Scotch whisky joins forces with Tequila

The Scotch Whisky Association has signed a cooperation agreement with Tequila’s regulatory body to help the mutual protection of the two spirits, as Mexico becomes a Top Ten market for Scotch.

Senior figures in the Scotch Whisky Association (SWA) signed the agreement during a visit to Mexico this month. The visit was also aimed at further promoting Scotch Whisky in Mexico. The country is now the ninth largest overseas market for the SWA, with exports growing 20% last year alone to £110 million. Scotch whisky makes up 8% of all UK exports to the country, as Mexican consumers continue to embrace international drinks brands.

The Cooperation Agreement was signed with the Consejo Regulador del Tequila – the Tequila Regulatory Council (CRT) at a meeting in Guadalajara.  The agreement will encourage greater co-operation between Scotch Whisky and Tequila in areas such as fair competition and the promotion of responsible drinking.

David Frost, SWA chief executive, said:  “The Cooperation Agreement with the Tequila Regulatory Council will help Scotch Whisky and Tequila work together to improve market access for both spirits and protect their reputation for quality.”

He added: “Mexico is an increasingly important market for Scotch Whisky – it is now a top ten market.  It is good to share the success of the industry with a range of audiences in Mexico and discuss the importance of protecting Scotch Whisky worldwide.”