Page 44 - Beverage Master_AprMay2022

International News

Taking it Easy With Light

Spirits By: Hanifa Sekandi
Y ou want to be the life of the party, but As the market gains momentum, lighter spirits will

you do not want the party to take the life provide consumers an outlet to create and imbibe
out of you. So you are on the hunt for
as their full alcohol counterparts. One could consid-
a middle ground where you can enter- quality cocktails and drinks that still taste as good
tain and imbibe with friends yet feel refreshed in er lighter Scotches, whiskeys and gins as the rebel-
the morning. So far, you have tried mocktails and lious offspring of the spirit world, having one foot
light cocktails with just a splash or two of tequila. in tradition and the other in modernity. An example
Globally, you are not alone. Just like you, people is Scotlands’s Whyte & Mackay Light with a 20%
are looking for lighter spirits that maintain a robust ABV. This smooth, earthy spirit is aged in bourbon
flavor profile. Luckily, the industry is catching on. and Sherry casks. The fact that it can be enjoyed
Spirits, ready-to-drink beverages and beer brands neat or over ice is a true test for a moderate spirit.
create must-have light spirits and drinks to keep
the party going with-out tipping the scales. This trend has seen gains in North America and
across the globe. A study conducted on alcohol
This change is a major innovation in an industry consumption in the U.K. found that Brittons are
where consumers desire more than just the same either reducing their alcohol intake or opting for
thing packaged differently. Light spirits attract dis- no or low alcohol alternatives. According to the
cerning beverage enthusiasts who seek a health- study, by 2030, there will be a decrease in alco-hol
ier lifestyle or simply to consume less alcohol. consumption per adult by 11 liters. The change is
However, craftsmanship and ingredient still mat- predominantly led by individuals 18-24 in the U.K.
ter, and consumers are not ready to compromise and 25-34 in the U.S.
quality. Brands who plan to enter this bur-geoning,
niche market must understand consumer demand The results provide perhaps an unexpected pivot
and how and what to bring to the shelves. from previous generations who viewed these years
as a time when drinks were endless and throwing
What is a Light Spirit? caution to the wind was the norm. The “viva for-
ever” celebration no longer fits the ideals of many
When discussing light spirits, it sounds like we younger imbibers. Light spirits seem like an appro-
are talking about the paranormal. Alas, we are not. priate transition for these consumers, who have
However, it does seem like magic when thinking less desire for wild nights of binge drinking.
about a once hard liquor becoming less po-tent.
Globally, the light spirit trend is set to grow 34%,
So, what is a light spirit? A light spirit, also known a significant marker since product selection in this
as a spirit drink, is an alcoholic beverage that con- category can be limited. This growth possibility
tains a low alcohol percentage between 0.05% opens the door for some brands to change focus
and 1.2%. This percentage scale is not con-sistent and become light spirits producers.
across the board and is dependent on the alco-
hol type. Some lighter alcohols are referred to as Two things that cannot be compromised when
“reduced alcoholic” beverages since they contain crafting lighter spirits are that they must be pre-mi-
higher alcohol content than light spirits. Anything um quality, and they must blend in. It is not about
above a 5% ABV is considered a reduced or mod- standing out. It is about being a welcome addition
erate alcoholic beverage. Moderate alcohol drinks to a bar cart or restaurant menu selection. The
contain approximately 9.5% ABV. This percentage pleasant surprise for a low ABV spirit should be
scales up to 20% ABV for spirits, far below the high- that there is no compromise on taste, so much so
er alcohol range for spirits with a legal minimum of you cannot tell the difference be-tween it and its
40% ABV. higher alcohol counterpart.

42 April - May 2022 BEVERAGE MASTER

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