SB Picks: Top liqueurs trends

26th October, 2012 by Becky Paskin

The liqueurs category is stagnant, meandering along at a flat rate with no short term sign of major growth, but The Spirits Business has identified four liqueurs trends that will spark interest in the future.


Is the liqueurs category really all that boring?

Despite an overall 0.8% (Euromonitor International) uplift in volume in 2011 following years of decline, liqueurs is one of those categories that generally makes few headlines.

Perhaps one reason for its marginal growth in the past year is a resurgence in traditional cocktails and a rise in the number of high-end bars in cosmopolitan cities around the world serving them, but really the category as a whole has failed to excite even the most geeky of liqueurs anoraks.

“There is some momentum, but the key thing is that there is nothing extraordinary happening here,” says Spiros Malandrakis, alcoholic drinks analyst at Euromonitor International. “Although the growth figures are slowly moving in the right direction, it remains to be seen if the category can really catch up.”

But break the saturated category down into sub-sections and you’ll find glimmers of innovation, diversification and rebranding that look likely to shake up the dusty liqueurs market as we know it.

After all, for such a fragmented category it wouldn’t be fair to adopt a one-size-fits-all approach, which is why we’ve identified four liqueurs trends that are likely to make liqueurs the topic of conversation, and hopefully spark a little growth, within the foreseeable future…

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