Managing director of Elite Wine & Whisky, Nick Green oversees purchases, operations and heads up the company’s global strategies.
What does Scotch whisky have in common with Melton Mowbray pork pies and Whitstable oysters? They are registered on the U.K. geographical indication schemes. These GI schemes were set up by the U.K. government after Brexit to protect product names, specifically food, drink and agricultural products, that have a geographical connection and are sold in Great Britain. This summer, single malt Welsh whisky was added to that list; it’s the first spirit to receive GI status since the scheme was introduced in 2021.
As the founder of a business that specializes in Scotch whisky, I have seen firsthand how important it is to celebrate and protect a product’s provenance—not only to stop imitations and be used as a marketing tool but also to honor diverse nations, regions, production methods and the people behind the product. In an increasingly globalized world, where markets rely on global exports for everything from fruit and vegetables to specialty foods, there is increasing demand for further transparency on the origins of our food and drink comes from and the methods used to procure it.
The U.K. GI is a powerful tool that helps protect the integrity of traditional products, offers myriad benefits to qualifying businesses and shows that celebrating what makes your product unique is essential.
The Business Benefits Of The GI Scheme
From safeguarding cultural heritage to unlocking international markets, the U.K. GI scheme can play a pivotal role for businesses in increasing sales and driving awareness. In my experience, food and drink produced in the U.K. is often perceived, like many parts of our culture, as something rooted in heritage and craftsmanship—qualities that are much sought after and appreciated.
In attaining GI status, businesses can proudly associate themselves with their place of origin, a region’s distinct terroir and traditional know-how, and tap into the powerful allure of authenticity. Authenticity, in today’s consumer landscape, is more than just a buzzword; it is a driving force behind purchasing decisions. I find that customers increasingly seek out products that come with a story that evokes a sense of place and culture. The U.K. GI designation conveys this narrative and can help foster trust and confidence among consumers. Qualifying businesses can boast the GI logo on their products to let customers know they are getting an authentic, traditional item.
This boost in consumer trust is not just limited to domestic markets; it can extend globally. In foreign markets where British products might face stiff competition, the GI status can act as a seal of approval and help establish a strong foothold. I’ve seen how international consumers are often willing to pay a premium for products that are firmly rooted in tradition and culture. Thus, the GI label can be used as a powerful marketing tool.
Furthermore, unscrupulous producers both at home and abroad have been known to capitalize on the reputation of well-known products by producing knock-offs, something that is rampant in the whisky industry, as recently reported in the Telegraph (paywall). The GI status can safeguard against such practices, up to a point, by helping ensure consumers are not deceived by inferior substitutes. This protection is especially vital for small and medium enterprises that lack the resources to combat counterfeiters on their own.
For traditional businesses that have been passed down through generations, I believe the U.K. GI scheme can also promote and protect traditional knowledge and production techniques. This helps ensure the survival of unique products that might otherwise be lost in the vast sea of homogenized goods.
Considerations For Businesses
However, despite the benefits of the U.K. GI scheme, challenges remain. The process of obtaining GI status can be complex and time-consuming, especially for smaller businesses that lack the expertise and resources to navigate the application process. I believe the government and relevant authorities must continue to streamline and simplify the process to ensure deserving businesses can access the scheme’s advantages.
With that said, in my opinion, the GI shouldn’t be the be-all and end-all for businesses looking to celebrate their heritage and geography. I’d recommend any food and drink producer with an interesting story to tell about their product’s provenance to ensure it is put front and center when it comes to telling the brand’s story. With or without government-backed protected status, it’s clear that when brands clearly articulate transparency around the origins of their products, it can harness brand trust and help increase sales.
To ensure you’re putting your brand’s story front and center, I have a couple of recommendations.
• Transparency is key. Customers want to know who is behind the brand, what your brand’s values are and what you stand for. Make sure this is clearly and effectively communicated.
• Don’t be afraid to talk about the challenges and mistakes made along the way. No brand story is perfect. There are always bumps along the way. By showing a more human side to your business, your brand will appear more relatable.
By preserving cultural heritage, fostering consumer trust and safeguarding against imitation, the GI status empowers some of our most innovative and successful U.K. businesses to compete on the world stage. However, whether a business receives GI status, an essential strategy for success is embracing and promoting the uniqueness of our regions and their unique characteristics—this is what will help cement the future of our food and drink industry.
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