01 Aug Interview with Mark Kent, Chief Executive Scotch Whisky Association (SWA)
The Scotch whisky industry supports over 40,000 jobs locally and drove $7.3 billion in exports in 2024 alone, despite a 3.7% dip in value. What key factors have driven the rise in Scotch whisky exports in recent years and how significant is the industry as a pillar of the UK economy?
Scotch whisky is both a global and deeply local industry. We export to around 180 markets each year, with 90% of our production going overseas. Yet every drop must come from Scotland — it’s a protected geographical indication and deeply rooted in our communities across the country. This local-global blend is central to our identity. Whisky also drives tourism, with two out of every three visitors to Scotland visiting a whisky site, further supporting local economies. Storytelling and experiences are central to Scotch whisky’s appeal. Each distillery has a rich history, often set in Scotland’s most stunning landscapes like Islay or Speyside.
Scotch brings people together, it’s part of Scotland’s soft power. In my diplomatic career, I never met anyone who didn’t like Scotland. There is a genuine warmth toward the country and Scotch plays a big role in that. It’s a versatile drink with an unmatched range of flavor profiles across five whisky regions, combining deep tradition with innovation under strict quality standards. Simply put, it’s an iconic product from an iconic place.
How would you assess the current level of government support for the industry and what further legislative action is still needed to future-proof its growth? What core challenges are producers facing in 2025 and how are industry players converting these pressures into strategic gains?
Reducing bureaucracy and tax is welcome, but it won’t transform the industry on its own. Scotch is a major export bringing investment and over 66,000 jobs to the UK, 41,000 in Scotland alone. However, to succeed abroad, we need the right conditions at home. Right now, we face high excise duty — the highest in the G7 and fourth highest in Europe — which hits smaller distilleries especially hard. We are also navigating rising regulation and broader economic challenges. Despite recent fluctuations, Scotch continues to grow post-COVID. We have ambitious goals for sustainability and job creation, but short-term support from the government is essential to ensure the sector remains a key driver of the UK and Scottish economies.
We are an energy-intensive industry with ambitious sustainability targets, not just on carbon emissions but also on water use and land stewardship —core to our communities and production. Many of our distilleries are in remote areas, where infrastructure challenges, from transport to electricity, can be significant. Upcoming regulations — like extended producer responsibility and deposit return schemes — must be practical and workable. We are committed to sustainability, but need policies that recognize the realities of rural production.
Global trade is volatile and US tariffs have had a real impact, especially on smaller producers. The US is our largest market, worth nearly $1.3 billion annually and we share strong ties with the American whiskey industry. We also import over $400 million in US barrels each year to mature Scotch. Cooperation benefits both sides.
On alcohol regulation, Scotch is an iconic product made with care and meant to be savored. We actively promote moderation and responsible consumption and have seen real success doing so. In Scotland, our Made to Be Measured campaign helps people understand how much alcohol they are consuming, whatever the drink, by promoting clear guidance, like the UK’s 14-unit weekly limit. We support evidence-based regulation that encourages responsible drinking. What concerns us are poorly designed rules that may push consumers toward unregulated or unsafe alternatives. This isn’t just about Scotch, it’s a global issue affecting the entire alcohol sector. The key is finding the right balance: promoting moderation and supporting public health without unintended consequences.
The Scottish Whisky Association (SWA) plays a critical role in policy reform, global trade advocacy and sector-wide sustainability. Could you give the readers of USA Today an overview of the organization’s current role and responsibilities in supporting the growth of Scotland’s whisky industry?
The Scotch Whisky Association is over 110 years old, and I am its ninth chief executive. The SWA represents 92 members of all sizes across Scotland, covering about 97% of the whole Scotch whisky industry. Our work falls into three main areas: supporting members with technical and regulatory advice; shaping industry policy, such as sustainability guidelines; and advocating for Scotch globally, including on issues like excise duty. We engage with all levels of government — local, Scottish and UK — to ensure the industry’s voice is heard on everything from planning to trade agreements.
Exports make up 90% of our industry, so international trade is key. We have been closely involved in trade discussions with the US and India — where a new free trade agreement offers major long-term potential. Our main office is in Edinburgh, with a small team in London focused on UK government relations. We also engage globally to reduce market access barriers and highlight Scotch whisky’s contribution — not just through tax, but by supporting jobs, skills, tourism and hospitality. We are fortunate to have a dedicated team passionate about the industry’s impact in Scotland and the UK.
The SWA is pushing new reforms on excise warehousing, while also promoting knowledge exchange and R&D across its membership. What kind of support are small and mid-sized whisky firms receiving in 2025 and what’s being done to help them innovate, expand and remain competitive?
The Scotch whisky industry relies on a wide range of skills from production and engineering to marketing and hospitality, especially in visitor centers that support rural jobs. To help attract talent, the SWA runs Spirited Careers, a job platform for our members, many of whom also have their own training programs. We have a dedicated skills lead at SWA and work closely with the Scotch Whisky Research Institute on everything from sustainability to flavor science. Ensuring a skilled workforce is essential for the industry’s long-term sustainability, not just environmentally, but socially and economically too.
Our sustainability strategy has four pillars: emissions reduction, responsible land use — especially cereals and peat preservation — water stewardship and packaging innovation. Despite Scotland’s rainy reputation, water conservation is vital amid climate change. We have a dedicated team coordinating with members, providing guidance tailored to their size and focus, especially supporting smaller companies in meeting their sustainability goals.
How have global export markets evolved since the pandemic and what changes are we seeing in the way Scotch whisky is marketed and shipped internationally? How important is the American market for the industry?
We produce a premium, highly desirable product exported to around 180 markets worldwide. Scotch whisky sales grow as the global middle class expands and disposable incomes rise. Europe remains a key, stable market, especially France, Germany and Spain, while Asia is rapidly growing. India, the world’s largest whisky market, accounts for only 2.5–3% Scotch consumption, but offers huge potential. The new free trade agreement with India sets a long-term path to grow alongside its premiumizing market through reduction of the current 150% tariff.
In South America, Brazil is a key market where we secured geographical indication protection last year, an important milestone. Our largest market by value remains the US where sales are steady but tariffs are a concern. The current 10% tariff costs us an estimated $5.3 million in exports each week, risking long-term market share and impacting producers of all sizes
What’s your final message to our readers?
We are confident in Scotch whisky’s long-term global appeal. It’s a remarkable product with a rich story. We hope US consumers continue to enjoy it and visit Scotland, where it’s made. While we remain resilient, we ask our government to recognize our contribution and support us through the near-term challenges ahead.