97 results in the archive - showing page 1 of 4

Why COVID has prompted an RTD tsunami from spirits brand owners - comment 29 Apr 2021

Column: Comment - Spirits (White) - A Word with Woodard

Everybody's at it! Indeed, if you're in spirits and you haven't got a premix on your roster, you likely soon will. This month, category commentator Richard Woodard considers the why's.


Is Plymouth Gin the unluckiest spirits brand ever? - comment 23 Mar 2021

Column: Comment - Spirits (White) - A Word with Woodard

Our unaged spirits commentator is in gin again this month. Richard Woodard casts his eye over Plymouth gin, a brand with an enviable history - or an unfortunate one, depending on how you look at it.


Why Diageo is winning the slow-and-steady Tequila race - comment 23 Feb 2021

Column: Comment - Spirits (White) - A Word with Woodard

Even for a spirits category that doesn't like to hurry, Diageo's success in Tequila has taken a while. Finally, the dividends of this slow and steady approach are being realised. Category commentator Richard Woodard has advice for those who have been quick to judge.


What's coming up in unaged spirits in 2021? - Predictions for the Year Ahead - comment 28 Jan 2021

Column: Comment - Spirits (White) - A Word with Woodard

This month, our category commentators are lining up to share with us their thoughts on how 2021 will shape their respective sectors. Here's our unaged spirits expert, Richard Woodard, with his take on the year ahead.


How to tailor your spirits marketing to the consumer of today - and tomorrow - comment 26 Nov 2020

Column: Comment - Spirits (White) - A Word with Woodard

Virtue signalling is a very easy hole to fall down when it comes to marketing spirits brands - particularly today with the hyper-connected consumer. However, category commentator Richard Woodard believes he has found an activation that skirts the hole and ticks all the 21st Century spirits brand boxes.


Why copying gin's template for growth risks doing rum a grave disservice - comment 27 Oct 2020

Column: Comment - Spirits (White) - A Word with Woodard

Cross-pollination among spirits categories offers scope for innovation-led growth for brand owners. Indeed, this is a well-trodden path with many success stories. However, category commentator Richard Woodard believes rum brands must be way more selective in who they choose to ape if they're ever going to get rum to recognise its long-expected potential.


How to win in vodka in the US - A history lesson - comment 1 Oct 2020

Column: Comment - Spirits (White) - A Word with Woodard

Vodka is one of the most competitive spirits categories out there and only more so in the US. Want to get ahead? Well, according to white spirits commentator Richard Woodard, you'll have to look backwards to move forwards.


Will Diageo earn its gin wings with Aviation? - comment 25 Aug 2020

Column: Comment - Spirits (White) - A Word with Woodard

As the dust starts to settle on Diageo's announced acquisition of Davos Brands and its Aviation American Gin flagship, spirits commentator Richard Woodard surveys the wider gin category and sees Diageo playing catch-up. Will the move for Aviation plug Diageo's gin gap?


Why are spirits brand owners still getting women wrong? - comment 29 Jul 2020

Column: Comment - Spirits (White) - A Word with Woodard

The recent unveiling by Bacardi of its Plume and Petal brand backfired somewhat, with the group stirring up a social media storm with the lower-abv vodka. Spirits category commentator Richard Woodard thinks he may know what the problem was. Again.


How white spirits is trying to ride the hard seltzer craze - comment 25 Jun 2020

Column: Comment - Spirits (White) - A Word with Woodard

While brewers have been racing to enter hard seltzer, spirits brand owners have been slower to jump in, with some preferring to push their existing offerings' seltzer-related cues. Category commentator Richard Woodard considers how successful they've been, so far.


Why the spirits category offers hope for the on-premise - comment 26 May 2020

Column: Comment - Spirits (White) - A Word with Woodard

The coronavirus pandemic has decimated the on-premise around the world, with lockdowns leading to zero sales and furloughed staff in the channel. Those pubs and bars that will still be around as lockdown eases, however, could see consumers' stronger relationship with spirits provide a healthier - and sustainable - future. Spirits commentator Richard Woodard explains.


Why the gin category has Fever-Tree to thank for breaking the US - comment 30 Apr 2020

Column: Comment - Spirits (White) - A Word with Woodard

The hunt for good news at the moment is proving quite the challenge, but spirits commentator Richard Woodard for one is feeling positive. Whisper it, but could high-end gin finally be about to make it big in the US?


Why there must be more to your spirits brand than provenance and quality - Part II - comment 24 Mar 2020

Column: Comment - Spirits (White) - A Word with Woodard

Earlier this month, category commentator Richard Woodard set the cat among the spirits pigeons when he argued that there's more to a successful spirits brand than the traditional cues. Richard returns to our pages here with... more of the same.


Why there must be more to your spirits brand than provenance and quality - comment 5 Mar 2020

Column: Comment - Spirits (White) - A Word with Woodard

More than ever, the spirits industry is obsessed with buzzwords. In his latest outing for just-drinks, however, category commentator Richard Woodard suggests terms like 'provenance' and 'quality' play a smaller part in the consumer's decision-making process than we would believe.


What's coming up in white spirits in 2020? - Predictions for the Year Ahead - comment 28 Jan 2020

Column: Comment - Spirits (White) - A Word with Woodard

Rounding off our category previews for the year ahead is Richard Woodard, who runs his customarily expert eye over what we can expect to see in the white spirits space.


Why spirits brand owners should embrace the cross-category trend - Comment 28 Nov 2019

Column: Comment - Spirits (White) - A Word with Woodard

Time was when spirits brands were sacred cows, held in such high esteem by their owners that they were kept in their categories and only allowed out to play with either flavour extensions or add-on iterations. Times have changed, though, and white spirits commentator Richard Woodard believes there is little - if anything - to be concerned about by letting your brand venture a bit further.


The industry may be bored of gin, but is the consumer? - Comment 31 Oct 2019

Column: Comment - Spirits (White) - A Word with Woodard

As new gin brands are unveiled almost by the hour, we within the drinks industry could justifiably be growing somewhat tired of it all. However, spirits commentator Richard Woodard suggests that we first look over our wall, before we complain.


Why vodka's US woes could soon be drowned out by success elsewhere - Comment 1 Oct 2019

Column: Comment - Spirits (White) - A Word with Woodard

For the established vodka brands, the US has long been the outstanding market, initially driving the category's metoric growth but now accounting for much of its volumes. As the country remains key for vodka brand owners, category commentator Richard Woodard believes the rest of the world is fast catching up.


Why Diageo's Cuban rum play isn't enough to save the category - Comment 29 Aug 2019

Column: Comment - Spirits (White) - A Word with Woodard

Imitation, they say, is the sincerest form of flattery. More than a quarter of a century after Pernod Ricard signed its Havana Club joint venture with state-owned Cuba Ron Corp, Diageo has followed suit. The group's Santiago de Cuba agreement, announced earlier this month, is one of the most eye-catching spirits deals of the year - but it shouldn't distract us from the huge challenges facing the rum category, says Richard Woodard.


How the spirits category can make the most of less sugar - Comment 25 Jul 2019

Column: Comment - Spirits (White) - A Word with Woodard

As consumers demand to know more about what's in their food and drink, category commentator Richard Woodard believes the spirits industry is well-placed to capitalise on the public's cravings for less sugar.


Why gin needs stricter definition rules - and fast - Comment 2 Jul 2019

Column: Comment - Spirits (White) - A Word with Woodard

Against a backdrop of booming sales, the gin category has succeeded in jumping on the trend bandwagon. However, spirits category commentator Richard Woodard can see a problem looming for gin - a problem that needs to be resolved sooner rather than later.


Why pink is the biggest thing in spirits in 2019 - Comment 30 May 2019

Column: Comment - Spirits (White) - A Word with Woodard

Our white spirits commentator has spied a trend! Richard Woodard walks us through what everyone else is doing, so you can too.


Have international spirits companies finally got China right?- Comment 30 Apr 2019

Column: Comment - Spirits (White) - A Word with Woodard

Having witnessed international spirits brand-owners emerge from the Chinese roller-coaster in varying states of dizziness, category commentator Richard Woodard believes the likes of Diageo, Pernod Ricard, Remy Cointreau and Moet Hennessy are now sitting a little prettier in the front seats.


Why white spirits should follow brown and play the 'brand home' card - Comment 26 Mar 2019

Column: Comment - Spirits (White) - A Word with Woodard

While many brown spirits brand owners have made hay from creating 'homes' for their brands, the white spirits category may be missing a trick. Richard Woodard explains.


Has the gin ship already sailed? - Comment 26 Feb 2019

Column: Comment - Spirits (White) - A Word with Woodard

While the gin category continues to hog the drinks industry headlines, our white spirits commentator, Richard Woodard, has some sage advice for those interested in jumping on the bandwagon.


What's coming up in white spirits in 2019? - Predictions for the Year Ahead - Comment 29 Jan 2019

Column: Comment - Spirits (White) - A Word with Woodard

Rounding off our category forecasts for 2019 is Richard Woodard, who will guide us through his thoughts on what will shape the white spirits categories over the coming month.


Is craft spirits approaching a reset moment? - Comment 4 Dec 2018

Column: Comment - Spirits (White) - A Word with Woodard

The recent bankruptcy filing by Death's Door Spirits Co in the US has prompted spirits commentator Richard Woodard to look more closely at the craft end of the category. Is reality starting to bite?


Why spirits brands lists warn that the Chinese are coming - Comment 6 Nov 2018

Column: Comment - Spirits (White) - A Word with Woodard

This month, our white spirits commentator has been looking at lists. Lots and lots of lists. His findings, from a spirits perspective, suggest we should keep one eye on China's baijiu producers - and not merely for competitive purposes.


Why the usual vodka suspects will have to sit out the short-term in the US - Comment 2 Oct 2018

Column: Comment - Spirits (White) - A Word with Woodard

What are the prospects for vodka in the category's vital US market? Spirits commentator Richard Woodard takes us back, to look forwards.


Why is gin flattering to deceive in the US? - Comment 6 Aug 2018

Column: Comment - Spirits (White) - A Word with Woodard

Scanning just-drink's NPD section would suggest a new gin brand is launched every day. The segment is the place to be and everyone knows it. Except, it would seem, the Americans among us. Richard Woodard delves deeper into a market that is not performing for gin like pretty much everywhere else is.

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