Malt boom gathers pace in on-trade
Compiled by Joe Hyam
According to the latest market research, nearly half the fast-growing malt whisky market is in the on-trade. In 1994, this sector was worth almost £52m, compared with £69.5m in the off-trade.
The UK malt market as a whole grew by 11% in 1994 to achieve a £122m total.
The figures come from Seagram United Kingdom, which is in the process of launching its new brand, Glen Grant single malt Scotch whisky, in the UK. It is currently being test-marketed in Scotland. The UK launch follows the brand's success on the Continent.
The company projects the malt as "light not dark, clean-tasting and suitable to be drunk on its own or with ice".
It is further presented as a brand to expand the market which, apart from malt, includes premium whiskies such as Jack Daniels and Southern Comfort. When considered as a separate sector, malt and premium whisky account for 40% of spirits consumed in the on-trade.
Another new malt whisky launched by Seagram this year is its 18-year-old version of Glenlivet.
This comes in the wake of the success of the 12-year-old, which is claimed to have out-performed all other malts last Christmas.
