The recent Focus on Alcoholic Drinks published by The Grocer
(8 October 2011) discussed why the white spirits category has fallen behind in
volume sales compared to whisky and explored what producers can do inject life
into these sub-categories.

Mark Wickens, founder of Brandhouse, provided comment on
shoppers’ decision-making processes during recessionary times.  He explained: “Trading down in certain
areas is complemented by an upturn in others, with consumers driven by an
emotional incentive of ‘I deserve quality’.”

“They are willing to part with more money for products they
perceive to be premium. These ‘Lidl Vuitton’ consumers make fewer, but more
expensive, purchases – and the trend has certainly been seen across spirits.”