The start of yearly is a time for reflection and forward-thinking. We naturally mirror on the earlier yr and its achievements whereas concurrently looking forward to the approaching months.
The spirits {industry} is not any totally different on this respect. Successes and failures from final yr will typically information a model’s technique transferring ahead. So, what’s going to the tendencies be for our favorite spirits world wide in 2025? It’s time to gaze into our crystal ball on the key themes to look out for.
Oldies however goodies
For the final decade or so, non-age-stated whiskies have flooded the market as whisky firms expanded their ranges to capitalise on the increase in gross sales. Nevertheless, as international Scotch gross sales have declined during the last couple of years, we’re starting to see a return to age-stated whiskies in each the blended market and single malts.
The drive for authenticity and the standard upon which Scotch constructed its popularity are key to this resolution. Shoppers are proven to be shopping for much less however savour what they’ve extra. High quality over amount, you might say.
“Shoppers are more and more searching for out whiskies that inform a narrative,” says Chris Dennis of The Glen Grant distillery in Speyside. “And that is precisely what higher-aged single malts persistently ship.”
Final yr noticed a number of ‘oldest ever’ releases, and there’ll undoubtedly be extra of those in 2025. However most will probably be priced on the decrease finish of the market, each domestically and in journey retail.
It will be enjoyable and scrumptious, so strap your self in.
AI Bartenders
As synthetic intelligence turns into the norm in on a regular basis life, it was solely a matter of time earlier than its affect can be seen within the spirits world. An early instance is in use on the Johnnie Walker expertise in Princes Road, Edinburgh – this asks every customer a sequence of questions, with the solutions figuring out their route across the tour and the type of cocktails they may drink alongside the best way.
However can AI make a cocktail worthy of the identify? Axelrad Bar in Houston, Texas, was an early pioneer. They created a ‘People Vs. Machines’ menu, the place 4 cocktails designed by ChatGPT compete towards 4 created by their bartending staff.
The Diageo Bar Academy feed buyer preferences into an identical programme to create ‘the right cocktail’ for his or her style. On the identical time, BarGPT additionally affords a bespoke expertise the place you can also make a cocktail out of your most well-liked substances.
It could not fairly be a Terminator-like situation, however AI is coming to a bar close to you very quickly – if it’s not there already.
Excessive Proof
This class has been steadily increase steam for the final yr or so. Final yr, a number of high-ABV merchandise, generally known as ‘Excessive Proof’, hit the market and gained loads of traction. This included bottlings comparable to Alto Canto tequila (48% ABV), Bartender’s Selection from Chopin vodka (59.8% ABV) and Ragga Overproof white rum (63% ABV).
Mixologists and bartenders are main the pattern, searching for inventive methods to reinforce the flavour profile of cocktails. Utilizing high-ABV white spirits is one such means, as elevated alcohol ranges intensify the depth of flavour, enhance the construction of the drink and fight dilution within the shaker or glass.
“We’re growing a high-proof vodka on the again of demand,” says Robert Hicks, proprietor of the Highland Liquor Co. “The elevated power will carry flavour higher and create depth in a cocktail.”
Anticipate to see important progress in high-strength vodkas and tequilas, plus overproof white rum and navy-strength gin.
Sustainable distilling
The Glen Grant Distillery
Many processes used to supply spirits worldwide are historically non-eco-friendly—fermentation, distillation, the burning of peat in Scotland and the roasting of agave in Mexico, to call just a few. All produce warmth, and decreasing that output is a key problem for producers in an ever-warming world. Notably as many nations now have strict insurance policies as they transfer in direction of internet zero.
Distillers are tackling the problem head-on by altering working practices, decreasing the load and make-up of packaging, and bettering their native surroundings. For the final decade, new distilleries have been constructed with these targets in thoughts, whereas older distilleries have been transformed to be extra environment friendly.
“Our industry-wide sustainability technique ensures the entire sector is aligned on formidable targets,” says Ruth Piggin, Director of Trade Sustainability on the Scotch Whisky Affiliation. “This entails decreasing carbon emissions, guaranteeing water is used effectively, caring for the land and enjoying our half in transferring in direction of a round economic system. That is difficult, however it’s a problem that should be met.”
Worldwide agave
With tequila and mezcal gross sales persevering with to rise globally, firms are aiming to seize a bit of the pie. The US authorities’s persevering with menace of 25% tariffs on Mexican items—America is the world’s largest shopper of tequila—has introduced this into focus and presents a chance for others to capitalise.
Tequila can solely be produced in a selected geographical designated space inside Mexico, so related merchandise can’t be named as such. Nevertheless, related rising situations for the agave crops from which the spirit is made exist elsewhere on this planet.
New producers want to develop the agave spirits class, which has beforehand been geographically capped. This yr, you possibly can anticipate tequila options from nations comparable to Australia, India, South Africa and California.
“We’ve got had an overwhelmingly constructive response to our new product,” says Damola Timeyin, the co-founder of Sango African Agave Spirit. “Persons are on the lookout for one thing acquainted however new within the present market.”
