A few quotes I found interesting:
- By far the most popular category of liquor in the world was vodka (3.7 billion liters), thanks to Russia's immense appetite for the stuff, followed by whiskey (2.1 billion liters).
- Sales of Scotch in China grew tenfold from 2002 to 2007.
- The U.S. is also, and somewhat surprisingly, the largest market for cognac. In contrast, the French, while embracing Scotch, have fallen most decidedly out of love with their own national spirit; consumption fell by 55% from 2002 to 2007 and now is just 1/20th of that of Scotch.
- The world's largest consumer of "Scotch" is India—the word is in quotes because 99% of it there is not produced by Messrs. Walker, Haig, and their Scottish friends, but a local spirit as often as not made from molasses rather than barley.