Single malts (distinctive products of individual distilleries, rather than mixtures of whiskies from different sources) accounted for only 3.7% of world Scotch consumption in 1995, but this was up from 0.7% in 1975.
For the last three years the French wine and spirits giant, whose portfolio includes Absolut vodka, Chivas Regal scotch and Malibu rum, has invited an up-and-coming fine art photographer to shoot a series of portraits for its annual report, building a one of a kind collection in the process.