The explosion of creativity: the case of Whisky and Gin
Recent industry reports have showcased the recent growth in the British spirits industry. According to Euromonitor's Passport report, the current changes in consumer lifestyle trends, such as changes in cocktail culture, have benefitted spirits such as whisky and gin. Especially sales for single grain Scotch whisky have boomed, as in 2017, the overall sales volume was reported to have increased by 67% (Passport, 2018).
The booming spirits industry has also attracted new distilleries to open their doors. Visit Scotland has reported that in 2017, seven new whisky distilleries started production, and in 2018, another six are expected to open in Scotland. Similarly, The Guardian has reported that in 2016, altogether 50 new boutique distilleries were opened in the UK.
As the competition intensifies, producers are forced to find new ways to make their products stand out in the market. This has resulted in more experimental designs and bolder brand identities and experiences which have been described as an ‘explosion of creativity’ for whisky and gin. Let’s take a closer look into what’s happening in the industry.