Four key spirits trends for 2017

Spiros Malandrakis, senior alcoholic drinks analyst at Euromonitor, rounds up the spirits trends he predicts will shape the industry in 2017, from a greater appreciation of blended whiskies to the rise of Cognac in China.

1. Whisky – the beat of the dram

With the fumes of overproduction and commoditisation hanging menacingly over bourbon, scotch still struggling to find relevance with elusive millennial demographics and Irish belatedly taking a shot in the premiumisation narrative, it is niche offerings that hold huge leftfield potential.

World whiskies from as far and wide as Sweden, France, Australia and England will revolutionise perceptions, production techniques and positioning while terroir, single estate offerings and hyperlocalisation initiatives will shift the narrative further away from a monolithic age focus and towards a unique sense of place.

While single malts will continue capitalising on their established aspirational credentials, blended variants will come of age. And as non-age statements proliferate, a greater appreciation of the art of blending will alleviate some of the recent build ups of pressures on stocks while providing a template for radical experimentation.

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