​Scotland’s drinks industry is one of the country’s most important and recognisable sectors. It includes whisky, gin, beer, soft drinks and a growing number of independent producers, but reports of falling exports, reduced production, delayed investment and job losses have created an uncertain picture.

While different parts of the drinks industry are experiencing different conditions, Scotch whisky has been at the centre of many of these challenges because of its scale and importance to the Scottish economy.

So, what is happening in the industry, and how is the current market affecting recruitment?

A more challenging market

The latest figures from the Scotch Whisky Association show that global Scottish whisky exports fell by 1.8% in value and 4.3% in volume during 2025. Exports remained worth approximately £5.3 billion, but the decline followed another difficult year in 2024.

The performance of major international markets has been mixed. Exports to the United States, the industry’s most valuable market, fell by 4% in value and 9.2% in volume during 2025. France, Singapore and Taiwan also recorded declines. Single malt exports were particularly affected, falling by 6% in value.

The picture is not entirely negative. India, Turkey, Germany and the UAE all recorded growth in export value during 2025. Recent trade agreements have also improved access to several important markets. The UK–India trade agreement has reduced Indian tariffs on whisky from 150% to 75%, with further reductions planned, while China has cut its tariff from 10% to 5%. Tariffs on whisky entering the United States were also removed in July 2026.

How is the market affecting recruitment?

When a market becomes less predictable, businesses can become more considered about hiring with vacancies facing greater scrutiny before they are approved.

Across our conversations in the drinks sector, we have seen businesses place more emphasis on the impact a new employee will have. Employers want to understand how an appointment will improve performance and support a wider objective.

This means some businesses are prioritising replacement and business-critical vacancies rather than adding headcount. Recruitment processes can also take longer as additional stakeholders become involved, and businesses seek greater confidence before making a final decision.

However, difficult market conditions can increase the importance of certain skills. Businesses still need people who can reduce costs, improve productivity, protect quality and find new opportunities for growth.

Technical and quality expertise also remains essential. Regardless of wider market pressures, drinks manufacturers must continue to meet demanding safety, quality and regulatory standards.

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What are candidates looking for?

Experienced drinks professionals who are secure in their current roles may be more cautious about moving, particularly if they are concerned about the stability of the market.

Salary remains important, but candidates are also asking more detailed questions about why a vacancy has become available, the financial position and plans of the business, and what the role is expected to achieve.

This makes honest communication especially important. Businesses do not need to pretend that the market is easy or that they face no challenges. In many cases, experienced candidates respond positively when employers explain those challenges openly and demonstrate how the position will help address them.

What are we seeing at Alexander Steele?

Our experience suggests that drinks businesses are still willing to recruit when there is a clear need and a strong business case behind the appointment. What has changed is the level of consideration surrounding each hire.

"The Covid years created an unusual period of demand and growth across parts of the drinks sector, and what we're seeing now is a much more measured market. Most businesses aren't increasing headcount and are instead replacing key individuals as they leave.

There are also more strong candidates available than we've seen for some time, which means employers can be more selective. Industry experience remains important but hiring decisions are now driven far more by what a candidate can achieve, whether that's improving efficiency, reducing costs, developing teams or delivering commercial results."

Peter Hasson, Senior Consultant at Alexander Steele Recruitment

This environment can make recruitment more challenging. The person a business needs may not be actively applying for jobs, and experienced professionals may require a compelling reason to consider leaving their current employer.

A specialist recruitment company can help businesses understand where the relevant talent sits, how candidates are responding to the market and whether the proposed package and opportunity are likely to attract the right people. It also allows employers to reach passive candidates who may never see or respond to an advert.

What happens next?

The removal and reduction of tariffs in several important markets is encouraging, but businesses must still contend with changing consumer behaviour and uneven global demand.

Recruitment may remain more measured while businesses navigate the current conditions, but the need for strong people has not disappeared. In many cases, challenging markets make experienced leadership and specialist expertise even more valuable.

If your business is planning a critical hire within Scotland’s drinks industry, speak to Peter Hasson or another member of the Alexander Steele team to discuss what we are seeing across the market and how we can support your search.

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