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Academic Year
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2016/2017
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Program
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Msc Wine Management
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Submission date
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January 10th
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1
PROFESSIONAL THESIS
Student's Name & First name: BOUCHARD
Antoine
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Thesis subject and Tutor's comment:
Is there a move away from wine to whisky in the European
market?
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Professor Tutor's Name, First name: CROUCH
Roberta
Mark .../20
2
ACKNOWLEDGMENT
I would first like to thank my tutor Professor Roberta Crouch
of the School of Wine and Spirits Business. The door to Roberta Crouch office
was always open whenever I ran into a trouble spot or had a question about my
research or writing. She consistently allowed this paper to be my own work, but
steered me in the right direction whenever she thought I needed it.
I would also like to thank one expert who was involved in my
research project and whose help has been very valuable: Professor Michael Moss
of Northumbria University. Without his incredible knowledge about history and
whisky, his passionate participation and input, my research would have not been
complete.
My sincere thanks also goes to Professor Pierre Joulié,
Head of the Msc Wine Management Program at the School of Wine and Spirits
Business, whose passion and endless dedication for the Msc WM is astonishing
and enable students like myself to spend a memorable year. I am gratefully
indebted for his commitment and support throughout my studies.
To my girlfriend, thank you for reading, offering me advice
and supporting me through this adventure.
Finally, I must express my very profound gratitude to my
family and especially my parents for providing me with unfailing support and
continuous encouragement throughout my years of study and through the process
of researching and writing this thesis. This journey would have not been
possible without them, they have always been here to support me emotionally and
financially as well. They never stopped believing in me and always wanted the
best for me. They gave so much of their time, energy, always showed what it
meant to be dedicated and I am forever in their debt.
Thank you,
Antoine Bouchard
3
ABSTRACT
The purpose of this thesis is to answer the following question:
Is there a move away from wine to whisky in the European market?
This research fits into a perspective of studying the consumption
of wine and whisky in this market.
The first stage if this article is giving an overview of wine and
whisky consumption in the Old and New world with trends of the past 5 years,
taking into account the production evolution. The second stage is focusing on
the worldwide whisky market: production methods, labelling and market
trends.
The third stage is presenting the analysis of around 150
responses to a specific questionnaire, allowing us to get a more in depth view
of the wine and whisky market.
The final stage aims to discuss about the overall results and
future tendencies.
Key words: wine and whisky consumption, European market,
quantitative research, Old world, New world, wine and whisky trends.
4
TABLE OF CONTENTS
Acknowledgments 2
Abstract 3
Table of Contents 4
Introduction 5
Literature review 6
I- European Wine & Whisky markets 7
1) Old & New World Wine & Whisky consumption 7
2) Focus on the European market 11
3) Trends and changes during the last 5 years 16
II- Worldwide whisky market 23
1) Overall picture, main producing countries 23
2) «The Judgment of London» - Scotch vs Japan 26
3) New incomers 28
III- Questionnaire 33
IV- Discussion 48
1) Market trends conclusion 48
2) Consumer trends and expectations 53
3) Where are the Wine & Whisky markets going? 57
Conclusion 62
Bibliography 63
Appendices 78
5
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