QUALITY of experience as well as quality of spirit is likely to inform people’s drinks choices in the coming months.
That was the opinion of three different spirits companies, which said bar and pub customers are increasingly looking for something special as household budgets continue to be squeezed.
“There is a continuing trend for premiumisation across BWS within the on-trade specifically, with a deceleration in the gin boom and a move into more classic cocktails,” said a spokeswoman for vodka brand Dutch Barn Orchard.
“We are seeing consumers demand more from the drinking experience; consumers want more from the theatre of the serve, and more in terms of overall memorability.
“Premiumisation and quality of the spirit – regardless of the spirit – remains a trend that is ongoing.”
She added that ‘value choices’ are becoming a bigger factor in purchasing decisions across the board, with customers feeling like the brands and products they support are ethical and sustainable.
“Consumers want to make better choices,” said the spokeswoman.
“They don’t want to compromise on quality in doing so, they want to make sure their choices are ethical – and, importantly authentically ethical.”
That was supported by Raúl Blanco, country manager for the UK at gin producer Puerto de Indias, who said the drinks market across the UK “is a market where sustainability and green impact is very important”.
“However, when it comes to the end consumer, the presentation of the product, the packaging and the availability in great cocktail options is more important.”
While acknowledging the gin market in the UK has decreased from its peak a few years ago, the country remains “a huge market for the gin category”.
“In fact, it is the biggest market for flavoured gin in the world, with more than 22 million bottles sold in 2022,” said Blanco.
“Spain is the second with almost 10 million bottles.”
And Mikey Sim of Smokehead, the Islay single malt owned by Ian Macleod Distillers, said customers are increasingly wanting to “push the boundaries by experimenting with innovative spirits and ‘pouring less boring’, as we like to say”.
“At Smokehead we’re always looking to see how we can make whisky fun, putting a spin on the limitations or stuffiness associated with whisky, and encouraging more people to enjoy it,” said Sim.
“Sustainability also plays an important part, particularly in terms of reducing waste in preparation and garnish but customers seem to focus on this more so when making decisions in store – in bar, it’s all about the serve, excitement and taste delivery.”
And Sim reckoned that, as the focus on quality continues, the on-trade can be well positioned to capitalise on the demand for ‘less but better’.
“Pubs and bars offer a great opportunity to test the water and try something different before committing to a full bottle to enjoy at home,” he said.
