Scotch whisky industry adapts to seasonal trends and RTD growth

The Scotch whisky industry is navigating shifting consumer preferences and new seasonal initiatives. The Scotch Malt Whisky Society (SMWS) has launched the ‘Whisky Equinox’ to mark the start of the colder season, releasing two special 35cl bottlings: an 11-year-old Highland single malt and a 12-year-old Speyside single malt.

Simultaneously, major spirits producers are addressing a broader market trend toward ready-to-drink (RTD) cocktail cans. While traditional spirits face challenges from changing health concerns and financial caution, the RTD category is seeing significant growth. Diageo has identified RTDs as a major strategic priority, reporting sales of over 400,000 units at UK festivals this year. Pernod Ricard also reported a 17 per cent jump in RTD sales, noting the category serves as a recruitment engine for bottled spirits. Suntory Global Spirits has similarly identified the category as a driver for total spirits growth.