Spirits have been savored by humanity for many years. The beverage sector, much like its food counterpart, has shown impressive resilience to global turmoil. Despite social, economic, political, financial upheavals, and even the recent global pandemic, the consumption of food and beverages continues its upward trend. This progression remains steady as long as relevant market strategies are applied, particularly in the context of the premium spirits sector.

However, the global spirits industry is currently witnessing another significant transformation. These shifts often occur due to successive generational changes that influence consumer behaviour, tracing back to the post-war consumerism of the 1950s. Broadly speaking, modern consumers are health-conscious, knowledgeable, informed, and purpose-driven. Therefore, the enduring trend in the spirits industry indicates that "consumers drink more consciously and choose better quality," and there is no foreseeable reason that this trend shall alter in the near future. To accommodate this change, some industry participants are enhancing their offerings, seeking to align with evolving consumer preferences and revenue sources.

Nevertheless, this adaptation can be viewed as a superficial and merely a responsive approach. The ongoing consumer behaviour shifts encapsulate more than just an upgrade in product quality. Indeed, the most profound long-term influence currently overlooked by global spirits industry leaders is the dramatic shift towards the "premiumisation of emotions," alongside the "premiumisation of products. "