The first Industry Observer report uses our best intelligence gathering and organizational methods to bring our clients, partners and friends the most up-to-date and relevant data, collected from reliable sources. As we mine this multi-billion dollar beverage industry ($70 billion in the U.S. alone) for useful data to share, it’s clear that everything is in a constant state of flux. More than ever, the industry’s top echelon are taking an aggressive global view, nurturing markets and attracting new consumers in countries all over the world. Teams are engaged to manage specific regions, enabling them to respond quickly to the needs and changes in customer demand. This report focuses on the spirits industry. The spirits marketplace is exploding with premium products. Every major spirits brand is looking to capture more market share through the extremely popular (and currently profitable) practice of brand upscaling or “Premiumisation.” This practice of premiumisation has catapulted whisky makers ahead of their vodka counterparts in the two years with their flavored spirits.