Wm Grant & Sons published their 2017 Annual Report last month and revealed it to members of the trade at a special event at the Blythswood Hotel. The report which highlights consumer and trade trends and takes account of current economic and political impacts on the drinks industry and the licensed trade, revealed trends which included the fact that consumers are changing how they choose to interact with brands. With health and well-being continuing to dominate consumer consciousness, and on-demand, authentic experiences taking priority over products. It appears that trends such as ‘Hyper Personalisation’, ‘Collective Escapism’ and ‘Kidult Experiences’ have emerged and in the on-trade, venues are responding to consumers’ shift in taste, moving towards a greater range of more natural flavours; as well as the industry rallying together to champion a zero-waste policy.
The report revealed that in the on-trade and off-trade the second largest sector is spirits, worth £10.0bn, up +2.5%, which is seeing strong value growth across both channels. The on-trade is driving the majority of the spirits sector’s performance, up +3.1%. Total premium spirits are now worth over £1.2bn, up +9.9% accounting for 11.7% of the spirits market. Premiumisation remains a key driver for the spirits market with premium brands accounting for £105m of incremental and growth in the spirits sector is being driven by gin, flavoured/spiced rum, non-cream liqueurs, and malt whisky.
Gary Keogh, Marketing Director of William Grant & Sons UK, comments, “Consumer behaviour and habits have continued to evolve in this time of uncertainty, but still there remains an element of consistency with the trends identified in our previous Reports, as the consumer trends and resulting behaviours have adapted to this new normal.
More than ever, brands need to have a point of view, share their values, and reach heightening expectations to meet consumer needs. The brands that succeed will be those that can balance these often conflicting needs and offer inclusive, collective experiences, a playful sense of purpose, and meet on-demand consumer expectations without compromising on quality.”
Rita Greenwood, Managing Director of William Grant & Sons UK and Ireland, adds, “William Grant and Sons is a family owned business and has been for 130 years. This report is our objective view of what is happening in the UK drinks industry. Every word is written internally by our colleagues and it demonstrates our commitment to ensuring that all of our business partners are informed about what is happening now, and how we expect consumers and categories to evolve in the future.
The report shows that it is more essential, now than ever before, for businesses and brands to adapt if they are to remain relevant with today’s consumers.
Marketeers keep talking about how people want experiences these days. It’s not enough that the food is good, but the whole experience has to be memorable. Well that was certainly the case when I was invited to dine in the sky hanging above George Square in Glagow. The invite from Murray Thomson the GM at The Blythswood Hotel was much appreciated. Although I have to confess I didn’t really pay any attention to the detail until my colleagues asked me why I was wearing a dress! They then pointed out I would be eating dangling above George Square. Yes, the dinner table was 100ft up, and Chef Zoltan Szabo from The Blythswood cooked at the table… actually it was a great experience, and we were only up for an hour! I’m not sure I would have paid to do it, but certainly I would have bought the experience as a present for someone who wasn’t scared of heights!
Oh the power of social media. We have picked our doggy judges for Dog Pub of the Year. They are Walter and George, unfortunately Rolo’s owner was so disgusted and unbelieving that her dog came second, that she withdrew! Honestly. This bit of fun turned into a social media debate with around a reach of 7,000 – which added the to the original reach of around 50,000 – makes it one of the most widely talked about award categories ever! It just goes to show folk are passionate about their dogs. Of course my two are in a huff that they weren’t even considered as judges!
The great straw dilemna – to put one in or not? Personally I hate straws – I usually take them out, particularly these wee fiddly ones in cocktails that float about the drink. But instead of the suggested 5p levy why not just train bar staff not to automatically put them in drinks. They could a) ask the customer if they want a straw, and b) use a paper one if they do. What is the issue? That seems to me like commonsense.
I was invited by Scotland Food and Drink to a Seafood and craft beer evening the other night. The chef, Andrew Cumming, cooked up ‘Street Food’ which was matched to a range of beer – his main challenge was cooking on the Tall Ship…the food was great. I was sitting beside Fyne Ales boss Jamie Delap who has a passion for beer in all its forms – it was most educational – even for a non-beer drinker! My favourite was Drygate’s Mango beer… but all the beers were very tasty, even for my uneducated palate.
What a great response to our Wm Grant Bar Apprentice Programme. We now have the full compliment of Apprentices who will not just benefit from training across disciplines including Champagne, rum and whisky but will also get an overnight visit to Glenfiddich Distillery. This year there are apprentices from Gleneagles Hotel, Manorview, Buzzworks, Montpeliers, The Big Red Teapot, The Pot Still, Crieff Hydro and others.
We are doing our telephone Supplier Survey at the moment and we have found a lot of licensees have changed supplier over the last year. More so than in any other survey we have done. The biggest complaint is that price lists are given out and then the price changes. Licensees say there has been no continuity. Now this is probably partly due to increased costs being incurred by suppliers, but there is definitely an issue out there that needs addressed. It will be interesting to see who comes out on top this year.
Lastly what a shame for Brockman’s Gin World Cup winner Sebastian Stanczyk of The Spiritualist in Glasgow – he however won’t be able to take up the prize of a 5-day trip to New York as the US wouldn’t grant the Polish born bartender a visa!
Why do so many menus in pubs and restaurants have the expression ‘home-cooked’. Obviously the food is not homecooked! So why not use another adjective? Perhaps Chefs own Steak Pie? Just a thought!
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