Spirits were less affected by the pandemic than other alcoholic drinks. During 2020, there was a slight fall in volume sales, with volume sales shifting to retail channels.
Gin was the best performing spirit in 2021. This segment has the highest penetration of new brands and flavours and there were further products launches in 2021, such as the Greek gin brand Votanikon with Mastiha and chamomile tea, and distributed by Delion.
Premium and economically-priced spirits performed better than mid-range. Within the premium segment, single malt Scotch whisky performed well, as consumers treated themselves, as they had to forego foreign holidays.
Volume growth will be muted over the forecast period. The on-trade channel will take time to recover and growth within the off-trade will slow, after the pandemic boost.
Over the forecast period, the fastest developing spirits will be the English gin, bitters and single malt scotch whisky, followed by tequila, rum, and aniseed-flavoured spirits. Within gin, new exotic flavours such as oriental spices, Sichuan pepper, fruits and herbs will appear on shop shelves.
Alcohol-free spirits will gain value share, though from a very small base. Coming out of the pandemic, people will want to socialise but to drink healthily This applies to younger people in particular, who drinking less alcohol than older generations.
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This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.See All of Our Definitions
This report originates from Passport, our Spirits research and analysis database.
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