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Craft Spirits Account For One In Seven Global Spirit Launches

Published on Jun 5 2016 10:29 AM in Drinks tagged: spirits / Mintel / Craft Spirits

Craft Spirits Account For One In Seven Global Spirit Launches

New research from Mintel reveals that spirits positioned as craft have accounted for 15 per cent - or 1 in 7 - of all new global spirit launches so far in 2016, up from just 5 per cent - or 1 in 20 - in 2011.

Overall, research from Mintel's Global New Products Database reveals craft spirit launches increased by 265 per cent globally between 2011 and 2015 with the US driving the trend.

Of all craft spirits launched in this time, 49 per cent have been in the US and 42 per cent in Europe - compared to just 4 per cent in Latin America and 3 per cent in Asia Pacific.

Around half of consumers in France (55 per cent), followed by Italy at 53 per cent, Germany at 50 per cent, and Poland ai 46 per cent, believe that spirits from craft distillers are more appealing than large, mass-produced brands.

Although flavoured spirits aren't as established in Europe as in the US, consumers are showing an interest in these drinks. Around one-fifth or 23 per cent of consumers in Poland agree that spirits with added flavour are worth paying more for, followed by 19 per cent in Spain, 18 per cent in Germany and 18 per cent in Italy.

Speaking on the news, Jonny Forsyth, global drinks analyst at Mintel, says: “Craft spirit launches are growing at a rapid pace and will continue to rise in more mature markets - particularly the US - as consumers continually seek out 'special' offerings.

"Despite being a relatively small sector of the market, craft spirits are growing in response to the huge consumer-led demand for more authentic, more distinctive, more local, less processed and more interesting spirit brands.”

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