Jonny Forsyth
Jonny Forsyth is a Global Drinks Analyst at Mintel, monitoring and engaging with latest innovations and market developments in all alcohol and coffee categories.

As Burn’s night approaches my mind has turned towards whisky and the fact that I have an excuse to indulge in a few glasses of the stuff tonight. While I am a drinks analyst whose job is to know about different alcohol products, I’ve also hit that mid-thirties lifestage when I’ve suddenly become interested in beverages that never appealed to me before – especially discerning ones. And malt is near the top of that list, especially given my love of HBO series Mad Men.

Whisky Market Trends

In my experience, malt is desirable – even revered – among many UK drinkers (and certainly not just Scots) so I was surprised to find, when writing the Dark Spirits market report in August 2011, that supermarket sales had declined by 7% in the past year – particularly given that Jack Daniel’s is leading such impressive growth in the US bourbon/whisky sector.

When I think of my own experiences of buying whisky though I can’t say I am that surprised it is not performing better. Going to a supermarket, the choice of malts is endless and with bottles being around