Category
Lifestyle
Assisted Choices
Trend cluster
Category
Small-Batch
Exclusivity
Dark spirits are premiumized with smaller and more experimental varietals.
3.2
Trend score
Trend
What is the Small-Batch Exclusivity trend?
Small-Batch Exclusivity: As darker spirits make a revival among Millennial consumers, varietals of whiskey, bourbon and rum are being further premiumized through the release of small-batch collections. Enticing younger consumers who want to participate in the exclusivity of higher end alcohol, the industry is getting more creative with the launches of new flavor combinations and celebratory batches, knowing that the Millennial demographic of connoisseurs has an appreciation for craftsmanship and experimentation.
Trend themes
Themes within the Small-Batch Exclusivity trend
Three behaviours holding the trend together01
Craftsmanship and Experimentation
Craftsmanship and experimentation are driving the trend of small-batch exclusive spirits that include unique fusions of flavors that defy just one genre.
02
Aged Spirits
The trend of aged spirits is growing to include 40-year-old Scotch whiskeys and other rare aged spirits that are targeting discerning drinkers.
03
Premiumization and Prestige
Spirits makers are reviving the prestige of blended spirits, offering unique blends like Johnnie Walker Gold Reserve and engaging in premiumization through high price points, rare and limited editions, and celebratory packaging.
Industry implications
What the Small-Batch Exclusivity trend means for industry
Where the trend changes the playbookFor
Distillery and Spirits Manufacturing
Distillery and spirits manufacturing stands to benefit from the trend of small-batch exclusive spirits and aged spirits, by producing exclusive and unique products that appeal to discerning drinkers.
For
Food and Beverage
The food and beverage industry can learn from the trend of unique fusions of flavors in spirits manufacturing, capitalizing on the increased demand for hybrid and crossover flavors in food and drink products.
For
Luxury Goods
The trend towards celebratory packaging, premiumization, and high price points creates opportunities for luxury goods industries to attract and engage with a growing market of discerning drinkers.
Workshop question
If you were to launch a small-batch of a product, how would you communicate its exclusivity to consumers?
Trend signals
Trend signals for Small-Batch Exclusivity
Trend score 3.2 out of 10, from popularity 42%, activity 47%, freshness 8%.
Popularity42%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Small-Batch Exclusivity trend
5 featured examples from Sep 2, 2016 to Jan 17, 2017CategoryLifestyle
Beer-Inspired Whisky
Glenfiddich's Experimental Single Malt Whiskey Takes Cues from an IPA
Opportunity for distilleries to experiment with new flavor combinations and create innovative products, attracting consumers interested in novel taste experiences.
CategoryLifestyle
40-Year-Old Scotch Whiskies
Deanston 40 Year Old is a Premium Whisky for Discerning Drinkers
The spirits industry can explore opportunities to age their products for longer periods and experiment with different cask types to create premium offerings that appeal to whisky…
CategoryLifestyle
Premium Blended Whiskeys
Johnnie Walker Gold Reserve is Reviving the Prestige of Blended Spirits
Liquor distilleries can explore opportunities in creating craft blended whiskeys that challenge traditional whiskey categories and appeal to connoisseurs.
CategoryLifestyle
Limited-Edition American Whiskeys
The Michter's Celebration Sour Mash Whiskey is Celebratory
Distilleries can tap into the market for limited-edition alcohol by creating unique and rare blends that appeal to discerning consumers.
CategoryLifestyle
Unique Small-Batch Whiskeys
Strathearn Distillery's 'Uisge Beatha' is Matured in Small Casks
Craft and small-batch distilling is a growing industry with opportunities for innovation in product creation, branding and marketing.
