high-proof spirits, propelled by mixologists emerge as key growth drivers

Source: Shaken Daily

A surge in popularity for classic cocktails and barrel-strength spirits has led to a high-proof spirits renaissance. Over-proof spirits are showing particularly strong growth on-premise, where mixologists are touting them as being superior to their lower-strength counterparts in terms of bringing out a cocktail’s flavors and nuances.

“There’s a growing appreciation of the flavor concentrations that high-proof spirits deliver,” says Caspar MacRae, vice president of brand marketing at William Grant & Sons USA. “We’ve seen a noticeable increase in demand for these spirits, along with many new products.”

William Grant’s Sailor Jerry rum ($21.99 a 750-ml.), at 46% abv, has enjoyed impressive growth in recent years. MacRae partly attributes Sailor Jerry’s success to its prominence in tiki-style drinks.

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