Development of Scotch Whisky

DEVELOPMENT OF
SCOTCH WHISKY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Macro-environmental analysis of Scotch whiskey as well as Brexit..........................................3
Key issues as well as choices faced by Scotch whiskey industry and UK.................................5
Impact of trade tension between UK and US on sale of single malt scotch whiskey.................6
Recommendations.......................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The development of Scotch whiskey took a drastic turn since the termination of UK from
EU referendum and thus have been affected to a great extent. Scotch whiskey is basically made
by from fermenting the malted barley as well as the resulted alcohol is then concentrated within
batch distillation in copper pots. Scotch whiskey is mainly made in the Scot land and thus is the
largest producer. The main aim of this report is to analyze the impact of Brexit on the scotch
whiskey industry and recommending the various strategies for compensating the various losses
of this impact.
This report gives a brief overview of macro-environmental analysis of Scotch whiskey as
well as Brexit, Key issues as well as choices faced by Scotch whiskey industry and UK, impact
of trade tension between UK and US on sale of single malt scotch whiskey and
recommendations.
MAIN BODY
Macro-environmental analysis of Scotch whiskey as well as Brexit
One of the most effective as well as well-known theory of global marketing is RESTEL
analysis. This is the framework which basically the framework which helps in analyzing the
various factors which impacts the organization or overall industry.
Political factors
The political factors mainly tax rate, tariffs, political stability etc. Politicians generally in
UK did not agree with the withdrawal agreement and Prime Minister generally failed to get the
agreement with RU through the parliament and was forced to resign. Later on conservative party
mainly led government but with small majority. This affected the Scotch whiskey industry in UK
to great extent as this withdrawal agreement with EU led to the political stability in UK. Due to
this political instability, it became difficult for whiskey organizations to internationally trade its
items (Holden, 2016).
Economic factors
The economic factors mainly consist of exchange rate, interest rates, employment ratio
etc. When UK decided to leave EU referendum then this eventually led to the high instability
within UK. European union is generally considered as second largest economic bloc across the
world and thus before the emergence of Brexit, the economic integration of EU and UK was
considered as the common market where there were no barriers for trading among the member