Dark Spirits - Europe - September 2011
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Manufacturers need to address the change in drinking habits, which is expressed in a shift from quantity to quality, and from drinking ‘neat’ to mixing. Making premium drinks, such as whisky and brandies, more accessible to young audiences is a growth path for dark spirits to explore. These avenues have proven successful for rum and bourbons.
“In volume terms the dark spirits market has suffered more than white spirits. However, the market has responded well to premiumisation and this can help dark spirits manufacturers weather the economic storm. In the long-term, however, more essential changes need to be made to open up dark spirits to different age ranges and demographics. Whiskey, in particular, needs to relax its image, taking it away from a connoisseur’s drink and turning it into a fun, accessible product that can be mixed with soft drinks.”
– James Manley, European Food and Drink Analyst
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