16 Food & Drink - World Class Scotland

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Creels
The nation with great taste
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Rowett Institute
The nation with great taste
James Withers, Chief Executive,
Scotland Food & Drink
The world now comes to Scotland’s table to sample
food produced to the highest possible standards
James Withers
In Scotland we are blessed with one of the world’s finest natural
larders. Scotland is truly a Land of Food & Drink. Yet it has only
been in recent years that we have started to fully appreciate it,
promote it and celebrate it. There is a real buzz in the sector.
Burgeoning public interest across Scotland in local produce
and a fast-growing reputation overseas are both fuelling
unprecedented growth.
Food and drink is the star player of the Scottish economy just
now. It is the best performing domestic sector and the fastest
growing export industry. In tough economic times, our talented,
entrepreneurial food and drink producers and manufacturers are
bucking the trend.
When industry body Scotland Food & Drink set an export target
of £5.1 billion for 2017 - 38% growth - it seemed ambitious. In
fact, it was reached six years early prompting the setting of a new
target of £7 billion by that same date. If achieved, exports of food
and drink will have almost doubled in a decade.
The French now buy our cheese, the Japanese buy our seafood
for sushi and the Chinese are even buying tea manufactured in
Scotland. Our reputation for clean air, pristine waters and world
class production standards are generating a growing army of
international followers.
Yet, it is at home where many of the opportunities to celebrate
our produce still lie. The emergence of more farmers markets and
artisan producers, alongside our world famous brands, speaks of
the momentum in the industry.
Eyes have already turned to 2014, when two of the greatest
sporting events on Earth come to Scotland. Industry and
government are working together to ensure we showcase our Land
of Food & Drink at the Commonwealth Games and Ryder Cup.
That will create a legacy which ensures quality food and drink
is integral to major events, tourism and society in
general in this country. It will strengthen the
foundation of success in recent years and
will ensure we reap benefits – whether
they are economic, social or healthrelated
– in the years to come.
[ WORLD CLASS SCOTLAND Food & Drink
[ In tough economic times, our talented,
entrepreneurial food and drink producers
and manufacturers are bucking the trend ]
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Bowmore Distillery
Whisky enters the Golden Age
Scottish distilleries are serving new global
markets as the world’s insatiable appetite
for Scotch whisky shows no signs of abating
[ The rising demand for Scotch in countries such
as China and Brazil has been put down to the
emergence of a younger, affluent consumer ]
Auchentoshan Distillery
The Scotch whisky industry is
one of the country’s biggest
earners, contributing vastly to
Scotland’s multi-billion pound
food and drink exports.
Worth £4.2 billion to the Scottish
economy - £2.9 billion from the industry
itself and £1.3 billion through its supply
chain - the industry is seeing record
levels of productivity. Research
commissioned by the Scottish Whisky
Association (SWA) released in January
2013 found that the industry is enjoying
a “golden age”.
The report attributed growth to
investment in new distilleries and
existing facilities, leading to increased
capacity and output, plus the
development of international markets.
In December 2012, the Financial
Times reported a booming export
market with demand in Latin America
and Asia fuelling growth. The rising
demand for Scotch in countries such as
China and Brazil has been put down to
the emergence of a younger, affluent
consumer.
Figures from the SWA on the export
market over the year to June 2012 show
an increase of 12%. The US continues to
be the biggest market with a significant
growth of 13% to £303 million.
Venezuela, the ninth biggest market,
recorded a growth of 31% to £42
million. Latvia and Estonia appear in
the top 20 for the first time signifying
an increase in demand from Russia.
Morrison Bowmore distillers has
recorded growth in all three brands:
Bowmore, Auchentoshan and Glen
Garioch.
Auchentoshan, the only triple-distilled
single malt whisky from the lowlands,
recorded particularly strong growth in
2012, both domestically and within the
global travel retail/duty free channel.
Targeted at a younger, more
discerning whisky drinker, as well as the
whisky enthusiast, the brand has created
a series of events, “Auchentoshan
Presents”, that engage this new target
market through music, fashion and
grooming. Focus expressions are
Classic and Three Wood. Key markets
are Taiwan, France, Canada, the UK,
Russia and the US.
Founded in 1779, Bowmore, the first
Islay single malt whisky, is a Top 10
global single malt which is enjoying
strong growth both domestically and
within the global travel retail/duty free
channel. The brand aligns itself with
foraging, food pairing and the
outdoors. Focus expressions are the
12-year-old and 15-year-old “Darkest”.
Key markets are the US, the UK, France,
Sweden, Japan, Taiwan, Germany and
Canada.
Glen Garioch, pronounced Glen
Geery and founded in 1797, is one
of the oldest remaining distilleries in
Scotland. The distillery lies on rising
ground at the picturesque town of
Oldmeldrum, just 17 miles north-west
of Aberdeen.
Glen Garioch was re-launched in
October 2010 with a core range of two
single malt whiskies - the Glen Garioch
1797 Founder’s Reserve, a non chillfiltered
single malt bottled at 48% ABV
and the Glen Garioch 12-year-old, non
chill-filtered single malt bottled at 48%
ABV after maturing in bourbon and
sherry casks.
Glen Garioch has enjoyed strong
growth since its re-launch focusing on
domestic markets such as the UK, the
US, France, Taiwan as well as the
global travel retail/duty free channel.
[ WORLD CLASS SCOTLAND Food & Drink
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[ Morrison Bowmore Distillers Ltd
Springburn Bond, Carlisle Street
Glasgow, G21 1EQ
Tel: 0141 558 9011
www.morrisonbowmore.com
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