A varied category with a broad appeal

WHETHER it’s an after-dinner digestif or shots during a night out with friends, liqueurs and speciality spirits cover a wide range of occasions in the on-trade.

The category itself continues to evolve, both in terms of new product launches and serving styles – with a number of liqueur and speciality brands now actively courting the cocktail market.

Earlier this year Jen Draper of Global Brands, the company behind the Teichenné liqueur brand, said licensees should spare a thought for mixability when choosing which products to stock.

“Cocktails are set to be responsible for 10% of all on-trade spirit sales by 2020 and the opportunities for cocktail ingredients are limitless,” said Draper.

“As a result of this growth, liqueurs are becoming a large part of a bartender’s inventory. Growing in both value and volume in the on-trade, it’s crucial bar owners get the basics right to ensure they are able to meet this demand.”

Outside of cocktails, the general consumer trend towards exploration and seeking out new and unusual products is also said to be a factor in liqueurs and speciality spirits, with consumers said to be more willing to try new drinks than ever before.

Jägermeister continues to be the most popular liqueur/speciality brand in the Scottish on-trade, according to CGA’s figures, followed by Sourz, Baileys, Luxardo and then Amaretto Disaronno. Brands such as Southern Comfort and Edinburgh Gin’s Rhubarb & Ginger liqueur also have a significant presence.