fromElite Traveler
2 days agoScotch Has Lost Its Way. Can It Come Back?
The Covid-driven boom came at the end of a decade of steady growth and amplified already unrealistic expectations. Whisky is notoriously difficult to forecast, and many producers were caught out by the sudden spike in demand. Secondary market prices subsequently soared, and several major brands tried to capitalize by ramping up production and raising prices to match auction values. Both moves have proved costly.
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