For anybody searching the drinks day calendar, the bad news is that being in April already, we have passed the dates for International Scotch whisky Day (that was 8 February) and even Irish whiskey Day (note the differential spelling) on 3 March. A personal regret is that Vermouth Day vamoosed on 21 March and another whisky day (this time simply International Whisk(e)y day, passed on 27 March. But World Whisky Day is still on for 20 May!
And there are more spirits celebration days to come in 2025, with many opportunities for retailers all year round in what has to be one of the most exciting and interesting categories in grocery It is certainly one that in recent years has been energised in different ways by fashions, premiumisation, new products and formats, and a rebirth of enthusiasm for spirits – often in the form of cocktails , long drinks and RTDS – among the young.
There are many good reasons to take your spirits shelf seriously – 16.8 billion of them last year, in fact, because according to a survey by Gourmet Pro, that was the value of the UK spirits market, and it observed that the sales were split between traditional preferences and emerging trends. Split almost equally between at-home (£8.35 billion) and out-of-home (£8.44 billion) consumption, with the market demonstrating an eclectic mix of drinks types, each with its own growth trajectory: “Gin, whisky, and vodka remain central to the UK market, but newer entrants such as rum, tequila, and low- to no-alcohol spirits are gaining popularity.”
Photo: iStock
David Heathwood, Commercial Director at Campari says that the spirits sector as a whole is underperforming, which in the off trade is overwhelmingly due to declining gin and rum sales. “But emerging trends in UK drinking culture, particularly an appetite for experimentation and ever-growing enthusiasm for hosting, could be exploited to improve things. A little bit of hand holding – serving suggestions, extra product detail, even recipes – could encourage customers to add something new to their basket. Catching a customer’s eye with NPD can really help, too.”
Having studied the market over the years, we have been astonished by the depth and longevity of the gin “revolution”, as it was called, transitioning from a guilty secret in the 1970s to a sophisticated base for a range of cocktails and exotic lifestyles by the turn of the millennium.
This gin fizz arguably was going slightly flat, when lockdown occurred and sent a nation back to its leisurely gin and tonics at home, although by now in 2025 perhaps other liquors are pushing somewhat into the gin space – but only to the enlarging benefit of the overall category.
Asian Trader’s regular columnist, Nick Gillett, MD of drinks distributor Mangrove Global, says that tequila and rum are already dominating the trends this year.
“When it comes to Tequila, we’re expecting more growth and a bit of diversification,” he says. "Flavoured varieties and maybe people delving further into the agave category with Mezcal. Rum will remain popular as ever with a continued leaning towards brands that show provenance of production – so get a few Caribbean varieties on your shelf.”
Photo: iStock
He adds that whisky is seeing more and more drinkers look to different world varieties – the number of International Whisky days is an important clue. “The whisky market is growing fast; in the period 2023 – 2031, whisky is forecasted to achieve a compound annual growth rate of 5.58 per cent, amounting to a total value of $101.10 billion at the end of that period. Increased demand means there’s pressure on aged whiskies, and world whiskies have come to exist, because talented producers want to do things differently. The demographic of the whisky drinker is changing with a younger audience enjoying whisky cocktails at home and experimenting with different world whiskies.”
This trend accompanies a development of consumer occasions, as David Heathwood confirms: “Having people round for dinner continues to grow in popularity, and in the spirits category it represents the highest number of serves per occasion, too: five per person, compared to 3.5 in couples’ TV time.” [Kantar Alcovision Panel]
Noteworthy releases
In 2025 there is a mix of traditional drinks, with all their class and quality, with a raft of exotic newcomers catering to – and setting – new spirits trends.
Following the recent Campari Group acquisition, Courvoisier brings its famous cognac to the off trade, offering retailers a premium product that embodies luxury and craftsmanship. It is the UK's premier cognac brand and a must-stock for retailers looking to meet growing consumer demand for quality spirits and gifting. David Heathwood says that “There will be large brand campaigns landing for Courvoisier VS and VSOP this year, so make the most of the marketing opportunities they’ll provide. This premium brand is a great choice for those looking to impress their guests, so provide visibility, serving suggestions and clear pricing to really capitalise on Courvoisier’s rising star.”
Another Campari star, the Wray & Nephew rum brand (now the UK’s number-two rum), is also set to be a stellar summer stunner. “Whether in a flask, bottle, or miniatures, Wray & Nephew has rippled into living rooms, dancehalls, community centres and bars, as basslines boomed, and memories were made,” says Heathwood.
Bold and authentic, the black, green, and gold heritage has remained undiluted. Wray & Nephew features subtle notes of pineapple and banana; it is a full-strength, versatile and flavourful white rum that is full of character. In fact, the brand a limited-release white rum crafted for full-flavour, easy-to-mix drinks. It will be available exclusively to convenience retailers via Booker.
Bottled at 43 per cent ABV, Wray’s 43 is a unique blend of unaged Jamaica white rum with notes of rich fruits, charred pineapple, and molasses.
While inspired by the iconic Overproof, Wray’s 43 is not a diluted version but a distinct expression, offering a smooth, naturally sweet profile while retaining the bold character Wray & Nephew is known for.
Considered "a fresh way to Wray", Wray’s 43 is now available exclusively through Booker for convenience store distribution and Amazon for direct consumer purchase (RRP £25).
David Morrison, Deputy Master Blender at J. Wray & Nephew, said: “The launch of Wray’s 43 is an exciting new exploration for us. We have listened to our community and are providing rum lovers with a fresh way to experience the tropical flavours of Jamaica rum whilst staying true to the product’s authenticity. Full flavour guaranteed!”
Mangrove has been diligent in bringing to UK shores the best of foreign spirits discoveries, and among recent reveals is SOTO sake.
Midway between wine and spirits, sake has seen promising growth here in the UK over the last few years and produced in Japan, SOTO was designed as an approachable and accessible premium sake to introduce western palates to this fast-growing category. SOTO means "outside" in Japanese, so this sake is a celebration of nature’s purest elements.
There are two editions: SOTO Junmai offers a refreshingly light profile with subtle apple and golden raisin notes, balanced by an earthy minerality and dry finish. SOTO Junmai Daiginjo presents a more complex character, featuring melon and cucumber undertones with a creamy, full-bodied texture.
“It’s been a long-held ambition of mine to bring a sake onto the portfolio – and in my opinion, there’s no better brand than SOTO," says Nick Gillett. "I’ve been a fan of everything they’ve achieved in the United States for a while and seeing the increasing success of the category here in the UK, it was time to drive that same enthusiasm on our own shores.
“Sake is a brilliant choice for UK drinkers for many reasons. It tastes great, it’s versatile, and it actually fits well with those practicing moderation thanks to a lower ABV. It’s a flavour profile we’re already comfortable with – and SOTO’s SKUs are utterly drinkable liquids.”
Mangrove Global has also brought a range of Spanish spirits to its portfolio, as it takes on the UK distribution for Spanish spirits group, Osborne. Mangrove will add four brandies to its range along with an Atlantic Galician Gin, Nordes.
The award-winning Carlos 1 series of brandies are produced via traditional Spanish distilling techniques, using high quality grapes from the region, and aged in the unique climate of South-western Spain in their highly appreciated very old sherry casks. The range offers something luxurious and sippable at every price point, with each spirit showcasing the mastery of Spanish distilling.
Mangrove will also distribute Veterano Solera Reserva, an exceptional brandy for those who like a brandy-based old-fashioned as much as a sipping spirit.
A very interesting addition to liquor shelves is a centuries-old Indian heritage spirit, Mahura, banned under the British, now ironically set for UK launch.
The launch here of Six Brothers Mahura, distilled from the culturally significant Mahura flower (Madhuca Longifolia), follows the unveiling of a limited-edition ultra-premium release, the Six Brothers 1922 Resurrection Mahura.
Also known as Mahua, Mahuva, Mahuda or Mhowra, the Mahura tree is native to the forests of western and central India. Its flower has long been cherished by indigenous tribal communities and royalty alike, but its distillation was suppressed during colonial times to protect European spirit imports. Now, South Seas Distilleries, one of India’s oldest malt distilleries, is reviving this forgotten heritage with two Mahura expressions.
Continuing with the subcontinental connection, Diageo has now launched in the UK its Godawan Artisanal Indian Single Malt, Diageo India’s most awarded whisky
The liquid uses locally sourced six-row barley and is distilled in Alwar, Rajasthan, at one of the highest-rated sustainable distilleries in the country.
“This is a momentous occasion for us as a company, and for Indian craft spirits,” Hina Nagarajan, managing director and chief executive of Diageo India, said.
Vikram Damodaran, chief innovation officer of Diageo India, added: “Godawan is more than a single malt – it is exceptional in every form, a tribute to Indian artistry and heritage, and a rare spirit crafted with a unique purpose. With Rich & Rounded and Fruit & Spice expressions (ABV: 46 per cent) it is available now, RRP £65.
In the rum category Hawksbill Caribbean Spiced Rum has secured a Booker listing, after Fortitude Spirits Group unveiled a new premium bottle design. Hawksbill Rum was already one of the biggest sellers of spiced rum on Amazon in the UK.
The striking new bottle was designed to highlight the quality of Hawksbill Caribbean Spiced Rum and showcase each individual expression, Island Spices, Pineapple Core, Mango Peel and a new addition to the range, Banana Skin Caribbean Spiced Rum.
The new bottle design also shines a spotlight on Hawksbill’s commitment to the support of Hawksbill Sea Turtles.
The tropical vibe continues with Cîroc Colada Sparkling Vodka RTD and the Cîroc Coconut Vodka 70cl. The RTD is a sparkling mixed drink, with CÎROC Vodka, pineapple and coconut flavours mixed with lemonade, and is available in a 250ml can.
“Our new Cîroc Colada ready-to-drink can offers a sophisticated blend of sweet, juicy pineapple taste upfront with a classic, creamy coconut and tropical finish. Conveniently served up in a beautiful, ready-to-drink can, the fourth variant in the Cîroc RTD portfolio." said Pippa Lewis, Senior Brand Manager.
Launching alongside the Colada RTD , Cîroc is also bringing back its Coconut flavoured vodka, made with 5x distilled vodka from fine French grapes and natural flavourings. Cîroc Coconut provides a taste of the tropics and can be used to create a classic Pina Colada or sophisticated martini cocktails, so there is a serve for all occasions.
Meanwhile the tropical vodka angle is being covered by Smirnoff, following on their success with the Mexican-inspired Spicy Tamarind vodka edition as it launches a new Miami Peach product just in time for spring. It combines juicy-sweet peach flavours with smooth Smirnoff Vodka and is a delicious and versatile flavour, perfect for creating a range of simple serves.
New product launches in the flavoured vodka category contributed £7.6m growth in the off-trade last year, and Smirnoff is looking to drive further incremental sales in the category as consumers look to experiment with new favourites ahead of the summer.
“Smirnoff has driven the growth of spirit flavours in the off trade with previous launches like Cherry Drop, Mango and Passionfruit, and Raspberry Crush,” said Jessica Lace, Head of Smirnoff GB. “Our brand is an expert in this space, with Raspberry Crush being the biggest flavoured spirit launch of the last three years, generating the highest sales value among new products launched in spirits.
“Peach is the flavour of the moment, and Smirnoff Miami Peach gives shoppers the opportunity to experiment with different mixers to create their own peachy summer serve.”
New Smirnoff Miami Peach will be available as a 70cl spirit drink (35 per cent ABV) as well as a convenient ready-to-drink 250ml can mixed with lemonade (five per cent ABV) and both are available now.
Vermouths and liqueurs
Part of the spirits scene’s bouncing good health is due to what might be called the peripherals – the cocktail mixers and ingredients that complement the established alcohol types that form the base of so many popular beverages, increasingly drunk not straight but as a part of a mix or as a long drink.
What is also interesting in terms of trends is that what was for a while seen as old-fashioned is being reborn as highly sophisticated – those small and often sweet glasses of liqueur that were common decades ago and fell into desuetude. Aperitifs and digestifs are making a comeback – at last!
Evidence is growing that such drinks are coming back – perhaps because of the popularity with consumers who deprecate too much or too strong alcohol but wish to participate socially and enjoy more highly-flavoured distillations. Recently signs outside off-licenses have declared “We have the Green Chartreuse” as if this is a piece of intelligence guaranteed to start a stampede. But it is true that a penchant for Creme de Menthe, or a thousand other niche brands – often with exquisite presentation and fascinating histories – are becoming sought after. (Plus, as Monty Python’s Dr Graham Chapman used to say about his medicines: they look good on the shelf.)
Lyme Bay Winery has just announced two new artisanal Reserve Liqueurs: Raspberry and Elderflower & Lemon, both with an ABV of 22, which puts them into spirits territory. Produced in small batches and elegantly encased in unique bottles topped with wooden stoppers, each 350ml Reserve Liqueur has been steeped with carefully selected fruits and flowers for over two years, showcasing the winery's unwavering commitment to quality and craftsmanship. The Raspberry Liqueur is made from whole fruits, soaked in smooth vodka with just a touch of sugar to retain the vibrant, fresh raspberry flavour. The Elderflower & Lemon Liqueur is crafted from hand-picked elderflowers steeped in smooth vodka and features a delicate balance of sweetness, from a hint of sugar combined with zesty lemon juice, enhancing the floral notes of the elderflowers. The result is a refreshing and aromatic liqueur perfect for any occasion.
The new Reserve Liqueurs are available now trade priced at £9.30 ex VAT per bottle with a RRP of £15.00., and they allow us to conceive of the enormous scope and potential of this subcategory, which has scarcely begun to take creative advantage of the latest taste trends – for example of spicy and exotic flavours. Rum-based liqueurs, for example, and a liqueur potentially for every standard spirit, indeed for every fruit and even flower, gestures towards further growth in the sector. How about rosemary and basil liqueur with a hint of sweetness on a schnapps or vodka base (already, full-strength dill schnapps is one of the great delights in spirits). Or how about Mango liqueur on a tequila base, with magnolia flowers? Limoncello need not be the limit of our invention!
Vermouths, too, are lifting their heads as we steer into a bold new age of next-gen Martinis. Bacardi is meeting consumer demand for lighter, more premium drinks and evolving drinking occasions by building on Martini’s premium credentials.
“With the rise of daytime drinking occasions, aperitivo has evolved into a more modern and stylish experience” says Emma Fox, VP, Martini & St-Germain. “Our Martini vermouth range, with its bold bittersweet flavours and lighter tasting serves, is perfect to capitalize on this global trend. With our new Martini, we’re inviting a new generation of drinkers to experience a true Italian icon.”
Martini, crafted with over 160 years of history and expertise, includes vermouth for every style of drink and occasion including Martini Bianco, Rosso, Fiero, Rosato, and Extra Dry (as well as the Martini Non-Alcoholic Aperitivo range of Vibrante and Floreale).
“The modern aperitivo occasion is booming,” says Mahesh Madhavan, CEO of Bacardi Limited, “only tequila has been growing faster.” The aperitivo occasion is worth close to US$11Bn and is expected to continue growing by per cent per cent annually (IWSR CAGR 24-28).
Bacardi has revealed a contemporary new bottle inspired by the arched walkways of Turin, Italy, meaning even greater standout on shelf while reducing the brand’s impact on the environment. The 1L bottle is now 30 grams (five per cent) lighter, which has reduced annual greenhouse gas emissions at the production site in Northern Italy. The slimmer bottle shape also means each pallet can carry an extra 48 x 75cl bottles (an eight per cent increase) making transportation more efficient too.
A new “Martini Dare To Be" campaign reflects the evolution of the aperitivo occasion from a pre-event experience to the main event itself. and Bacardi will be activating the campaign across advertising, PR and social media through 2025, reaching a new generation of modern aperitivo drinkers.
The ever-popular Aperol – so redolent of light summer evenings – provides retailers with a vibrant addition to their drinks offering, allowing consumers to replicate the Italian aperitivo culture at home, and this serve is seeing exponential growth across the on and off-trade. Its iconic orange hue and refreshing flavour are perfect for driving sales in the category.
Aperol is now the #3 cocktail in the on trade [CGA Mixed Drinks], and allowing shoppers to replicate this at home is a great way to trade up," says Campari’s Heathwood. He says to site your Aperol next to prosecco (rather than in speciality liqueurs and specialities) so that it nudges shoppers towards this simple serve cocktail. Be sure to have it on your shelves – don't let Duty Free get all the action!
The low and no spirits scene
The no- and low-alcohol has indeed grown ahead of the broader spirits market, by 47 per cent between 2022 and 2023 with an expected 19 per cent CAGR until 2028, with the young often eschewing alcohol or at least choosing to limit consumption. According to new research from Budweiser Brewing Group UK&I (BBG) last Christmas nearly half of Gen Z drinkers were dreaming of a dry Christmas and opted for an alcohol-free yuletide.
But staying sober is all about taste and quality where zero alcohol is concerned and there’s a high failure rate with spiritless spirits, just as with zero beers.
It was a success story for the category last years, says Nick Gillett, so definitely stock some low and no spirits options, but be careful: “I think the success will continue but we’re going to see a ratification of the category as the lower-quality liquids drop out of the market, and Ready to Drink (RTD) products continue to be popular in the right setting, with the right customer," he advises.
“Aside from the categories themselves, look out for brands who boast sustainable credentials and a social conscience – we know consumers care more and more about this, and they’re getting more experimental too, so don’t be afraid to jazz up your range.”
Curiously, that might be a task made easier by the exotic nature of recent issues of alcohol-free spirits, because while there are standard zero gins and “botanics”, rather rarer low-alcohol whiskies, the trend seems to be for zero tequilas and cachaça-types - Latin-American (non) spirits that retain the partying affinities and promise a good time.
Racing ace Lewis Hamilton has recently presented by way of Mangrove Global, incidentally, the world’s first alcohol-free, agave spirit, Almave.
The Almave Ambar Distilled Non-Alcoholic Blue Agave Spirit is described as the perfect sipping tipple, with the authentic aromas and flavours of its key ingredient, giving tasting notes of roasted blue agave, sweet caramel and toasted wood.
Whilst tequila is Hamilton’s drink of choice, the Formula one star had been looking for a non-alcoholic drink that kept his mind clear on important days. He found there was a sea of imitations but nothing authentically agave, so he teamed up with Mexican craft spirit experts, Casa Lumbre. Combining Hamilton’s passion and determination with the expertise of Casa Lumbre’s Master Distiller and Founder Ivan Saldana. Together, they redefined what’s possible for Blue Agave.
“Tequila is a growing market, as are non-alcoholic drinks so this new SKU meets the demands of conscious drinkers and satisfies a glaring gap in the market,” says Gillett. “They have long looked for a non-alcoholic drink that captures the essence of agave without the alcohol and we have it here with Almave.”
Paragon Brands, meanwhile, has teamed up with non-alcoholic spirits brand Caleño to distruibute its tropical and zesty flavoured distilled spirit range, “inspired by the sun-drenched spirit of Colombia”.
The non-alcoholic spirits range is the first in Paragon’s portfolio and both companies are committed to driving further growth in the high-quality, alcohol-free market.
Paragon Brands specialises in unique and unusual premium drinks brands. The company has 22 brands from around the world, including Żubrówka, Pusser's Rum, G'Vine Gin, Licor 43, and Martin Miller’s, in its growing stable and champion exciting and innovative drinks brands.
In the RTD zone, a recent zero spirits option is the Daymer Bay Mocktails Range from Sunmagic Juices, now released as a four-pack multipack range to wholesalers and retailers, following its successful 2023 on-trade launch.
The Daymer Bay Mocktail multi-packs come in three varieties, Classic Mojito, Passion Fruit Martin and Strawberry Daquiri. With their striking 250ml single-serve glass bottle, high-juice real fruit blends and a touch of indulgence, Daymer Bay’s Mocktails offer a bar-quality experience, perfect for enjoying on their own as a mocktail, with the added option to be mixed with spirits as the delicious base for a host of cocktails.
“The new Daymer Bay Mocktail multipacks are perfect for the core mocktail consumers in the UK, many of which are younger consumers who are actively reducing their alcohol consumption for physical and mental wellbeing reasons and choosing not to drink it at home or when they go out," said Marketing Controller Andy Lewis.
Daymer Bay also addresses the growing environmental concern surrounding plastic, with its glass bottles being 100 per cent recyclable, appealing to the growing number of consumers concerned about sustainability, with 53 per cent of UK consumers wanting to reduce their plastic usage. Daymer Bay Mocktails Classic Mojito, Passion Fruit Martini and Strawberry Daquiri, 4 x 250ml multipacks are available to order from this month.
And, speaking of liqueurs, Mangrove Global also has a zero-alcohol offering in the sophisticated form of long-standing liqueur producer, Giffard. At the recent Top Shelf Awards in San Francisco, the brand’s range has secured no less than seven separate awards, including Double Golds for its non-alcoholic Pineapple, Elderflower, and Grapefruit liqueurs, and overarching Best in Class for non-alcoholic spirits.
As well as the Double Golds, and best in category, the brand won Silver for its non-alcoholic Ginger Liqueur and Bronze for both the Loire Valley Angers and Café du Honduras liqueurs. A bartenders’ favourite, now available to consumers, those well-versed in the art of at-home mixology can also experience how well these liqueurs lend themselves to mocktails.
“Gifford’s success at the Top Shelf Awards endorses what we have long been told about the range through consistent on-trade feedback,” said Nick Gillett “These liqueurs are of exceptional quality and the alcohol-free range offers that same experience, without the alcohol content and without compromising on flavour.”
Giffard’s alcohol-free range includes the flavours Grapefruit, Ginger, Elderflower, and Pineapple, which complement the brand’s already sizeable range of alcoholic liqueurs.
Shake it up
Nick Gillett regularly advises our readers on how best to exploit their liquor shelf, and here he gives his advice for the coming summer of spirits, reminding us that consumer behaviour is changing; lower alcohol products are gaining popularity and people are drinking less but buying better (more expensive) booze.
“It’s competitive,” he says, “and from the producers’ perspectives they’re willing to spend on innovation and marketing to stand out on your shelf.
“At various times of year, you’ll find different spirits offering free promotional support to help you sell. Make the most of this, don’t be afraid to trial something new on a seasonal basis, and educate yourself on the product so you can impart some added value to your customer, whether that’s by word of mouth or through a handy recipe card.”
Nick points out that recent research by NielsenIQ shows a great opportunity for retailers lies in the "dinner for tonight" buyer, who will impulse buy alcohol to pair with dinner. “Similarly, shoppers are willing to spend more money on alcohol when there’s a mainstream televised event – so keep abreast of what’s on and consider what you have to offer that customer.”
David Heathwood advises that Off Trade alcohol occasions have fallen by 4.8 per cent in the last year, but the change is mostly due to a decrease in solo drinks and couples’ TV time, however. "The Big Night In is still hugely popular. Given the variety available in the spirits category – and the endless possibilities they bring to your Big Night In drinks options – encouraging shoppers to shake up something new is a simple way to increase basket spend.”
He adds that “Positioning products that go well together always helps increase basket spend – make the aperitif purchases easy by displaying prosecco near the Aperol and Campari, plus food pairings such as nuts and crisps.”
Consider your overall shopping experience, Nick concludes. “Consumer expectations are heightened, and they will reward repeat business to those who offer a quality service and range. The better you can understand your customers, know what they like, and cater to that need – the more satisfied they’ll be. And the more you’ll sell!”
“The convenience of independent retailers is their superpower,” says Heathwood, “so make customers’ decisions easy by offering easy ways to impress guests with simple serve cocktails.
“Customers are often looking for a quick solution when they’re shopping from a convenience selection, so the drinks that are most appealing are the ones that are fuss-free. An Aperol spritz is a great one to push as only requires Aperol, prosecco, soda and ice.”
Simple but sophisticated solutions, exotic flavours and long, cool cocktails – summer has a lot to look forward to.
