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April 18, 2014
Whether times are good or bad, spirits is a segment that often seems to make its way to the table. Recent trends indicate the market growth experienced by vodkaparticularly through the proliferation of flavored vodkasis now emerging in brown spirits such as whiskey. Also of note, craft creations, including small-batch super-premium brands, are showing strong across segments. And even premixed cocktails are getting in on the action.
In Spirit and in Truth
The distilled beverage industry has seen many changes through the years, particularly as consumers shift from focusing on brand name and bottle image to products they connect with on a more personal level. In this Q&A, Diana Pawlik, vice president, marketing, Spirits & Global Imports at Constellation Brands, shares an overview of the spirits market.
What Comes First, the Business or the Brand?
Craft spirits may be all the rage, but breaking into the business is not for the fainthearted. Distributor negotiations, transportation costs and heavy competition from big-dollar brands are but a few of the challenges. Perspective from Matt Anderson, founder and creative director of Enlightened Grain Spirits, helps reframe romantic notions about entering the niche.
Premixed Cocktails Then and Now
The mention of "premixed cocktails" can evoke memories of the 1980s, wine coolers and slightly odd malt-liquor concoctions. However, ready-made cocktails originated almost 140 years agoand innovative iterations continue to take hold in the marketplace. Mixologist Mark Newman, vice president of business development at GoPouch Beverages LLC, details what's working ... and what's not.
Brown spirits such as whiskey are starting to enjoy the segment growth long-seen in flavored vodkas.
New spirits brands must penetrate the foothold of big-name brands in the marketplace to succeed.
Premixed cocktails are gaining ground with innovative packaging, alcohol content and new flavors.
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