Abstract

We examine the Scotch Whisky Association’s (SWA) role in protecting “Scotch whisky” between c. 1945 and c. 1990. Using new archival evidence, we demonstrate that the SWA intensively lobbied the UK government to achieve coordination between domestic and European regulations governing Scotch whisky and whisky. The SWA’s nonmarket activities were consonant with some trade associations but in other respects they were atypical. The SWA extended its activities to supranational bodies and engaged in extensive domestic and foreign litigation. The key message from this article is that the SWA built the world-renowned appellation “Scotch whisky” even though this marque was not registered as an appellation until the late twentieth century.

Highlights

  • The Scotch whisky industry is one of the UK’s key export earners, contributing £5.5 billion to the UK economy,1 and it underpins the international spirits portfolios of Diageo (e.g., Johnnie Walker Black Label) and Pernod Ricard (e.g., Glenlivet)

  • It has been suggested that trade associations were not actively engaged in political lobbying before 1945,30 but Tony Freyer notes that their involvement in politics was fostered by the Depression and the need to promote a coordinated and restrictive environment for business

  • This article contributes to debates on the nonmarket activities of trade associations by demonstrating how detailed archival research can inform debates on corporate political activity (CPA) in other disciplines

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Summary

Introduction

The Scotch whisky industry is one of the UK’s key export earners, contributing £5.5 billion to the UK economy, and it underpins the international spirits portfolios of Diageo (e.g., Johnnie Walker Black Label) and Pernod Ricard (e.g., Glenlivet). John Walker, a Kilmarnock grocer had “dabbled in whisky retailing through his shop” prior to his son joining the business in 1856 Within six years, they were selling half a million liters per annum, with the Red Label and Black Label marques created in 1908.6 George Ballantine and the Chivas Brothers were shopkeepers who created their own house vattings that became their brands, and whisky blender John Dewar was the first to sell branded whisky in bottles. By 1914 industry exports were some 39 percent of sales, the bulk of which was to the United Kingdom’s colonies and the United States.7 Their continued growth required protection from both domestic and international regulatory interference as well as from potential threats in markets where they were not in full control of their brands’ distribution, stocking, and pricing policies.

Scotch Whisky Order
Trade Associations in Historical Perspective
The SWA and the Protection of Scotch Whisky in Europe
Conclusions
Bibliography of Works Cited
Findings
Newspapers and Magazines
Full Text
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