See it, tough it, hear it, smell it, taste it

Vivien Devlin appraises Scotland's massive contribution to the World economy - and while whisky, tartan and haggis play a part, there's much more

The new VisitScotland campaign is a particularly evocative phrase to woo people to experience Scotland. It also encapsulates the fine Scottish cuisine, drink and quality products which are exported to seduce the senses worldwide.

From tartan to technology, Loch Fyne Oysters to financial services, the Made in Scotland branding suggests professional quality based on tradition and expertise which is extremely competitive in a tough global retail market.

SMELL IT
Scotch whisky – uisge beatha, the water of life – is Scotland's major national asset and of vital importance to the UK economy. According to the Scotch Whisky Association the export market accounts for 90% of sales to 200 countries with a value of £2,295 million. Currently the most popular brand overseas is J&B, selling 6.5 million nine-litre cases last year. William Grant was one of the first distilleries to export malt whisky back in the 1960s, in particular the Glenfiddich single malt. Business has soared in recent years and William Grant is now placed 35th out of the top 100 British companies with the fastest-growing profits. But do you know which country consumes most Scotch whisky per person?

It may surprise you – the answer can be found at the end of this feature.

Across European bars today Scotch is seen as ultra-cool, exotic and very much a young person's drink especially in Italy and Spain, a market now being carefully targeted with the creation of an alcopop citrus drink, J&B Twist. Not for the whis...

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• By : Vivien Devlin
• In : Contemporary Scotland
• Issue : 3
• Page : 68
• Words : 1,532