Future prospects for the Scotch whisky industry rest in part on the ability of Scotch whisky makers to offer products viewed as approachable, understandable and relevant by consumers around the world. Yet many consumers around the world find the range and types of Scotch whisky daunting and confusing, relative to other drink categories. The Scotch Whisky Association (SWA) has made an effort to help limit consumer confusion in the labelling of Scotch whisky, but unfortunately a key aspect of their proposal will make matters far worse. The SWA has proposed that the UK government pass a law that would change the language of the category, and specifically to prohibit the terms

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