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Master of Malt Trends Bulletin – May 2020
Master of Malt Trends Bulletin – May 2020
16 June 2020
Happy June, folks! (Yes, we do know the month really - we’re just running a little late on all things trends this month). So do forgive us – we’re casting our minds back on all things April!

Holiday vibe liqueurs: Here’s a lockdown trend we didn’t particularly see coming: soaring interest in liqueurs and liqueur-type drinks usually associated with holiday imbibing! As well as the category soaring by almost 500%, we’ve seen a total transformation in what people are actually buying. April 2019’s top sellers were all about unicorn tears (whatever they taste like), along with cake and sweet shop flavours. This year, April was all about Aperol, Cointreau, and Ricard Pastis. Garden vacation imbibing seems to be very much on!

We’re all after tasting sets: Call it a sign of the times, but tasting sets are in high demand right now. We took a look at Google Trend search data for the UK, and the term ‘tasting set’ has soared in popularity over the last 90 days. Drilling into the specifics and whisky ranks top, followed by gin, with rum also performing well. And the start of the upward momentum came in the middle of April. Could it be down to a desire to get more creative with those Zoom catch-ups?

Caramel-flavoured rums attract attention: Like most categories right now, rum has seen significant uplift. We’ve had our eye on flavoured rum for a while, but up until now, it’s been pretty ‘spiced’-centric. Now we’re seeing a proliferation of other flavour variants make waves in our best-selling list – most notable being caramel. And sweet-toothed shoppers continue to influence our rum chart – other flavours making waves include pineapple, banana and coconut. Will unflavoured variants (and in many people’s view, ‘real’ rums) make a comeback? We don’t foresee it this side of summer. 

Product of the Month: Father's Day Whisky Tasting Set, £26.95

We started to see an uptick in Father’s Day shopping from the end of April – and a product leading the charge was our very own Father’s Day Whisky Tasting Set! Filled to the brim with five different 30ml expressions, it makes the perfect pressie for dads just dipping their toe into the wonderful world of whisky, and connoisseurs alike. And there’s still time to bag one and make his Father’s Day!