the world's thirst for whisky

the world's thirst for whisky

Inside Europe | 16.04.2011 | 07:05

Rural Scotland is profiting from the world's thirst for whisky

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While wine-growing may transcend borders, the opposite is true for Scotch whisky. In fact, in order for the spirit to be called Scotch whisky, it must be made in Scotland. And when consumers think of whisky, they are clearly associating it with Scotland more and more as the country's whisky industry is in the middle of a boom.

While sales in traditional markets are still strong, emerging markets in Asia and Latin America are providing sustainable growth and encouraging tremendous investment by industry players. Laura Schweiger travelled to Scotland to find out why, when it comes to Scotch whisky, the world is thirsting for more.

Rural Scotland is profiting from the world's thirst for whisky