How speciality liqueurs are benefitting from mixology collaboration – Category Intel

For quite some time, liqueur brand owners have consulted with bartenders to ensure their products remain relevant to the tastes of the day. The renewed consumer interest in cocktails worldwide, however, has seen such collaboration become yet more of a focal point for some.As consumer tastes move increasingly towards lower-ABV and more ‘natural’ flavours in drinks, brand owners have adapted their approaches accordingly, often tapping into bartender knowledge to ensure their classic and speciality liqueurs retain the qualities required in a bar setting, while simultaneously filtering down to