Australian Whisky Industry Essay

Abstract The following research study is discussing the critical challenges faced by the Australian whisky industry. Today, the Australian whisky has its own identity and place in the whisky market of Australia. The industry is young and is currently operated on small scale basis. There is presence of imported brands that has saturated the industry. There are several challenges to the market due to changing consumer behaviour and focus on quality and innovation. The study aims at understanding the current situation of the Australian whisky market and critical challenges faced by the industry. Further, recommendations are given for the improvement and growth of the industry. Both primary and secondary methods of data collection have been used for obtaining relevant and authentic information regarding the research question. The survey through questionnaire and the literature review are taken as the
The distilleries are operated on small scale but the use of the ingredients and knowledge of the well established wine industry of the country is used for the development of this category of spirit in Australia. The use of brewer’s yeast, local peat specifically in case of Tasmania, and the use of wood which is sourced from the famous and recognized wine industry of Australia have given whisky the identity of its own in the market. The market is tiny and most of the distilleries are owned and run by family members, which means that the whisky industry is basically a family run business in Australia and has small scale operations.However, no matter how tiny is the production market is, every new whisky that is launched in the Australian market takes away the dominance and hegemony of the Scotch whisky, thus ensuring that the Australian whisky is having its own identity among drinkers in