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WINES & SPIRITS REPORT


Single malts retain their appeal during Covid pandemic as drinks suppliers eye better 2021


The wines and spirits category has demonstrated its resilience during the Covid-19 outbreak and could be set to benefit post-pandemic should customers adopt a ‘less but better’ approach. Andrew Pentol and Luke Barras-Hill report.


“Premiumisation and a search


for new and innovative brands with a demonstrable relationship to the community in which they are made, are key consumer trends. The emerging ‘world whisky’ category is proving to tick all those boxes.” Marrying its new make Welsh


whisky with high-quality and expertly selected casks, enables Penderyn to drive its business without needing to go down the more traditional route of providing age statement liquids.


Marrying its new make whisky with high-quality and expertly selected casks enables Penderyn to drive its business.


Right: Greenall’s Wild Berry Pink Gin & Tonic.


Below right: Chase Distillery's Hedgerow Elderflower Gin is part of NPD plans for 2021.


T


he coronavirus (Covid-19) pandemic may have decimated the DF&TR drinks


industry, but the whisky category remains a dominant driver and continues to deliver growth and premiumisation opportunities. While clearly fragmented across


many geographies and styles, the interest in single malts remains a critical factor, according to Simon Roffe, Director of Business Development, Penderyn Distillery. He tells TRBusiness: “Everything


I have heard over the period of the pandemic supports the trends that were in play previously.


“We understand that the consumer is keen to know more about how the products they’re enjoying are made, their traceability and the impact they may have on the environment.”


Katherine Berry, Business Development Manager Global Travel Retail & Middle East & Asia, Chase Distillery


30 TRBUSINESS


Investment in distilleries Roffe continues: “Our investment in two new distilleries in Wales in the coming three years or so will enable us to support that process in the future. “Success in major


whisky markets such as France, US, Germany and now across Asia is driven by clarity in our range. Defined regular products are complemented by the strategic use of exclusive limited editions, supported with a global network of brand ambassadors.” The


attractiveness


of a single malt is also recognised by Whyte & Mackay. The company knows consumers have loved Scotch for centuries because of the craft that goes production and its authenticity and transparency. Clarisse Daniels, Head of


Marketing for Travel Retail, Whyte & Mackay says: “It’s the only category that has been so resilient on a global scale. We also know that travel retail Scotch shoppers are attracted not only by the authenticity of a single malt, but also by its prestigious image. “Scotch is the third largest spirits


category, with a 12% value market share and is the most dynamic of


DECEMBER 2020


the top five spirits categories in the channel today (source: IWSR).” While consumers’ passion for


single malts remains important in the whisky category, education is deemed crucial in the wine segment. Luke Maga, Managing Director,


Distell Global Travel Retail says education plays a huge role in broadening exploration and helping consumers develop and understand their palates. “Wine is an incredibly diverse


category in terms of region, grape and style,” he explains. “Travel retail is a powerful channel for helping consumers navigate this diversity. “Whether


experiences or engagement with brand ambassadors, this trend is sure to accelerate once the pandemic has passed.” Maga says space remains


a major barrier to delivering an authoritative wine offer, especially as the product assortment is so diverse. “Given this, I would


argue that there is typically not enough choice in the category and that wine offers don’t deliver the breadth of options required to captivate shoppers,”


according to Maga.


‘Less but better’ The overall trend in the way consumers view wines and spirits will


through digital


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