Our/Vodka is a spirits brand from Pernod Ricard that's distilled in select cities and made by local producers. But how can the same company that produces 11.3 million cases of Absolut sit alongside indie distilleries? And are people willing to buy ‘local’ from a global giant?

Just like beer before it, spirits are getting the craft treatment. Tapping into the emphasis on quality over quantity, Diageo has launched an accelerator programme to raise the next generation of craft distilleries. But why isn’t Diageo just creating its own premium brand?

Flavoured whiskies are the fastest-growing segment in the bourbon industry, accounting for nearly 75% of whisky growth in 2012. And people are clamouring for cotton candy-flavoured vodka and cinnamon-spiked rum too. But who are these sugar-sweet variants targeted at, and is it more than a passing fad?

Around 90% of people worldwide consider spirits to be an affordable luxury. No longer is drinking vodka, rum and gin just a means of intoxication – it's an experience to be savoured. But with the definition of ‘craft’ unclear, is it becoming little more than a marketing tag?