For decades, the spirits industry has been characterized by a certain boldness, a willingness to experiment and ride the wave of emerging trends. However, recent scrutiny, sparked by a critical opinion piece in *New Indian Express*, is prompting a significant and arguably overdue shift: the industry is confronting a hard-learned lesson – ignoring consumer demand and chasing fleeting trends can lead to obsolescence. The conversation, fueled by voices like *Shanken News Daily* and *Drinks Intel*, is centered on a fundamental need to “look back” and reassess strategic approaches, setting the stage for a potentially transformative period in the sector.
The core of the issue lies in what many perceive as a persistent tendency among established brands to prioritize momentary excitement over enduring values. The industry’s recent forays into novel ingredients and concepts, often driven by the desire to appear innovative, have, at times, landed with a resounding thud. The recent and largely unsuccessful exploration of Non-Fungible Tokens (NFTs) within cocktail creation serves as a stark example, illustrating a disconnect between brand ambition and consumer appetite. This wasn’t a singular misstep, but rather a symptom of a larger problem: an over-reliance on external hype rather than a deep understanding of what drinkers truly want.
This shift in perspective is driven by a rapidly evolving consumer base. Increasingly, drinkers are not simply looking for a strong drink; they’re seeking authentic spirits and unique experiences. *Drinks Intel* has specifically pinpointed a growing desire for “real” spirits – those with a clear heritage, a compelling story, and a demonstrable commitment to quality. This isn’t about fleeting fads; it’s about a fundamental shift in values. Consumers are demanding transparency in production, an appreciation for traditional methods, and a connection to the brand’s roots.
The stakes are undeniably high. As *Shanken News Daily* powerfully warns, brands that fail to adapt and evolve with changing consumer tastes are at serious risk of disappearing from the market entirely. The spectre of being relegated to the back shelves, a forgotten footnote in the history of spirits, is a chilling prospect for established players and ambitious newcomers alike. The industry is realizing that blind adherence to outdated strategies is a recipe for decline.
Underpinning this entire reckoning is a simple, yet profoundly important message: brands need to prioritize listening to their customers and truly understanding their desires, rather than attempting to dictate what they should want. This isn’t about simply guessing at what will be popular; it’s about engaging in genuine dialogue, gathering data, and responding to the evolving preferences of the drinking public. The industry is slowly, but surely, recognizing that marketing shouldn’t be a monologue, but a two-way conversation.
The current discussions are reverberating throughout the wider spirits industry, impacting major players such as Pernod Ricard and Diageo, as well as the burgeoning ecosystem of smaller, innovative distilleries. These companies are keenly aware of the shift, and many are already responding by focusing on sustainable practices, heritage-driven brands, and crafting experiences that resonate with a desire for authenticity.
Furthermore, the focus on sustainability is a critical component of this "lessons from yesterday" approach. Consumers are increasingly concerned about the environmental impact of their choices, and brands that fail to address these concerns risk losing a significant segment of the market. The industry is recognizing that responsible production and ethical sourcing are no longer simply “nice-to-haves,” but essential elements of a successful brand strategy.
Ultimately, the conversation surrounding the spirits industry is a timely reminder that success isn’t solely defined by market share or revenue figures. It’s about building genuine relationships with consumers, respecting tradition, and demonstrating a commitment to quality and values. The industry’s willingness to confront past mistakes and embrace a more customer-centric approach – a clear and resounding "lessons from yesterday” – could fundamentally reshape the future of the spirits industry, ensuring its relevance and longevity in a dynamic and increasingly discerning market.
Source: https://www.newindianexpress.com/opinions/2025/Dec/07/lessons-from-yesterday
