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In 1823, the Excise Act changed the landscape significantly, legalizing whiskey production under regulated licenses, thus allowing the industry to flourish. Queen Victoria and her husband Prince Albert’s patronage of whiskey led to its resurgence as a mark of social status among gentry, creating a new demographic of whiskey enthusiasts and drinkers.
Marketing and Popularity Surge
The 19th century marked an era of growth for Scotch whiskey. As Europe faced a crisis with grape vines due to phylloxera, whiskey filled the void left by the wine industry. In this booming atmosphere, distillers began innovating their marketing strategies, emphasizing the Scottish heritage of their products, often employing tartans and traditional symbols in promotions.