As the holiday party season arrives, people are looking for novel and exciting booze experiences. In response, Glenmorangie's ad, ‘It’s Kind of Delicious and Wonderful,’ showcases its whiskey with a theatrical lens, showing how its drink can elevate a range of social moments.

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.

With options in the alcohol category ever-expanding, people are looking for new ways to signal luxury status. Jack Daniel's is tapping into this with a premium line of aged whiskey, using heritage marketing and brand appeal to offer alcohol drinkers a taste of luxury at an affordable price.

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?