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Eversheds comment: Falling Scotch whisky sales a timely reminder of need for strategy refocus

  • United Kingdom

    01-04-2015

    Commenting on falling sales of Scotch whisky, Parmjit Singh, head of the food and drink group at law firm Eversheds, says:

    "This news will send shockwaves through the industry after years of growth. It is a warning to the industry in Scotland that it cannot take its premium position for granted. It must now look to innovate the product, be more daring in its marketing in its traditional markets and look to sell in more emerging markets where more and more consumers are looking to enjoy luxury goods. For example, many countries in Africa now offer opportunities for growth. I would expect the industry to emerge stronger from this news over the coming years as it will be a timely reminder to refocus it strategy and efforts."

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