Comment - Spirits (White) - A Word with Woodard

Comment - Spirits (White) - A Word with Woodard

By: Richard Woodard

Resident columnist and spirits know-it-all Richard Woodard provides his monthly take on the latest in the global white spirits industry.



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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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?


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