SPIRITS: The more the merrier--The dark spirits

The dark spirits sector, rum aside, cannot claim to be having as good a time as its white comrades. Whisky, brandy and Cognac are all slightly down on the year, but the fans are still there.

Ultra-premium launches have been the theme this year, with the likes of Highland Park 50 whisky, and L’Essence from Courvoisier in the Cognac category, stealing the headlines away from declining sales across the sector. Such a performance has prompted something of a re-think about which consumers to target and which retail channel should be focused upon in order to restore growth.

“The trend for stay-home drinking would suggest that the category should be focusing on the off-trade,” says Richard Paterson, Whyte & Mackay master blender. “However, I still think it is a necessity for brands to develop marketing initiatives for the on-trade to get people into bars and keep the on-trade sector alive.

“The off-trade remains a great place to introduce new brands, products and presents the best opportunities for growth, but we shouldn’t completely forget about the bars and pubs that give us a sociable place to meet our friends and enjoy a drink.”

The pace of change in the ways and places in which the UK consumer imbibes will not relent in 2011 – if anything the shift to at-home might become even more pronounced following the introduction of the 20% VAT rate in January. Brand owners may well have to redouble their efforts in the more lucrative on-trade in order to plug the difference.