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Beam Suntory expands Scotch footprint in India
Beam Suntory has expanded its offer in India with the launch of two peated single malts in the market – The Ardmore Legacy and Bowmore 12 Year Old.
Launched under its Peated Malts of Distinction portfolio, the whiskies join Islay malt Laphraoig 10 year Old, and signal the company’s continued committment to the India market, where it sees huge potential.
“We are confident that these three premium peated malts, The Ardmore Legacy, Bowmore 12 Year Old and Laphroaig 10 Year Old will stand out for their quality, unique flavour profiles and compelling heritage,” said Beam Suntory in a statement announcing their release.
“India is one of the world’s leading Scotch markets, and we expect these incredible brands to become exclusive and aspirational expressions in India.”
Currently, Teachers is Beam Suntory’s best-performing Scotch in the Indian market. However many producers are eyeing up the market as one of immense potential.
The Scotch Whisky Association (SWA) has already flagged India as the market with the most long-term potential for growth for Scotch whisky. Following the UK’s decision to leave the EU, the SWA has urged the government to prioritise a free-trade agreement with India.
“Brexit poses challenges and uncertainty but also brings opportunities if the UK can secure favourable bilateral trade deals with key export markets”, said David Frost, Scotch Whisky Association chief executive.
“India, for example, is a growing market for Scotch but we are being held back by a 150% import tariff. EU talks with India have proved challenging for a decade now and we hope the UK will now take a fresh approach to securing an ambitious trade agreement.”
Other markets flagged up by the SWA as having long-term potential for Scotch whisky, and targets for free trade negotiations, include China, Brazil and the wider Mercosur region of Argentina, Paraguay, Uruguay and Venezuela. Fast-growing emerging markets include Angola, Kenya, Nigeria, Burma and Vietnam, while Australia and Thailand were flagged as established markets where further growth was possible, if a free trade agreement was struck.