An exploration of the current and future importance of Marketing within the Scotch whisky industry, with a focus during the projected growth trajectory
Purpose: The purpose of this research project is to explore the current and future importance of marketing within the Scotch whisky industry and highlight particular interest in the emerging consumers and markets of the product and how companies are best serving them. This project will offer insight from global brand managers and marketing directors of large Scotch whisky producers. Methodology Primary data for this research project was gathered through qualitative methods, semistructured interviews were deemed most appropriate due to the nature of the project and the rich data it provides. The depth of data within a semi-structured interview enabled the researcher to create discussion within the project. 2 Semi structured interviews were undertaken with a global brand manager of a Scotch whisky brand and a marketing director of a boutique whisky producer, both located in Glasgow. Findings The outcomes of this project suggest that marketing plays a significant role in the growth, development and innovation of the current Scotch whisky industry, providing strategic direction. The future of the Scotch whisky industry could well be shaped by the role of marketing and how well they introduce new products to new, younger consumers, and emerging markets. The level of spend on marketing appears to be reducing within the industry. Research Limitations Time constraints were a limitation of this research project, managing the time between doing the interviews and writing up and concluding the results could have had more time invested, if possible. The number of participants during the study could have increased, providing more in depth data for the researcher to interpret. Due to a lack of marketing contacts in this particular field it meant the number of participants was limited to 2. Originality Marketing is widely researched topic and there is a wide span of literature surrounding the topic. However, the amount of literature concerning both marketing and Scotch whisky is fairly limited, this paper tries to create an understanding between the two.