How will new Scotch Distilleries survive?

Over 30 new scotch whisky distilleries have opened in the last decade, a 30+% growth, but how will these new distilleries make a name for themselves and find a place in the market with so many established brands? The Whisky Rant Podcast Ep 58. Isle of Raasay (46.4%) Rob: 84 Jeremy: 82 Kingsbarns Dream to Dram (46%) Rob: 87 Jeremy: 88 Kingsbarns Balcomie (46%) Rob: 78 Jeremy: 80 Clydeside Stobcross (46%) Rob: 86 Jeremy: 86 Wolfburn Aurora (46%) Rob: 80 Jeremy: 80 Ardnamurchan AD 02.22 (58.7%) Rob: 86 Jeremy: 87