William Grant & Sons’ top UK spirits trends

18th July, 2016 by Amy Hopkins

Premium spirits sales grew 18.6% in the UK last year despite the decline of overall alcohol consumption, William Grant & Sons’ 2016 Market Report has found. Here are some trends that are driving growth in the industry.


These are the top trends William Grant & Sons believes are driving the UK spirits market

The report states that the premium spirits market in the UK is now worth £1.1 billion, equating 39% of total spirits growth, showing that “quality is winning over quantity”.

Volume performance has also started to “stabilise” in the on-trade, but value sales continue to grow well ahead of volume, the report claims.

“Consumers are continuously filtering through the noise and uncertainty of everyday life, and with more brands and experiences available to them ‘on demand’, it is no surprise that consumers are appraising their choices with more scrutiny than ever before,” said Gary Keogh, marketing director of William Grant & Sons.

“From the war on sugar, to the rise of abstinence or monitored intake as a lifestyle choice, we are also seeing the health rhetoric dial up in 2016 and brands are responding in force.

“As the expectation of brands reaches a new level, it is those who are able to communicate with real authenticity and involve the consumer in a unique, personalised brand experience that will win in the category.”

Described as a comprehensive appraisal of consumer behaviour and trends affecting the drinks industry, the report identifies a number of factors impacting the performance of spirits.

Click through to the following pages to discover which trends are now leading consumers’ spirit choices.

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