The market for handcrafted spirits has never been as diverse and dynamic as it is today. On one hand, globally recognized brands continue to shine, while on the other, small and regional labels are experiencing increasing demand. Generation Z, in particular, is always on the lookout for something new—creating a prime opportunity for specialty retailers to stand out with a carefully curated selection. Smaller sales quantities are especially beneficial, keeping the portfolio fresh and engaging for customers. Fast sell-throughs allow for new listings, helping to retain Generation Z as loyal consumers.
Alternatives with low or no alcohol content, as well as beers, are just as relevant to this target audience as mocktails and RTD (Ready-to-Drink) products. Consumers are also paying more attention to sustainable production practices. Retailers can make a strong impression with carefully selected products that emphasize fair wages for field workers and environmentally friendly farming. Handcrafted beverages are often associated with sustainability and climate consciousness, as small-batch production naturally aligns with these values. Additionally, limited availability enhances a product’s exclusivity in the eyes of consumers, making it even more desirable—a key factor for driving sales, even in small quantities.
Of course, taste remains essential. Younger consumers belong to the so-called "Soda Generation," having grown up with sugary drinks. As a result, they tend to favor sweeter flavors in their indulgences. However, fresh and herbal notes have also gained popularity. This has led to an incredible variety of unique creations worldwide, catering to diverse preferences. The emphasis on individuality makes handcrafted drinks even more appealing to younger customers.
