Can emerging categories crack the luxury market? 22nd January, 2021 by Nicola Carruthers
High-end spirits were outgrowing lower-end counterparts at the start of 2020, with emerging categories forecast to soar. Amid the pandemic, has their success been thwarted? This feature was originally published in the October 2020 issue of The Spirits Business
The world of luxury spirits has become known for its ultra‐ premium price tags and quality liquid, which can often be made with some of the rarest and oldest stock available. Interest in the category has swelled in recent years and spilled over into the secondary market where revered single malts and distilleries’ inaugural releases have set auction records.