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Whisky market marketing research Abstract
Whisky is one of the most popular high alcoholic drink in western cauntries. There are more than 300 whisky species, which are produced in Scotland, Irenlan, U.S.A, canada and Japan. Now we know 100 scotland wisky , The secrets of manufacturing technologytransfers from generations to generations and they protect and care this secrets. There are many reasons why customers buy whisky for example: for drink, for collection and etc. His prestige is due to popularity. Every day quantity of sold whiskies increase, this is a reason why this bachelor work is written about whisky market marketing research, i wanted to find out how georgian customers attitude with whisky and which whisky brands they prefer. Simon Burtchuladze
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1
1.1
- ( ). , . Aqua vitae Uisque baugh wisky. wisky , , ,,Whiskey , ,, (Scotch) . , . 40-50% . . 300- . : , , , , . 100 . . , : , , , , . , , , . . - , 90-95%-, . , . . , , . (). . . , 8 . (, ), , . . . . - , . (). - . . . 25 75 %-. . () . , . 3 . 20-25 . 8-12 . , . . , . ( ) , . . , . , 40 % , , . : () ; (); (). - , , . . . . . ,,Pure Malt , ). ,,Single malt , . , , . , : ) )( ), ( ); ( ); ( ). . ,, , , . longmorn - - . . . , , . - , ,, - ,, , , . . : , . . : , , _ . . 1909 , . = , . - . . . 30-40 5-7 . . . . , . ,, Premium ,,deluxe . . : , . , . . , . . 5-12 . . . . , . . : - , 50% . 2 . - 51 % . , . . , . - . , , , . . . . . (Rye Whiskey) - , 51%-, , . , . . , . , , , . . . .. , . . . . , , , , , , , , . , , , . , . . . , , , . . . . . , . 1.2
, . , . 2009 3%- 3,13 (4,85 ) . , 13%- 419 . , , , 1%- . , . , 25% , 80%- . Glenfiddich- 40 , . , 600 2600 . , . , , . , , William Grant & Sons- , . Jack Daniels -, 30 , . Jack Daniels - , 40 . 100 000 , . . - . , , . , . . . . . Drammie Awards . 6-6 . Mackinlay's"Shackleton" Rare Old Highland Whisky . . 49% , Duncan Taylor, Dewar Rattrey chiro. Johnnie Walker "The Man Who Walked Around The World". . . ,,Keep Walking. Laphroaig Quarter Cask-, Death's Door White Whiskey . William Grant&Sons Ltd , 35 . 12%- , , , . . Grants - . 4,7 . , , , . 2008 . : Jameson Irish Whiskey Rarest Vintage Reserve. , - . , 130 . 22-24 , . 46 . The Chivas Brothers - Royal Salute The Hundred Cask Selection - . 100 . , , . 25926 , . - . . . . , 1926 Macallan- 54 . 1986 . 20-30 . - , . 45 . 20 %- 54 . 6 , . . 102 729 . , . 70-100 . 1811 Grande Fine Champagne, , . 4-6 3600- . 2-3 . . 1749 . 25 . - II- - Crown Royal . . Crown Royal , . 1939 VI-, I- . Seagrams Crown Royal . 1951 . . The Crown Royal XR Extra Rare Heritage Blend. . , 24 . , - . , 10 . . , Connemara- Cooley Distillery Plc, . - Icons of Whisky 2007 . Cooley distillery- Middleton-, Pernod Ricard- Old Bushmills-, Diaego- s. Highland Single Malts SINGLE MALT , , . , , , . 10 . , - . , . (Grist) (Wort) . - 5-8 %- (Wash) . (Wash Still) Low Wine- 25-30 %- , (Spirits Still) 65-70 %- . , , , 50 %- . , ( ) . Single Malt- . , 40 %- . , 10-20 , 30-50 , . Diageo - Johnnie Walker (. 1.1), : , . Johnnie Walker .2010 Bagpiper 2011 McDowells No.1 Officers Choice . Jack Daniels : , . , . 30 1.1
(. 1.2) . , . , , 8 .
1.2
2 2.1 . . . , . , - . . . , . , , . , , . : . 4 : , , , . . (. ) 103 . - . , . , . , , .
2.2
. , 18 . , , . . .
.
30%- , 18-25 ,28 %- - 25-35 . 36-45 8%.45-60 25%, 9 % 61 .
2.1
76 % , 24 % 2.2
97% . 3 % - . 2.3
, , Jack Daniel's 16%, Dewar's 10%, Johnnie Walker 14%-Jameson - 7 %, Chivas Regal 10% -, Ballantines 9%, Grant's - 10%, Barclays - 9%, 6% Canadian Club -, The Macallan 7% 2% Teacher's Highland Cream .
2.4
18% , 15 % , , 26% , 41% .
2.5
, , 59 % , 14%-, 4%- - 23%-. , 5% - , 57%- , 34%-, - 4%-. 1%, 13%, 21%, 65%. 24 %, 4-4 %, 68%
2.6
71 % - , 25 % , , 2%-, 1 % , 1% .
2.7
38% - , , 18% , 44 %
2.8
12% , 54% - , 28 %- 6% - .
2.9
41 % - , 39%- , 14 % - , 4% 2% .
2.10
Jack Daniel's 81% , 15% , , 3% 1% . Johnnie Walker - , 71 % , 17 % , 1% 3% . Ballantines : 2 % , 4% , 44% 50 % . Chivas Regal -, . 1% , 3 % , 53% 43% . 2.11
: 20 % , , 30% , 38% , 6% 6% .
2.12
55% , , 45% .
2.13
, 6 , 22 %- Ballantines -, 23% Johnnie Walker-, 20 % Grant's -, 31% Jack Daniel's -, 7%- Dewar - . 7% - .
2.14
. 60 % 50 , 34% 51 150 , 5% 151 200 1% 200 .
2.15
. 9 % - 200 500 , 55%- 500 1000 , 30 %- 1000 2000 6%- 2000 .
2.16
40 % - , 9% . 2% - , 49 % .
2.17
10% 100 , 45 % - 100 130 .22%- 131 160 , 23 % , 160 .
2.18
, . , , , , . . , , , . , , , . . , . . , , Johnnie Walker - , , , . , . , , , , . , 18-35 , , . Jack Daniel's, Johnnie Walker, , 3 , :Chivas Regal, Ballantines Grant's. . , , , . . , , . , , .
1. - ,, 20032. / 2009.3. ; , , 20094. ; , 20135. , , .,, 6. The Millionaires Club 2012 www.drinksint.com7. ,,Health benefits of drinking whisky www.whiskyfacts.com8. ,, Keep walking marketing project www.brandingmagazine.com9. ,,Whisky www.wikipedia.org
1) :) 18-25 ) 26-35 ) 36-45 ) 46-60 ) 60- 2) :3) ?) ) 4) ? Jack Daniel's Dewar's Johnnie Walker Jameson Chivas Regal Ballantines Grant's Barclays Canadian Club The Macallan Teacher's Highland Cream 5) ?) ) ) ) 6) . ( 1-4 ) 1 2 3 4
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Jack Daniel's
Johnnie Walker
Chivas Regal
Ballantines
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