Craft gins and whiskies are mounting a spirited challenge to the rise of craft beer, accounting for 15% of all global spirit launches in 2016, according to newly published research from Mintel.
That figure is up from just 5% in 2011 and reflects the rise in prominence of craft gin, which has increased its share of global spirit launches from 9% in 2011 to 24% in the first five months of 2016. Craft whisky rose from 37% of all new product launches in 2011 to 43% in 2015 – and is on track to record further year-on-year growth in 2016, based on figures for January to May.
Overall, craft spirit launches increased by 265% globally between 2011 and 2015, with the US at the centre of growth. Of all craft spirits launched since 2011, almost half have been released in the US and 42% in Europe, compared to just 4% in Latin America and 3% in Asia-Pacific.
And, as would be expected, artisan brands are seen as representing greater quality than big brands by 55% of American consumers.
Jonny Forsyth, global drinks analyst for Mintel, said: “Craft spirit launches are growing at a rapid pace and will continue to rise in more mature markets – particularly the US – as consumers continually seek out ‘special’ offerings. Despite being a relatively small sector of the market, craft spirits are growing in response to the huge consumer-led demand for more authentic, more distinctive, more local, less processed and more interesting spirit brands.
“For craft producers, gin has the advantage of taking days rather than years to produce, unlike whisky. Therefore, as start-ups seek to balance production of more nuanced spirits with the commercial realities, gin is an appealing choice.”
The spirit accounted for 23% of global launches in 2015, though whisky reigned supreme with 43% – a six-point increase on 2011.
Mintel’s research also revealed that it is millennials who are driving demand for craft spirits around the globe. Defined as consumers aged 18-36 in Europe and 22-39 in the US, they are continuing to seek out high-quality craft spirit offerings, and are willing to support smaller brands and pay more for it, Mintel said.
Forsyth continued: “Millennials are a driving force behind the growth of craft spirits, having taken their ‘creative’ and ‘unique’ ethos into their spirits-buying habits. Rather than wanting to affiliate themselves with bigger brands, millennials often seek to define themselves by more niche, higher quality brands with a quirky backstory; and ideally, they are brands their peers have not even heard of.”
© FoodBev Media Ltd 2024