Scotch Whisky industry builds links with Mexico
10 Jun 2014
Senior representatives of the Scotch Whisky Association
(SWA) visited Mexico last week (4-7 June) to promote the
industry and to sign an agreement with the regulatory body for
Mexico is a rapidly growing market for Scotch Whisky, with
exports increasing 20% last year to reach £110 million. It is
now the ninth biggest overseas market for Scotch.
Demand from aspirational consumers has helped make Scotch one of
the fastest growing UK exports to Mexico, representing 8% of all UK
exports to the market.
On Friday 6 June, David Frost, SWA chief
executive, delivered a talk in the Mexican city of
Guadalajara. He gave an overview of the SWA's work to protect
and promote the Scotch Whisky industry around the world, including
its commitment to sustainability.
The Scotch Whisky industry launched its ambitious Environmental
Strategy in 2009 and it is well on course to meet its targets. For
example, use of non-fossil fuel for energy has increased to 16%
from 3% since 2008 and greenhouse gas emissions have been reduced
by 10%. The target for 2050 is for 80% of energy to come from
David Frost also discussed the benefits of Scotch Whisky's
status as a Geographical Indication. This means, by
law, Scotch can only be made in Scotland from cereals, water and
yeast according to strict legal requirements.
While in Guadalajara the SWA signed a Cooperation Agreement
with the Consejo Regulador del Tequila - the Tequila Regulatory
Council (CRT). The agreement is designed to protect two
globally recognised, iconic spirits and consumers. It will
encourage greater co-operation in a range of areas, such as fair
competition and promotion of responsible drinking.
David Frost and Alan Park, SWA legal affairs adviser, also
met government officials in Mexico City to discuss issues relevant
to the Scotch Whisky industry.
David Frost, SWA chief executive, said: "The Cooperation
Agreement with the Tequila Regulatory Council will help Scotch
Whisky and Tequila work together to improve market access for both
spirits and protect their reputation for quality.
"Mexico is an increasingly important market for Scotch Whisky -
exports reached £110 million last year and it is now a top ten
market. It is good to share the success of the industry with
a range of audiences in Mexico and discuss the importance of
protecting Scotch Whisky worldwide.
Duncan Taylor, Her Majesty's Ambassador to Mexico, said: "Mexico
is the UK's second largest trading partner in Latin America and is
a key strategic market for the UK. Scotch whisky is one of the UK's
fastest growing exports to Mexico, and I am delighted to see this
cooperation between the Scotch whisky and tequila industries, which
I am confident will lead to further growth in trade between our two
With media enquiries please contact David Williamson at the
Scotch Whisky Association on 0131 222 9226/07730 496 151 or email
The SWA is the trade body for the Scotch Whisky industry.
The CRT is the regulatory body for the Tequila industry in
Mexico. It protects and promotes Tequila.