Whisky galore in the Scotch renaissance

The drinks group, Diageo, which produces Johnnie Walker whisky, plans to invest ₤100m in expanding its whisky operations in Scotland to meet demand from growing markets such as Brazil, Russia, India, China and Mexico.

Global demand for whisky continues to increase strongly, according to the Scotch Whisky Association, with exports rising by 4 per cent two years ago – the most recent figures available. The total value of Scotch whisky exports rose 4 per cent on the previous year. They reached ₤2.36bn, the industry's third-best annual performance.

However, whisky producer still have a problem in their traditional markets of Europe and North America, as middle-aged drinkers drink less because of concerns about health and higher taxes. A recent analysis shows that the ageing European population prefers both the more expensive products to drink at home and cheaper products which they can buy in supermarkets.

The Scotch Whisky Association said sales to China increased from film in 2000 to ₤46m two years ago.

'The economy is growing, and new consumers want to try top international products such as whisky.' Whisky sales to India were worth ₤25m, where consumer demand for Scotch 40 whisky was high.

Over to you

1. What is team working for you? Are you good team-worker?

2. Talk to someone you know who attends business meetings. Find out how they prepare for the meeting and what happens during the meeting. Tell the class.

3. When are you next going to plan an activity as a class, e.g. a class trip, an end-of-year party? When you plan it, hold a class meeting to decide what to do, like the ones in this unit.

4. Look at some newspapers or business magazines to find an article which gives the findings of a report. Make notes of the subject of the report, its method, procedure and findings. Tell the class about the report.

Check your progress

Topics

What is team working for you? Are you a good team-worker?

Tell how do you prepare for the meeting.

Tell how are you going to plan a trip, an end-of-year party?

Look at some newspapers or business magazines to find an article which gives the findings of a report. Make notes of the subject of the report, its method, procedure and findings. Tell about the report.

Key vocabulary

Use the dictionary and translate the following words. Memorize them. Be ready to use them in your answer

team resourceful to make decisions unselfish supportive agenda chairperson a particular point purpose participant give your opinion interrupt comedy game advertiser opportunity unprofitable average focus launch receive make money saving crash finance

commitment to solve the problem meeting note taker to remind discussion make a suggestion agree cartoon show research expansion previously passenger collapse know make supply stock market hire create quizzes unselfish mistake brand