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New spirit launches move away from traditional terroir

10 : 07 : 2017 Alcohol : Drinks : Branding

As the spirits market becomes increasingly crowded, new launches are moving away from traditional terroir and ingredients.

Volcán de mi Tierra Tequila by Moet Hennessy, Mexico Volcán de mi Tierra Tequila by Moet Hennessy, Mexico
Ko Hana Agricole rum, Hawaii. Photography by Ari Espay and Liza Poleti Ko Hana Agricole rum, Hawaii. Photography by Ari Espay and Liza Poleti
West 32 Soju, US West 32 Soju, US
Ko Hana Agricole rum, Hawaii. Photography by Ari Espay and Liza Poleti Ko Hana Agricole rum, Hawaii. Photography by Ari Espay and Liza Poleti

The spirits market is largely rooted in tradition, with specific spirits often associated with a particular culture or place. But as the spirits market becomes increasingly crowded, new launches are challenging convention. While sales of gin have pushed growth in the spirits category over the past few years, consumers are eager to discover different spirits.

‘Consumers are much more open than they have ever been,’ says Trent Fraser, president and CEO of Volcan de mi Tierra, Moët-Hennessy’s first foray into the tequila market. The new brand has two tequila offerings, Blanco and Cristalino, which both feature a blend of highland and lowland agave – a unique approach for a brand in the premium sector, where highland agave is typically favoured. According to Fraser, the aim was to ‘expose the capability of this great terroir’.

The Big Picture

  • Provenance has been linked to heritage in the spirits world, but new brands are looking beyond tradition and offering their own take on classic spirits
  • For more examples of Terroir Spirits, read our latest microtrend