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‘Craft’ spirits are ‘redefining’ the perception of luxury

Photo courtesy The Spirits Business

Photo courtesy The Spirits Business

““The idea was really about encouraging people – both the industry and consumers – to stop and think about what ‘luxury’ really means within the world of Scotch whisky,” says Jonathan Gibson, head of marketing at Compass Box. “Is ‘luxury’ a status conferred by expensive packaging? Is it defined by price point? By the age or rarity of the whisky in the bottle? Or is it attributable to something altogether more elusive? It was never intended as an answer to those questions – more as a discussion point around which people could talk and make up their own minds.””

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‘Craft’ spirits ‘redefining’ perception of luxury