Next big spirits trend will be led by females

By Nikkie Thatcher

- Last updated on GMT

Female force: PRUK managing director David Haworth said women have a huge influence over what is being consumed
Female force: PRUK managing director David Haworth said women have a huge influence over what is being consumed
Women will drive the next spirits trend, based on how they have led the popularity of gin and Prosecco, according to Pernod Ricard UK (PRUK).

Managing director David Haworth outlined how popular cocktails such as the Espresso Martini and Pornstar Martini were female-focused.

He said: “[It's] the power of the female. Over the past 10 years, it was tradition that women had wine, men had beer, and spirits filled the gap.

“Look at the Prosecco boom. Did that come from men? No. Gin came from men and women, but flavoured gin... the female has a huge influence these days over what is being consumed.”

Trying new things

He added: “[Females] are more willing to try new things like cocktails, and whisky in cocktails. The power of the female is the secret to making rum [more popular].

“Even the cocktail culture today – like the popularity of the Espresso Martini and the Pornstar Martini – is due to females.

“However, is rum the next gin? I’m not sure. I’m not saying [rum] won’t grow but moving females into dark spirits isn’t as easy as moving into white spirits.”

Haworth went on to outline his thoughts on the next big trend in spirits and the consumer demand for low-and-no alcohol drinks.

Next category

He said: “I don’t know what the next big category will be. We all know this move towards low-alcohol drinks somehow makes sense but exactly what it will be that will entice people into it I don’t know.

“It could be a resurgence of whisky, it could come back as some imported whisky is in growth whereas Scotch isn’t. Malt whisky is becoming more accessible.

“When it comes to rum, it might be. I’m not saying it won’t be but in rum, at the moment, everyone keeps talking about it but you don’t see it in the numbers.

“This move towards super-premium or premium-plus spirits will continue. Bartenders are generally very explorative with spirits, people like cocktails in the UK.”

Related topics: Spirits & Cocktails

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