The Scottish island of Islay (pronounced Eila) is not only of sublime beauty, it is also home to 3,200 people, 30,000 sheep and nine whiskey distilleries. Distilleries like those of Lagavulin, Laphroaig or Bruichladdich are among the best in the world. This is how it should go on. In any case, three new distilleries have already been approved. No question, whiskey is booming. Not just on Islay.
As reported by the Scotch Whiskey Association, more Scottish whiskey was exported last year than ever before. In 2022, the value of exports increased by 37 percent to 6.2 billion pounds, i.e. the equivalent of seven billion euros. Scotch whiskey is becoming increasingly popular, especially in Asia. But more was also bought in many European countries, including Germany.
Whiskey is not only an enormous economic factor in Scotland, but part of the culture. “Freedom an’ whiskey gang thegither” was the motto of Robert Burns, Scotland’s national poet. Freedom and whiskey belong together. But now the distilleries believe that freedom is in danger. The reason is a threatening advertising ban for alcohol.
The Scottish Regional Government has a so-called consultation started, a public consultation that runs until March 9th. A sweeping ban on advertising is up for debate, and not just on billboards and in newspapers. For example, manufacturers of alcoholic beverages could be prohibited from selling promotional items such as glasses or T-shirts. It is also being examined whether breweries and distilleries will be allowed to sponsor sporting and cultural events in the future.
Highest death rate in Scotland
In any case, the government in Edinburgh sees an acute need for action. In 2021, the highest number of people in the UK have died as a result of heavy drinking, according to the latest data. Scotland had the highest rate compared to other parts of the UK. The regional government diagnoses on its website that “Scotland has a deep, long-standing and problematic relationship with alcohol”.
The politicians’ plans have alarmed the economy. In an open letter, several companies warned against destroying Scotland’s beverage industry. The tourism industry also fears massive losses. The Association of Scottish Visitor Attractions pointed out that the whiskey distilleries are real tourist magnets. “The distilleries are often in parts of Scotland that are quite remote,” said association chief Gordon Morrison, “they bring visitors.”
On Islay, the southernmost island in the Inner Hebrides, residents at least can’t complain that there aren’t enough tourists. The whiskey distilleries are a popular travel destination for people from all over the world. And so that they also have space, a subsidiary of the French luxury group LVMH, to which Louis Vuitton belongs, only bought a hotel on Islay in the autumn. It’s definitely not a coincidence. LVMH already owns one of the island’s most famous whiskey distilleries, Ardbeg.