UK Dark Spirits and Liqueurs Market Report 2024

This report examines the UK dark spirits and liqueurs market in detail. Exploring the wider market landscape in addition to granular consumer data, you’ll gain a wider scope of understanding of where the industry is at, and where it’s going.

UK Dark Spirits and Liqueurs Market – Current Landscape

Gifting is a notable occasion for dark spirits purchase, with 20% of adults having bought them for this reason in the six months to May 2024. However, consumers not feeling sufficiently knowledgeable about the category prevents dark spirits from achieving their full potential here, underlining the need for companies to offer more guidance.

The projected decline in the population of 20-34s over 2023-28 will erode category volume sales, as usage of both dark spirits and liqueurs peaks among under-35s. This dials up the need for brands to explore means to retain their relevance as users age.

Targeting at-home socializing occasions remains relevant for companies in the immediate term, given subdued real income growth and consumer confidence. Flavoured versions of dark spirits and dark spirits/liqueurs traditional to particular world cuisines attract significant consumer interest.

UK Dark Spirits and Liqueurs – Market Statistics

• Overall market growth: The UK market for dark spirits and liqueurs is projected to experience a 12% value growth from 2024 to 2029, driven by improving on-trade sales and inflation.
• Whisky market share: Jack Daniels remains the leader of the retail whisky segment, despite a sales slip in 2023/24 driven by steep price rises and a realignment of the American whisky trend.
• Consumer Preferences: Flavoured dark spirits are gaining traction, especially among younger consumers. About a third of drinkers, and 41% of those aged 18-34, are interested in flavoured versions of their favourite dark spirits.

UK Dark Spirits and Liqueurs Market Report – What’s Inside?

Key Topics Analyzed in the Report

• The impact of inflation and other external factors, including social and demographic trends, on value and volume sales of dark spirits and liqueurs in the on- and off-trade.
• Key at-home usage occasions for dark spirits and liqueurs, and the continued relevance of targeting at-home socializing occasions.
• The role of gifting in dark spirits purchase, and key factors prompting purchase for gifting.
• Concepts of interest in the dark spirits and liqueurs category, including interest in flavoured variants and products traditional to particular world cuisines.

Report Scope

Whisky is a spirit distilled from malted barley or other grain and typically aged in oak casks, which is produced in many parts of the world. Brandy is defined for the purposes of this Report to include only spirit produced from grape wine, but not products such as Calvados and Eau de Vie produced from apples, pears or other fruits. Dark/golden/spiced rum: Rum is distilled from molasses or sugar-cane juice, mainly in the Caribbean, although it is possible to produce it in almost any climate where sugar cane is planted. Liqueurs are alcoholic beverages of a base spirit flavoured with fruit, herbs, nuts, spices, flowers or cream.

Meet the Expert Behind the Analysis

This report was written by Alice Baker. Alice analyses and writes on the UK Food & Drink sector, having joined Mintel in January 2016. She has previously worked for the International Meat Trade Association and in local government. She holds a BA in History and an MA in History of Political Thought from University College London.

A focus on at-home socializing remains relevant amid subdued income growth. Brands cannot ignore low-/no-alcohol versions, given growing alcohol moderation.

Alice Baker
Food and Drink Analyst