The craft spirits industry is a challenging place to be right now. The market is increasingly crowded with exceptional spirits. Competition is fierce, and it can be a struggle to find space on shelves or backbars. On top of that, people seem to be drinking less, with little sign that their habits are going to change any time soon.
While much of that is true, we often overlook the many positive signs shaping the alcoholic-beverage landscape today—and, crucially, the opportunities they create. People today care deeply about what they drink. They are keen on liquids that demonstrate quality, personality, and elements such as uniqueness and provenance, and they’re often willing to pay the associated price tag. They want to know the stories behind what they’re imbibing, and that interest encourages them to visit producers in person to establish real human connections and learn where and how the liquids are made.
And the same can be said for food.
The tourism industry has been recording this trend for some time. For example, the World Food Travel Association found that two in three people now consider food and drink more important to their travel experience than they did five years ago. Today, a whopping 75 percent of leisure travelers place gastronomy at the heart of their plans, compared with less than half just a decade ago. Crucially, these visitors tend to spend more on drinks while they’re there, and three in four will also buy something to take home with them.
For you as a distiller, that audience—whether they’re traveling from the town next door or from another country—represents an obvious opportunity. It’s one that can lead to more direct bottle sales while also raising the profile of your business.
But to make the most of that opportunity, you might need to seriously up your food game. Here are some examples and tips from those who’ve already done it.