American whiskey consumers are increasingly looking for a sense of place in their drinking experience. Westland Distillery in Seattle is addressing their thirst for provenance by promoting regionality and by looking at newly-bred local grain varieties and native oak types.

Baijiu remains the most popular spirit across China, but domestic gin distilleries are localising their flavour profiles through native botanicals and spices to reach new audiences. Gin is generally characterised as British, but these flavours are winning fans by blending the new with the familiar.

Premium spirits were once synonymous with exclusivity, with only discerning drinkers splashing out for high-end tipples. But with luxury moving in a more inclusive direction and alcohol discovery largely taking place online due to COVID-19, how can brands keep up with a changing marketplace?

As it moves to open its fourth venue – this one in Glasgow – the Scotch Malt Whisky Society’s increasing popularity shows that the profile of the modern whisky drinker is changing. With a more diverse clientele trying whisky, the SMWS is offering approachable options for drink discoverers.