The spirit category is responding to a challenging market place where innovation, premiumisation and focus on the “perfect serve” is key to every outlet’s spirit offering.

We are proud to present our 2010 spirits portfolio ranging from value-for-money pouring brands to internationally recognised brands and premium/niche spirits: regardless of the outlet type we have the range to stock every bar and off licence.

The consumer is drinking less but drinking better quality spirits. They expect a good choice of standard and niche spirits and they are prepared to pay for it, demanding a service that is above and beyond what they

can do themselves at home. So a clean glass, the perfect serve and a little “theatre” is more that important than ever before. The growth in cocktails continues to provide the licensee with an opportunity to both impress the consumer and make a substantial per-drink margin.

In addition to the traditional customer, females, food occasions, families and the over forty group are all key new consumer trends that you should be looking at targeting with your great range of spirits.