Preferences of Scotch malt whisky consumers for changes in pesticide use and origin of barley

► We analyse preferences of Scottish malt whisky consumers for further pesticide use restrictions and barley provenance. ► Preferences for pesticide use restrictions and provenance of barley used to produce Scotch malt whisky are heterogeneous. ► Because of limited demand for pesticide use restrictions, consumers alone are unlikely to drive sustainable production. ► Increasing or guaranteeing a '100% Scottish' product could be a plausible option for some producers in a competitive market. ► The scale-adjusted latent class model proved to be successful in uncovering preference and scale heterogeneity.