The craft spirits segment continues to gather momentum, driven by consumers’ desire for authenticity, provenance and immersive experiences. Across whisky, gin, tequila, rum and beyond, travellers are seeking more than just a premium liquid; they want stories and a sense of place with the wine & spirits offer.

While the surge in artisanal expressions was accelerated by the pandemic, the trend has endured, supported by changing consumer preferences and the global expansion of cocktail culture. This feature showcases how brands across the spectrum, from small independents to established houses, are interpreting craft in their own way.

From Rutland Square Spirits’ east-meets-west innovations to Kavalan’s Taiwanese single malts, brands are combining heritage and sensory storytelling to create memorable experiences. Immersive tastings, augmented-reality labelling, guided activations and digital education are shaping a new kind of discovery – one that goes beyond the shelf to engage travellers on multiple levels.