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  • Is finely crafted whisky the new craft beer?
  • Is finely crafted whisky the new craft beer?
    arileu, Creative Commons (2014) ©
CASE STUDY

Distill Ventures: bottling the craft spirits movement

Just like beer before it, spirits are getting the craft treatment. Tapping into the emphasis on quality over quantity, Diageo has launched an accelerator programme to raise the next generation of craft distilleries. But why isn’t Diageo just creating its own premium brand?

Location North America / Northern Europe

Scope
Tito Beveridge is a 50-something geologist from Austin, Texas. When he started making flavoured vodkas for friends as Christmas presents, he soon became known among his friends as the ‘vodka guy’. He dropped his mortgage business, and almost fifteen years later, he produces 850,000 cases of vodka every year. [1] What he founded was Tito’s Handmade Vodka, a distillery that embodies the growing shift toward craft spirits, a movement that’s challenging big brands and taking America and Europe by storm. [2]

“The renaissance has happened to wine, beer, bread, vegetables… ...

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