Cereal marketing firm HGCA is pumping £15,000 into schemes to drive British exports of single malt whiskies.
Single malt clubs run by Food from Britain managers in Italy, Portugal and Holland were established to boost single malt whisky sales with a raft of activities to raise the profile of the product.
Whisky accounts for over 70% of the total drinks exports from the UK, said HGCA British cereal products manager Rebecca Geraghty.
"Whisky is an important export commodity worth over £2.2bn each year. We are trying to promote a greater trend towards premium and single malt whisky."
FFB md for Italy Nigel Brown said the cash would fund tastings and distillery visits.
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