Liqueurs and RTDs: Specialities stay strong

Liqueurs’ versatility key to success

The versatility of liqueurs and speciality spirits has contributed to buoyant sales

LIQUEURS and speciality spirits remain a lucrative drinks sector for Scotland’s pubs and bars.

According to CGA data, the category is the sixth-biggest in the Scottish on-trade in value terms, with sales topping £115.3 million, up from £114.9m last year – and a figure which puts the value of liqueurs and speciality spirits sold in bars ahead of the gin, rum and Scotch whisky categories.

And when it comes to the big-sellers in the category, it’s a case of ‘as you were’.

Herbal liqueur Jägermeister retained its top spot in the category and was ranked by CGA as the 20th most valuable brand overall in the Scottish on-trade. The liqueur is currently the focus of a raft of activity, including sampling in venues in Glasgow and Edinburgh and a recent cocktail competition at Glasgow’s Kelvingrove Café.

The rest of the ranking remained unchanged, with Sourz in second place, Diageo’s cream liqueur Baileys in third, Luxardo taking up the fourth spot in the category and amaretto-flavoured liqueur Disaronno retaining fifth place in the category.

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Amaretto Disaronno


No move in RTDs ranking

THE category may have seen a slight dip in sales, but there’s been shortage of activity around the ready to drink (RTD) brands of late.

WKD, which retained the category top spot, is the focus of a major summer campaign including on-trade sampling activity and a raft of consumer giveaways and competitions.

Elsewhere, the RTD ranking remained the same as last year, with Crabbie’s in second place followed by VK, Smirnoff Ice and Ginger Grouse.

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Smirnoff Ice

Ginger Grouse