Abstract
SummaryIntense competition and low profitability in the home market provided a strong incentive for Scotch whisky producers to develop exports. By 1914 a world‐wide network of agencies existed. Exports developed without government assistance and faced few legislative impediments in recipient countries. Religious belief was a more potent barrier than tariffs. After 1918 the international spread of alcohol controls and tariffs forced the Scotch whisky industry to develop a collective response. The industry's response to prohibition in the United States, ‘the scheduled area’, reflected a concentrated industrial structure, lowered the risk of conducting business and simultaneously safeguarded quality. Scotch enhanced its reputation for quality and with repeal the industry was in a position to expand its market share, with government assistance.
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