台灣免稅市場威士忌銷售創業計畫 / Whisky business in Taiwan duty free market By Philip Chang Taiwan duty free whisky market total Scotland whisky consumption was 162K cases (Or 1.9M Bottles) in 2007, with 6% strong growth against 2006. Blended whisky has 68% share, estimated NTD3.8 billions market value; in contrast malt whisky has rest 32% share with estimate NTD3.9 billions market value. Total 2007 Taiwan DF Scotland whisky market value was NTD7.7 billions market value. PNP will entry Taiwan duty free market as a first step to build its business by introducing new whisky brands to the market. PNP aims to grab 2% whisky market share (NTD154 million) in 6 yrs. PNP will then move to next step to enlarge its business into great China region (China and Hong Kong), and the third step will to expand its business into Asia Pacific region. PNP is now found three potential new brands such as Balblair (Scotland distiller of the year 2008), Old Pulteney (Scotland’s most acclaimed independent bottler of single casks of rare malt whisky) and Port Charlotte ( New premium Islay whisky). PNP is now on the way to approach those three brands for dealership negotiation. Besides current three brands, PNP is also keep searching other potential brands to strengthen its product line.