Scotch exports hit an all-time high of $7.2 billion in 2013, and companies are directing their focus to the luxury market, particularly in China, where high-end Scotch sales rose by 41% between 2008 and 2013, according to Euromonitor International. Diageo's Johnnie Walker master blender Jim Beveridge, the distiller's sixth master blender since 1820, creates signature blends of Scotch that appeal to affluent consumers looking for a customized experience.

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