Asia is taking over the world’s whisky market despite hurdles

Scotch whisky sales are booming in Asia, with the region surpassing the European Union as the largest buyer of the spirit. This growth comes as sales in established markets such as the US and Europe slow down. Major whiskey producers like Pernod Ricard and Diageo have invested in marketing and promotional events to educate and attract Asian consumers to premium spirits. The strategy has paid off, with Asia becoming the world's biggest consumer of all whiskies. However, potential hurdles like alcohol bans in India or government crackdowns on conspicuous consumption in China could hinder future growth.