{"id":14297,"date":"2016-07-28T09:28:19","date_gmt":"2016-07-28T09:28:19","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/whisky-revival-takes-over-gin-hype\/"},"modified":"2016-07-28T09:28:19","modified_gmt":"2016-07-28T09:28:19","slug":"whisky-revival-takes-over-gin-hype","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/whisky-revival-takes-over-gin-hype\/","title":{"rendered":"Ginhype maakt plaats voor whisky-revival"},"content":{"rendered":"<p>Niet iedereen zit deze zomer aan de gin-tonic. De whisky-categorie herleeft en spreekt een jonger publiek aan. Investeren en innoveren loont, zegt Dirk Van Ham, country director van <strong>Diageo <\/strong>Benelux.\u00a0<\/p>\n<p><!--break--><\/p>\n<p>\u00a0<\/p>\n<h2>33 miljoen kisten<\/h2>\n<p>Voor alle duidelijkheid: er is geen enkele reden om het ginassortiment uit de rekken te halen. In de markt van sterkedrank is gin de enige categorie die blijft groeien, ook na de invoering van de accijnsverhoging op 1 november vorig jaar. \u201cGin is nu voor het eerst groter dan whisky, althans in volume. Dat gin-tonicverhaal is zeker nog niet ten einde\u201d, weet Dirk Van Ham. \u201cMaar er is meer dan gin. We pikken signalen op dat er ook in de whiskycategorie \u00e9\u00e9n en ander begint te leven.\u201d\u00a0<\/p>\n<p>\nDat is interessant voor Diageo, want de groep is de wereldwijde nummer \u00e9\u00e9n in whisky, met merken als Johnnie Walker, J&amp;B, Lagavulin of Talisker. \u201cWe verkopen 33 miljoen kisten per jaar. In Schotland liggen er momenteel tien miljoen vaten van Diageo te rijpen, dat is zowat de helft van de volledige Schotse whiskyvoorraad\u2026 We staan klaar voor een grote toekomst.\u201d<\/p>\n<p>\u00a0<\/p>\n<h2>Imago van whisky afgestoft<\/h2>\n<p>Het gaat om een internationale trend. In de VS is whisky nu de snelst groeiende categorie. Dat was ze ook in Belgi\u00eb, voor de accijnsverhoging. In waarde groeit de whiskycategorie ondanks alles nog steeds. Of er redenen zijn voor die wereldwijde whiskyrevival?\u00a0<\/p>\n<p>\n\u201cWhisky had een wat stoffig imago. Wij hebben de categorie opengebroken en toegankelijker gemaakt. We zien dat meer jongvolwassenen in whisky stappen. De leeftijdsgroep van 18 tot 24 jaar vertegenwoordigt al 28% van de consumptie. Ook vrouwen vinden vaker de weg naar whisky. Bekende rolmodellen als Kate Moss spelen hier hun rol.\u201d \u00a0<\/p>\n<p>\nDiageo heeft de toon van de communicatie bijgestuurd. \u201cIn malt whisky ging het vroeger altijd over leeftijd en ambacht. We zijn meer over de smaak gaan praten en dat slaat aan.\u201d Ook productinnovatie werpt vruchten af. Er was de lancering van Johnnie Walker Double Black bijvoorbeeld. In het bourbonsegment introduceerde Diageo met succes Bulleit Bourbon &amp; Rye, een merk dat nog klein is maar wel sterk groeit. En er is het premiumverhaal, met geschenkverpakkingen voor Blue Label.\u00a0<\/p>\n<p>\u00a0<\/p>\n<h2>Hoge ambities<\/h2>\n<p>\u201cWe blijven ook consequent investeren in Johnnie Walker Red Label, dat al bijna 200 jaar bestaat. Dit najaar brengen we voor het eerst een grote innovatie met Johnnie Walker Red Rye Finish, een exclusieve blend die werd ontwikkeld door onze meesterblender Jim Beveridge. Hij verzoent de diepte en het karakter van Schotse whisky met het zoete en kruidige van een bourbon.\u00a0Echt verrassend! Binnenkort lanceren we hem, voorlopig in een beperkte hoeveelheid.\u201d\u00a0<\/p>\n<p>\nDiageo toont zich erg ambitieus. \u201cWe realiseren nu een omzet van ongeveer 2 miljard pond in Europa. Binnen vijf jaar moet dat 3 miljard worden. Uiteindelijk hebben we in Europa nog maar een marktaandeel van 2,7% in de totale alcoholmarkt. Er is dus nog groeimarge.\u201d\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Lees ook: <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/%E2%80%9Caccijnsverhoging-desastreus-voor-drankenmarkt%E2%80%9D\" target=\"_blank\" rel=\"noopener\">\u201cAccijnsverhoging desastreus voor drankenmarkt\u201d<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Niet iedereen zit deze zomer aan de gin-tonic. De whisky-categorie herleeft en spreekt een jonger publiek aan. Investeren en innoveren loont, zegt Dirk Van Ham, country director van Diageo Benelux.\u00a0 \u00a0 33 miljoen kisten Voor alle duidelijkheid: er is geen enkele reden om het ginassortiment uit de rekken te halen. In de markt van sterkedrank [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-14297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ginhype maakt plaats voor whisky-revival - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Volgens drankenproducent Diageo beleeft de whisky-categorie een wereldwijde heropleving.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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