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Issue 65 - “The optimism in the industry at the moment is sensational” Campbell Evans

Whisky Magazine Issue 65
July 2007


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“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 you're selling in 200 countries you also have to monitor advertising regulations, import regulations, taxes, tariffs, labelling requirements, a host of things that if we didn't 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 whisky's potential, 90 per cent of Scotch whisky is sold overseas. We're 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 alcohol's place in society, and that's a huge part of my own individual work. But we're 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 don't 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. There's great excitement that we're in China but we're 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 whisky going forward, the o...

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