Premiumisation in Spirits: What It Means for Your Business

Consumers are choosing to drink less, but drink better. Volume is declining across most markets; value is growing. This shift is driven by health consciousness, greater product knowledge and a willingness to pay more for products with genuine provenance, story and quality credentials.

Which Categories Are Growing

Botanical rum (Spirited Union is creating a new category entirely). Artisanal mezcal. Single-distillery transparent tequila. Premium RTDs (Whitebox). Unique liqueurs with cultural stories (Bandoeng’22). Premium artisanal mixers (Three Cents). These categories share a common trait: there are genuine stories to tell that justify a higher price point.

What It Means for Back Bars

A well-curated back bar with fewer, better bottles—each with a story your staff can tell—outperforms a wall of undifferentiated brands. The premium and super-premium tiers generate a disproportionate share of revenue.