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
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50