White Spirits: Grey Prospects and Golden Opportunities

White spirits: Dominated by vodka and in a recovery position

White spirits are still in the grip of the ubiquitous vodka category, while showcasing signs of subdued yet healthy resurgence

Dutch gin: Losing relevance and adding flavour

Dutch gin retains its positive trajectory but the curve is gradually softening due to the category’s lack of aspirational attributes and outdated image. Innovation activities are mostly focusing on flavour sophistication and lower abv variants in an attempt to increase penetration rates in younger audiences.

English gin: Coming out of the woodwork

While top line volume growth remains largely uninspiring, the wave of launches by micro-distillers in the US and the UK and the first signs of mainstream brands embracing flavour sophistication point to cautious optimism

Vodka: Testing the limits of flavor sophistication

While vodka has historically been a pioneer in both the trends of flavour sophistication and premiumisation, overegging the former is currently happening at the expense of the latter and could eventually backfire.

Limited or diminishing volume growth opportunities shift focus to added-value products

Premium and luxury expressions will increasingly surface as the key engines for growth for all white spirits in their overly mature core markets.

Highly fragmented versus overly consolidated

While English gin and vodka are highly fragmented – with the nascent craft segment fuelling innovation and experimentation - Dutch gin is highly consolidated and lacking radical ideas and aspirational credentials.

Regional limitations undermine growth prospects

Vodka’s casual and mixable character has secured the category a solid presence in most countries. This has, in turn, raised the opportunities beyond its sinking Eastern European flagship. English and especially Dutch gin should follow the same path sooner rather than later.

What this report includes

• Up-to-the minute analysis of the latest trends in the industry
• New product development, forecasts and other themes
• Unique graphics and illustrated case studies
• Most recent brand and company news
• New insight into the size and shape of the market

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