Herbal bitter liqueurs haven’t proven immune to the headwinds currently buffeting the wider beverage alcohol industry. Yet this diverse and dynamic category appears to be in better shape than many others.Driven by the spread of cocktail culture and aperitif-focused spritz serves, as well as strong growth in markets such as Argentina and west Africa, the sector continues to buzz with new entrants and product innovation.
Currency devaluation sets the scene in NigeriaThe leading market for bitters remains Africa’s most populous country, Nigeria, where bitters are an integral par
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