Root to Fruit
The premium spirits market is growing, driven by increased awareness of ingredients, provenance and manufacturing processes. These three building blocks – ingredient, origin, process – repeatedly generate emotional connection points for many major brands and are fuel for authentic storytelling. The bar is more than just a sales channel. It is the stage on which it is important to position oneself and to deliver on the brand promise. The bar thrives on good stories and encounters. Spirit brands help to shape and form these. In other words, you have to do both – brand and bar. Only then will you be successful.
