2014 Review and Hopes and Fears for 2015: David Frost Scotch Whisky Association

Published: 31 December, 2014

David Frost, Scotch Whisky Association chief executive, reflects on the Scottish referendum and the increased investment in the sector, while hoping for an improvement in sales in 2015.

David Frost SWA's David Frost

David Frost, Scotch Whisky Association chief executive, reflects on the Scottish referendum and the increased investment in the sector, while hoping for an improvement in sales in 2015.

How was 2014 for you/your business?

I've enjoyed my first year working in the Scotch whisky industry as chief executive of the Scotch Whisky Association. It's been a very interesting year for the industry and Scotland and the UK as a whole. In the Scottish Referendum in September, the people of Scotland voted to remain part of the Union. We saw clear benefits with the status quo in a number of areas, including currency certainty, representation overseas and EU membership. The Association also appointed its new chairman, Pierre Pringuet.

What do you think were the most significant things that happened/ issues/trends that occurred in 2014?

The Scottish Referendum was clearly significant for the whole country as well as the industry.

There has been a lot of investment this year in the industry, with at least 30 new Scotch whisky distilleries being built or planned.

Our campaign in the run up to the UK Budget in March was successful with the excise duty escalator scrapped and duty frozen on spirits.

What opportunities are you most looking forward to working on in 2015?

We will be calling for a 2% cut in excise duty in the UK Budget in 2015.

I will be representing the industry internationally by visiting overseas market to help break down any barriers to trade.

What are the biggest challenges facing the trade in 2015?

Economic headwinds have hit our export figures so we will be hoping for an improvement in 2015.

Who are the people/companies/retailers to watch in 2015?

All our members!

What are you doing for Christmas and New Year?

Spending time with family and friends

What will be your favourite tipple over Christmas and New Year?

Scotch whisky - of course!

Favourite Christmas film?

National Lampoon's Christmas Vacation

Ideal day out over Christmas period?

A walk anywhere I can capture the spirit of Little Gidding, "When the short day is brightest, with frost and fire, The brief sun flames the ice, on pond and ditches, In windless cold that is the heart's heat."

What do you want most from Father Christmas?

An excise duty cut in next year's Budget!

New Year resolution?

Visit another two dozen Scotch whisky distilleries in 2015 as I did this year. (Even then it will take five years to get round them all).

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