Spirits with Story

In the near future, Rum will lead the way with Cocktails. There will be an upward movement in not just the consumption of Rum but also rum based cocktails. Consumers will select their Rum before deciding on the cocktail. Dark rum will lead the way for premiumization whilst rum will also come with different finishes and flavors. Gin will continue to be a hot favourite with different flavours. Whisky, specially Bourbon & Irish whiskey will lead the way for Whisky cocktails. Tequila will go beyond North America to emerge as a premium choice in Cocktails. Consumers are looking at complete transparency in their purchases, from information on the labels to the freshness of the ingredients, the age of the spirits and even factors including animal welfare and fair trade practices of the brand. Over 70% of consumers have confirmed that they will not buy from brands that will not be transparent in their product information. Consumers will also go more for spirits with a story. They need to connect and relate to the stories, almost like a personality match. Mainstream brands are also becoming open and accessible about their views on public issues. Product design innovation and the communication also reflects on the "spirit" of the brand and how true it is to its word. Sustainability is being taken seriously.