Tequila passes vodka and whiskey in the US. Not a surprise as people have been predicting that all year. We could discuss how brands may adapt to this trend; however, what I think is interesting for us to ponder this week is the potential for craft spirits in the international sphere.
With the right branding, sales strategy and international partner, a premium-looking/tasting spirits brand could fill a void in the international sphere. For example, rum (while absolutely delicious) is not in the same growth mode here as in England right now. Other craft spirits brands like Hudson Whiskey started out their growth by building premium on-premise in France. Not the right strategy for just any brand to go international, but… maybe it could work for yours?
The latter part of this digest has a little more of an international flair to it as well with stories from Ireland to New Zealand.
And now, the news…