William Grant’s top UK spirits trends

11th July, 2014 by Amy Hopkins

Liqueurs and Speciality


As a result of the cocktail boom in the UK, liqueurs and specialty brands have grown by £202m in the last two years. The category has seen extensive innovation in the period, with 36 new brands entering the market. Non-cream liqueurs has seen the most new brands launch driven by demand in experimental cocktails. There has also been an increase in the number of bars producing handmade bitters and flavoured ingredients. Liqueurs and specialities is the second largest spirits category in the UK on-trade, worth £1.2bn.


The liqueurs and specialities category has grown 4% driven by an increase in average in prices and account for 67.5% of all spirits sold – more than any other category. However, 43.2% of the category is sold in the 12 weeks leading up to Christmas. Almost 11% of sales in the category come from new products launched in the last two years, while there has also been an increase in the amount of lower ABV variants enter the marketplace.

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