Blog: Which spirits category is the next big thing?
Lucy Britner | 13 May 2016
Drinks companies spend a lot of money on trying to predict trends. At last night's Worshipful Company of Distillers City debate, any strategists in the audience got a bit of forecasting for free.
The panel, which was made up of Nomura analyst Ian Shackleton, Craft Distilling Expo founder David T Smith, Chivas Bros CEO Laurent Lacassagne, Brown-Forman's chief brands & strategy officer Lawson Whiting and Adnams distiller John McCarthy, told the audience what they thought would be the "next big thing".
Unsurprisingly, Adnams' McCarthy (who makes lots of gin, among other things) plumped for gin, which he hopes will continue to grow for "several more years".
Next to answer, Whiting said that apart from whisk(e)y, "gin has the most potential in the US market", where it "hasn't been a great category". A gin purchase on the cards for B-F, perhaps?
Meanwhile, sticking to home turf, Smith said: "I think that we'll see four or five English whiskies come online in 2018. I think there will certainly be a bit of buzz around English whisky around then."
Also unsurprisingly, whisky was on the Chivas Bros' CEO's mind, though probably not English whisky.
"Whisky is a very strong trend," he said. "All emerging markets are whisky markets - India, Africa, South America, Asia."
Ian Shackleton, however, plumped for rum. His reason? The potential for Cuban brands when the embargo with America is lifted.
Poor old vodka didn't even get a mention.
Heineken is known for its flashy adverts. Now the brewer has given the star treatment to a new recruitment drive with a glamorous and highly-persuasive ad that, quite frankly, had the staff here at...
Move over iPhone 7 headphones-gate, there is a new Apple product causing a stir. Or a shake. Or just a shot....
Charter Brands has released its first new product since the launch of Langley's No 8 three years ago...
I was full of questions yesterday when reading our news story about Bacardi's Martini Smart Cube. An ice cube-shaped device that can provide real-time information about its consumer? How? What? Why? H...
Conecuh Ridge Distillers has launched an extension of its Clyde May's US whiskey brand, with a limited edition cask strength iteration rolling out across the US next month....
News reaches us today of what has been heralded as the "world's most daring whisky challenge". The Ultimate Ardbeg ARDventurer has been launched this week with an inaugural three-day camping trip....
- It isn't just men who like beer - Comment
- What do US wholesalers think of spirits trends?
- How the craft economy is loosening alcohol laws
- Why sports drinks fail to ride the Olympic wave
- How soft drinks can exploit alcohol's loss
- Diageo merges US, Canada spirits units
- Johnnie Walker's Bourbon bent "coincidental"
- Diageo investment paying off for Captain Morgan
- Diageo job cut figures "likely overstated"
- "We're not complacent about Brexit" - Diageo
- Global gin insights - market forecasts, product innovation and consumer trends
- The Next Seven Big Beverage Markets
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends