As winter winds down, the Spirits sector – mainly seasonal products that peak in terms of online searches and sales at year-end – provides much food for thought on new trends that are shaping the industry. In addition to high-quality Gin and Whisky which continue to be the most appreciated spirits, there is a growing trend involving Advent Calendars and DIY cocktail preparation kits. This is revealed by an analysis conducted by Witailer and Mr. Dee Still, the "shoppable magazine" of the Beverage world, based on research on Amazon and online purchases made by Italians in the final quarter of 2023.

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Gin, Whisky and "special boxes"

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Witailer's data indicates that in terms of search volumes on Amazon Italy, Gin ranks fifth in the Food category and first among Distilled Spirits, followed by Whisky, Amari, and Rum. Gin searches registered a significant increase (+8%) compared to the same period in 2022, and among the branded searches, the most sought-after brands include Gin Mare, Tanqueray, Amuerte, Bombay, and Roku.

Meanwhile, on Mr. Dee Still's e-commerce platform, Whisky dominates as the best-selling product (34%) in both value and volume, with notable references such as Hibiki, Macallan 12, and Macallan 18. The most intriguing aspect is related to special packaging, capable of capturing consumers' attention. The increasing trend in searches on Amazon Italy for "gin tonic kit regalo" (53,000 in the quarter, with 41,000 in December alone) highlights the growing interest in the possibility of creating DIY artisanal cocktails and embarking on new sensory experiences.

Another observed phenomenon is the remarkable growth of Advent Calendars and special boxes, becoming new must-haves in the world of Spirits. Witailer reports that especially in the Gin category, searches for the "Advent Calendar" packaging were numerous on Amazon Italy (9,000), peaking in November. Mr. Dee Still's data also confirms the trend, emphasizing a significant increase in the sales of special packaging, with the Advent Calendar being the most coveted format.

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Consumers increasingly evolved and looking for unique experiences

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The trend highlights the increasing desire of consumers to experiment with new, unusual, and challenging experiences related to distilled spirits, while emphasizing how crucial it is for companies to offer special packaging to cater to the desires of a growing clientele increasingly focused on the originality of the consumption experience promised by the product.

Thus, the search for unique experiences and the desire to surprise with high-quality products are the new drivers for buyers. The goal for companies looking to meet ever-evolving tastes and needs is to offer a wide selection of products and personalized service.

Another significant aspect that emerges from the analyses conducted by Witailer and Mr. Dee Still is the centrality of e-commerce platforms, a strategic channel for all brands selling Spirits. For the most conventional and/or discounted products, spirit consumers turn to generalist sales platforms like Amazon.

Within the Whisky, Amari, and Rum categories on Amazon, data collected by Witailer suggests an increase in public awareness of Spirits sector brands, with notable names such as Jack Daniel's, Talisker, Jefferson, Amaro del Capo, Zacapa, Don Papa among the most sought-after brands.

For the purchase of non-shelf products in traditional stores and to seek advice on exclusive products, the growing increase in sales on a specialized vertical platform like Mr. Dee Still (+45% in 2023 compared to 2022) confirms that consumers are increasingly sophisticated and true appreciators of this type of product.

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Source: Engage