The Macallan has released its first global campaign that that talks to Gen Y drinkers who are looking to broaden their horizons. With a call-to-action that requires viewers to 'make the call', the whiskey brand is hoping to tap a new breed of luxury drinker, away from the traditional connoisseur.

Joining the ranks of brands putting customers at the heart of the creative process, Scottish whiskey brand Johnnie Walker is launching My Edition. The innovation enables whiskey lovers to tailor the blend, bottle, and packaging to their individual taste, for a customised, luxury tipple.

The premiumisation of spirits hasn’t just made Britons more invested in drinking them, it’s also birthed a kaleidoscope of mixers. Gone are the days when own-brand tonic would do – now mixers are almost as important as the alcohol itself. So how are British drinking habits driving mixer innovation?

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?