Spirits stays on top!

1st January, 1970

Spirits stays on top!

Despite political and economic uncertainty, global Spirits is growing and research shows that the global Spirits category averaged volume growth of 6.2% per year from 2012-2016 (Global Data, 2017). The brands that are leading the sector are focusing on motivating value growth, considering changing consumer trends and aligning portfolios and marketing to suit.

There are many different factors in play that have spurred this growth, the mains factors in driving consumer growth are:

1.       Premiumisation

Consumers want personalisation to make them feel individually connected with the brand. Creating new tiers of products and introducing new flavours aims to maintain consume loyalty but also justifies price increase. Consumers will pay for more if they are made to feel like exclusive customers, and implementing these various twists through the process of premiumisation aims to achieve this and increase growth.


2.       Craft

It is evident that authentic experiences are driving demand and millennia’s in particularly are very aligned to products that seem local and home- grown. As brands continue to experiment, emphasise authenticity and collaborate with other brands they improve their connection with the consumer and ultimately drive their growth


3.       Novelty Factor

Consumers are increasingly on the lookout for unique and novel products within the alcoholic beverage industry. Producers are using unusual formulations and packaging to appeal to these consumers. Tools like this are pushing the growth of sales as they create new consumption experiences through unique and/or functional packaging. They use innovative product formulations, including unique, colourful ingredients and unusual flavour combinations. Another mechanism is creating a novel brand personalityto align with your product image and target market.


Arena’s business-to-business events offer a myriad of opportunities for sponsors and exhibitors to drive their businesses forward.
Our sponsorship packages help companies educate ther target market on key industry issues and spread brand awareness throughout the

If you want to discuss how we can help you generate leads and add-value to your corporate and brand image please contact:

Paul Adams
+44 (0)20 7936 6948

Speaker opportunities

We identify and invite individuals we believe to be the best speakers in the market, if you think you can make a difference to the quality of our events please contact:

Chloe Roberts
E: Chloe.Roberts@arena-international.com
T: +44 (0)207 936 6822