SWA targets Canada following CETA deal

The Scotch Whisky Association (SWA) will join the European Commission’s “high-level mission” to Canada as it looks to bolster Scotch whisky exports following approval of the EU-Canada Comprehensive Economic and Trade Agreement (CETA).

The Scotch Whisky Association will join the European Commission’s “high-level mission” to Canada

In February MEPs voted in favour of CETA, which aims to boost trade in goods and services and bolster investment. According to the SWA, benefits to the Scotch whisky industry include fewer internal trading restrictions; a “level playing field” for intellectual property rights for EU products in Canada; and the removal of the “market-distorting” effects of the Canadian liquor boards.

Trade bodies Spirits Europe and Spirits Canada will also join the mission, which will be led by European Commissioner for Agriculture and Rural Development Phil Hogan.

Exports of Scotch whisky to Canada are worth around £74 million by customs value per year.

“We are firm believers in open markets and removing barriers to trade across the globe,” said Siobhan Sellers, Scotch Whisky Association head of Americas market access. “This is an excellent opportunity to join European Commissioner Phil Hogan on this important mission to Canada.

“It is a chance for us to ensure the benefits of CETA quickly become a reality for the Scotch whisky industry.  The market access improvements contained within CETA will contribute to the economic growth of not only the UK, but also of Europe as a whole.”

At the same time, the SWA and Spirits Europe will also discuss issues of relevance in the US – the biggest market by value for Scotch whisky, with exports reaching £865m in 2016.

The spirits industry is the EU’s biggest agricultural-food export, worth approximately €10 billion globally a year.