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MARKET SUMMARY

1.1 Introduction

Whisky is a type of alcoholic beverage distilled from fermented grains. Various grains (which can be malted) are used for different varieties, including barley, corn, rye and wheat . Whisky is usually aged in wooden casks, usually in calcined white oak. In addition to vodka, whisky is one of the most widely used spirits in the world . Great Britain and the United States are the world's leading whisky exporters Diageo, Suntory and Pernod Ricard are among the world's leading manufacturers. The spirits market is organised around two types of transactions: over-the-counter and stock market transactions. Statista estimates over-the-counter transactions at retail cost and exchange transactions at acquisition cost

Whisky has been consumed in different ways since its introduction to the present day. Originally, it was consumed dry or by adding sparkling water in Great Britain and the United States. It was not until 1860 that the first whisky-based cocktails appeared; they reached their peak in the 1920s. These consumption patterns were associated with almost exclusive use of blended whiskies and remained prevalent until the 1980s.

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