Research from on trade specialists CGA Strategy shows that premium spirits are in 12.2% growth and now make up over 16% of all spirit serves.
As pubs and bars adapts to changing consumer use, from habit to treat, one path to stronger trading is for venues to make premium spirits a more central part of their drinks offer.
Key categories behind this current growth are Gin, up 18%, and American Whiskey, up a massive 48%. Central to their success is increased consumer awareness alongside those all-important craft and heritage links. The latter fact is driving impressive performance across a huge number of smaller brands.
As a result, many consumers now expect to see a premium range on the back bar of any pub, restaurant or high street bar. With new product launches, imports and brand extensions adding to the noise, there is no end of choice.
The language of premium spirits
CGA’s Tom Lynch comments, “Ensuring that bar staff are comfortable in the language of premium brands is something to consider, it’s not just a case of stocking a huge range of gins and watching the till roll, understanding and selling the benefits of them to consumers is key.”
Lynch adds, “After all, we know from previous research that 86% of consumers are receptive to bartender recommendations.”
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