As a curious fact for locals and strangers, despite its small size and population, Uruguay occupies a very prominent place in the consumption of whiskey in the world. In the next few days an event in Montevideo It will bring together specialists and enthusiasts of this drink.
“I would define it as a mature market, it is not by chance that we occupy second place in the world in per capita consumption, with 4.5 million liters of whiskey per year,” he said. Gabriel Perezcommercial manager of Fernando Garcia SA importer of several brands, Ambit.
“The reasons are multi-causal: cultural, traditional, supply, but one of the most important and simplest is the “stomach share“This is a good thing, it’s that, if we are such good whiskey drinkers, there is no capacity among our alcohol consumers to drink other drinks,” he explained.
“While it is true that beer and wine are the other two big players in the category of alcohol consumption in Uruguay and beer is the gateway to the initiation of consumption by the youngest, then as the years go by, they evolve to distillates, first mixed with soft drinks, juices or energizers and later in time they decant into the purest, best quality drinks, and thus many of us became enthusiasts of this nectar,” added the importer.
“It is also true that in recent years the cocktail sector, led by big brands, has been setting trends and whiskey is losing ground due to them. Single malt whiskeys represent less than 1% of whiskey sales in Uruguay”García pointed out.
“Uruguay It is the whiskey country par excellence of what it is Latin AmericaI would tell you about America. That is thanks to the first importers who, with their way of working, imposed this drink in the bars of Montevideo, mainly, and also in the interior. They were going around the bars inviting a very strong brand well known as the ‘Uruguayan Scotch’ which is Sandy Mac either Johnny Walker Red in its beginnings, where that generated a whiskey culture that to this day positions us in per capita consumption,” he said in this regard. Aldo Alariocommercial manager of Diageoone of the main companies that represents brands like Johnnie Walker.
“In N there is no barbecue or wedding if there is no whiskey, no, just as it happens in our neighboring countries like Argentinawhich is wine, or Brazil what is beer”, he pointed out.
For your part Gerardo FresiaCEO of Pernod Ricard, importer of Chivas Regal, Jameson, Ballantines, Royal Salute, The Glenlivet, Dunbar and Blenders, believes that “Uruguayan consumers are loyal to brands, but they are also willing to try new products and update their preferences.” “There is a trend towards premiumisation, driven by the availability and variety of whiskeys in the market,” he added.
The sommelier Richard Ausán Bran Ambassadorfrom the importing firm Wselect Brands, He stated that “there is a cultural issue that we really don’t know specifically where it comes from that makes whiskey a very important drink for Uruguayan consumption.”
“Here we consume whiskey and perhaps we do not have the best forms or manners of consumption in the sense that, for example, it is a drink with a high alcohol content, which at a party we generally drink quite a lot, we dance and then the next day they feel the effects of that alcohol consumption, which is a lot. That is why we have a culturally rooted consumption and it causes a lot of whiskey to be consumed, but generally it is a low value whiskey,” he assured Ambit.
However, the specialist clarified that “now much more is being consumed premium whiskey“People travel, they get to know each other, and there is a micro-niche of high-quality singlet malt and whiskey that is increasing more and more.”
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Ausán points out the Dumbar brand as the most consumed, especially in the interior of the country, especially due to its affordable price of around 620 pesos per liter. As for the best-selling Scotch, it is Vat 69, which costs 750 pesos. A premium whiskey starts at 3,000 pesos. “It is a matter of economic possibilities. In Uruguay, premium brands are for a micro niche market that can afford that product,” the somellier clarified.
A meeting for whiskey lovers
This Saturday the 18th 40th floor from to tower 4 of the World Trade Center It will be the scene of a meeting for whiskey enthusiasts. A new edition of theUruguay Whiskey Day“This time it will be especially exclusive, for only 300 attendees.
“This year we celebrate the third edition of Uruguay Whiskey Day with a different proposal than previous years. The only event of the category in our country is consolidating, gaining new followers and being a long-awaited event for fans of this distillate,” he said. Omar Inchuste, responsible for Catadores, an agency specialized in high-impact events in charge of the organization, Ambit.
“Quality and level are the hallmark of this event. Due to the location, the whiskey brands that will be present there in addition to the traditional ones from Scotland. Ireland, USA and Japanwe will also have expressions from Wales, England, Taiwan, India and of course Uruguay with the presence of the distiller Enrique Larnaudie which is presented with its Single Malt and its first Blend, made in the small distillery of Punta Colorada”added the alma mater of the event.
Source: Ambito
