William Grant & Sons’ top UK spirits trends

18th July, 2016 by Amy Hopkins

Identity and social currency

My-Identity---Sailor-Jerry-The-Ride-Following on from William Grant’s primary conclusion in its report last year, the group has once again emphasises a loss of loyalty among modern day spirits consumers. “Promiscuous consumer tendencies mean that brands must continue to evolve and innovate in order to remain relevant,” the report claims. Furthermore, a consumer’s choice of brand impacts their identity and how they are perceived by society. In particular, “the lure of new and what is ‘trendy’ have seen repertoires grow substantially, particularly among millennials”.

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