Whisky 24/25: Sector Outlook
Creative flavour play, premiumisation and sustainability are the three core tenets driving whisky innovation. A complex and nuanced array of globally inspired, regeneratively produced and ultra-premium spirits is emerging to entice consumers in traditional whisky markets and beyond.
Geographically Inspired Spirits
Elevated Whisky Experiences
People- & Planet-First Whiskies
Distillers worldwide are adopting innovative cask finishes and global production methods to introduce whisky drinkers to exciting new flavours. Meanwhile, others are embracing local and familiar ingredients and spotlighting terroir. See Alcohol’s Product Development Roadmap: 23/24 for more.
Distillers worldwide are adopting innovative cask finishes and global production methods to introduce whisky drinkers to exciting new flavours. Meanwhile, others are embracing local and familiar ingredients and spotlighting terroir. See Alcohol’s Product Development Roadmap: 23/24 for more.
Summary
Geographically Inspired Spirits | Distillers worldwide are adopting innovative cask finishes and global production methods to introduce whisky drinkers to exciting new flavours. Meanwhile, others are embracing local and familiar ingredients and spotlighting terroir. See Alcohol’s Product Development Roadmap: 23/24 for more. |
Elevated Whisky Experiences | Consumer enthusiasm for rare whisky is soaring: globally, the category grew 373% in value in the past decade (Knight Frank, 2023). To pique high-net-worth individuals’ interest, distillers have crafted uber-rare whiskies. Elsewhere, they’ve created digital and real-life experiences to introduce imbibers to complex flavour profiles in immersive ways. |
People- & Planet-First Whiskies | Brands and organisations are taking a people- and planet-centric approach to whisky – think switching to more sustainable crops, experimenting with extreme climates, or challenging the stereotype of whisky being the reserve of male consumers. Consequently, innovators are paving the way for a more inclusive, equitable and eco-friendly industry. |
Whisky 24/25: Sector Outlook
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
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