Scotch Whisky Makers Toast Growth In Brazil
10 May 2010
With over 41 million bottles shipped to the country, Scotch
Whisky enjoyed a record year in Brazil, consolidating its position
as the industry's seventh largest export market. As the market
expanded, an extra 14.8 million bottles of Scotch Whisky were
exported to Brazil compared to 2008. Brazil now accounts for nearly
4% of global exports of Scotch Whisky.
Building on this growth, Scotch Whisky Association officials
will visit São Paulo this week to promote new rules that govern
every aspect of the making, packaging and advertising of Scotch
Whisky. The new law protects the authenticity of Scotch Whisky from
copycat products and ensures consumers always receive clear
information on labels about what they are buying.
A reception to celebrate Scotch Whisky, and promote the new
rules in Brazil, will be hosted by John Doddrell, the British
Consul General, on Tuesday evening (11 May).
Gavin Hewitt, Chief Executive of The Scotch Whisky Association,
"We are delighted to visit Brazil, which is fast emerging as one
of Scotch Whisky's most dynamic and important export markets.
Growth of 56% last year demonstrated that more and more Brazilian
consumers are choosing to enjoy Scotch Whisky, a product of the
highest quality and authenticity.
"Our visit to São Paulo is also to raise awareness of Scotch
Whisky in South America. A new law passed last year helps us to
protect consumers from fakes that unfairly try to pass themselves
off as Scotch Whisky when they are not. New rules will also
guarantee clear and consistent labelling so that Brazilian
consumers always know exactly what they are buying."