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Single malt sales have dropped 40 percent from their 2022 peak, when a post-pandemic surge led to unprecedented levels of interest. Industry figures are quick to cite external economic pressures for the slump, but they’re far from blameless for the mess they find themselves in.
The Covid-driven boom came at the end of a decade of steady growth and amplified already unrealistic expectations. Whisky is notoriously difficult to forecast, and many producers were caught out by…
