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STORK CLUB x University of Groningen | The Future of Spirits

Wie sieht der Whiskey der Zukunft aus?

STORK CLUB und die Universität Groningen haben zusammen ein Zukunftsbild der Spirituosenwelt entwickelt.

The Future of Spirits

STORK CLUB x University of Groningen

The Whiskey industry is changing rapidly with the rise of New Wave Whiskeys, and the entrance of a new set of consumers into the market (so-called Urban Drinkers). The Urban Drinkers have very different preferences and priorities compared to previous consumer groups, and it is notable that most of these preferences actually drive the development of each of the dimensions chosen.
The following report has evaluated and analysed the expected development of customer preferences with the rise of new consumer groups and wider macro-trends in society. Based on the outcomes of these preferences, the other aspects have been evaluated and analysed (being sustainability, Web3 and retail & distribution). The main sources of information in this project are interviews with industry experts, university professors and available data sources online. The main findings are summarized below:

Customer Preferences:
- Customers want higher quality products that emphasize conscious consumption.
- Customers want an experience, not a product

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Sustainability:
- Biggest share of emissions appears to come from production process of whiskey, potential lies in electrification and reduced energy use
- Waste streams can be converted in valuable new products, for example biogas
- Packaging also has significant impact on sustainability of whiskey, switching to a more sustainable alternative could improve that

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Web 3.0:
- Virtual, Augmented and Extended Reality will become more important in creating meaningful connections between brands and consumers
- NFTs will further develop in the upcoming years, and start to play an important role in digital-physical interactions

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Distribution:
- E-Commerce will continue to thrive, giving rise to hybrid shopping experiences
- Customers seek information and education, offering potential for (local) speciality stores
With the rise of conscious consumption and education, potential lies in member clubs

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