A Deep Dive into the Spirits Market

This guide serves a dual purpose: to inspire and to equip. It’s designed to help venues maximise footfall, boost sales, and optimise profits by offering an extensive range of spirits tailored to the dynamic preferences of modern consumers. Whether you’re a pub owner or a restaurateur, Greene King and Belhaven aim to simplify your inventory management while providing access to world-class products and services.

Evolution of Consumer Preferences

The last few years have dramatically shifted how consumers engage with the spirits market. From economic challenges to evolving palates, the demand for spirits has remained resilient, albeit transformed. Premium spirits, in particular, have emerged as a focal point, driven by consumers’ desire for quality over quantity.

Recent studies show that more than half of pub-goers prefer spirits, with 30% specifically seeking premium options. This trend underscores the importance of offering diverse products, from classic whiskies to flavoured gins and spiced rums. Greene King and Belhaven have carefully curated their offerings to cater to this diverse audience, ensuring venues remain relevant and appealing to their customers.

Strategic Offerings for Venues

Greene King and Belhaven have streamlined their services to provide a hassle-free experience for venue owners. Their “Value for Venues” platform is a game-changer, offering solutions that save time and effort. Here’s how they make a difference:

• Seamless Ordering: Their intuitive online platform allows venues to build and place orders effortlessly, eliminating the stress of inventory management.
• One-Stop Delivery: With a single-drop delivery model, venue owners can rest assured that their entire order will arrive together, ensuring operational efficiency.

This approach frees up time for venue managers to focus on what matters most—providing excellent customer service and creating memorable experiences for patrons.

Key Trends in the Spirits Industry

Popularity of Premium Spirits

The spirits market is experiencing a significant shift toward premium and super-premium products. Despite economic pressures, consumers continue to gravitate toward high-quality offerings. Research indicates premium spirits account for over 35% of the market value.

One reason for this trend is the evolving expectations of patrons who view spirits not merely as beverages but as experiences. A growing cocktail culture also fuels the rise in premium spirit consumption. Drinks like the Pornstar Martini and Espresso Martini—both of which heavily feature premium spirits—are favourites among pub-goers, making them staples on most bar menus.

This shift represents an opportunity for venues to curate their menus with these high-end options. Greene King and Belhaven, understanding these dynamics, offer a wide variety of premium and flavoured spirits to cater to these discerning customers.

Spirit Category Highlights

Each spirit category offers unique opportunities to attract and retain customers. Let’s dive into some key categories and their trends:

• Vodka: With a market size of £2.2 billion, vodka remains a dominant player. Flavoured vodkas now constitute 10.3% of vodka sales, appealing to younger demographics. It’s also a cornerstone of iconic cocktails like the Pornstar Martini, further boosting its popularity.
• Rum: The rum segment has grown significantly, particularly in the premium+ sub-category, which has expanded by 61% compared to pre-COVID levels. Spiced and flavoured rums account for 63% of total rum sales, making them a lucrative venue choice.
• Whisky: Malt whiskies, especially Scotch, are seeing robust growth. In Scotland alone, whisky sales increased by 18.2% in 2023. This category particularly appeals to connoisseurs, who prefer neat whisky, making it a premium segment.
• Gin: While gin is the third-largest spirits category, its flavoured variations dominate sales, accounting for 40% of the market. This indicates that gin enthusiasts are seeking innovative and unique flavour profiles.

These statistics highlight how critical it is for venues to stock a versatile range of spirits tailored to these evolving consumer preferences.

Innovations in the Spirits Market

Innovation is the driving force behind the sustained growth of the spirits category. Greene King and Belhaven continuously update their product lines to reflect the latest trends. Here are some of the most exciting developments:

• Ready-to-Drink (RTD) Options: Convenience is king, and RTD products like Absolut Vodka & Sprite are gaining traction. These drinks cater to on-the-go consumers while offering a premium experience.
• Low- and No-Alcohol Spirits: Low- and no-alcohol products are becoming more popular with a growing focus on health-conscious choices. Products like Whitley Neill Rhubarb & Ginger 0% offer sophisticated alternatives without the buzz.
• Exotic Flavours and Unique Blends: Spirits infused with unique flavours like tamarind vodka or pineapple rum are captivating adventurous drinkers.

Staying ahead in the spirits market means embracing these innovations to attract a broader audience.

The Most In-Demand Spirits of 2024

Top Brands by Popularity

The spirits market in 2024 is defined by iconic brands that have cultivated loyalty across generations. Consumer insights reveal that certain brands dominate the market, not just for their taste but also for their cultural cachet.

According to YouGov’s Q2 2024 data, the following brands rank highest in consumer opinion:

• Baileys: Leading the pack with 59% positive recognition, Baileys is the go-to for indulgent liqueurs, often enjoyed as dessert-style drinks.
• Jack Daniel’s: Known for its bold Tennessee whiskey, Jack Daniel’s enjoys a 54% positive rating. Its versatility—served neat, mixed, or in cocktails—boosts its appeal.
• Smirnoff: The world’s most recognisable vodka brand holds a 53% approval rating thanks to its classic flavour and wide availability.
• Bacardi and Captain Morgan dominate the rum category, with 52% and 51% positive ratings, respectively. Their flavoured and spiced rums are particularly popular.

Millennials lean toward brands like Captain Morgan (62%) and Beefeater Gin (58%), showing that younger generations value legacy and flavour diversity.

New Arrivals in the Market

Innovative product launches designed to capture evolving tastes continually refreshed the spirits landscape. Greene King and Belhaven have embraced this trend, introducing a range of exciting new products that cater to a variety of palates:

• Absolut Vodka & Sprite (RTD): Combining convenience with premium quality, this pre-mixed drink is perfect for social settings.
• Bumbu Rum: A smooth and rich rum that blends tropical flavours, appealing to the growing demand for artisanal and exotic spirits.
• Go Well Gin: A premium gin that combines traditional botanicals with contemporary flavour twists.
• Tails Piña Colada (1 Litre): Ready-made cocktails like this ensure consistency and reduce prep time for venues.
• Reaper’s Rum: A bold, spiced rum offering intense flavour and a modern edge.

These products keep venues competitive and provide patrons with fresh and exciting choices.

Why These Spirits Are Driving Trends

Several factors contribute to the growing demand for these in-demand spirits:

1. Premium Experience: Consumers are increasingly willing to spend more for a superior product that elevates their drinking experience.
2. Versatility: Brands like Smirnoff and Jack Daniel’s are celebrated for their ability to pair seamlessly with mixers or shine in standalone cocktails.
3. Flavoured Innovations: From tamarind vodka to rhubarb gin, unique flavours are key to attracting adventurous drinkers.

By stocking these crowd-pleasers and trending newcomers, venues can ensure they appeal to loyal customers and trendsetters.

Leveraging Spirits to Maximise Venue Profits

Pricing Strategies and Promotions

In an era where value matters as much as quality, pricing strategies can make or break a venue’s success. Greene King and Belhaven understand the delicate balance between offering competitive prices and maximising profit margins. Here’s how venues can capitalise:

1. Seasonal Promotions: Aligning discounts or happy hour deals with seasonal demands—such as spiced rums during winter or gin cocktails in summer—can boost sales.
2. Bundle Deals: Offering popular spirits alongside mixers as a combo deal encourages bulk purchases. For example, pairing Absolut Vodka with Sprite RTD cans.
3. Loyalty Programs: Rewarding repeat customers with discounts on premium spirits cultivates brand loyalty.

With the right mix of affordability and exclusivity, venues can cater to a broad audience while driving sustained revenue.

Enhancing Customer Experience

The customer experience goes beyond simply serving drinks. By curating an engaging environment, venues can encourage patrons to stay longer and spend more.

• Signature Cocktails: Creating unique cocktails using trending spirits like Reaper’s Rum or Tails Piña Colada can become a venue’s trademark. Signature drinks not only attract attention but also justify premium pricing.
• Interactive Menus: Informative menus highlighting tasting notes, pairing suggestions, and spirit origins appeal to curious customers and enhance their experience.
• Themed Events: Hosting whiskey-tasting nights or rum cocktail workshops can elevate the customer experience and introduce patrons to new products.

Customers are more likely to return When they feel they are part of a unique journey.

Efficient Supply Chain Management

Efficient operations are crucial for maximising profits, and Greene King and Belhaven have tailored their services to support venues in this area. Their one-stop delivery system simplifies inventory replenishment, ensuring venues always have the needed products.

• Flexible Delivery Options: With single-drop deliveries, venues save on logistics and operational costs.
• Expert Support: A dedicated customer service team is always available to advise on product selection and sales strategies.

These operational efficiencies empower venues to focus on creating exceptional customer experiences while optimising their bottom line.

Making Spirits a Profitable Category

The key to leveraging spirits is understanding that it’s not just about selling drinks—it’s about creating an atmosphere where customers want to indulge. By implementing dynamic pricing, enhancing the experience, and maintaining an efficient supply chain, venues can transform their spirits category into a reliable profit driver.

Spirits Merchandising: How Venues Drive On-Trade Volume

Three Immediate Promotion Tactics for Spirits

Spirits offer some of the fastest wins on a drinks menu, since small changes to presentation and sales approach can lift margin without touching supplier costs. Here are three tactics that can be put into action almost immediately. 

Upselling premium white spirits. Gins and vodkas are the easiest spirits to trade customers up on, since the serve barely changes only the bottle does. Training staff to offer a premium alternative at the point of order captures incremental spend on a drink the customer was already buying, especially when paired with a distinctive mixer or garnish that justifies the higher price. 

Seasonal winter spiced rums. Spiced rum has a strong seasonal window. Featuring it through autumn and winter mulled, mixed with ginger beer, or as a simple spiced rum and coke special taps into existing demand and gives an easy hook for social media and in-venue signage. 

RTD speed-of-service happy hours. Ready-to-drink cans let staff pour a consistent, branded serve in seconds. Running a discounted RTD window during peak periods keeps queues moving and protects margin, since there’s no measuring, mixing or garnishing required. 

Each tactic can be introduced within days, using stock and staff already in place. 

Digital and Social Promo Templates

Point-of-Sale and Menu Placement for Higher Conversions 

How spirits are presented can have just as much impact on sales as the products themselves. Clear, logical menu layouts make it easier for customers to choose, while strategic point-of-sale displays encourage premium purchases. 

Group white spirits such as vodka, gin, white rum and tequila together under a clear heading, making it simple for guests to compare options. Within each category, list brands from standard to premium, allowing customers to naturally trade up. Including brief tasting notes or recommended serves can also increase confidence and boost premium spirit sales. 

Position luxury and seasonal brands, such as Baileys, in high-visibility areas on both printed and digital menus. Featuring these products in dedicated sections, dessert pairings or seasonal cocktail promotions helps draw attention and increases impulse purchases. Bar-top displays and back-bar positioning can further reinforce visibility. 

Price anchoring is another effective merchandising technique. Place a premium bottle alongside a super-premium option to make the premium choice appear better value. For example, showcasing an ultra-premium whisky above a premium brand encourages customers to perceive the mid-tier option as an accessible upgrade. Combined with well-organised menus and attractive displays, these simple merchandising tactics can increase average spend while creating a smoother customer journey. 

Real-World Market Validation

The spirits category has entered a new phase of maturity across the on-trade, shaped by shifting drinking occasions and a guest base that increasingly prizes quality over quantity. Premiumisation remains the defining trend, with guests trading up to recognised brands and craft-led expressions even as overall visit frequency evolves. Ready-to-drink (RTD) formats have moved from novelty to necessity, offering consistency, speed of service, and a lower-ABV entry point that suits today’s more considered approach to a night out. White spirits, vodka and gin in particular continue to anchor menus, while flavoured and RTD variants widen their appeal to a broader audience.

Our boots-on-the-ground observations back this up. Since this piece was first written, premium white spirits and RTD serves, Absolut & Sprite chief among them have moved well beyond a passing trend, becoming permanent staples across our venues. Bartenders report consistent, repeat demand rather than seasonal spikes, and these serves now hold fixed positions on menus and back bars alike, reinforcing that premiumisation and RTD convenience are structural shifts, not fleeting fads.

Conclusion

The spirits market in 2024–2025 is brimming with opportunities for venues to elevate their offerings and boost profitability. The landscape continues to evolve from the growing demand for premium products to innovations in low-alcohol and flavoured spirits. By partnering with trusted spirit suppliers like Greene King and Belhaven, venues can stay ahead of trends, enhance customer experiences, and make the most of their spirits category.

FAQs About the Spirits Market

1. What is the most popular cocktail in 2024?

The Pornstar Martini remains the most popular cocktail in 2024, with vodka-based serves continuing to dominate menus. The Espresso Martini and Piña Colada also rank among top sellers, reflecting demand for indulgent, flavour-forward drinks. Venues offering these three as core menu staples typically see stronger repeat orders during evening and weekend trading. 

2. How can venues keep up with evolving consumer trends?

Venues keep up with evolving consumer trends by tracking market data and listening closely to customer feedback. Partnering with suppliers like Greene King and Belhaven gives access to trending products such as RTDs and premium spirits ahead of competitors. Hosting themed tasting events and rotating limited-edition drinks also keeps regular patrons engaged and returning.  

3. Why are premium spirits gaining popularity?

Premium spirits are gaining popularity because guests increasingly associate higher price points with quality and indulgence. Many patrons now choose a single malt served neat or a premium gin in a signature cocktail over standard house pours. This willingness to trade up boosts average spend per head and strengthens overall bar revenue. 

4. What role do Greene King and Belhaven play in market innovation?

Greene King and Belhaven drive market innovation by regularly launching new products, from RTD cocktails to premium low-alcohol spirits, matching shifting consumer demand. Their supplier services also streamline inventory management for venues, reducing stockouts and waste. This combination helps operators stay on-trend without dedicating extra time to product research or supply chain admin. 

5. How can venues maximise their profit margins?

Venues can maximise profit margins by running strategic promotions, spotlighting premium and flavoured spirits, and hosting ticketed or themed events that boost footfall. Supply chain efficiencies from partners like Greene King and Belhaven help reduce operational costs while maintaining consistent product availability. Together, these tactics improve both margin and customer retention. 

Sources

Source: YouGov Q2 2024

Source: CGA OPMS data to 23.03.24

Source: CGA Count of Brands December 2023

Source: CGA by NIQ on-premise sales 12 months to 24 February 2024

Source: CGA OPMG data to 30/12/23

Source: CGA by NIQ 2023 data

Source: CGA OPMS data to 23.03.24

Source: CGA by NIQ