Through the liquid sunshine: international whisky market structure and competitiveness

Purpose The purpose of this study is to analyse the whisky market in relation to international competitiveness and international market structure. Design/methodology/approach The study uses Herfindahl–Hirschman index and net export index to describe the international market structure, and revealed symmetric comparative advantage (RSCA) index to measure export competitiveness. In addition, it was developed this stability and duration through regression analysis, and used Kaplan–Meier estimator to characterize the competitiveness survival in international whisky market. Findings The results reveal that imports market structure remained unconcentrated and, on the other hand, exports market structure is highly concentrated. Concerning the trade characteristics, UK and Ireland have a strong tendency to export; Australia, France, Japan and Spain have a strong position on import and consumption; and Latvia, The Netherlands and Singapore to re-export. About the RSCA, UK, Ireland and Latvia have highest values. UK and Ireland are totally stable during the period analysed, and other countries such as USA, Singapore and Latvia also have a greater survival rate of RSCA. Originality/value This study provides a comprehensive and current analysis of the international whisky market structure and competitiveness, contributing to the analysis of the international market for products that have differentiation and focus appeal, such as whisky.