Scotch Whisky is the world's number one internationally traded spirit with exports worth almost £4bn annually. 36 bottles of Scotch Whisky are shipped every second to around 166 global markets, totalling the equivalent of 1.14bn bottles (70cl @40% ABV) in 2020. This is down from 42 bottles per second (a total of 1.3bn) in 2019.
Here are some examples of markets where the SWA and our member companies work to improve access to the market for Scotch Whisky.
India sees sales of more than 50m bottles of whisky every year, yet Scotch Whisky accounts for just 2% of the market. This is partly due to the 150% tariff applied by the Government of India, but the country’s federal structure also complicates the market for the industry with responsibility for alcohol devolved to individual states in India, creating in effect 28 separate markets each with differing regulations, taxes and restrictions.
Securing improved market access to India is the Association's number one trade priority.
With exports worth £1.26bn the EU is the largest single market for Scotch Whisky. Four EU member states - France, Germany, Spain and Latvia - are amongst our Top 10 export markets worldwide. Retaining frictionless access to the EU’s Internal Market post-Brexit and tackling existing or potential trade barriers in the individual Member States is a priority for the SWA.
Brazil is a top market for Scotch Whisky in Latin America, with 45m 70cl bottles exported to the market in 2020. Compared to other markets globally it is the 4th largest market by volume.
As the Brazilian economy has grown over the last decade, spirits consumption has become more diverse with categories such as cachaça and local brandy, whisky, and rum being supplemented with international products such as Scotch Whisky.
We believe Brazil has significant future potential for Scotch Whisky but there are still challenges. A complicated tax structure, high import tariff and a difficult import regime make trade a costly and bureaucratic process. Working to address these issues is a high priority for the SWA.
China is the largest spirits market in the world and is an important emerging market for the Scotch Whisky industry. The value of direct exports has grown from under £10 million in the early 2000s to around £107 million in 2020; with increasing prosperity, it has the potential to grow much more.
The import tariff is low at 5% but access can be complicated. The SWA works with the UK government and spiritsEUROPE colleagues to ensure that Scotch Whisky can be imported smoothly into China. Regulatory proposals can be varied and currently include a Harmonised Export Certificate, a company registration proposal and changes to the existing labelling requirements.
South Africa is one of our top 20 export markets and by far the largest market in Africa. Exports in 2020 were worth £75 million. The export of Single Malt Scotch Whiskies has risen in the last few years and they now constitute 4% of total export volume. Tariff-free market access has been maintained post-Brexit, however the removal of existing non-tariff barriers would improve the trading environment further.
Learn more about the importance of the Indian market for Scotch Whisky, and how the Scotch Whisky industry can benefit from a UK-India trade deal.
news & commentary
SWA welcomes UK-Vietnam trade agreement
The Scotch Whisky Association has welcomed the announcement of a trade agreement between the UK and Vietnam as good news for Scotch Whisky producers.
UK-Canada agreement good news for Scotch Whisky exports
The SWA's statement on the UK-Canada trade agreement.
UK-Japan talks can set tone for international trade ambitions
The SWA comments on the start of UK-Japan trade talks.
SWA comments on USTR tariff list
We are recruiting: International Director
SWA is seeking to appoint an International Director. The International Director leads the SWA's team that deals with the Scotch Whisky industry's trade and export market work. This team ensures that the Scotch Whisky industry has fair market access around the world and operates in a competitive global trade environment.
SWA welcomes US-UK spirits agreement
The Scotch Whisky Association has welcomed the US-UK Spirits Agreement which will protect Scotch Whisky, and other whiskies, in the UK and US markets post-Brexit.
SWA to join Prime Minister on first visit to Africa
Tax harmonisation in Turkey achieved
It may have been a long time in coming but finally, in early May, excise taxes for spirits in Turkey were harmonised. The same duty rate now applies to the Turkish national spirit raki as to Scotch Whisky.
Scotch Whisky industry to set out clear calorie information to consumers
The Scotch Whisky Association has welcomed joint proposals by European alcoholic beverage producers on how the industry will provide consumers with nutrition and ingredient information
Scotch Whisky Exports Analysis 2018
An analysis of exports data for Scotch Whisky in 2018.
Scotch Whisky Exports Analysis 2017
SWA Analysis of 2017 export figures for Scotch Whisky