How a desire for newness is shaking up spirits
14 Apr 2021
How a desire for newness is shaking up spirits

Established players in the spirits segment are being challenged by newcomers that are defying the rules of the game by reevaluating terroir, developing new processes, and even forging their own category-disruptive descriptors. But can these innovators go from niche to mainstream?

Elisa Cecilli

Elisa Cecilli brings over 15 years of experience as a researcher, having had stints as an insights leader at J Walter Thompson and Portland Design. She is a specialist in foresight, insight, and innovation, helping organisations predict cultural shifts, understand their customers, and identify opportunities for growth. She has advised organisations such as Samsung, Unilever, Mattel, Nike, Red Bull, Siemens, and LinkedIn. She was named among the top innovators under 35 in Italy by MIT Technology Review for the award-winning editorial project STREAM! Magazine.

Deanne Kearney

Deanne Kearney is a dance writer and researcher based in Toronto. She is currently a PhD student in dance studies at York University, where she is looking at popular dance and music within hip hop culture.

Holly Browne

Holly Browne started her career at Tesco before joining a global research organisation specialising in food and drink retail, where she gained a great understanding of changing consumer trends. At Distill Ventures, the drinks industry’s first accelerator for new and growing brands, her focus is to find the best new founder-led brands for potential DV investment who illustrate the disruptive spirit she’s interested in.

Alex Munch

Alex Munch is one of nine co-founders in Denmark’s oldest whisky distillery (which is still only 16 years old). With investment from Distill Ventures, they opened a new state-of-the-art distillery in 2018 to increase their production 50-fold.

Lisa Harris

Lisa Harris is a senior editor with over 10 years experience leading some of the UK's biggest food and recipe websites. She writes food and travel features for print and online publications including The Independent, Stylist, The Sunday Times, Time Out, Mr & Mrs Smith, Sainsbury's Magazine, Food and Travel, Fire & Knives, The Liberal, and Waitrose Kitchen.