectacularlyoverthenextfewmonths,butclearlyithaspotentialtogrowfurtheroverthenextfewyears.

RP:That'smyviewtoo.UnlikelyIfeelunlessthereisconsiderablepromotionalspendonthistypeofproduct.

DR:Therewillbegrowth,butlimiteduntilDiageorevealswhatthereplacementstrategyforCardhuwillbe.Ourrangeincludesvattedmaltsandwewillcontinuetogrow,drivingsuccessviasamplingandgivingpeopleawaytonavigatethroughtheplethoraofmaltsoutthere.Diageowithitsmarketingmuscleanddollarswilldrivethecategoryinduecoursewhichcanonlybenefittheweeguyslikeus.

Q:ArebigcompaniessuchasDiageolikelytodrivethesectorinthefuture?

NM:Itsasegmentofthemaltcategoryinwhichanumberofbothlargeandsmallercompaniesplay–somedistillers,somenot.SomeverysmallcompanieshavecreatedverysuccessfulandIassumeprofitableniches–suchasCompassBox.Diageo...

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