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Gen Z and Millennial consumers turning to craft for ‘more personal, local experiences’ – Category Intel

Jaq Bayles
Last updated: 18/11/2024 at 12:40 PM
By Jaq Bayles
18 November 2024
12 Min Read

Against a backdrop of macroeconomic pressures, prompting financing scrambles and the occasional bankruptcy, the craft spirits category is catching the attention of the all-important younger LDA consumer.


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By 2030, the craft spirits industry, currently valued at around US$21.4bn, is forecast to grow to $117.4bn, with Millennial consumers touted to be the main drivers of consumption.The prediction is made in a report by Grand View Research, which expects the sector to achieve a CAGR of 28.4% from 2024 to 2030, citing rising demand, an increase in the number of craft distilleries and rising disposable income as the primary reasons for growth. “With considerable purchasing power, the Millennial population is expected to drive market growth,” states the report.Other key takeaways include:Craft w

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Jaq Bayles
ByJaq Bayles
Jaq is a UK-based freelance journalist who began her career in newspapers and has contributed over the years to a range of national and international titles, including The Guardian and The Independent. For several years now, she has specialised mainly in drinks-related topics.
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