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Amy Hopkins

Why aged spirits should be wary of opaque low- & no-alcohol trend - comment

10 November 2020 | Amy Hopkins

The seemingly-unstoppable rise of the low- & no-alcohol movement has resulted in an abundance of new brands and line extensions. But, Amy Hopkins warns, aged spirits would do well to tread carefully, lest they lose the consumer's trust and respect.... read more

Why the latest sexism row will be a watershed moment for whisky - comment

15 October 2020 | Amy Hopkins

The recent campaign against Jim Murray's 'Whisky Bible' has shone a light on sexism in whisky, and there's no turning it off now. Brands will need to take a proactive, as opposed to merely reactive, stance to show that their condemnation of misogyny and commitment to inclusivity goes beyond lip service, says Amy Hopkins.... read more

How COVID is opening up aged spirits to a whole new world - comment

17 September 2020 | Amy Hopkins

The dizzying rise of digital communication and purchasing brought on by the coronavirus pandemic has the potential to revolutionise the aged spirits market in the long term. Category commentator Amy Hopkins explains.... read more

Why RTDs could spur the next wave of growth for whisky - comment

13 August 2020 | Amy Hopkins

The ready-to-drink category has emerged as the unlikely hero of the drinks world. Whisky - particularly Scotch - has been slow to capitalise on the trend, but a wealth of planned NPD could offer a lifeline for a segment that has famously struggled to connect with a younger audience. Category commentator Amy Hopkins investigates.... read more

Heritage is holding spirits brands back from progress - comment

16 July 2020 | Amy Hopkins

The Black Lives Matter movement has forced the drinks industry to take a long, hard look in the mirror. For this reflection to turn into long-term action and progress, however, it's time whisky and rum brand owners reassess their blind loyalty to heritage, writes Amy Hopkins.... read more

Why craft whisky/whiskey will never be the same again - comment

11 June 2020 | Amy Hopkins

The craft whisk(e)y industry is trapped in a vice, with pressure from the coronavirus pandemic and retaliatory tariffs deepening the cracks that have existed for some time. In her debut for just-drinks, dark spirits category commentator Amy Hopkins forecasts that the road to recovery will be long and hard, and only the strong will survive.... read more