Whisky 27/28: Sector Outlook
Published 26 June 2026
Whisky is expanding its cultural and commercial reach. New approaches to expanded flavour creation, discovery-enhancing packaging design and storytelling are making the category more accessible, while partnerships across fashion, sport and experiential sectors are reinforcing its lifestyle credentials. Alongside this, sustainability remains a key area of innovation, investment and differentiation.
New Dram Flavour Foundations
Whisky’s Lifestyle Lens
Sustainable Grains
Whisky producers are experimenting with new ageing techniques and cross-category blends to create complex and nuanced flavour profiles. Simultaneously, they are also redesigning packaging to make it more approachable, helping consumers decode the intricate, layered flavours found in whiskies. Read Alcohol Trends 26/27 for further whisky flavour innovations.
Whisky producers are experimenting with new ageing techniques and cross-category blends to create complex and nuanced flavour profiles. Simultaneously, they are also redesigning packaging to make it more approachable, helping consumers decode the intricate, layered flavours found in whiskies. Read Alcohol Trends 26/27 for further whisky flavour innovations.
Distilleries are collaborating with sports stars, fashion brands and game designers to frame whisky as a marker of luxury lifestyle and win over younger drinkers. These partnerships have produced compelling packaging designs, experimental varieties, co-branded apparel and even collectable board games. For further ways that food and beverage companies are flexing into the lifestyle space, read Bouncy Brands: Food & Drink Category Cross-Overs.
Reducing waste, slashing carbon-intensive energy usage and integrating sustainable agriculture methods continue to be key areas of focus for whisky brands globally. For more on how sustainability concerns are impacting consumer food and drink purchasing behaviours, read Meet the Eco-Active Consumers.
Whisky 27/28: Sector Outlook
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Whisky 27/28: Sector Outlook
Whisky is expanding its cultural and commercial reach. New approaches to expanded flavour creation, discovery-enhancing packaging design and storytelling are making the category more accessible, while partnerships across fashion, sport and experiential sectors are reinforcing its lifestyle credentials. Alongside this,...