For the better part of a decade, pub, bar and restaurant customers were said to be paying closer attention to the provenance of what they were drinking – the story, the ingredients, the production processes.
But with the UK in the grip of what one operator described to SLTN as ‘a recession nobody wants to call a recession’, is the general public as interested in local, Scottish products as they were a few short years ago?
The answer, according to a supplier, bar operator and brand owner, is a resounding ‘yes’.
In fact, Yasmin Reid of supplier Royal Mile Whiskies said that when budgets are stretched, if anything, ‘provenance matters more’.
“As customers become more selective with their spend, we’re seeing that they want authenticity, transparency and a connection to the products they choose,” said Reid.
“Scottish products have a strong advantage here. Whether it’s a distillery’s history, a brewer’s sustainability ethos or the craftsmanship behind the liquid, these stories add value, but the key is making sure staff are equipped to tell them. That’s what turns a good drink into a great experience.”
That was echoed on the operator side of the fence, with Louise Maclean of Signature Group – which operates more than 20 venues around Scotland – saying that provenance ‘remains a key driver for purchasing decisions, perhaps even more so during tough economic times’.
“As customers go out less often, they’re more intentional about those experiences – they want something that feels worthwhile, local, and meaningful,” she said.
“Supporting Scottish brands offers that emotional connection and sense of community. There’s also a growing awareness around sustainability and keeping money in the local economy, which plays into the hands of Scottish producers.
“While price sensitivity is definitely a factor, quality and value for money often outweigh rock-bottom prices – especially when framed as supporting homegrown talent.”
On the spirits side, Reid at Royal Mile Whiskies said the supplier was seeing increasing demand for products that ‘showcase individuality, especially through unique cask finishes and limited editions’.
“Names such as Glasgow Distillery, Gleann Mor and James Eadie are great examples of producers putting flavour first and knowing what their customers want to drink.
“We’re also seeing a real rise in interest across alternative Scottish spirits, especially in categories that wouldn’t have had much visibility a decade ago.
“The Scottish rum scene is hugely exciting at the moment, with producers like Ninefold, J Gow and Islay Rum offering high-quality homegrown takes on a traditionally tropical spirit.
“At the same time, more bars are exploring Scottish-made modifiers, with an increasing number of outstanding vermouths and liqueurs now being produced locally.”
And on the beer side, Maclean at Signature reckoned that although pints of lager remain a firm favourite with punters, there is also an appetite for ‘bolder, more flavourful alternatives’.
“Fruity and hop-forward IPAs are a firm favourite, with brands like BrewDog and Beavertown having paved the way for drinkers to explore more adventurous profiles.” she said.
“Provenance remains a key driver during tough economic times.”
“This has created a gateway for smaller Scottish breweries, like Cold Town, to introduce more experimental styles – hazy pales, double dry-hopped beers, and juicy session IPAs are seeing good traction.
“Sours are also gaining momentum, particularly in the summer months, when drinkers are looking for something refreshing, zesty, and a little different.
“Though still niche, when offered on draught they often sell out quickly.”
In terms of ranging, Maclean recommended stocking a core range of ‘well-recognised, trusted Scottish brands’, complemented by a rotating selection of ‘small-batch or seasonal releases to keep things exciting’.
“Focus on quality and provenance – consumers increasingly want to know where their drink is from and what makes it special.
“And don’t underestimate storytelling – a few well-chosen words about a brand’s origin, ingredients, or values can turn a good drink into a memorable one.”
The importance of product knowledge was underlined by Matt Hastings, blender at Scottish whisky distillery Nc’nean, who said that if a licensee has ‘gone to the effort of finding it, it’s worth the extra effort to make sure people know all about it’.
“As a producer myself, I can safely say that the people who make your products love to hear from you. Direct feedback from venues and customers is invaluable – it tells us what’s working, what’s not, and how we can improve,” said Hastings.
“But open communication isn’t just helpful for us; it can lead to very fruitful collaboration. This could be as simple as getting better pricing by ‘going direct,’ or as involved as developing a bespoke SKU for your venue – something unique and tailored to your operation that your customers can’t get anywhere else.
“By simply asking what’s possible, you not only gain access to great new products, but you also build a lasting relationship with the people behind the brand.”
