28 Oct '15, 7pm

High-end spirits category flourishing due to "sensploration" culture @Diageo_News @TheFutureLab

High-end spirits category flourishing due to "sensploration" culture @Diageo_News @TheFutureLab

Image courtesy of Four Seasons As interest in craft cocktails continues to grow, spirits brands will need to implement “sensploration” tactics to remain competitive in a crowded space. According to The Future Laboratory, senspoloration includes every aspect of the cocktail experience, playing off all five senses, not just the taste of premium spirit. Diageo Reserve World Class, the trade division of the spirits distributor behind brands such as Johnnie Walker, has partnered with The Future Laboratory to predict where the cocktail industry is headed and how to capitalize on these changes globally. “The vast growth and interest in the cocktail market is partly down to globalization – whilst cocktails were historically enjoyed more in Europe and America, they are now enjoying global growth,” said Alexandre Rodrigues, global head of public relations for World Class and Diageo ...

Full article: http://www.luxurydaily.com/high-end-spirits-category-flou...

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