“The optimism in the industry at the moment is sensational” Campbell Evans
Ian Wisniewski talks to Campbell Evans,The Scotch Whisky Association’s director of government and
consumer affairs
Ian (IW): How would you describe your role, it sounds like multi-tasking on a global scale ?
Campbell (CE): Our primary focus is to protect Scotch whisky. When youâre selling in 200 countries you also have to monitor advertising regulations, import regulations, taxes, tariffs, labelling requirements, a host of things that if we didnât do centrally each company will have to do themselves. We go into bat on behalf of the industry where discriminatory taxes, tariffs or other requirements hinder Scotch whiskyâs potential, 90 per cent of Scotch whisky is sold overseas. Weâre also involved in customs regulations, Health & Safety regulations, scientific issues around how Scotch whisky is made, and one of the most important pieces of our work currently is alcohol and health, and alcoholâs place in society, and thatâs a huge part of my own individual work. But weâre also generally promoting Scotch whisky, which includes media relations and government relations in the United Kingdom.
IW: Is it too simplistic to divide export markets into those which donât have tariff issues and those that do ?
CE:Yes. Trading in the European Union should be straightforward but is getting less so as more labelling requirements are brought in at national level. Thereâs great excitement that weâre in China but weâre probably only in three cities in China, and tariffs are coming down in India.
There are lots of opportunities in Poland. There are huge opportunities for Scotch whisk.....
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By Ian Wisniewski
Section : Whisky Interview
Page number : 28
