There is room for craft distillers to diversify their portfolio, with almost 40% of consumers ‘actively trying new varieties’ within the spirits category.
That’s according to new research from the research and consultancy company GlobalData.
GlobalData found that adding unique ingredients, trying unusual ingredient combinations and using innovative processes would allow distillers to appeal to even more consumers – but using words like ‘craft’ and ‘artisan’ should be avoided as they are widely seen as gimmicks.
GlobalData consumer analyst Emma Wright said: “Out of all the spirits, consumers are most likely to try new or different varieties of whiskey, followed by vodka and liqueurs, so craft distillers should look to increase the number of products within these categories. Some unique flavours are already being seen in the craft spirits industry, including savoury combinations such as chipotle whiskey and ibérico ham mezcal.”
Dangerous Don launched a coffee-flavoured mezcal last week.
GlobalData recommended manufacturers introduce launch offers such as taster packs by subscription, facilitating consumer trial and attracting potential buyers to new and unusual flavours.
Wright continued: “Another risk manufacturers should bear in mind is that words such as ‘craft’ and ‘artisan’ can be construed as gimmicks, with 41% of global consumers agreeing that such buzzwords are merely an excuse for manufacturers to charge extra. This is largely down to the fact that manufacturers can use words such as ‘craft’ without actually being a craft distillery, undermining the term.
“In this way, craft companies should emphasise their authenticity in order to gain consumer trust. This might include events, tasting rooms, and distillery tours help to distinguish ‘craft’ from mass-produced brands.”
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