Spirit drinkers are increasingly expressing willingness to try new and innovative flavours, according to a report by GlobalData.

Titled “Opportunities in Craft Spirits”, the report states that approximately 39% of global spirit drinkers are willing to be more experimental.

Instead of mass-produced brands, consumers are seeking more authentic spirits, which provides an opportunity for craft distillers to diversify their offerings. Distillers can take advantage of the new trend by adding unique ingredients, creating new quirky flavours, or by using novel processes, the report adds.

Consumers are showing preference for new varieties of whiskey, vodka, and liqueurs, suggests consumer analyse for GlobalData Emma Wright. Therefore, craft distillers should explore these product categories to offer new flavours and varieties. Some distillers have already started introducing quirky flavour combinations such as chipotle whiskey and ibérico ham mezcal.

Since spirits are expensive and come at a premium price, consumers are usually cautious of trying new flavours. Manufacturers should provide offers such as taster packs in order to attract consumers, adds Emma.

Marketing of new varieties should also be innovative enough to attract consumers. Approximately 41% of global consumers believe that terms such as craft and artisan are marketing gimmicks manufacturers use to charge a premium. Therefore, manufacturers should focus on promoting the authenticity of the spirits by using marketing tools such as events, tasting rooms, and distillery tours, suggests the report.