A 37% percent increase in value to £6.2 billion. 1.67 billion bottle equivalents (giving an average value of £3.71 per bottle).

India jumps into first place in terms of the biggest export market by volume, but doesn’t make the top 10 for value. With the 10th most valuable market being Spain at £173 million, so even assuming that India is worth the same amount in value (£173 million) then this puts the Indian market at £0.78 per bottle equivalent, or, £0.078 per 100ml.

This got us thinking. How does that compare to the value of water. So a few clicks later on the website of Sainbury’s was all it took to find out.

At 7.8 pence per 100ml, Scotch whisky exports to India are worth less than water. Sure, this is slightly posh water at these prices, but when you consider that most water on sale in a UK supermarket comes in at around 5 pence per 100ml, which includes VAT, super market profit, wholesaler profit and brand profit – while Scotch whisky is exported taxes and duties free, it doesn’t really paint a beautiful rainbow from where we’re looking at it.

San Pellegrino (hardly the most premium water in the world) is only cheaper than Scotch exported to India because it’s on special.

Well here’s the info graphic from Mark Kent over at the SWA.

There’s a question we’d like the answer to.

Exactly how much was spent on Photoshopping Mark’s face on that infographic? When we compare his mugshot there, compared to the bulldog chewing a wasp on LinkedIn….we’re guessing it cost a stack of cash to fix him up.

If anyone has a copy of the invoice for the photoshop factory that was needed for these repairs, send it our way.

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