# Small-Batch Exclusivity Dark spirits are premiumized with smaller and more experimental varietals. By [Gil Cohen](https://www.trendhunter.com/ghaddi), SVP Client Success | Published Jan 17, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/smallbatch-exclusivity ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 2, 2016 to Jan 17, 2017 - Published: Jan 17, 2017 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Small-Batch Exclusivity trend ### 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. ### 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. ### 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. ## What the Small-Batch Exclusivity trend means for industry ### For 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 for Small-Batch Exclusivity Trend score 3.2 out of 10, from popularity 42%, activity 47%, freshness 8%. - Popularity: 42% - Activity: 47% - Freshness: 8% ## Examples of the Small-Batch Exclusivity trend 5 featured examples from Sep 2, 2016 to Jan 17, 2017. - [Beer-Inspired Whisky](https://www.trendhunter.com/trends/single-malt-whisky): Glenfiddich's Experimental Single Malt Whiskey Takes Cues from an IPA (Category: Lifestyle) Implication: Opportunity for distilleries to experiment with new flavor combinations and create innovative products, attracting consumers interested in novel taste experiences. - [40-Year-Old Scotch Whiskies](https://www.trendhunter.com/trends/deanston-40-year-old): Deanston 40 Year Old is a Premium Whisky for Discerning Drinkers (Category: Lifestyle) Implication: 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… - [Premium Blended Whiskeys](https://www.trendhunter.com/trends/johnnie-walker-gold-reserve): Johnnie Walker Gold Reserve is Reviving the Prestige of Blended Spirits (Category: Lifestyle) Implication: Liquor distilleries can explore opportunities in creating craft blended whiskeys that challenge traditional whiskey categories and appeal to connoisseurs. - [Limited-Edition American Whiskeys](https://www.trendhunter.com/trends/sour-mash-whiskey): The Michter's Celebration Sour Mash Whiskey is Celebratory (Category: Lifestyle) Implication: Distilleries can tap into the market for limited-edition alcohol by creating unique and rare blends that appeal to discerning consumers. - [Unique Small-Batch Whiskeys](https://www.trendhunter.com/trends/strathearn-distillery): Strathearn Distillery's 'Uisge Beatha' is Matured in Small Casks (Category: Lifestyle) Implication: Craft and small-batch distilling is a growing industry with opportunities for innovation in product creation, branding and marketing. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)