Consumer Confidence

The long-term economic sustainability of our industry depends on consumer confidence in the safety and authenticity of our products. We continue to develop tools to further enhance our ability to detect counterfeits, protecting our members from the financial and reputational impacts of these products. We maintain a scientific evidence base to identify counterfeit products that combines the analytical profiles of authentic Scotch Whisky and our knowledge of its production process. We also evaluate new technologies and approaches for authentication. We carry out work to identify and evaluate potential or perceived risks to consumer health or product quality in genuine products, which would have a negative impact on sales if not anticipated and addressed. Where necessary, research is initiated to mitigate identified risks.