Blog: Lucy BritnerWhich 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. 
 

Sectors: Spirits

BLOG

Non-alcoholic beer fails the Bernstein challenge

Crazy days in the Bernstein offices. Taking time out from being one of the world’s top beverage analysts, the Bernstein team, lead by its London-based veteran Trevor Stirling, held its very own taste ...

BLOG

AG Barr launches Funkin innovation search

AG Barr has lined up a Funkin campaign in the UK to find an 'innovation champion'. ...

NEWS

William Grant & Sons highlights consumers’ DNA blend in Tullamore Dew global activation - video

William Grant & Son has tapped into the growing personalisation trend with its Tullamore Dew Irish whiskey brand, creating a branded DNA kit to encourage consumers globally to "uncover their own uniqu...

BLOG

Are you a beer geek? Take the Brewdog quiz and find out

Brewdog, the Scottish craft brewer, likes to claim its drinkers are some of the most knowledgeable around....

BLOG

The (temporary) return of Paul Walsh to the drinks debate

Paul Walsh just can't stay away from the drinks industry....

just-drinks homepage



Forgot your password?