2025 - Our Forecast
Commercial Spirits Intelligence No.77
2025 – what do we think will happen in the spirits world?
This newsletter is a collaboration between Duncan McFadzean of Noble & Co, and Martin Purvis. In this newsletter we leverage our experience, contacts and market intel to provide meaningful analysis that speaks to relevant issues for you.
In this article, we wanted to look forward into the fast-approaching new year after the turbulence of 2024. We try and make some predictions about what may unfold which we will review this time next year and see how close we got. As people who are closely connected to the industry, we have battled with the pessimism during 2024 but there is no avoiding the negative news flow, and we call it as we see it.
The spirits business and whisky industry specifically has had an incredible ride over the last 20 years with increasing consumer attention and ongoing premiumisation. Some bumps in the road are always to be expected but we take little pleasure in reporting them.