Editor's letter

A warm welcome to the latest edition of Just Drinks’ digital magazine.

There’s no question premiumisation, the trend that’s fuelled the spirits market in the last two decades, has lost its momentum in the last year or two, with consumers becoming more cautious in their spending.

However, when you speak to many in the spirits C-suite, they see the trend bouncing back. One of those execs is Julie Bramham, the MD of Diageo’s “luxury” spirits division, who sat down with Just Drinks’ Fiona Holland for this issue’s cover story. “It will rebound,” Bramham insisted. “We’re feeling really good, through whisky, Tequila and rum, about our opportunities.”

On our In Depth pages, we also shine a spotlight on the more ‘premium’ end of an up-and-coming category – sparkling tea – where brands say they can offer a tastier alternative to non-alc wine for those looking to cut their consumption. And we dig into the plastic recycling “crisis” in Europe highlighted last week by The European Commission. Rising costs have hit the sector, eroding capacity, as drinks manufacturers seek to meet pledges on plastic and face regulatory pressure. It’s causing a lot of concern.

Dean Best, managing editor