Recent years have seen gin, tequila, vodka and whisky all experience a renaissance thanks to craft variants and artisanal, premium rebrands. Now, Havana Club is looking to transform rum from an ‘informal’ spirit into a much more luxurious beverage.
Britain is experiencing a gin ‘renaissance’ as sales boom, and a growth in the number of smaller producers has triggered renewed interest in the botanical booze. While provenance and flavoured varieties are on the rise, rising exports are taking the gin craze global.
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?
Distill Ventures: bottling the craft spirits movement
case study·
4 Aug 2014
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?
Somabar: a smart mixer for high-tech old fashioneds
case study·
28 Jan 2016
Thanks in part toMad Men’s perma-drinking hero Don Draper, cocktail culture has made a return to the mainstream. But what if you could sip on craft cocktails on-demand in the comfort of your home? Enter Somabar, an app-controlled robotic bartender that fuses mixology with technology.