The whisky and spirits market is at a turning point, marked by evolving consumer trends, fresh global competition, and a distribution landscape complicated by trade measures such as Trump’s tariffs.
Nick Sherrard, managing director at Label Sessions, highlights the need for radical thinking within the sector, as exemplified by the latest update from the Artisanal Spirits Company.
He argues that historic approaches may no longer unlock growth and warns that expanding access to new markets like India and Vietnam will only pay off if brands remain relevant to consumers.
Amidst this uncertainty, firms like the Artisanal Spirits Company must decide whether to innovate for long-term success or simply optimise for short-term gains.
Nick Sherrard, managing director at Label Sessions, said: “Change is coming to the whisky and spirits market with big shifts in consumer behaviour, new competition, and complexity in global distribution that Trump’s tariffs are only one example of. And you can see the impact of all of that in today’s update from the Artisanal Spirits Company.
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“What worked for Scottish whisky in the past is not going to be what unlocks future opportunity, and the industry is becoming more conservative at the precise moment it needs to be most radical.
“Increased access to markets like India and Vietnam will amount to very little if consumers do not see the brands as relevant. In that respect, the Artisanal Spirits Company needs to decide if it is building for the future or optimising for the short term.”
